The respondent is expected to transfer personal attitudes to the third person

The respondent is expected to transfer personal

This preview shows page 12 - 17 out of 19 pages.

The respondent is expected to transfer personal attitudes to the third person.Role playing requires the subject to act out someone else’s behaviour in a particular setting.36Expressive Techniques
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Lecture 41337Example: which movie to rent?Pros– Mask the real purpose of the study– Good in addressing personal, sensitive issues– Capturing what is going on at subconscious level Projective Techniques: Pros and Cons38ConsRequires highly skilled interviewersSkilled interpreters are also required to analyze the responsesSerious risk of interpretation bias– Tend to be expensive– Engaging in unusual behavior.A warning about qualitative researchCannot take the place of conclusive, quantitative researchCan lead to incorrect decisionsInterpretation of findings typically judgementalMost techniques use small samples that may not be representative.39
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Lecture 414Descriptive Research Methods40Types of Research41ResearchExploratoryDescriptiveCausalSurveyObservationSurvey Research42
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Lecture 415Survey ResearchRationale: To enable the quantificationof opinions, preferences by a medium/large sample Format: scaled questions, scenarios, open-ended questions Timeframe: On-going (panel) versus one-shot (cross-sectional) Tools: mail, telephone, personal interview, mall intercept, email/Internet43Survey MethodsTelephonePersonalElectronicTraditionalTelephoneComputer-AssistedTelephoneInterviewingMall InterceptIn-HomeE-MailInternetComputer-AssistedPersonal InterviewingMailMail PanelMail/FaxInterviewClassification of Survey MethodsTelephone InterviewsTraditional Telephone Interviewing– paper questionnaire, pen or pencil– centrally located research facilitiesComputer-Assisted Telephone Interviewing (CATI)– computerized questionnaire– interviewer wears a mini-headset in front of computer– respondent's answers recorded directly into computer– CATI software has built-in logic, which also enhances data accuracy45
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Lecture 416Personal InterviewsPersonal In-Home Interviews– suitable for longest complex questionnaires– use of personal in-home interviews has declined– difficult to undertake mid-weekMall-Intercept Personal Interviews– short interviews, limited privacy– non-probability samples, usually quotaComputer-Assisted Personal Interviewing (CAPI)– computer terminals – Shopping mall, airports, B2B trade shows and conventions 46Mail SurveysMail Surveys– mail interview package: outgoing envelope, cover letter, questionnaire, postage-paid return envelope, and possibly an incentivefew, if any, skip questions– slow, but cheap– follow-up required to minimize non-responseMail Panels– large and nationally representative sample– detailed demographic and lifestyle data are collected on each household– Incentives: cash or gifts47Electronic SurveysE-Mail Surveys– suited to projects where the email lists are readily available, (e.g., frequent fliers of an airline)– respondent anonymity is difficult to maintain Internet Surveys– web survey systems are available for constructing
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