Survey and observation
Made by-
Aditi Mishra
MBA(II SEM)
Survey methods
Telephone interviewing
Personal interviewing
Mail interviewing
Electronic interviewing
Telephone interviewing
• Traditional • Computer assisted
1. Involve phoning a 1. Computerized
sample of respondents. questionnaire
2. Paper questionnaire and administered to
records the responses respondents over the
phone.
with a pencil.
2. One question at a time
3. use of local telephone appears on time.
interviewing has
decreased 3. Responses are directly
entered in the reports.
Personal interviewing
In-home
Mail intercept
Computer intercept
In-home interviewing
Respondents are interviewed face-to-face
in their home.
Interviewer’s task is to contact the
interviewer.
Use of personal interview has declined.
Mall-intercept
Respondents are intercepted while they
are shopping in malls.
interviewer then administers a
questionnaire as in the in-home personal
survey.
Computer-assisted
Respondent sits in front of computer
terminal and answer a questionnaire.
Colorful screens and on-and-off screen
stimuli adds to respondents interest.
It Is administered through use of kiosks.
Mail interviewing
• Mail • Mail panel
1. questionnaire are 1. Consists of a large,
mailed to preselected nationally representative
potential respondents. sample of households.
2. Package consists of 2. They are compensated
outgoing envelope, with various incentives.
cover letter, 3. Used to implement a
questionnaire, return longitudinal design
envelope
Electronic methods
• Email interviews • Internet interviews
1. List of email 1. They use HTML as
addresses is the language .
obtained and survey 2. Respondents are
is written within the asked to go to a
body of email. particular web
2. It has many location and
limitations. complete the survey.
Comparative evaluation of
survey methods
Flexibility of data collection
• Telephone interview – Frequency is
moderate to high.
• In-home interview- Frequency is high.
• Mail intercept- Frequency is high.
• CAPI- Frequency is moderate to high.
• Mail surveys- Frequency is moderate.
• Mail panels- Frequency is low.
• Internet- Frequency is low
Diversity of questions
• Telephone interview – low
• In-home interview – high
• Mall intercept interview – high
• Capi-high
• Mail surveys –moderate
• Mail panels – moderate
• Intenet –moderate to high
Use of physical stimuli
• Telephone interview- low
• In-home interview – moderate to high
• Mall intercept interview – high
• Capi – high
• Mail surveys – moderate
• Mail panels – moderate
• Internet – moderate
Sample control
• Telephone interview – moderate to high
• In-home interview – potentially high
• Mall intercept interview – moderate
• Capi- moderate
• Mail surveys - low
• Mail panels – moderate to high
• Intenet –low to moderate
Control of data collection
• Telephone interview – moderate
• In-home interview – moderate to high
• Mall intercept interview – high
• Capi- high
• Mail surveys - low
• Mail panels – low
• Internet –low
Control of field force
• Telephone interview – moderate
• In-home interview – low
• Mall intercept interview – moderate
• Capi- moderate
• Mail surveys – high
• Mail panels –high
• Intenet –high
Quantity of data
• Telephone interview – low
• In-home interview –high
• Mall intercept interview – moderate
• Capi- moderate
• Mail surveys - moderate
• Mail panels –high
• Internet –moderate
Response rate
• Telephone interview – moderate
• In-home interview –high
• Mall intercept interview – high
• Capi- high
• Mail surveys - low
• Mail panels – moderate
• Internet – very low
Perceived anonymity of the
respondent
• Telephone interview – moderate
• In-home interview – low
• Mall intercept interview – low
• Capi- low
• Mail surveys - high
• Mail panels –high
• Intenet –high
Social desirability
• Telephone interview – moderate
• In-home interview – high
• Mall intercept interview – high
• Capi- moderate to high
• Mail surveys - low
• Mail panels – low
• Intenet –low
Obtaining sensitive information
• Telephone interview –high
• In-home interview – low
• Mall intercept interview – low
• Capi- low to moderate
• Mail surveys – high
• Mail panels – moderate to high
• Intenet –high
Potential for interviewer bias
• Telephone interview – moderate
• In-home interview –high
• Mall intercept interview – high
• Capi- low
• Mail surveys - none
• Mail panels – none
• Intenet –none
Speed
• Telephone interview –high
• In-home interview – moderate
• Mall intercept interview – moderate to
high
• Capi- moderate to high
• Mail surveys - low
• Mail panels – low to moderate
• Intenet –very high
Cost
• Telephone interview – moderate
• In-home interview –high
• Mall intercept interview – moderate to
high
• Capi- moderate to high
• Mail surveys - low
• Mail panels – low to moderate
• Intenet –very high
Observation methods
Personal observation
Mechanical observation
Audit
Content analysis
Trace analysis
Personal observation
• Researcher observes actual behavior as it
occurs.
• Observer does not attempt to control the
phenomenon being observed.
• information could aid in designing store
layout and determining location of
individual departments.
Mechanical observation
• Mechanical devices observes the
phenomenon.
• They are used for recording ongoing
behavior.
• Devices like ACNielsen,people meters are
used.
Audit
• Researcher collects data by examining the
physical records.
• Pantry audit, the researcher takes an
inventory of brands,quantites and package
sizes in a consumer’s home.
• The brands in the pantry may not reflect
the most preferred brand.
Content analysis
• This is an appropriate method when the
phenomenon to be observed is
communication, rather than behavior or
physical outputs.
• The unit of analysis may be words,
characters,themes,space and time
measures.
Trace analysis
• Data collection is based on physical
traces, or evidence, of past behavior.
• These traces may be left immediately or
unintentionally by the respondents.
Comparative evaluation of
observation method
Degree of structure
• Personal observation – low
• Mechanical observation – low to high
• Audit – high
• Content analysis – high
• Trace analysis – medium
Degree of disguise
• Personal observation – medium
• Mechanical observation – low to high
• Audit – low
• Content analysis – high
• Trace analysis – high
Ability to observe
in natural setting
• Personal observation – high
• Mechanical observation – low to high
• Audit – high
• Content analysis – medium
• Trace analysis – low
Observation bias
• Personal observation – high
• Mechanical observation – low
• Audit – low
• Content analysis – medium
• Trace analysis – medium
Analysis bias
• Personal observation – high
• Mechanical observation – low to medium
• Audit – high
• Content analysis – medium
• Trace analysis – medium
General remarks
• Personal observation – most flexible
• Mechanical observation – can be
intrusive
• Audit – expensive
• Content analysis – limited to
communication
• Trace analysis – method of last resort
observation
• Advantages • Disadvantages
1. They permit 1. Reasons for the
measurement of observed behavior
actual behavior . may not be
2. There is no reporting determined.
bias, and potential 2. Selective perception
bias. can bias the data.
3. It include the 3. Observation is time
behavior pattern consuming.
Ethnographic research
• It is the study of the human behavior in its
natural context.
• It involves the observation of the behavior
and setting along with dept interview.
• Audio and video recordings are also
obtained.
Thank you