Professional Documents
Culture Documents
Research
Marketing Research MKTG
446
Descriptive Research
Classification of Descriptive
Studies
Longitudinal
Longitudinal Surveys
Cross-Sectional
field studies/surveys
Cross-Sectional Studies
Longitudinal Data
Advantages
Single Measures Over
Time:
The Tracking Study
Consumer or Business
Panel
An Example of a Panel
Design
Number of Households in Panel Purchasing Each Brand of Detergent
TABLE 1
Brand Purchased
At Time Period 1
At Time Period 2
200
250
300
270
350
330
150
150
Total
1,000
1,000
At Time
Period 1
T1 Total
Bought A
Bought B
Bought C
Bought D
Bought A
175
25
200
Bought B
225
50
25
300
Bought C
280
70
350
Bought D
75
20
55
150
T2 Total
250
270
330
150
1,000
At Time
Period 1
T1
Total
Bought A
Bought B
Bought C
Bought D
Bought A
87.5%
12.5%
0.0%
0.0%
100%
Bought B
0.0%
75.0%
16.7%
8.3%
100%
Bought C
0.0%
0.0%
80.0%
20.0%
100%
Bought D
50.0%
13.3%
0.0%
36.7%
100%
Personal Interview
Telephone
Self-Administered
Personal Interviews
Advantages
Disadvantages
Disadvantages
Telephone Interviews
Results of First Dialing Attempts
Result
No answer
Busy
Out of service
No eligible person
Business
At home:
Refusal
Completion
Total
Number of Dialings
Probability of Occurrence
89,829
5,299
52,632
75,285
10,578
25,465
3,707
21,758
259,088
.347
.020
.203
.291
.041
.098
.014 (.146)*
.084 (.854)
1.000
Plus-one dialing
Random digit dialing
Systematic random digit dialing
Advantages
Disadvantages
Advantages
Disadvantages
Task Characteristics
Budget
Time frame
Quality requirements (e.g.
completeness of data,
generalizability, of the results,
etc.)
Respondent Characteristics
Diversity
Incidence rate
Respondent participation
Total Error
=
Sampling Error (difference between the
+
Non-Sampling (Systematic) Error
Non-Sampling Errors
Respondent Errors
Non-response error
Response Bias
Deliberate falsification (social desirability
error, auspices error, hostility, yea and naysaying)
Unconscious misrepresentation (faulty
recollection, fatigue, acquiescence error,
extremity bias)
Non-Sampling Errors
Measurement/Research Design
Errors
Non-Sampling Errors
Administrative Errors