1. Descriptive Research Design: Survey and Observation
Chapter Six
Descriptive Research Design: Survey and Observation

2. Chapter Outline
1) Descriptive Research Methods 2) Survey Methods 3) Observation Methods 4) Observational Methods Classified by Mode of Administration 5) Summary

3. Descriptive research methods
1- Survey methods: Survey methods of obtaining information is based on the questioning of respondents. Respondents are asked a variety of questions regarding their behavior, intentions, attitudes, awareness, motivations, and demographic and lifestyle characteristics. These questions may be asked verbally, in writing, or via a computer, and responses may be obtained in any of these forms. 2- Observation methods: Observation methods involves recording the behavioral patterns of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest. The observer does not question or communicate with the people being observed.

4. Survey methods

5. A Classification of Survey Methods
Traditional Telephone
Computer-Assisted Telephone
Mail
Mail Panel
In-Home
Mall Intercept
Computer-Assisted Personal
Internet
Survey Methods
Telephone
Interviewing
Personal
Mail Interviewing
Electronic
1- Traditional Telephone involving phoning a sample of respondents and asking them the question in the survey.
2- computerized-assisted telephone interviewing (CATI): uses a computerized questionnaire administered to respondents over the telephone, and the computer systematically guide the respondents.
3- Personal in home interviews: Respondents are interviewed face-to-face in their homes.
4- Mall intercept personal interviews: respondents are intercepted while they are shopping in malls
5- computer-assisted personal interviewing: the respondent sits in front of a computer terminal and answers a questionnaire on the computer screen by using a keyword or a mouse.
6- mail interview: questionnaires are mailed to preselected potential respondents to answer and return.
7- mail panels: a large representative sample of households that have agreed to participate in periodic mail questionnaires.
8- interviews: respondents form a list of addresses receive the messages, in which the survey is written within the body of the message.
9- internet interviews: respondents are asked to go to a particular web location to complete the survey.

6. A Classification of Survey Methods
1- Traditional Telephone involving phoning a sample of respondents and asking them the question in the survey. 2- computerized-assisted telephone interviewing (CATI): uses a computerized questionnaire administered to respondents over the telephone, and the computer systematically guide the respondents. 3- Personal in home interviews: Respondents are interviewed face-to-face in their homes. 4- Mall intercept personal interviews: respondents are intercepted while they are shopping in malls.

7. A Classification of Survey Methods
5- computer-assisted personal interviewing: the respondent sits in front of a computer terminal and answers a questionnaire on the computer screen by using a keyword or a mouse.
6- mail interview: questionnaires are mailed to preselected potential respondents to answer and return.
7- mail panels: a large representative sample of households that have agreed to participate in periodic mail questionnaires.
8- interviews: respondents form a list of addresses receive the messages, in which the survey is written within the body of the message.
9- internet interviews: respondents are asked to go to a particular web location to complete the survey.

8. Observation methods

9. Observation Methods: Structured Versus Unstructured
For structured observation, the researcher specifies in detail what is to be observed and how the measurements are to be recorded. (e.g., an auditor performing inventory analysis in a store).
In unstructured observation, the observer monitors all aspects of the phenomenon that seem relevant to the problem at hand. (e.g. observing children playing with new toys).

10. Observation Methods: Disguised Versus Undisguised
In disguised observation, the respondents are unaware that they are being observed. Disguise may be accomplished by using one-way mirrors, hidden cameras, or inconspicuous mechanical devices. Observers may be disguised as shoppers or sales clerks.
In undisguised observation, the respondents are aware that they are under observation.
To determine how many and which specific people were watching the TV at any given time. Nielsen has relied on diaries kept by the household residents. Then Nielsen switched to the use of a “People Meter” a device that can be held in the hand and has a number for each member of the household, which he/she is asked to punch when viewing TV. This seems to be a definite improvement but has caused great furor among TV networks and advertisers because the resulting audience size for specific shows was significantly different from that previously reported.
Another device for making observations is the psycho-galvanometer. This machine measures minute emotional reactions through changes in the rate of perspiration, much like a lie detector. Advertisements can be tested for relative impact by showing them to respondents and measuring the emotional response of the respondent on the galvanometer. More recently a computer based technique for analyzing changes in voice pitch has been found effective in measuring changes in emotional reaction. This has been used to test reactions to advertisements and to new products.
The eye camera is a device to record the movements of the eye. A respondent can be given an advertisement and the eye camera can then be used to record the movements of the eye in looking at the ad – what parts are noted first, in what sequence the various copy blocks are read and what parts attract the longest attention. Similar analyses can be made of consumer reactions to packages or to pictures of many brands displayed on store shelves.
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11. Observation Methods: Natural Versus Contrived
Natural observation involves observing behavior as it takes places in the environment. For example, one could observe the behavior of respondents eating fast food at Burger King.
In contrived observation, respondents' behavior is observed in an artificial environment, such as a test kitchen.
Contrived = arranged = planned

12. A Classification of Observation Methods
Personal Observation
Mechanical Observation
Trace Analysis
Content Analysis
Audit
Classifying
Observation
Methods

13. Observation Methods: Personal Observation
A researcher observes actual behavior as it occurs.
The observer does not attempt to manipulate the phenomenon being observed but merely records what takes place.
For example, a researcher might record traffic counts and observe traffic flows in a department store. This information could aid in designing store layout.
Traffic counters are electronic devices that count customers who enter the store of any of its department. It is said that:
Decreased sales + decreased traffic = external problems such as lack of advertising or lack of successful advertising.
Decreased sales + increased traffic = internal problem such as skill level of sales staff, selection of products, or prices.
Accordingly, traffic history could help in: schedule sales staff efficiently, analyze advertising compain, and compare weekly traffic vs. week end traffic.

14. Observation Methods: Mechanical Observation
Do not require respondents' direct participation.
The AC Nielsen audimeter
Turnstiles that record the number of people entering or leaving a building.
On-site cameras (still, motion picture, or video)
Optical scanners in supermarkets
Do require respondent involvement.
Eye-tracking monitors
Pupilometers
Psychogalvanometers
Voice pitch analyzers
Devices measuring response latency
television program ratings
A.C. Nielsen
The rating system was based on a sampling of more than 1,000 television homes scattered around the United States. Each member of the sample had a small box, called an Audimeter, attached to the set, which recorded when the set was on and what channel was tuned in. These data were relayed to a computer centre, which also collected data from viewing diaries kept by a smaller sampling of...
A turnstile, also called a baffle gate or turnstyle, is a form of gate which allows one person to pass at a time. From a business/revenue standpoint, turnstiles give an accurate, verifiable count of attendance. 
Still= without movement
An instrument for testing mental reaction by determining how skin resistance changes when a voltage is applied toelectrodes in contact with the skin.
Latecy=delay

15. Observation Methods: Audit
The researcher collects data by examining physical records or performing inventory analysis.
Data are collected personally by the researcher.
The data are based upon counts, usually of physical objects.

16. Observation Methods: Content Analysis
The objective, systematic, and quantitative description of the manifest content of a communication.
The unit of analysis may be words, characters (individuals or objects), themes (propositions), space and time measures (length or duration of the message), or topics (subject of the message).
Analytical categories for classifying the units are developed and the communication is broken down according to prescribed rules.

17. Observation Methods: Trace Analysis
Data collection is based on physical traces, or evidence, of past behavior.
The position of the radio dials in cars brought in for service was used to estimate share of listening audience of various radio stations.
The age and condition of cars in a parking lot were used to assess the affluence of customers.
The magazines people donated to charity were used to determine people's favorite magazines.
Internet visitors leave traces which can be analyzed to examine browsing and usage behavior by using cookies.

18. Relative Advantages of Observation
They permit measurement of actual behavior rather than reports of intended or preferred behavior.
There is no reporting bias, and potential bias caused by the interviewer.
Certain types of data can be collected only by observation (example: information on baby’s toy preferences by observing babies at play, because they are unable to express themselves adequately).
If the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods.

19. Relative Disadvantages of Observation
The reasons for the observed behavior may not be determined since little is known about the underlying motives, beliefs, attitudes, and preferences.
Selective perception (bias in the researcher's perception) can bias the data.
Observational data are often time-consuming and expensive, and it is difficult to observe certain forms of behavior such as personal activities.
In some cases, the use of observational methods may be unethical, as in observing people without their knowledge or consent.
It is best to view observation as a complement to survey methods, rather than as being in competition with them.