Descriptive Research & Questionnaire Design

Descriptive Research Survey versus Observation  Survey Primary data collection method based on communication with a representative sample of individuals  Observation Systematic process of recording behavioral patterns of people, objects, and occurrences without questioning or communicating with them  Involves recording -- someone (something) has to do the recording  Deals with behaviors -- can’t observe attitudes, emotions, etc.  Broad-based -- may observe, people, objects, occurrences

Survey Research Methods of Administration  Personal Interview -- face-to-face communication between an interviewer and respondent  Telephone Interview -- information is gathered over the telephone  Mail Questionnaire -- self-administered survey sent via the mail  Electronic Questionnaire -- survey distributed and gathered via or the Internet

Survey Research Personal interviews  Advantages Probing ability Longer survey instruments Completeness Use visual aids  Disadvantages Interviewer bias Not anonymous Expense Ability to set up specific times for call backs

Survey Research Telephone interviews  Advantages Efficiency Probing ability Ability to have “pure random samples” Ability to set up specific times for call backs Direct data entry (CATI)  Disadvantages Limited reach (not all have telephones)  Cell phone issues Annoyance Limited duration No visuals

Survey Research Mail questionnaires  Advantages Low in cost Respondent convenience & anonymity No interviewer bias Longer surveys  Disadvantages Lack of speed Low response rates (usually below 50%; often much lower) No interviewer Cost can get high

Survey Research Electronic Questionnaires  surveys Convenient Limited reach Best used in conjunction with another method (i.e., mail or telephone) Web-based surveys Convenient Limited reach Some visual aids may be used Best application:  In conjunction with another method  Panels

Primary Data When to use communication versus observation?  When data collection needs to be versatile Have a wide range of data needs Want to know needs, ideas, descriptions of customers, for example  Able to gather by “communicating” with a respondent  Some data cannot be observed (e.g., attitudes)

Primary Data When to use observation versus communication?  When a respondent’s willingness to provide information is low  When the potential for interviewer bias is high  Certain types of data points can only be observed (e.g., behaviors)

Survey Research Cross-Sectional versus Longitudinal Designs  Cross-sectional -- snapshot of population at one point in time  Longitudinal -- fixed sample of population elements repeatedly measured over time Allows for tracking of certain changes over time (e.g., brand switching, brand loyalty)

Observation-Based Research Nature of observation  No interaction No non-response do to unwillingness to participate Little social desirability Characteristics of observation  Objectivity  Accuracy

Questionnaire Design What is a questionnaire?  Formalized schedule for collecting data from respondents Outlines information to be gathered Key criteria of a good questionnaire  Relevance to the problem at hand  Accuracy in terms of its measures

Questionnaire Design Components of a Questionnaire  ID data  Request for cooperation  Instructions  Information sought  Classification data

Questionnaire Design Procedure for developing a questionnaire  More of an art than a science (We will cover the following steps) Specify the information to be sought Determine the type of questionnaire and method of administration Determine content of individual questions Determine response form to each question Determine specific wording of each question

Questionnaire Design Procedure for developing a questionnaire (cont’d)  Determine question sequence  Determine physical characteristics of the questionnaire  Re-examine the above steps and revise (if necessary)  Pretest questionnaire and revise

Questionnaire Design Information sought  Guided by the problem definition and the hypotheses  Be careful to focus on the problem at hand and the necessary hypotheses “Interesting” information will only make the questionnaire longer which will likely contribute to non-sampling error

Questionnaire Design Type of questionnaire and method of administration  Depends on the problem at hand Structured versus unstructured depends on the problem definition

Questionnaire Design Determine content of individual questions  Is a question necessary?  Are several questions necessary, or just one?  Do typical respondents have the necessary information to answer the question? Example -- Opinion Metallic Metals Act of 1947  If they don’t they will still answer it

Questionnaire Design Determine content of individual questions (cont’d)  Will respondents provide the information? Options for sensitive questions  Hide the question  State the question using terms that suggest the behavior or attitude in question is not unusual  Phase the questions in terms of others  State the question with response categories (easy to check a response box)  Randomized Response Model

Questionnaire Design Form of the response  Open-ended  Fixed alternative Dichotomous  Yes/No Multi-chotomous  Strongly Agree  Agree  Disagree  Strongly Disagree

Questionnaire Design Question wording  Simple words  Avoid ambiguous words  Avoid leading questions  Avoid implicit alternatives  Avoid estimates  Avoid double-barreled questions

Questionnaire Design Question Sequence  Simple & interesting opening questions  Funnel approach Start broad and get narrow  Difficult or sensitive questions late  Classification information last

Questionnaire Design Determine physical characteristics  Securing response – this is most important  Facilitate handling and control Re-examination and revision Pretests