Rm 5
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This document discusses various research methods used in surveys, including different ways of communicating with respondents like personal interviews, telephone interviews, and self-administered questionnaires. It also covers the advantages and disadvantages of different data collection methods like mail surveys, e-mail questionnaires, internet surveys, and observation. Physiological measures that can be used in observation like eye tracking, pupilometers, and voice pitch analysis are also summarized.
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Rm 5
- 1. Research Methodology Lecture 5 Ms Farha Hassan
- 3. Surveys Surveys ask respondents for information using verbal or written questioning
- 4. Respondents Respondents are a representative sample of people
- 5. Gathering Information via Surveys Quick Inexpensive Efficient Accurate Flexible
- 6. Problems Poor Design Improper Execution
- 7. Interviewer Bias A response bias that occurs because the presence of the interviewer influences answers.
- 8. Auspices Bias Bias in the responses of subjects caused by the respondents being influenced by the organization conducting the study.
- 9. Social Desirability Bias Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role.
- 10. Communicating with Respondents Personal interviews Door-to-door Shopping mall intercepts Telephone interviews Self-administered questionnaires
- 12. Good Afternoon, my name is _________. I am with _________ survey research company. We are conducting a survey on_________
- 13. Door-to-Door Personal Interview Speed of data collection Moderate to fast Geographical flexibility Limited to moderate Respondent cooperation Excellent Versatility of questioning Quite versatile
- 14. Door-to-Door Personal Interview Questionnaire length Long Item nonresponse Low Possibility of respondent misunderstanding Lowest Degree of interviewer influence of answer High
- 15. Door-to-Door Personal Interview Ease of call back or follow-up Difficult Cost Highest Special features Visual materials may be shown or demonstrated; extended probing possible
- 16. Mall Intercept Personal Interview Speed of data collection Fast Geographical flexibility Confined, urban bias Respondent cooperation Moderate to low
- 17. Mall Intercept Personal Interview Questionnaire length Moderate to long Item nonresponse Medium
- 18. Mall Intercept Personal Interview Degree of interviewer influence of answers Highest Supervision of interviewers Moderate to high Anonymity of respondent Low
- 19. Mall Intercept Personal Interview Ease of call back or follow-up Difficult Cost Moderate to high Special features Taste test, viewing of TV commercials possible
- 21. Telephone Surveys Speed of Data Collection Very fast Geographical Flexibility High Respondent Cooperation Depends Versatility of Questioning Moderate
- 22. Telephone Surveys Questionnaire Length Moderate Possibility of Respondent Misunderstanding Average Degree of Interviewer Influence of Answer Moderate Ease of call back or follow-up Easy
- 23. Telephone Surveys Cost Low to moderate Special features Fieldwork and supervision of data collection are simplified; quite adaptable to computer technology
- 24. Telephone Surveys Central location interviewing( WATS) Computer-assisted telephone interviewing (CATI) Computerized voice-activated interviews
- 25. DISADVANTAGES Lack of visual medium Limited duration Absence of face to face contact ???
- 27. Mail Surveys
- 28. Mail Surveys Speed of data collection Researcher has no control over return of questionnaire; slow Geographical flexibility High Respondent cooperation Moderate--poorly designed questionnaire will have low response rate
- 29. Mail Surveys Versatility of questioning Highly standardized format Questionnaire length Varies depending on incentive Item nonresponse High
- 30. Mail Surveys Possibility of respondent misunderstanding Highest--no interviewer present for clarification Degree of interviewer influence of answer None--interviewer absent Supervision of interviewers Not applicable
- 31. Mail Surveys Anonymity of respondent High Ease of call back or follow-up Easy, but takes time Cost Lowest
- 32. Increasing Response Rates Effective cover letter Money helps Interesting questions Follow-ups Advanced notification Keying questionnaires
- 33. E-Mail Questionnaire Surveys Speed of data collection Instantaneous Geographic flexibility worldwide Cheaper distribution and processing costs
- 34. E-Mail Questionnaire Surveys Flexible, but Extensive differences in the capabilities of respondents’ computers and e-mail software limit the types of questions and the layout E-mails are not secure and “eavesdropping” can possibly occur Respondent cooperation Varies depending if e-mail is seen as “spam”
- 35. Internet Surveys A self-administered questionnaire posted on a Web site. Respondents provide answers to questions displayed online by highlighting a phrase, clicking an icon, or keying in an answer.
- 37. Internet Surveys Speed of data collection Instantaneous Cost effective Geographic flexibility worldwide Visual and interactive
- 38. Internet Surveys Respondent cooperation Varies depending on web site Varies depending on type of sample When user does not opt-in or expect a voluntary survey cooperation is low. Self-selection problems in web site visitation surveys - participants tend to be more deeply involved than the average person.
- 39. Internet Surveys Versatility of questioning Extremely versatile Questionnaire length Individualized base on respondent answers Longer questionnaires with panel samples Item nonresponse Software can assure none
- 40. Internet Surveys Representative samples The quality of internet samples may vary substantially. A sample of those who visit a web page and voluntarily fill out a questionnaires can have self-selection error.
- 41. Drawbacks Not all individuals in the general public have internet access Many respondents lack powerful computers with high-speed connections to the internet Many respondents computer skills will be relatively unsophisticated. Possibility for respondent misunderstanding is high.
- 42. Internet Surveys Anonymity of Respondent Respondent can be anonymous or known Ease of Callback or Follow-up difficult unless e-mail address is known Special Features allows graphics and streaming media
- 43. Scientific Observation Is Systematic “ YOU SEE, BUT YOU DO NOT OBSERVE.” Sherlock Holmes
- 44. What Can Be Observed? Physical actions Verbal behavior Expressive behavior Spatial relations and locations Temporal patterns Verbal and pictorial records
- 45. What Can Be Observed Phenomena Example Human behavior or physical Shoppers movement action pattern in a store Verbal behavior Statements made by airline travelers who wait in line Expressive behavior Facial expressions, tone of voice, and other form of body language
- 46. What Can Be Observed Phenomena Example Spatial relations How close visitors at an and locations art museum stand to paintings Temporal patterns How long fast-food customers wait for their order to be served Physical objects What brand name items are stored in consumers’ pantries Verbal and Pictorial Bar codes on product packages Records
- 47. Categories of Observation Human versus mechanical Visible versus hidden Direct Controlled
- 48. Observation of Human Behavior Benefits Communication with respondent is not necessary Data without distortions due to self-report (e.g.: without social desirability) Bias No need to rely on respondents memory Nonverbal behavior data may be obtained
- 49. Observation of Human Behavior Benefits Certain data may be obtained more quickly Environmental conditions may be recorded May be combined with survey to provide supplemental evidence
- 50. Observation of Human Behavior Limitations Cognitive phenomena cannot be observed Interpretation of data may be a problem Not all activity can be recorded Only short periods can be observed Observer bias possible Possible invasion of privacy
- 51. Scientifically Contrived Observation The creation of an artificial environment to test a hypothesis
- 52. Content Analysis Obtains data by observing and analyzing the content of advertisements, letters, articles, etc. Deals with the study of the message itself Measures the extent of emphasis or omission
- 53. Mechanical Observation Traffic Counters Web Traffic Scanners Peoplemeter Physiological Measures
- 54. Physiological Reactions Eye tracking Pupilometer Psychogalvanometer Voice pitch
- 55. Eye Tracking Monitors Record how the subject actually reads or views an advertisement Measure unconscious eye movements
- 56. Pupilometer This device observes and records changes in the diameter of the subject’s pupils. Increased pupil size reflects positive attitude towards a stimulus.
- 57. Psychogalvanometer Measures galvanic skin response(GSR) or Involuntary changes in the electrical resistance of the skin. Assumption: physiological changes accompany emotional reactions Emotional reactions to advertisements, slogans, etc
- 58. Voice Pitch Analysis Measures emotional reactions through physiological changes in a person’s voice. Very expensive.