Descriptive Research
Descriptive Research
To describe
Characteristics of consumers, markets, etc.
A profiling of the urban social networker
The estimation of % of units exhibiting a certain behavior
30% of youngsters log onto social networks through their cellular phones.
To determine characteristics
the
perceptions
of
product
Are high-end cell phones poor on battery life?
To determine the degree to which marketing variables are associated
Is shopping online related to age?
To make predictions
What will be the retail sales of Aircel Pocket Internet?
Descriptive Research
Characteristics
Clearly defined problem Specific hypotheses Detailed information needs
Descriptive Research
Examples of descriptive studies
Market studies Market share studies Sales analysis studies Image studies Product usage studies Distribution studies Pricing studies Advertising studies
Descriptive Research
Survey Methods
Structured questionnaire For getting specific responses/ information Questions can be verbal, written, computerdelivered. Structured data collection
Traditional Telephone Computer assisted
In-home
Personal Survey Methods Mall intercept Computer assisted Mail Mail Mail Panel E-mail Electronic Internet
Descriptive Research
Survey Methods
Telephone Interviewing
Traditional
Phone a sample of respondents Paper questionnaire
CATI
Questions on the computer read out by the caller Computer dials the number One question at a time on the screen Reduces interviewing time Reduces data entry and editing time
Descriptive Research
Survey Methods
Personal Interviewing
In-home interviews
Contact, ask and record High cost
Mall Intercept personal interviews
Meet the respondent in the shopping area Enable the consumer to see, handle or consume the product before interviewing
CAPI [computer assisted personal interviewing]
Respondent sits in front of the computer
Descriptive Research
Survey Methods
Mail Interviewing
Mail Interviews
Questionnaires mailed to preselected respondents No interaction with the respondent Needs a valid mailing list potential
Mail Panels
A large, nationwide, representative sample of households that have agreed to participate in periodic mail questionnaires and product tests.
Descriptive Research
Survey Methods
Electronic Interviewing
E-mail interviews
Interviews mailed to respondents [needs a mailing list]
Internet interviews
Use of html, posted on a web site [global test [Link]]
Criteria
Phone/ CATI Moderate high Low
In-home
Mall
CAPI
Mail
Mail panels Low
E-mail
Internet
Flexibility of data collection Diversity of Qs. Sample control Quantity of data Response rate Sensitive info Speed
High
High
Moderate high High
Low
Low
Moderate high Moderate high Low Moderate High
High
High
Moderate
Moderate
Moderate
Moderate high Low
High
Moderate
Moderate
Low
Moderate high High
Low
High
Moderate
Moderate
High
High
Moderate
High
High
High
Low
Moderate
Low
Very Low
High
Low
Low
Low moderate Moderate high Moderate high
High
Moderate high Low moderate Low moderate
Moderate
high
High
Moderate
Moderate high Moderate high
Low
High
Very High
Cost
Moderate
High
Low
Low
Low
Descriptive Research: Observation
Observation
Personal
Mechanical
Audit
Content analysis
Trace Analysis
Descriptive Research
Observation Methods
Personal Observation
Observe actual behavior No attempt to control or manipulate the phenomenon Merely record occurrences Helpful for store designs, layouts, shelf space allocations, etc.
Descriptive Research
Observation Methods
Mechanical Observation
Audimeters, people meters On-site cameras
With respondent participation
Eye-tracking monitors Pupilometers Psycho galvanometers Voice pitch analyzers
Descriptive Research
Observation Methods
Audit
Consumer audit..taking inventory of (for e.g.) kitchen Need to obtain permission Can not be considered conclusive
Descriptive Research
Observation Methods
Content Analysis
Used to observe communication, rather than objects or actions Objective, systematic and quantitative description of the content of a communication Unit of analysis
Words (good, excellent, poor,developing, dirty.....) Characters (SMC, narendra modi, sachin, rakhi sawant) Topics (India shining, women in workforce, youth in politics)
Descriptive Research
Observation Methods
Trace Analysis
Physical traces or evidence of past behavior Radio dials in cars Magazines at the kabadiwala Cookies on the net
TO Do!
You are to understand the purchase decision of students while they purchase books; using observation. What will you observe? Contemplate a MR problem in which both survey and observation methods can be employed?