6: Descriptive and Causal Research Designs

6-2 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Goal of Survey Research Methods  Provide facts and estimates that can be used to  make accurate predictions about relationships between market factors and behaviors  gain insights to understanding the relationships between variables and differences between groups  verify or validate existing relationships

6-3 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Advantages/Disadvantages of Survey Research Design Advantages  Accommodates large sample sizes  Generalizable to target population  Easy to administer and record answers  Facilitates advanced statistical analysis Disadvantages  Questions that accurately measure variables can be difficult to develop  In-depth data difficult to obtain  Low response rates  Lower flexibility

6-4 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Errors in Surveys Sampling error Nonsampling error

6-5 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Forms of Nonsampling Error Nonresponse error (systematic) Response error

6-6 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Types of Survey Research Methods Person- administered Telephone- administered Self- administered

6-7 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Person-Administered Surveys Advantages  Adaptability  Rapport / Trust  Quick feedback  Response quality  Explicability Disadvantages  Possible recording errors  Interaction / social desirability biases and interaction biases  Expensive

6-8 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Mall Intercepts

6-9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Telephone Surveys Advantages  May use CATI technology  Less expensive than face to face methods  Increased geographic flexibility  Callbacks possible  Fast  Suitable for use with large number of respondents Disadvantages  Difficult for complex tasks, long surveys, or those using visual aids  Perception of telemarketing  Change in behavior (voic , caller ID, mobile vs land lines)  Limited to domestic research

6-10 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Respondent Reads Survey Questions and Records Answers Without Assistance Drop-Off Mail Survey Mail Panel Self-Administered Types of Survey Research Internet

6-11 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Advantages/Disadvantages of Self-Administered Surveys Advantages  Low cost per survey  Respondent self- paces  No interviewer- response bias  Anonymity in response  More truthful responses Disadvantages  Minimal flexibility  High nonresponse rates  Potential response errors  Slow data acquisition  Lack of monitoring

6-12 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Greenfield Online utilizes web surveys

6-13 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Selecting a Survey Method  Situational characteristics  Task characteristics  Respondent characteristics

6-14 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Situational Factors Affecting Choice  Budget  Completion time frame  Quality requirements  Completeness of data needed  Data generalizability needs  Data precision needs

6-15 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Task Factors Difficulty of the task Stimuli needed Amount of information Topic sensitivity

6-16 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Respondent Participation Incidence Rate Diversity Respondent Characteristics

6-17 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Experiments (Causal Research)  Identifies cause-and-effect relationships between variables  A variable is an observable element or attribute that can be measured

6-18 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Values manipulated by researcher Values manipulated by researcher Measures of effect Independent Variables Dependent Variables Control Variables Conditions that make the design a true experiment Conditions that make the design a true experiment Extraneous Variables Uncontrolled, unmeasured variables that may affect dv Uncontrolled, unmeasured variables that may affect dv Types of Variables in Experimental Designs

6-19 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008Internal/ExternalValidityInternal/ExternalValidity ReliabilityReliability Validity and Reliability Concerns

6-20 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Field Experiments: Considerations  High realism  Little or no control  Time frame  Costs  Competitive reactions

6-21 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Test Marketing Test marketing is the use of a controlled field experiments to gain information on market performance indicators (i.e. sales).