1、Chapter SixDescriptive Research Design: Survey and Observation第六章描述性研究设计： 调查 与 观察Chapter Objectives本章目标 1.Discuss and classify survey methods and describe the various telephone, personal, mail, and electronic interviewing methods. 2. Identify the criteria for evaluating survey methods, compare the d
2、ifferent methods, and evaluate which is best suited for a particular research project. 3. Explain and classify the different observation methods used by marketing researchers and describe personal observation, mechanical observation, audit, content analysis, and trace analysis. 1.讨论市场营销人员 能利用的调查方法及分
3、类，并描述电话访谈、 邮件访谈和人员访谈等不同方法。 2.确定评价调查方法的标准，比较不同方法和并针对某一个特定的研究项目选择最适宜的方法。 3.解释营销研究人员所使用的不同观测方法并进行分类，描述人员观察、 机械观察、 审计、 内容分析和痕迹分析。2011/2/13ZHAODongyang Panzhihua Univerity2Chapter Objectives本章目标 4. Identify the criteria for evaluating observation methods, compare the different methods, and evaluate which
4、, if any, is suited for a particular research project. 5. Describe the relative advantages and disadvantages of observational methods and compare them to survey methods. 6. Discuss the considerations involved in implementing surveys and observation methods in an international setting. 7. Understand
5、the ethical issues involved in conducting survey and observation research. 4.确定评价观测方法的标准，比较不同方法并评价那一种方法最适合适合于一个特定的研究项目。 5.描述观测方法的相对利弊并与调查法进行比较。 6.讨论在国际环境中实施调查和观测方法所涉及的考虑事项。 7.了解进行调查及观察研究时所涉及的的伦理问题。2011/2/13ZHAODongyang Panzhihua Univerity3Chapter Outline章节提纲 Overview Survey Methods Survey Methods Cl
6、assified by Mode of Administration i. Telephone Methods ii. Personal Methods iii. Mail Methods iv. Electronic Methods A Comparative Evaluation of Survey Methods i. Task Factors ii. Situational Factors iii. Respondent Factors 概述 调查方法 根据填写方式分类的调查方法 电话访谈 人员访谈 邮件访谈 电子访谈 调查方法的比较性 评价 任务因素 情境因素 调查对象 因素2011
7、/2/13ZHAODongyang Panzhihua Univerity4Chapter Outline Selection of Survey Method(s) Observation Methods Structured Versus Unstructured Observation Disguised Versus Undisguised Observation Natural Versus Contrived Observation Observational Methods Classified by Mode of Administration Personal Observa
8、tion Mechanical Observation Audit Content Analysis Trace Analysis 调查方法的选择 观察法 结构化与非结构化观察法 掩饰与非掩饰观察 自然观察与实验观察 根据填写方式分类的观察法 人员观察 机械观察 审计 内容分析 痕迹分析2011/2/13ZHAODongyang Panzhihua Univerity5Chapter Outline A Comparative Evaluation of Observational Methods Degree of Structure Degree of Disguise Ability t
9、o Observe in Natural Setting Analysis Bias General Remarks A Comparison of Survey and Observational Methods Relative Advantages of Observation Relative Disadvantages of Observation Ethnographic Research & Other Methods International Marketing Research Ethics in Marketing Research Summary2011/2/13ZHA
10、ODongyang Panzhihua Univerity6Survey Methods调查法 调查法 涉及向调查对象发放一个机构化问卷，以收集特定信息。 结构化数据收集（ structured data collection)2011/2/13ZHAODongyang Panzhihua Univerity7Definitions For The Parameters Structure And Directness Structure refers to the degree of standardization imposed on the data collection process
11、. Directness indicates that the true purpose of the project is known by the respondents. these parameters are important because the manner in which researchers manipulate them will affect the type of information collected. For example, the structured-direct data collection process involves using a q
12、uestionnaire to survey a sample from a population. Structured indirect methods typically consist of a questionnaire, but the true purpose of the study is not revealed usually because divulging such information to the respondents would bias results. This technique is often employed in psychological r
13、esearch. A focus group is the typical example of an unstructured direct approach, whereas role playing exemplifies the unstructured indirect approach. 结构，是指对数据收集过程的标准化的程度。直接性指被访者知道项目的真正目的。 因为，研究人员处理它们的方式会影响所收集的类型，这些参数对信息收据 是重要的。 例如结构直接数据收集过程涉及使用调查调查总体中的样本。 结构化的间接方法通常包括的一份调查问卷，但通常不显示研究的真正目的，因为透露此类信息，
14、被访者会偏压的结果。心理学研究中常常被用这种技术。焦点小组是一个非结构化的直接方法的典型例子，而角色扮演体现了非结构化的间接方法。2011/2/13ZHAODongyang Panzhihua Univerity8A Classification of Survey Methods调查法分类 Traditional TelephoneComputer-Assisted Telephone InterviewingMail Interview传统邮件Mail Panel邮寄式固定样本组Fig. 6.1In-Home入户 Mall Intercept商场拦截Computer-Assisted Pe
15、rsonal Interviewing E-mail InternetSurvey Methods调查法Telephone Personal Mail Electronic2011/2/13ZHAODongyang Panzhihua Univerity9Some Decisions Related to the Mail Interview Package与 传统的邮件访谈包有关的几项决策 Outgoing Envelope 外寄信封Outgoing envelope Size, color, return address外装信封 尺寸、颜色、回寄地址Postage 邮资 Method of
16、 addressing地址书写方式 Cover Letter 封面信 Sponsorship调查机构 Type of appeal诉求类型 Postscript附言Personalization个性化 Signature签名Questionnaire问卷 Length长度 Size大小 Layout版面 Format格式 Content 内容 Reproduction Color 颜色 Respondent anonymity调查对象匿名Return Envelope回寄信封Type of envelope信封类型 Postage邮资Incentives物资奖励Monetary versus
17、non-monetary Prepaid versus promised amount货币或非货币形式货币或非货币形式 预付或承诺数量预付或承诺数量 Table 6.12011/2/13ZHAODongyang Panzhihua Univerity10Criteria for Evaluating Survey Methods评价调查方法的标准Task Factors 任务因素 The flexibility of data collection is determined primarily by the extent to which the respondent can interac
18、t with the interviewer and the survey questionnaire. The diversity of questions that can be asked in a survey depends upon the degree of interaction the respondent has with the interviewer and the questionnaire, as well as the ability to actually see the questions.Diversity of Questions and Flexibil
19、ity of Data Collection The ability to use physical stimuli such as the product, a product prototype, commercials, or promotional displays during the interview.Use of Physical Stimuli 问题的多样性和数据收集的灵活性 主要由的调查对象可以与采访者就调查问卷进行交互的程度决定了数据收集的灵活性。可以在一项调查中提出的问题的多样性取决于调查对象与访谈者就该调查问卷的相互作用的程度，以及实际看见的问题的能力。有形刺激的使用
20、 在访谈过程中使用如产品、 产品原型、 广告或促销展示等有形刺激的能力。2011/2/13ZHAODongyang Panzhihua Univerity11Criteria for Evaluating Survey Methods评价调查方法的标准 Sample control is the ability of the survey mode to reach the units specified in the sample effectively and efficiently.Sample Control The ability to collect large amounts o
21、f data. Quantity of Data Survey response rate is broadly defined as the percentage of the total attempted interviews that are completed. Response Rate 样本控制是调查方式正确和有效地与该样本中指定的单位（个人或家庭）接触的能力 。样本控制 收集大量数据的能力数据数量 调查的响应率广泛地定义为完成的访问占所有试图访问的百分比。回答率2011/2/13ZHAODongyang Panzhihua Univerity12Criteria for Eva
22、luating Survey Methods评价调查方法的标准Situational Factors 情景因素 The degree of control a researcher has over the environment in which the respondent answers the questionnaire.Control of the Data Collection Environment The ability to control the interviewers and supervisors involved in data collection. Contro
23、l of Field Force 研究人员对调查对象回答问卷的环境控制程度数据收集环境的控制 对参与数据收集的面试人员和管理人员的控制能力。对现场工作人员控制力2011/2/13ZHAODongyang Panzhihua Univerity13Criteria for Evaluating Survey Methods评价调查方法的标准 The extent of the interviewers role determines the potential for bias.Potential for Interviewer Bias The total time taken for adm
24、inistering the survey to the entire sample.Speed The total cost of administering the survey and collecting the data.Cost 选择调查对象（采访了其他人） 询问研究问（省略问题） 记录答案（不正确或不完整）。调查员的潜在偏差 将问卷分发到调查的整个样本所需的总时间。速度 管理调查和收集数据的总成本。成本2011/2/13ZHAODongyang Panzhihua Univerity14Criteria for Evaluating Survey Methods评价调查方法的标准
25、Respondent Factors 调查对象因素 Perceived anonymity refers to the respondents perceptions that their identities will not be discerned by the interviewer or the researcher. Perceived Anonymity Social desirability is the tendency of the respondents to give answers that are socially acceptable, whether or no
26、t they are true. With some exceptions, obtaining sensitive information is inversely related to social desirability.Social Desirability/Sensitive Information 是指调查对象对他们的身份不会被调查员研究者识别出的感知程度。感知到的匿名程度 社会期望是调查对象提供社会可接受的的答案的倾向，不论他们的答案是否真实。除了一些例外情况获得敏感信息是与社会期望成反比。社会期望 /敏感信息2011/2/13ZHAODongyang Panzhihua Un
27、iverity15Criteria for Evaluating Survey Methods评价调查方法的标准Incidence rate refers to rate of occurrence of persons eligible to participate in the study.Low Incidence RateMethods that allow respondents control over the interviewing process will solicit greater cooperation and are therefore desirable.Resp
28、ondent Control低发生率发生率是指合格的人员参加研究的发生率。回答控制 允许对访谈过程控制争取被访者更多的合作和希望得到的方法。2011/2/13ZHAODongyang Panzhihua Univerity16A Comparative Evaluation of Survey MethodsTable 6.2 调查方法的比较性评价Criteria标准Telephone/CATIIn-home入户Mall Intercept商场拦截CAPI Mail 传统邮件Mail Panels邮寄式固定样本E-Mail电子邮件Internet因特网TASK FACTORS Moderate
29、 Moderate ModerateDiversity of questions and flexibilityLowto moderateHighHighUse of physical stimuliSample ControlQuantity of dataResponse rate2011/2/13ZHAODongyang Panzhihua Univerity17A Comparative Evaluation of Survey Methods调查方法的比较性评价Task FactorsDiversity of questions and flexibilityLowto moder
30、ateHighHighModerateto highModerateModerateModerateModerateto highUse of physical stimuliLowModerateto highHighHighModerateModerateLowModerateSample ControlModerate tohighPotentiallyhighModerateModerateLowModerate to highLowLow tomoderate Quantity of data Low High Moderate Moderate Moderate High Mode
31、rate ModerateResponse rateModerate High High High Low High Low Very lowTable 6.2Criteria标准Telephone/CATIIn-home入户Mall Intercept商场拦截CAPI Mail传统邮件Mail Panels邮寄式固定样本E-Mail电子邮件Internet因特网2011/2/13ZHAODongyang Panzhihua Univerity18A Comparative Evaluation of Survey MethodsSituational Factors Control of d
32、ata collection environment Moderate Moderate High High Low Low Low Lowto high Control of field force Moderate Low Moderate Moderate High High High HighPotential for interviewer bias Moderate High High Low None None None NoneSpeed High Moderate Moderate Moderate Low Low High Veryto high to high to mo
33、derate highCost Moderate High Moderate Moderate Low Low Low Lowto high to high to moderate Criteria Telephone In-HomeMall-Intercept CAPIMail SurveysMail Panels E-Mail InternetCATI Interviews Interviews Table 6.22011/2/13ZHAODongyang Panzhihua Univerity19A Comparative Evaluation of Survey MethodsCrit
34、eria Telephone /CATIIn-HomeInterviews Mall-Intercept CAPI Mail SurveysMail PanelsE-MailInternetInterviewsRespondent Factors Perceived anonymity of the respondent Moderate Low Low Low High High Moderate HighSocial desirability Moderate High High Moderate Low Low Moderate Lowto HighObtaining sensitive
35、 information High Low Low Low High Moderate Moderate Highto moderate to high Low incidence rate High Low Low Low Moderate Moderate Moderate HighRespondent control Low Low Low Low High High High Moderateto moderate to highTable 6.22011/2/13ZHAODongyang Panzhihua Univerity20Observation Methods Structu
36、red Versus Unstructured Observation 结构化 观察 与非 结构化 观察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. For structured observation the observer monitors all aspects of the phenomenon that se
37、em relevant to the problem at hand, e.g., observing children playing with new toys. In unstructured observation研究人员详细指定观察的内容，以及记录测量结果的方式。例如，由一名审计员对一家店铺内的存货进行分析结构化的观察观察员监视与手头的问题可能有关的所有方面。例如，观察在玩新玩具孩子们的所有的方面。在非结构化观察2011/2/13ZHAODongyang Panzhihua Univerity21Observation Methods Disguised Versus Undisgu
38、ised Observation掩饰观察与非掩饰观察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 disguised observationthe respondents are aware tha
39、t they are under observation.In undisguised observation受访者不知道他们被观察。伪装可能通过使用单向镜像、 隐藏的相机或不显眼的机械设备。观察员可能乔装顾客或销售人员。掩饰观察受访者意识到他们正在观察。非掩饰观察2011/2/13ZHAODongyang Panzhihua Univerity22Observation Methods Natural Versus Contrived Observation自然观察与实验观察involves observing behavior as it takes places in the envir
40、onment. For example, one could observe the behavior of respondents eating fast food at Burger King. Natural observationrespondents behavior is observed in an artificial environment, such as a test kitchen.In contrived observation指发生在自然环境中行为的观察。例如，我们可以观察吃快餐在汉堡王的被访者的行为。自然观察是在一个人工环境观察研究对象的行为。刻意观察2011/2
41、/13ZHAODongyang Panzhihua Univerity23A Classification of Observation Methods观察方法的分类Observation MethodsPersonal ObservationMechanical ObservationAuditContent AnalysisTrace AnalysisFig. 6.3ClassifyingObservationMethods2011/2/13ZHAODongyang Panzhihua Univerity24Observation Methods: Personal Observation
42、观察方法：人员观察 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. 研究人员观察实际行为的 发生。 观察员 不会尝试
43、 操纵正被观察的研究对象的 现象，但只是记录发生的事情 。 例如 研究员 可能在一家百货商店 记录 交通计数，并观察交通流量 的。2011/2/13ZHAODongyang Panzhihua Univerity25Observation Methods: Mechanical Observation观察方法：机械观察 The AC Nielsen audiometer Turnstiles that record the number of people entering or leaving a building.On-site cameras (still, motion picture
44、, or video) Optical scanners in supermarketsDo not require respondents direct participation.Eye-tracking monitorsPupil metersPsychogalvanometersVoice pitch analyzersDevices measuring response latencyDo require respondent involvement. 尼尔森试听监视仪记录人员进入或离开建筑物的记录仪现场摄像机 （持续，运动图像或视频）在超市中的光学扫描仪不需要受访者直接参与眼球跟踪
45、监视器瞳孔测量仪心理电流测量仪音调分析仪测量反应时间的设备要求研究对象参与2011/2/13ZHAODongyang Panzhihua Univerity26Observation 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
46、 objects. Retail and wholesale audits conducted by marketing research suppliers were discussed in the context of syndicated data in Chapter 4.2011/2/13ZHAODongyang Panzhihua Univerity27Observation Methods: Content AnalysisThe objective, systematic, and quantitative description of the manifest conten
47、t 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
48、 broken down according to prescribed rules. 对沟通内容进行的客观、 系统，和定量描述。分析单位可能是消息的单词、 特征（个人或对象），主题 （提议）、 空间和时间测量 （长度或持续时间） 或主题（信息的题目） 。分析单位进行分类，研究人员指定出分析的类别，并根据鬼子对沟通进行分组。2011/2/13ZHAODongyang Panzhihua Univerity28Observation Methods: Trace AnalysisData collection is based on physical traces, or evidence, o
49、f past behavior. n The selective erosion of tiles in a museum indexed by the replacement rate was used to determine the relative popularity of exhibits.n The number of different fingerprints on a page was used to gauge the readership of various advertisements in a magazine.n The position of the radio
