1. Descriptive and Causal Research Designs5
McGraw-Hill/Irwin
Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved.

2. Learning Objectives_1
Explain the purpose and advantages of survey research designs
Describe the types of survey methods
Discuss the factors influencing the choice of survey methods

3. Learning Objectives_2
Explain experiments and the types of variables used in causal designs
Define test marketing and evaluate its usefulness in marketing research

4. Selecting a Descriptive Research Design
Nature
of problem
Research
questions
Research
objectives

5. 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 and differences
verify or validate the existing relationships

6. Advantages/Disadvantages of Survey Research Design
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

7. Errors in Surveys
Sampling error
Nonsampling error

8. Forms of Nonsampling Error
Respondent errors
Nonresponse errors
Response errors

9. Types of Survey Research Methods
Telephone-
administered
Self-
administered
Person-
administered

10. Person-Administered Surveys
Advantages
Adaptability
Rapport
Feedback
Response quality
Disadvantages
Possible recording errors
Interaction errors
High expense

11. Mall Intercepts

12. Telephone Surveys Advantages Interviewers or CATI technology
Less expensive than face to face methods
Geographic flexibility
Callbacks possible
Fast
Suitable for large samples
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

13. Self-Administered Types of Survey Research
Respondent Reads Survey Questions and Records Answers Without Assistance
Mail Survey
Mail Panel
Drop-Off
Internet

14. Advantages/Disadvantages of Self-Administered Surveys
Low cost per survey
Respondent control
No interviewer-response bias
Anonymity in response
Disadvantages
Minimal flexibility
High nonresponse rates
Potential response errors
Slow data acquisition
Lack of monitoring

15. Greenfield Online: A Web Surveyor

16. Usage Rates for Survey Methods
Internet %
CATI %
Hybrid %
Face-to-face intercepts 11.5%
Mail %
Other %

17. Selecting a Survey Method
Situational characteristics
Task characteristics
Respondent characteristics

18. Situational Factors Affecting Choice
Budget
Completion time frame
Quality requirements
Data completeness
Data generalizability
Data precision

19. Task Factors Difficulty of the task Stimuli needed Amount of
information
Topic
sensitivity

20. Respondent Characteristics
Diversity
Incidence Rate
Respondent Participation

21. Experiments
Causal research designs that can identify cause-and-effect relationships between variables
A variable is an observable element or attribute of an item or event that can be measured

22. Types of Variables in Experimental Designs
Independent Variables
Dependent Variables
Values manipulated
by researcher
Control Variables
Measures of effect
Extraneous Variables
Conditions that make the
design a true experiment
Uncontrolled, unmeasured
variables that may affect dv

23. Validity and Reliability Concerns
Internal Validity
External Validity

24. Field Experiments: Considerations
Realism and control
Time frame
Costs
Competitive reactions

25. Test Marketing
Test marketing is the use of a controlled field experiments to gain information on market performance indicators

26. Marketing Research in Action: Riders Brand Launch
What Lee’s goal for conducting an extensive test market for Riders jeans?
Identify and explain the strengths and weaknesses associated with the test market process used
Should the company test market Riders using an Internet format?