Data Collection
Sampling
-Data Sources
People Organizations Texts
Environments Artifacts/ media products
Events and happenings
Levels of Information Primary Sources: Memos Letters Interviews Speeches Laws Internal records Secondary Sources: Encyclopedias Textbooks Handbooks Magazines Newspapers Newscasts Tertiary Sources: Indexes Bibliographies Internet search engines
Secondary Data
Data gathered and recorded by someone else prior to and for a purpose other than the current project Is often: Historical Already assembled Needs no access to subjects
Advantages of Secondary Data
Inexpensive Obtained Rapidly Information is not Otherwise Accessible
Disadvantages of Secondary Data
Uncertain Accuracy Data Not Consistent with Needs Inappropriate Units of Measurement Time Period Inappropriate (Dated)
Common Research Objectives for Secondary Data Studies
- Identifying consumption patterns - Tracking trends
- Estimating market potential - Forecasting sales - Selecting trade areas and sites - Development of Prospect Lists - Enhancement of Customer Lists
Fact Finding
Model building
Data Base Marketing
The Nature of Sampling
Sampling Population Element Population Census Sampling frame
-Why Sample
-
Availability of elements
Lower cost
Sampling provides
Greater accuracy
Greater speed
When Is A Census - Appropriate? -
Feasible
Necessary
What Is A Good Sample? -
Accurate
Precise
Sampling Design within the Research Process
Types of Sampling Designs Element Selection Unrestricted Restricted Probability Simple random Complex random Nonprobability Convenience Purposive
Systematic
Cluster Stratified
Judgment
Quota Snowball
Double
Steps in Sampling Design What is the target population? What are the parameters of interest?
What is the sampling frame? What is the appropriate sampling method? What size sample is needed?
Larger Sample Sizes Population variance Number of subgroups Desired precision
When
Confidence level
Small error range
Cost considerations influence the size and type of samples and the data collection methods Probability sample surveys incur list costs for sample frames, callback costs and a variety of other costs that are not necessary for nonprobability surveys
n = pq/2 p n sample size, pq is measure of dispersion , 2 p is the standard error of the population
Simple Random Advantages Easy to implement with random dialing Disadvantages Requires list of population elements Time consuming Uses larger sample sizes Produces larger errors High cost
Systematic Advantages Simple to design Easier than simple random Easy to determine sampling distribution of mean or proportion Disadvantages Periodicity within population may skew sample and results Trends in list may bias results Moderate cost
Stratified Advantages Control of sample size in strata Increased statistical efficiency Provides data to represent and analyze subgroups Enables use of different methods in strata Disadvantages Increased error will result if subgroups are selected at different rates Especially expensive if strata on population must be created High cost
Advantages Provides an unbiased estimate of population parameters if properly done Economically more efficient than simple random Lowest cost per sample Easy to do without list
Cluster
Disadvantages Often lower statistical efficiency due to subgroups being homogeneous rather than heterogeneous Moderate cost
Overall Flowchart for Instrument Design
Phase 1
Strategic Concerns in Instrument Design What type of scale is needed?
What communication approach will be used?
Should the questions be structured?
Should the questioning be disguised?
Technology Affects - Development Questionnaire - Write questionnaires more quickly
Create visually driven instruments Eliminate manual data entry Save time in data analysis
Disguising-Study Objectives Reluctantly shared, Conscious-level information Situations where disguise is unnecessary Knowable, Limited-conscious-level information Subconscious-level information Willingly shared, Conscious-level information
Dummy Table for American Eating Habits Age
18-24 25-34 35-44 55-64 65+
Use of Convenience Foods
__________________________________________________
Always Use Use Frequently Use Sometimes Rarely Use Never Use
Selecting a Measurement Scale Research objectives Response Types
Data properties Balanced or unbalanced Number of scale points
Number of dimensions
Forced or unforced choices Rater errors
Response Types Rating scale
Ranking scale
Categorization Sorting
Number of Dimensions Unidimensional
Multi-dimensional
Balanced or Unbalanced How good an actress is Julia Roberts?
Very bad Bad Neither good nor bad Good Very good
Poor Fair Good Very good Excellent
Forced or Unforced Choices
Very bad Bad Neither good nor bad Good Very good
How good an actress is Julia Roberts?
Very bad Bad Neither good nor bad Good Very good No opinion Dont know
Number of Scale Points How good an actress is Julia Roberts?
Very bad Bad Neither good nor bad Good Very good
Very bad Somewhat bad A little bad Neither good nor bad A little good Somewhat good Very good
Simple Category Scale I plan to purchase a MindWriter laptop in the 12 months. Yes No
Multiple-Choice, Single - Response Scale What newspaper do you read most often for financial news? East City Gazette West City Tribune Regional newspaper National newspaper Other (specify:_____________)
Multiple-Choice, Multiple - Response Scale What sources did you use when designing your new home? Please check all that apply. Online planning services Magazines Independent contractor/builder Designer Architect Other (specify:_____________)
- Likert Scale
The Internet is superior to traditional libraries for comprehensive searches. Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree
Rensis Likerts scale is most frequently used
variation of the summated rating scale It consists of statements that express either a favourable or unfavourable attitude towards the object of interest The participant is asked to agree or disagree with each statement 5 scale from most favourable to least, sometimes 7 to 7 point scales It is based on item analysis- relevance of the statement, favourable or unfavourable position of the statement
Semantic Differential -
Exhibit 13-5 Adapting SD Scales Convenience of Reaching the Store from Your Location Nearby ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: Products offered Wide selection of different kinds of products Fully stocked Undependable products High quality Numerous brands Unknown brands ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: ___: Limited selection of different kinds of products Understocked Dependable products Low quality Few brands Well-known brands Distant Long time required to reach store Easy Drive Easy to find parking place Inconvenient to other stores I shop Short time required to reach store Difficult drive Difficult to find parking place Convenient to other stores I shop
Numerical Scale -
Multiple Rating List Scales -
- Stapel Scales
-
Phase 2 -
Question Categories and Structure Administrative
Classification
Target
Administrative questions identify the participant, interviewer, interview location, and conditions These are required for studying the patterns within the data, and to identify the possible error sources Classification questions cover sociological or demographic variables that allow participants answers to be grouped so that patterns are revealed and studied Filters or screens are other names Target questions address the investigative questions of a specific study. They are grouped by topics in the survey They could be structured (fixed set of choices or closed questions) or unstructured (open ended questions, no limit to responses)
Question Content Should this question be asked?
Is the question of proper scope and coverage? Can the participant adequately answer this question as asked?
Will the participant willingly answer this question as asked?
Question Wording Adequate alternatives Shared vocabulary
Single meaning
Criteria
Personalized
Misleading assumptions
Biased
Response Strategy Participants motivation to share
Objectives of the study
Factors
Participants level of information
Ease and clarity with which participant communicates
Degree to which participants have thought through topic
Free-Response Strategy What factors influenced your enrollment in Metro U? ____________________________________________ ____________________________________________
Dichotomous Response Strategy Did you attend the A Day at College program at Metro U? Yes No
Multiple Choice Response Strategy Which one of the following factors was most influential in your decision to attend Metro U?
Good academic standing Specific program of study desired Enjoyable campus life Many friends from home High quality of faculty
Checklist Response Strategy Which of the following factors influenced your decision to enroll in Metro U? Check all that apply. Tuition cost Specific program of study desired Parents preferences Opinion of brother or sister Many friends from home attend High quality of faculty
Rating Response Strategy Good academic reputation Enjoyable campus life Many friends High quality faculty Semester calendar
Strongly influential Somewhat influential Not at all influential
Ranking Please rank-order your top three factors From the following list based on their Influence in encouraging you to apply to Metro U. Use 1 to indicate the most encouraging factor, 2 the next most encouraging factor, etc.
_____ Opportunity to play collegiate sports _____ Closeness to home _____ Enjoyable campus life _____ Good academic reputation _____ High quality of faculty
Characteristics of Response Strategies Characteristic
Type of Scale Usual Number of Answer Alternatives Provided Desired Number of Participant Answers Used to Provide...
Dichotomous
Nominal
Multiple Choice
Nominal, ordinal, or ratio 3 to 10
Checklist
Nominal
Rating
Ordinal or interval 3 to 7
Rank Ordering
Ordinal
Free Response
Nominal or ratio
10 or fewer
10 or fewer
None
10 or fewer
1 per item
7 or fewer
Classification
Classification, order, or specific numerical estimate
Classification
Order or distance
Order
Classification (of idea), order, or specific numerical estimate
Internet Survey Response Options
Sources - Questions of Handbook of Marketing Scales The Gallup Poll Cumulative Index Measures of Personality and Social-Psychological Attitudes Measures of Political Attitudes Index to International Public Opinion Sourcebook of Harris National Surveys Marketing Scales Handbook American Social Attitudes Data Sourcebook
Phase 3 -
Guidelines for Question Sequencing Interesting topics early Classification questions later Sensitive questions later Simple items early Transition between topics
Illustrating the Funnel Approach How do you think this country is getting along in its
relations with other countries? How do you think we are doing in our relations with Iran? Do you think we ought to be dealing with Iran differently than we are now? (If yes) What should we be doing differently? Some people say we should get tougher with Iran and others think we are too tough as it is; how do you feel about it?
Branching Question -
Components of Questionnaire -
Overcoming Instrument Problems Build rapport Redesign question process Explore alternatives Use other methods Pretest