researcher can obtain at any time survey completion statistics descriptive

Researcher can obtain at any time survey completion

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researcher can obtain at any time survey completion statistics, descriptive statistics or graphically display data Survey Research Advantages (relative to qual methods) Ease : Questionnaires are relatively easy to administer. Reliability : Using fixed- response (multiple-choice) questions reduces variability in the results that may be caused by differences in interviewers and enhances reliability of the responses. Simplicity : It also simplifies coding, analysis, and interpretation of data. Disadvantages (relative to qual methods) Respondents may be unable or unwilling to provide the desired information. Structured data collection involving a questionnaire with fixed-response choices may result in loss of validity for certain types of data, such as beliefs and feelings. Properly wording questions is not easy. 50 Observation Research 51
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Lecture 4 18 Observational Methods Rationale : Respondents may not give “truthful” answers, useful supplements to other techniques Common examples : supermarket scanner data, people meter, clickstream data, surveillance Tools : Electronic devices, other “high tech” information collectors, product in use, silicon chips in-store, personal people meters, eye-trackers 52 Example – Spooky Mannequins Spy on Shoppers 53 Eye-Tracking 54
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Lecture 4 19 Example – measuring people’s attention on advertising material Most marketing stimuli aim at capturing visual attention: attention is a crucial, yet scarce resource. The issue is: Do our visual marketing stimuli capture and retain attention sufficiently? 55 56 Pros Measure actual behavior rather than intended or preferred behavior There is no reporting bias Certain types of data can be collected only by observation Sometimes observational methods may be cheaper and faster than survey methods Observations: Pros and Cons (relative to survey research) 57 Cons Selective perception (bias in the researcher's perception) can bias the data In some cases, the use of observational methods may be unethical Often time-consuming and expensive, and it is difficult to observe certain forms of behavior
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Lecture 4 20 Recap Qualitative research Focus groups Depth interviews Projective techniques Descriptive research Survey research Observation methods For week 4 tutorial Review Lecture 4 notes and suggested readings Submit Mini-task 2 before tutorial starts 58 Key Concepts Qualitative research Indirect approach Projective techniques Association techniques Construction techniques Survey method Observation method
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