The respondent is expected to transfer personal

• 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.
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Expressive Techniques

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Example: 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 Cons
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• Cons
– Requires highly skilled
interviewers
– Skilled interpreters are
also required to analyze
the responses
– Serious risk of
interpretation bias
– Tend to be expensive
– Engaging in unusual
behavior.
A warning about qualitative research
• Cannot take the place of conclusive, quantitative
research
• Can lead to incorrect decisions
• Interpretation of findings typically judgemental
• Most techniques use small samples that may not
be representative.
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Descriptive Research Methods
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Types of Research
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Research
Exploratory Descriptive Causal
Survey Observation
Survey Research
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Survey Research
• Rationale: To enable the quantification of 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/Internet
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Survey Methods
Telephone Personal Electronic
Traditional
Telephone
Computer-Assisted
Telephone Interviewing
Mall Intercept
In-Home
E-Mail
Internet
Computer-Assisted
Personal Interviewing
Mail
Mail Panel
Mail/Fax
Interview
Classification of Survey Methods
Telephone Interviews
• Traditional Telephone Interviewing
– paper questionnaire, pen or pencil
– centrally located research facilities
• Computer-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
accuracy
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Personal Interviews
• Personal In-Home Interviews
– suitable for longest complex questionnaires
– use of personal in-home interviews has declined
– difficult to undertake mid-week
• Mall-Intercept Personal Interviews
– short interviews, limited privacy
– non-probability samples, usually quota
• Computer-Assisted Personal Interviewing (CAPI)
– computer terminals
– Shopping mall, airports, B2B trade shows and conventions
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Mail Surveys
• Mail Surveys
– mail interview package: outgoing envelope,
cover letter, questionnaire, postage-paid return
envelope, and possibly an incentive
– few, if any, skip questions
– slow, but cheap
– follow-up required to minimize non-response
• Mail Panels
– large and nationally representative sample
– detailed demographic and lifestyle data are
collected on each household
– Incentives: cash or gifts
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Electronic Surveys
• E-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