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MKT 300 Research Methods for Business Mishari Alnahedh
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LECTURE 4: Research Design 2
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Scientific Observation is Systematic
Observation Methods Mishari Alnahedh Scientific Observation is Systematic “YOU SEE, BUT YOU DO NOT OBSERVE.” - Sherlock Holmes What Can be Observed ? Physical actions Verbal behavior Expressive behavior Spatial relations and locations Temporal patterns Verbal and pictorial records
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What Can Be Observed ? Observation Methods Phenomena Example
Mishari Alnahedh What Can Be Observed ? Phenomena Example Human behavior or physical action Shoppers movement pattern in a store Verbal behavior Statements made by airline travelers who wait in line Expressive behavior Facial expressions, tone of voice, and other forms of body language Spatial relations and locations How close visitors at an art museum stand to paintings Temporal patterns How long fast-food customers wait for their order to be served Physical objects What brand name items are stored in consumers’ pantries Verbal and Pictorial Records Bar codes on product packages
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Observation of Human Behavior Benefits
Observation Methods Mishari Alnahedh Observation of Human Behavior Benefits Communication with respondent is not necessary Data without distortions due to self-report Bias (e.g.: without social desirability) No need to rely on respondents memory Nonverbal behavior data may be obtained Certain data may be obtained more quickly Environmental conditions may be recorded May be combined with survey to provide supplemental evidence
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Observation of Human Behavior Limitations
Observation Methods Mishari Alnahedh Observation of Human Behavior Limitations Cognitive phenomena cannot be observed Interpretation of data may be a problem Not all activity can be recorded Only short periods can be observed Observer bias possible Possible invasion of privacy
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Observation of Physical Objects
Observation Methods Mishari Alnahedh Observation of Physical Objects Physical-trace evidence Wear and tear of a book indicates how often it has been read Response Latency Recording the decision time necessary to make a choice between two alternatives It is presumed to indicate the strength of preference between alternatives.
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Mechanical Observation
Observation Methods Mishari Alnahedh Content Analysis Obtains data by observing and analyzing the content of advertisements, letters, articles, etc. Deals with the study of the message itself Measures the extent of emphasis or omission Mechanical Observation Traffic Counters Web Traffic Scanners Peoplemeter Physiological Measures
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Physiological Reactions
Observation Methods Mishari Alnahedh Physiological Reactions Eye tracking Pupilometer: This device observes and records changes in the diameter of the subject’s pupils. Psychogalvanometer Voice pitch Eye Tracking Monitors Record how the subject actually reads or views an advertisement Measure unconscious eye movements
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Questionnaire Design
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“It is not every question that deserves an answer.”
Questionnaire Design Mishari Alnahedh “It is not every question that deserves an answer.” Publius Syrus (roman,1st century B.C.)
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A QUESTIONNAIRE IS ONLY AS GOOD AS THE QUESTIONS IT ASKS
Questionnaire Design Mishari Alnahedh A QUESTIONNAIRE IS ONLY AS GOOD AS THE QUESTIONS IT ASKS A Good Questionnaire Appears As easy to compose as a good poem But, it is usually the result of long, painstaking work
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The Major Decisions in Questionnaire Design
Mishari Alnahedh The Major Decisions in Questionnaire Design What should be asked? How should each question be phrased? In what sequence should the questions be arranged? What questionnaire layout will best serve the research objectives? How should the questionnaire be pretested? Does the questionnaire need to be revised? What Should Be Asked? Questionnaire relevance Questionnaire accuracy
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Developing a Questionnaire
Questionnaire Design Mishari Alnahedh Developing a Questionnaire Avoid Complexity: use simple, conversational language Avoid leading and loaded questions Avoid ambiguity: be as specific as possible Avoid double-barreled items Avoid making assumptions Avoid burdensome questions
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Developing a Questionnaire
Questionnaire Design Mishari Alnahedh Developing a Questionnaire Realistic demand Understanding of the questions One dimensional question No escape route Specific questions not general Polite language Straightforward questions Neat and tidy questionnaire Pre-test
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1. Do you believe that private citizens have the right to
Questionnaire Design Mishari Alnahedh 1. Do you believe that private citizens have the right to own firearms to defend themselves, their families, and property from violent criminal attack? Yes No Undecided
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2. Do you believe that a ban on the private ownership
Questionnaire Design Mishari Alnahedh 2. Do you believe that a ban on the private ownership of firearms would be significantly reduce the number of murders and robberies in your community? Yes No Undecided
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Categories for structured
Questionnaire Design Mishari Alnahedh Categories for structured questions
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Scale for Ranking Answers
Questionnaire Design Mishari Alnahedh Scale for Ranking Answers
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Examples of Escape Routes
Questionnaire Design Mishari Alnahedh Examples of Escape Routes
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Questionnaire Design Mishari Alnahedh 1a. How many years have you been playing tennis on a regular basis? Number of years: __________ b. What is your level of play? Novice Advanced Lower Intermediate Expert Upper Intermediate Teaching Pro c. In the last 12 months, has your level of play improved, remained the same or decreased? Improved Decreased Remained the same
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Questionnaire Design Mishari Alnahedh 2a. Do you belong to a club with tennis facilities? Yes No b. How many people in your household - including yourself - play tennis? Number who play tennis ___________ 3a. Why do you play tennis? (Please “X” all that apply.) To have fun To stay fit To be with friends To improve my game To compete To win b. In the past 12 months, have you purchased any tennis instructional books or video tapes? Yes
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Questionnaire Design Dear Passenger:
Mishari Alnahedh Dear Passenger: American Airlines is pleased to have you on board today. To help us provide the best service possible, we need to know more about you and your opinions of our service. If you are over 11 years old, we would appreciate it if you would complete this questionnaire. Your flight attendant will pick up your completed questionnaire shortly. Thank you.
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Questionnaire Design Mishari Alnahedh 1. Please indicate: Flight number ___________ Date_____________ 2a. At the city where you boarded this particular plane, did you make a connection from another flight? Yes, from American Yes, from Other Airline . . 2 No b. Did you board this plane at the airport from which it just took off, or were you a through passenger for which that was an intermediate stop? Boarded here Through passenger 3. How would you rate the overall service from American for this flight, all things considered, from your arrival at the airport terminal until now? Excellent Good Fair Poor Overall Service
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Questionnaire Design Mishari Alnahedh 4. Please rate each of the following with regard to this flight, if applicable. Excellent Good Fair Poor Courtesy and Treatment from the: Skycap at airport Airport Ticket Counter Agent Boarding Point (Gate) Agent Flight Attendants Your Meal or Snack Beverage Service Seat Comfort Carry-On Stowage Space Cabin Cleanliness Video/Stereo Entertainment On-Time Departure
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Be careful with: Questionnaire Design Question sequence Order bias
Mishari Alnahedh Be careful with: Question sequence Order bias Funnel technique Filter bias Question layout
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