Researcher can obtain at any time survey completion

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.
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Observation Research
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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
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Example – Spooky Mannequins Spy on Shoppers
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Eye-Tracking
54

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?
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• 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)
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• 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

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
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Key Concepts
• Qualitative research
• Indirect approach
• Projective techniques
• Association techniques
• Construction techniques
• Survey method
• Observation method