Advantages of Survey Methods

• Ability to accommodate large samples sizes at relatively low cost.

• Ease of administration

• They collect quantitative data ripe for advanced statistical analysis.

• Ability to tap into factors or concepts that are not directly observable

Disadvantages of Survey Methods

• Possibility of systematic error increases

• Limited use of probing questions

• It can be difficult to know whether the selected respondents are being truthful

• The statistical techniques selected may introduce very subtle and insidious levels of subjectivity

Types of surveys interview

Person Administered• In home interview• Executive interview• Mall intercepted interview• Purchase interview

Telephone Administered• Telephone interview• Compute red assisted Telephone interview

(answers by pushing buttons on their phones)

Types of surveys interview

Self AdministeredMail panel interviewDrop off surveyMail survey

Computer assisted on line• Fax survey• E Mail survey• Internet surveys

Factors for selecting the appropriate survey method

Situational Characteristics• Budgets• Competition time frame• Quality requirement of the dataTask Characteristics• Difficulty of the task• Stimuli needed to elicit a response• Amount of information needed• Research topic sensitivity

Factors for selecting the appropriate survey method

Respondent Characteristics

• Diversity• Incidence rate• Degree of survey participation

Overview of the types of errors in survey research methods

• Non response errors

• Response errors• Measurements and designs errors

sources• Scaling Measurements error• Survey instruments designs error• Data analysis error• Misinterpretation error

Overview of the types of errors in survey research methods

Administrative error source• Data processing error• Interview error• Sample design error Non sampling error• Respondent error• Researcher ’s measurements design error • Faulty problem definitions• Researchers administration problems

CONDITIONS FOR USING OBSERVATIONAL TECHNIQUES

• Information: Currents behavior patterns.

• Type of data: Necessary data must be observable

• Time frame: Data patterns must meet repetitiveness frequency, and predictability factors in a prespecified time frame

• Settings: behavior must be observable in some type of public or laboratory setting

CHARACTERISTICS OF OBSERVATION RESEARCH METHODS

• Directness of observation: The degree to which the researcher or trained observer actually observes the behavior or events as it occurs

• Subjects awareness of being observed

• Structuredness of observation. The degree to which the behavior activities or events to be observed are specifically known to the researcher prior to doing the observations

• Type of observing Mechanisms How the behavior activities or events will be observed and recorded

TECHNIQUES USED IN MEASURING PHYSIOLOGICAL ACTIONS AND

REACTIONS

• The Voice Pitch analyzer

• The pulpilometer

• Eye tracking monitor

• The Psychogalvanometer

SELECTING THE APPROPRIATE OBSERVATION METHOD

The researcher must answer the following questions•What types of behavior are pertinent to the defined researcher problem?•How simple or complex are the behaviors •How much detail if the behavior is needed to be recorded?•What is the most appropriate setting (natural or contrived) for the behavior

• How complex is the required public setting?• Is It available for observing the specified

behavior or event?• To what extent are the desired behavior

repetitious and frequently observed?• What degree of directness and structured

should be associated with observing the behavior or events?

• How aware should the subject be that they and their behavior should be observed

• Are the observable events complex enough to require the use of a mechanical device for observing the behavior

Types pf variables used in experimental Designs

• Independent variable The independent variable is assumed to the causal factor of a functional relation ship with a dependent variable

• Dependent variable a singular observable attribute or element that is the measured outcome or effect change on a specified test subject hat is derived from manipulating the independent variable measured -Control variable

• Control Variable Variables that the researcher controls so that they don’ t affect the functional relationship between the impendent and dependent variable of the experiment

• Extraneous variable Uncontrollable variables that should average out over a series of experiment, if not accounted for they can have a confounding impact on the dependent variable measures

Types of experimental Research Designs

• X = The exposure of an independent variable ( treatment manipulation) to a group of test subject for which the effects are to be determined.

• O = the process of observation or measurement of the dependent variable (effect outcome) on the test subjects.

• R = the random assignment of the test subjects to separate treatment groups

• EG = The experimental group of a test subjects • CG = The control Group of a test subject

Pre experimental designs

One shot study • When the researcher wishes to observe or measure al

customer reactions to a product display in a single storeOne group Pre test Post test• It is taken a pretest criterion measure of ad recall,

product environment , media habits or purchase history the a experimental independent treatment measure is delivered( TV commercial) followed by a post test measure of the dependent variable

Static group comparison• Many studies look at a two sore settings of heavy users

versus light users when comparing new produtcs sales

True experiemntal desings