Primary Data

Primary data collection methods

1) Observation 2) Questionnaire • In-Depth interview • Projective Techniques • Focus group • Experience Survey

Issues, benefits, and limitations involved in use of observation

Benefits: Observe people in their natural setting Limitations: You can explain an event, but not why it happened. Not in depth→can't probe. Can be expensive and time consuming. Invasion of privacy→ethical issue (no consent). Interpretation is hard. Observational bias. Issues: Ethical issues (again... no consent).

Limitations and Benefits of Surveying

Benefits: Quick, inexpensive, efficient, straight forward statistical tools, flexible Limitations: Results are no better than the quality of the answers obtained. Errors lead to misleading results.

Quantitative

Data that is quantifiable to the population of interest using statistical, mathematical techniques Benefits: 1) Generalizable across different groups, easily replicated, higher accuracy, eliminates bias, high external validity possible Limitations: 1) Results are limited because they are only numbers (can't interpret the context of the study), no natural settings, huge sample populations needed for higher accuracy

Qualitative

Data that looks to understand underlying reasons and motivations, to provide insight into the problem, and to uncover trends in thought and opinion. Benefits: 1) Uncovers customers experiences, it is less expensive and focuses on small sample groups Limitations: 1) Result misuse or misinterpretation 2) Small samples are not representative 3) Interviewer's role can be ambiguous or misleading at times 4) Time/cost 5) Not everything can be recorded

Types of primary data

Demographic and economic variables (age, sex, income) Psychological and lifestyle variables (personality traits, activities, interests, values) Attitudes (predisposition)/Opinions (verbal report) Awareness/Knowledge Intention Motivation Behavior (what has occurred and/or what is occurring)

Projective Techniques

Indirect means of questioning which requires respondents to project beliefs and feelings onto a third party, an object, or a task situation Interpret the situation within the context of their own experiences, attitudes, and personalities Word association and picture interpretation Ex. Case study - the documented history of a particular group, person, organization or event. Can study an entire organization in depth.

Focus Group

Moderated discussion between a group of participants Advantages: easy to execute, fast, piggyback, multiple perspectives, details, scrutiny, immediate inputs, Insights, # of ideas is high Limitations: not a representative sample, subjective interpretations, influence, not generalizable, difficult to moderate

Depth Interview

One-on-One interview between professional researcher and research respondent conducted about some relevant business/social topic Advantages: probe for more information from one source Limitations: Only one source, interviewer can influence direction

Factors affecting the Response Rate

Perceived amount of work requires and length of questionnaire. Intrinsic interest in topic. Characteristics of sample. Credibility of sponsoring organization. Level of induced motivation. NOTE: response rates can be improved with PRENOTIFICATION.

Different methods of administration

Personal - high response rates, specific group of people, focused, usually expensive Telephone - good response rates, less interviewer bias, low cost, quick turnaround Mail, fax, e-mail, web - no interviewer bias, wide, least expensive, own pace to respond... BUT long turnaround, inflexible, low response rates

Types of data collected during observation

Physical action - movement pattern Verbal behavior - statements made by customers while waiting in line Expressive behavior - face, tone of voice, body language Spatial relations - how close people stand to product Temporal patterns - Wait time Physical objects - Brand names of items Verbal and pictorial records - Bar codes and product packages

Sampling Error

Sampling a small group instead of a representative sample. Reduce by increasing sample size.

Pilot Study

Small scale exploratory research "Dry run" to the full scale project Advantages: refining measures and reducing risk, can help fine tune research objectives

Systematic

Some imperfection in the research design that causes error. Administrative - Caused by the researcher or the way the study was administered. Nonresponse - Those who failed to respond Response bias - Lying, fabrication, misrepresentation of the information Acquiescence - Tendency of the respondents to agree with the viewpoint of the survey Extremity - Using extremes Interviewer - Interviewer influences answers Auspices - Source effects

5 Dimensions of Design of Observation Studies

Structured/ unstructured oStructured: Specific list/events to observe oUnstructured: Cast wide net, capture cues Disguised/ undisguised→do people know they are being observed Direct/ indirect→observe phenomenon OR make inferences about a phenomenon observing something else oWhich is the most used classroom in Jepson? Direct - look at the list of classes in Jepson; Indirect - ask janitor to track the mud in and out of rooms Type of setting: Natural/contrived settings Mode of administration: Human/mechanical observer

Factors affecting the Choice of Method

Type of population Question form Question content Response rate Costs Available facilities Length of data collection