Descriptive Research Design-1.ppt jjjj jjj

Business research methods

1. Descriptive Research

2. Mini Case

Customer Preference, Motivation and
Patronage towards a Departmental Store: A
Study on Westside

3. Research Questions
1.What criteria do households use when selecting
department stores?
2.Which stores are patronized when shopping for
specific product categories?
3.What is the demographic and psychological
profile of the customers of Westside? Does
it differ from the profile of customers of
competing stores?

4. Descriptive Research
This type of research involves either identifying the characteristics of an
observed phenomenon or exploring possible correlations among two or
more. It primarily concerned with finding out “what is”, solving the problems
through the interoperation of the data that has been gathered, (answering
the questions who, what, where...)
Descriptive“ what is the current situation?”
–Numerical data gathered through tests, surveys, observations,
interviews
–variables are not manipulated but are measured as they occur
–Subgroups may be compared on some measure
–Two or more variables of a group may be correlated
–Doesn’t attempt to identify cause of differences or relationships
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5. Descriptive Research
Can be applied to investigate questions such as:
–Do Consumers hold favorable attitudes toward using Kindle in
schools?
–What kind of products are preferred by consumers living in
countryside?
–How have the TV watching behaviour changed over the last 10 years?
–Is there a relationship between experience with multimedia
computers and contents on facebook page?
–What is the relationship between employee motivation and
distribution efficiency in a given territory?
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6. Overview of Descriptive Research
•Focused towards the present
–Gathering information and describing the current
situation
–May or may not involve hypothesis testing
•Answers the question “What is?”
•Many types of research fall within this
classification

7. Types of Descriptive Research
•Survey
–Longitudinal approach
–Cross-sectional approach
•Case Study
•Observational (a.k.a. qualitative)

8. Survey Research Methodology
In survey research, respondents answer through
surveys or questionnaires or polls. They are a popular
research tool to collect feedback from respondents. A
study to gather useful data should have the right survey
questions. It should be a balanced mix of 
open-ended questions and close ended-questions. The
survey method can be conducted online or offline,
making it the go-to option for descriptive research
where the sample size is enormous.

9. Census vs Survey
A survey which obtains responses from the
entire population is called a census

10. General Survey
Data Collection Methods
•Interviews
•Questionnaires

11. Interview Methods
•Phone interview
–Common in marketing research
•Personal interview
–Applicable if the sample is small and accessible
–Structured, semi-structured, or unstructured interview
–Recording of information

12. Questionnaires
•A questionnaire is a self-report instrument that is
generally mailed or handed to the respondent to
complete with no help from the researcher
–Administered questionnaire
•Respondents are directly given the questionnaire
–Distributed questionnaire
•Questionnaire is mailed or electronically delivered
•Majority of survey research in social sciences
uses a questionnaire as data-collection technique

13. Survey Research Errors
Gathering meaningful information is difficult because survey
research is particularly susceptible to two types of errors:
–Nonsampling errors
–Sampling errors

14. Nonsampling Errors
Non sampling errors have several sources including
any differences in the way the researcher and the
respondents interpret questions, the inability or
unwillingness of the respondents to provide correct
or honest information, mistakes made when
recording or coding the responses, and missing
responses
–controlling response errors when subjects provide incorrect or false
information is particularly difficult since they depend on the behavior of
the respondents, something that is beyond the control of the researcher
–controlling processing and data collection errors can be largely controlled
by the researcher

15. Sampling Errors
Sampling errors are those errors resulting from
any differences between the data obtained from
the sample, and the data that would have been
obtained from the complete population
–this is the type of error made from inferring a population
characteristic based on a sample

16. Case Study
Involve in-depth research and study of individuals or
groups. Case studies lead to a hypothesis and widen a
further scope of studying a phenomenon. However, case
studies should not be used to determine cause and effect
as they can’t make accurate predictions because there
could be a bias on the researcher’s part. The other reason
why case studies are not a reliable way of conducting
descriptive research is that there could be an atypical
respondent in the survey. Describing them leads to weak
generalizations and moving away from external validity.

17. Observation

18. Observation Methods Structured Versus Unstructured
Observation
•For structured observation, the researcher specifies in
detail what is to be observed and how the
measurements are to be recorded, e.g., an auditor
performing inventory analysis in a store.
•In unstructured observation, the observer monitors all
aspects of the phenomenon that seem relevant to the
problem at hand, e.g., observing children playing with
new toys.

19. Observation Methods Disguised Versus Undisguised
Observation
•In disguised observation, the respondents are unaware
that they are being observed. Disguise may be
accomplished by using one-way mirrors, hidden
cameras, or inconspicuous mechanical devices.
Observers may be disguised as shoppers or sales clerks.
•In undisguised observation, the respondents are aware
that they are under observation.

20. Observation Methods
Natural Versus Contrived Observation
•Natural observation involves observing behavior as it
takes places in the environment. For example, one
could observe the behavior of respondents eating fast
food at Mic Mac.
•In contrived observation, respondents' behavior is
observed in an artificial environment, such as a test
kitchen.

21. A Classification of Observation Methods
Observation Methods
Personal
Observation
Mechanical
Observation
Trace
Analysis
Content
Analysis
Audit
Classifying
Observation
Methods

22. Observation Methods: Personal
Observation
•A researcher observes actual behavior as it occurs.
•The observer does not attempt to manipulate the
phenomenon being observed but merely records
what takes place.
•For example, a researcher might record traffic counts
and observe traffic flows in a department store.

23. Observation Methods: Mechanical
Observation
Do not require respondents' direct
participation.
–The AC Nielsen audimeter
–Turnstiles that record the number of people entering or leaving
a building.
–On-site cameras (still, motion picture, or video)
–Optical scanners in supermarkets
Do require respondent involvement.
–Eye-tracking monitors
–Pupilometers
–Psychogalvanometers
–Voice pitch analyzers
–Devices measuring response latency

24. Observation Methods: Audit
•The researcher collects data by examining physical
records or performing inventory analysis.
•Data are collected personally by the researcher.
•The data are based upon counts, usually of physical
objects.
•Retail and wholesale audits conducted by marketing
research suppliers.

25. Observation Methods: Content
Analysis
•The objective, systematic, and quantitative description
of the manifest content of a communication.
•The unit of analysis may be words, characters
(individuals or objects), themes (propositions), space
and time measures (length or duration of the message),
or topics (subject of the message).
•Analytical categories for classifying the units are
developed and the communication is broken down
according to prescribed rules.

26. Observation Methods: Trace
Analysis
Data collection is based on physical traces, or
evidence, of past behavior.
The selective erosion of tiles in a museum indexed by the replacement
rate was used to determine the relative popularity of exhibits.
The number of different fingerprints on a page was used to gauge the
readership of various advertisements in a magazine.
The position of the radio dials in cars brought in for service was used
to estimate share of listening audience of various radio stations.
The age and condition of cars in a parking lot were used to assess the
affluence of customers.
The magazines people donated to charity were used to determine
people's favorite magazines.

27. A Comparative Evaluation of Observation
Methods
Criteria Personal Mechanical Audit Content Trace
Observation Observation Analysis Analysis Analysis
Degree of structure Low Low to high High High Medium
Degree of disguise MediumLow to high Low High High
Ability to observe High Low to high High MediumLow
in natural setting
Observation bias High Low Low MediumMedium
Analysis bias High Low to Low Low Medium
Medium
General remarks Most Can be Expensive Limited to Method of
flexible intrusive commu- last resort
nications

28. Relative Advantages of Observation
•They permit measurement of actual behavior
rather than reports of intended or preferred
behavior.
•There is no reporting bias, and potential bias
caused by the interviewer and the interviewing
process is eliminated or reduced.
•Certain types of data can be collected only by
observation.
•If the observed phenomenon occurs frequently or
is of short duration, observational methods may
be cheaper and faster than survey methods.

29. A state Government education department
intends to procure a knowledge management
software for its students, teachers and non
teaching staff. The concerned deptt. is
interested to understand the attitude and
perception of all stakeholders towards this
software. How would you design this study?

30. TEDX TALK LINK ON OBSERVATION
https://www.youtube.com/watch?v=LFaJsZcrz_0