Research Designs

1. Research Designs Exploratory Research

2. Research Design • Blueprint or road map for conducting the research project • Details all necessary information to implement and complete the research

3. Qualitative vs Quantitative Research Methods • Differ based upon characteristics: • Research goals/objectives • Type of research • Type of questions • Time of execution • Representativeness • Type of analyses • Researcher skills • Generalizabilty of results See Exhibit 6.1 page 172

4. Exploratory Research • Objective - Gain an understanding of the underlying reasons and motivations for attitudes, preferences, and/or behavior • Qualitative Research Methods • Experience (expert) surveys • Projective techniques • Role-play • In-depth interviews • Focus group interviews

5. Advantages Economical Quick Richness of data Ability to obtain accurate insight on behaviors Ability to gain insights to develop theoretical models and/or scale development for further research Disadvantages Lack of generalizability Inability to distinguish small differences Lack of reliability & validity Difficulties in identifying qualified researchers to conduct research Advantages & Disadvantages of Qualitative Research Methods

6. Focus Groups • Small group (8-12) of homogeneous individuals participating in a discussion led by a moderator • Objectives • Obtain data to define and redefine marketing problems • Identify specific hidden information requirements • Understand findings from quantitative studies • Reveal consumers’ hidden needs, wants, attitudes, feelings & behaviors • Generate ideas about products, services, etc. • Discover new constructs & measurement methods • Explain changing consumer preferences

7. Characteristics of Focus Groups • Size: 8-12 participants • Who should participate: Homogeneous group -- share similar characteristics • Recruitment & selection • Setting or location • Incentives • Number of sessions

8. Role of the Moderator • Develop focus group discussion guide in consultation with clients See example page 191 • Establish rapport • State rules for interaction • Set objectives • Probe respondents • Analyze & report findings

9. Advantages of Focus Groups • Generate Fresh Ideas • Obtain insight to underlying reasons or motivations for behavior • Clients can observe & participate • Versatile • Study special respondents • Synergism • Snowballing • Serendipity

10. Disadvantages of Focus Groups • May not represent population • Reliability of data • Subjective interpretation • High cost per participant (average $500 to $800) • Results are not conclusive

11. Online Focus Groups • Appropriate when • Feedback is needed quickly • Participants are from widely dispersed locations • Insight to quantitative research is needed quickly • Concept testing of images & text which can be sent electronically to participants

12. Pros Less expensive Fast Convenience for researchers & participants Diversity of participants Cons Screening participants Lack of non-verbal communication cues Difficulties in establishing rapport Maintaining attention Securing participation Pros & Cons of Online Focus Groups

13. Example • www.surveysite.com

14. Projective Techniques • Unstructured, indirect form of research wherein respondents project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern • People often divulge something about themselves they would not divulge if questioned directly.

15. Projective Techniques • Word Association • Sentence Completion • Picture Test & Thematic Apperception Test • Balloon or Cartoon Test • Role Playing Activity

16. Descriptive Research Designs Survey Methods & Errors

17. Advantages of Surveys • Standardization • All respondents receive identically worded questions • Ease of Administration • Ability to “Tap the Unseen” • Ask questions about motivations, behavioral processes, etc. • Ability to Tabulate and Analyze Data • Analyze Data for Sub-Group Differences

18. Disadvantages of Survey Methods • Difficulties in developing accurate survey instrument • Limitations to the in-depth detail obtained • Lack of control over timeliness and potential low response rates • Difficulties in determining if respondents are truthful • Misinterpretations of results and inappropriate use of data analysis procedures

19. Survey Data Collection Modes • Person-Administered • Telephone-Administered • Computer-Assisted (online) • Self-Administered

20. Person-Administered • Advantages • Feedback during the interview • Rapport with the respondent • Quality control • Adapability • Disadvantages • Slow • Prone to errors • Requires a separate data entry step • Respondent apprehension of the interviewer

21. Telephone Administered • Advantages • Supervision of interviewers • Dispersed geographic region • Use of callbacks • Greater anonymity • Less opportunity for interviewer bias • Disadvantages • Pictures & non-audio stimuli cannot be used • Difficult for respondents to perform complex tasks • Length of interview (shorter) • Types of response formats • Dislike toward “telemarketers”

22. Self-Administered • Advantages • Reduced Costs • Respondent controls pace, time, etc. • No respondent apprehension of the interviewer • Anonymity in responses • Disadvantages • Non-response/self-selection bias • Slow • Quality control

23. Computer-Assisted • Advantages • Speed • Error-free interviews • Use of pictures, videos, & graphics • Real-time capture of data • Reduced respondent apprehension • Disadvantages • Significant set-up costs • Technology is evolving

24. Increasing Response Rates to Surveys • Saliency • Importance of research topic to respondent • Sponsorship • Follow-up • Incentives

25. Errors in Survey Methods • Random Sampling Errors • Statistically measured difference between the actual sampled results and the estimated true population results • Inversely related to sample size • As sample size increases, random sampling error decreases • Nonsampling Errors or systematic errors • All other errors that are unrelated to sampling method or sample size • Respondent error • Researcher measurement or design error • Incorrect problem definition • Researcher administration error • See Exhibit 7.2 page 225

26. Sources of Error Total Error Sampling Error Non-Sampling Error Measurement/ Design Researcher’s Admin. Problem Definition Respondent Response Non-response

27. Observation Methods • Involves the recording of behavioral patterns of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest • Types of Observation • Direct vs. Indirect (traces, audits or archives) • Disguised vs. Undisguised • Structured vs. Unstructured • Human vs. Mechanical

28. Advantages Measures actual behavior rather than reports of intended, past, or preferred behavior No reporting bias or interviewer bias Some data is only available through observation Disadvantages Reasons or motivations for behavior are unknown Problems with selective perception of the interviewer may bias results Time consuming, difficult to conduct, expensive Advantages & Disadvantages of Observation Methods

29. Experimental Research • Only way to examine cause-effect relationships • Allow researchers to manipulate and test whether specific independent variables (causes) affect (or cause) the dependent variable to happen.

30. Types of Variables in Experimental Research • Independent variables (predictor or treatment variables - X) • Dependent variables (criterion variable-Y) • Control variables • Extraneous variables (uncontrollable variables)

31. Example • Study effects of music on length of time eating/shopping • Independent variable? • Dependent variable? • Laboratory? • Field?

32. Conditions for Causality • Covariation: Both the dependent and independent variables must vary together (or correlate) in the hypothesized direction • Time sequence: The independent variable(s) must precede the dependent variable • Systematic elimination: All other possible causal factors or extraneous variables must be eliminated or ruled out as possible causes regarding the experiment

33. Validity of Experimental Research • In general, the experiment is valid if the observed change in the dependent variable is, in fact, due to the independent variable, and if the results of the experiment apply to the “real world”

34. Internal Validity • Researcher’s ability to assess whether the experimental treatment or independent variable was the sole cause of changes in the dependent variable • Thus, other possible causal factors or extraneous variables are eliminated

35. External Validity • Researcher’s ability to generalize the experimental results to the external environment or the real world • It might work in the lab or a controlled environment, but does the relationship “hold” or “apply” in a “real-life” setting?

36. Threats to Internal Validity • Changes in subjects • Measurement error • Subject guessing • Equivalent groups • Drop-out

37. Threats to External Validity • Representativeness of sample • Realism • Generalizability

38. Validity & Types of Experiments • Which methods have higher levels of validity? • Laboratory Research • Maximizes internal validity • Field Research • Maximizes external validity