第六章描述性研究設(shè)計調(diào)查與觀察課件

Chapter

SixDescriptive

Research

Design:

SurveyandObservation第六章描述性研究設(shè)計：調(diào)查與觀察Chapter

Objectives本章目標(biāo)2ZHAODongyang Panzhihua

Univerity2011/2/131.Discuss

and

classify

survey

methods

anddescribe

the

various

telephone,

personal,mail,

and

electronic

interviewing

methods.2.

Identify

the

criteria

for

evaluatingsurveymethods,

compare

the

different

methods,and

evaluate

which

is

best

suited

for

aparticular

research

project.3.

Explain

and

classify

the

differentobservation

methods

used

bymarketingresearchers

and

describe

personalobservation,

mechanical

observation,

audit,content

analysis,

and

trace

analysis.1.討論市場營銷人員能利用的調(diào)查方法及分類，并描述電話訪談、郵件訪談和人員訪談等不同方法。2.確定評價調(diào)查方法的標(biāo)準(zhǔn)，比較不同方法和并針對某一個特定的研究項目選擇最適宜的方法。3.解釋營銷研究人員所使用的不同觀測方法并進(jìn)行分類，描述人員觀察、機(jī)械觀察、審計、內(nèi)容分析和痕跡分析。Chapter

Objectives本章目標(biāo)3ZHAODongyang Panzhihua

Univerity2011/2/134.

Identify

the

criteria

forevaluating

observation

methods,compare

the

different

methods,and

evaluate

which,

if

any,

issuited

for

a

particularresearchproject.5.

Describe

the

relative

advantagesand

disadvantages

ofobservationalmethods

and

compare

them

tosurvey

methods.6.

Discuss

theconsiderationsinvolved

in

implementing

surveysand

observation

methods

in

aninternational

setting.7.

Understand

the

ethical

issuesinvolved

in

conducting

survey

andobservation

research.4.確定評價觀測方法的標(biāo)準(zhǔn)，比

較不同方法并評價那一種方法最

適合適合于一個特定的研究項目。5.描述觀測方法的相對利弊并與調(diào)查法進(jìn)行比較。6.討論在國際環(huán)境中實施調(diào)查和觀測方法所涉及的考慮事項。7.了解進(jìn)行調(diào)查及觀察研究時所涉及的的倫理問題。Chapter

Outline章節(jié)提綱OverviewSurvey

MethodsSurvey

Methods

Classifiedby

Mode

of

Administrationi. Telephone

Methodsii.

Personal

Methodsiii. Mail

Methodsiv. Electronic

MethodsA

Comparative

Evaluation

ofSurvey

Methodsi. Task

Factorsii. Situational

Factorsiii. Respondent

Factors概述調(diào)查方法根據(jù)填寫方式分類的調(diào)查方法電話訪談人員訪談郵件訪談電子訪談?wù){(diào)查方法的比較性評價任務(wù)因素情境因素調(diào)查對象因素4ZHAODongyang Panzhihua

Univerity2011/2/13Chapter

Outline5ZHAODongyang Panzhihua

Univerity2011/2/13Selection

of

Survey

Method(s)Observation

MethodsStructured

Versus

UnstructuredObservationDisguised

Versus

UndisguisedObservationNatural

Versus

ContrivedObservationObservational

MethodsClassified

by

Mode

ofAdministrationPersonal

ObservationMechanical

ObservationAuditContent

AnalysisTrace

Analysis調(diào)查方法的選擇觀察法結(jié)構(gòu)化與非結(jié)構(gòu)化觀察法掩飾與非掩飾觀察自然觀察與實驗觀察根據(jù)填寫方式分類的觀察法人員觀察機(jī)械觀察審計內(nèi)容分析痕跡分析Chapter

OutlineA

Comparative

Evaluation

of

Observational

MethodsDegree

of

StructureDegree

of

DisguiseAbility

to

Observe

in

Natural

SettingAnalysis

BiasGeneral

RemarksA

Comparison

of

Survey

and

Observational

MethodsRelative

Advantages

of

ObservationRelative

Disadvantages

of

ObservationEthnographic

Research

&

Other

MethodsInternational

Marketing

ResearchEthics

in

Marketing

ResearchSummary6ZHAODongyang Panzhihua

Univerity2011/2/13Survey

Methods調(diào)查法7ZHAODongyang Panzhihua

Univerity2011/2/13調(diào)查法涉及向調(diào)查對象發(fā)放一個機(jī)構(gòu)化問卷，以收集特定信息。結(jié)構(gòu)化數(shù)據(jù)收集（structured

data

collection)Definitions

For

The

Parameters

‘Structure’

And‘Directness’8ZHAODongyang Panzhihua

Univerity2011/2/13Structure

refers

to

the

degree

ofstandardization

imposed

on

thedatacollection

process.

Directness

indicates

thatthe

true

purpose

of

the

project

is

knownbytherespondents.these

parameters

are

important

because

themanner

in

which

researchers

manipulatethemwill

affect

the

type

of

informationcollected.For

example,thestructured-direct

datacollection

process

involves

using

aquestionnaire

to

survey

a

sample

from

apopulation.Structured

indirect

methods

typically

consistof

a

questionnaire,

but

the

true

purpose

of

thestudy

is

not

revealed

usuallybecausedivulging

such

information

to

the

respondentswould

bias

results.

This

technique

isoftenemployed

in

psychological

research.

A

focusgroup

is

the

typical

example

of

anunstructured

direct

approach,

whereasroleplaying

exemplifies

the

unstructured

indirectapproach.結(jié)構(gòu)，是指對數(shù)據(jù)收集過程的標(biāo)準(zhǔn)化的程度。直接性指被訪者知道項目的真正目的。因為，研究人員處理它們的方式會影響所收集的類型，這些參數(shù)對信息收據(jù)是重要的。例如結(jié)構(gòu)直接數(shù)據(jù)收集過程涉及使用調(diào)查調(diào)查總體中的樣本。結(jié)構(gòu)化的間接方法通常包括的一份調(diào)查問卷，但通常不顯示研究的真正目的，因為透露此類信息，被訪者會偏壓的結(jié)果。心理學(xué)研究中常常被用這種技術(shù)。焦點小組是一個非結(jié)構(gòu)化的直接方法的典型例子，而角色扮演體現(xiàn)了非結(jié)構(gòu)化的間接方法。A

Classification

of

Survey

Methods調(diào)查法分類TraditionalTelephoneComputer-AssistedTelephoneInterviewingMail

Interview傳統(tǒng)郵件Mail

Panel郵寄式固定樣本組Fig.

6.1In-Home入戶MallIntercept商場攔截Computer-AssistedPersonal

InterviewingE-mailInternetSurvey

Methods調(diào)查法TelephonePersonalMailElectronic9ZHAODongyang Panzhihua

Univerity2011/2/13Some

Decisions

Related

to

the

Mail

Interview

Package與傳統(tǒng)的郵件訪談包有關(guān)的幾項決策Type

of

appeal訴求類型

Postscript附言Signature簽名Cover

Letter

封面信

Sponsorship調(diào)查機(jī)構(gòu)

Personalization個性化

Questionnaire問卷Length長度

Content

內(nèi)容Size大小

ReproductionLayout版面

Color

顏色Format格式Respondent

anonymity調(diào)查對象匿名Return

Envelope

寄信封Postage郵資Type

of

envelope信封類型Incentives物資獎勵Monetary

versus

non-monetary貨幣或非貨幣形式Prepaid

versus

promised

amount預(yù)付或承諾數(shù)量Table

6.1Outgoing

Envelope

外寄信封Outgoing

envelope

Size,

color,

returnaddress外裝信封尺寸、顏色、回寄地址Postage

郵資

Method

of

addressing地址書寫方式10ZHAODongyang Panzhihua

Univerity2011/2/13Criteria

for

Evaluating

Survey

Methods評價調(diào)查方法的標(biāo)準(zhǔn)任務(wù)因素The

flexibility

of

data

collection

isdetermined

primarily

by

the

extent

towhich

the

respondent

can

interact

with

theinterviewer

and

the

survey

questionnaire.The

diversity

of

questions

that

can

beasked

in

a

survey

depends

upon

thedegreeof

interaction

the

respondent

has

with

theinterviewer

and

the

questionnaire,

aswellas

the

ability

to

actually

see

the

questions.Task

FactorsDiversity

of

Questions

andFlexibility

of

Data

CollectionThe

ability

to

use

physical

stimuli

such

asthe

product,

a

productprototype,commercials,

or

promotional

displaysduring

theinterview.Use

of

Physical

Stimuli問題的多樣性和數(shù)據(jù)收集的靈活性主要由的調(diào)查對象可以與采訪者就調(diào)

查問卷進(jìn)行交互的程度決定了數(shù)據(jù)收

集的靈活性。可以在一項調(diào)查中提出

的問題的多樣性取決于調(diào)查對象與訪

談?wù)呔驮撜{(diào)查問卷的相互作用的程度，以及實際看見的問題的能力。有形刺激的使用11ZHAODongyang Panzhihua

Univerity2011/2/13在訪談過程中使用如產(chǎn)品、產(chǎn)品原型、廣告或促銷展示等有形刺激的能力。Criteria

for

Evaluating

Survey

Methods評價調(diào)查方法的標(biāo)準(zhǔn)Sample

ControlSample

control

is

the

ability

of

thesurvey

mode

to

reach

the

unitsspecified

in

the

sample

effectivelyand

efficiently.Quantity

of

DataThe

ability

to

collect

large

amountsofdata.Survey

response

rate

is

broadlydefined

as

the

percentage

of

thetotal

attempted

interviews

thatarecompleted.Response

Rate樣本控制樣本控制是調(diào)查方式正確和有效地與該樣本中指定的單位（個人或家庭）接觸的能力。數(shù)據(jù)數(shù)量收集大量數(shù)據(jù)的能力調(diào)查的響應(yīng)率廣泛地定義為完成的訪問占所有試圖訪問的百分比。答率12ZHAODongyang Panzhihua

Univerity2011/2/13Criteria

for

Evaluating

Survey

Methods評價調(diào)查方法的標(biāo)準(zhǔn)Situational

Factors情景因素The

degree

of

control

aresearcher

has

over

theenvironment

in

which

therespondent

answers

thequestionnaire.Control

of

the

DataCollection

EnvironmentThe

ability

to

control

theinterviewers

and

supervisorsinvolved

in

datacollection.Control

of

FieldForce研究人員對調(diào)查對象 答問卷的環(huán)境控制程度數(shù)據(jù)收集環(huán)境的控制對參與數(shù)據(jù)收集的面試人員和管理人員的控制能力。對現(xiàn)場工作人員控制力13ZHAODongyang Panzhihua

Univerity2011/2/13Criteria

for

Evaluating

Survey

Methods評價調(diào)查方法的標(biāo)準(zhǔn)Potential

for

InterviewerBiasThe

extent

of

theinterviewer'srole

determines

the

potential

forbias.SpeedThe

total

time

taken

foradministering

the

survey

to

theentire

sample.CostThe

total

cost

of

administering

the

survey

and

collecting

the

data.調(diào)查員的潛在偏差選擇調(diào)查對象（采訪了其他人）詢問研究問（省略問題）記錄答案（不正確或不完整）。速度將問卷分發(fā)到調(diào)查的整個樣本所需的總時間。成本管理調(diào)查和收集數(shù)據(jù)的總成本。14ZHAODongyang Panzhihua

Univerity2011/2/13Criteria

for

Evaluating

Survey

Methods評價調(diào)查方法的標(biāo)準(zhǔn)Respondent

Factors調(diào)查對象因素Perceived

anonymity

refers

to

therespondents'

perceptions

that

theiridentities

will

not

be

discerned

by

theinterviewer

or

the

researcher.Perceived

AnonymitySocial

Desirability/SensitiveInformationSocial

desirability

is

the

tendency

of

the

respondents

to

give

answers

that

aresocially

acceptable,

whether

or

nottheyare

true.

With

someexceptions,obtaining

sensitive

information

isinversely

related

to

social

desirability.是指調(diào)查對象對他們的身份不會被調(diào)查員研究者識別出的感知程度。感知到的匿名程度社會期望是調(diào)查對象提供社會可接受的的答案的傾向，不論他們的答案是否真實。除了一些例外情況獲得敏感信息是與社會期望成反比。社會期望/敏感信息15ZHAODongyang Panzhihua

Univerity2011/2/13Criteria

for

Evaluating

Survey

Methods評價調(diào)查方法的標(biāo)準(zhǔn)Incidence

rate

refers

to

rateof

occurrence

of

personseligible

to

participate

in

thestudy.Low

Incidence

RateMethods

that

allowrespondents

control

over

theinterviewing

process

willsolicit

greater

cooperationand

are

thereforedesirable.Respondent

Control低發(fā)生率發(fā)生率是指合格的人員參加研究的發(fā)生率。答控制允許對訪談過程控制爭取被訪者更多的合作和希望得到的方法。16ZHAODongyang Panzhihua

Univerity2011/2/13A

Comparative

Evaluation

of

Survey

MethodsTable

6.2

調(diào)查方法的比較性評價17ZHAODongyang Panzhihua

Univerity2011/2/13Criteria標(biāo)準(zhǔn)Telephone/CATIIn-home入戶MallIntercept商場攔截CAPIMail傳統(tǒng)郵件Mail

Panels郵寄式固定樣本E-Mail電子郵件Internet因特網(wǎng)TASKFACTORSModerateModerateModerateDiversity

ofquestionsandflexibilityLowtomoderateHighHighUseofphysicalstimuliSampleControlQuantity

ofdataResponse

rateA

Comparative

Evaluation

of

Survey

Methods調(diào)查方法的比較性評價18ZHAODongyang Panzhihua

Univerity2011/2/13Table6.2Criteria標(biāo)準(zhǔn)Telephone/CATIIn-home入戶MallIntercept商場攔截CAPIMail傳統(tǒng)郵件Mail

Panels郵寄式固定樣本E-Mail電子郵件Internet因特網(wǎng)Task

FactorsDiversity

of

questions

andflexibilityLowtomoderateHighHighModerateto

highModerateModerateModerateModerateto

highUse

of

physicalstimuliLowModerateto

highHighHighModerateModerateLowModerateSample

ControlModerate

tohighPotentiallyhighModerateModerateLowModerate

tohighLowLowtomoderateQuantity

of

dataLowHighModerateModerateModerateHighModerateModerateResponse

rateModerateHighHighHighLowHighLowVery

lowTAablCe

6o.2mparativeEvaluationof

Survey

MethodsMall-

Mail

MailCriteria

Telephone

In-Home

Intercept

CAPI

Surveys

Panels

E-Mail

InternetCATI

Interviews

InterviewsSituational

FactorsControl

ofdatacollectionenvironmentControl

offieldforcePotential

for

interviewer

biasSpeedCostModerateModerateHighHighLowLowLowLowtohighModerateLowModerateModerateHighHighHighHighModerateHighHighLowNoneNoneNoneNoneHighModerateModerateModerateLowLowHighVerytohightohightomoderatehighModerateHighModerateModerateLowLowLowLowtohightohightomoderate19ZHAODongyang Panzhihua

Univerity2011/2/13Mall-

Mail

MailTelephone

/

In-Home

Intercept

CAPI

Surveys

Panels

E-Mail

InternetCriteria

CATI

Interviews

InterviewsRespondent

FactorsPerceived

anonymity

oftherespondentModerateLowLowLowHighHighModerateHighSocial

desirabilityModerateHighHighModerateLowLowModerateLowtoHighObtaining

sensitive

informationHighLowLowLowHighModerateModerateHightomoderatetohighLow

incidence

rateHighLowLowLowModerateModerateModerateHighRespondent

controlLowLowLowLowHighHighHighModeratetomoderatetohigh20ZHAODongyang Panzhihua

Univerity2011/2/13Table6.2A

Comparative

Evaluation

of

Survey

MethodsObservation

Methods

Structured

Versus

UnstructuredObservation

結(jié)構(gòu)化觀察與非結(jié)構(gòu)化觀察the

researcher

specifies

in

detailwhat

is

to

be

observed

and

how

themeasurements

are

to

be

recorded,e.g.,

an

auditor

performinginventory

analysis

in

astore.For

structured

observationthe

observer

monitors

all

aspects

ofthe

phenomenon

that

seem

relevantto

the

problem

at

hand,

e.g.,observing

children

playing

withnewtoys.In

unstructuredobservation研究人員詳細(xì)指定觀察的內(nèi)容，以及記錄測量結(jié)果的方式。例如，由一名審計員對一家店鋪內(nèi)的存貨進(jìn)行分析結(jié)構(gòu)化的觀察觀察員監(jiān)視與手頭的問題可能有關(guān)的所有方面。例如，觀察在玩新玩具孩子們的所有的方面。在非結(jié)構(gòu)化觀察21ZHAODongyang Panzhihua

Univerity2011/2/13Observation

Methods

Disguised

Versus

Undisguised

Observation掩飾觀察與非掩飾觀察the

respondents

are

unawarethatthey

are

being

observed.

Disguisemay

be

accomplished

by

using

one-way

mirrors,

hidden

cameras,

orinconspicuous

mechanical

devices.Observers

may

be

disguised

asshoppers

or

sales

clerks.In

disguised

observationthe

respondents

are

aware

thattheyare

under

observation.In

undisguised

observation受訪者不知道他們被觀察。偽裝可能通過使用單向鏡像、隱藏的相機(jī)或不顯眼的機(jī)械設(shè)備。觀察員可能喬裝顧客或銷售人員。掩飾觀察受訪者意識到他們正在觀察。非掩飾觀察22ZHAODongyang Panzhihua

Univerity2011/2/13Observation

Methods

Natural

Versus

Contrived

Observation自然觀察與實驗觀察involves

observing

behavior

asit

takes

places

in

theenvironment.

For

example,one

could

observe

thebehaviorof

respondents

eating

fastfoodat

Burger

King.Natural

observationrespondents'

behavior

isobserved

in

an

artificialenvironment,

such

as

a

testkitchen.In

contrivedobservation指發(fā)生在自然環(huán)境中行為的觀察。例如，我們可以觀察吃快餐在漢堡王的被訪者的行為。自然觀察是在一個人工環(huán)境觀察研究對象的行為?？桃庥^察23ZHAODongyang Panzhihua

Univerity2011/2/13ObservationMethodsMechanicalObservationAuditContentAnalysisTraceAnalysisA

Classification

of

Observation

MethodFsig.6.3觀察方法的分類PersonalObservationClassifying24ZHAODongyang Panzhihua

Univerity2011/2/13ObservationMethodsObservation

Methods:

Personal

Observation觀察方法：人員觀察25ZHAODongyang Panzhihua

Univerity2011/2/13A

researcher

observesactual

behavior

as

it

occurs.The

observer

does

notattempt

to

manipulate

thephenomenon

beingobserved

butmerelyrecords

what

takes

place.For

example,

a

researchermight

record

traffic

countsand

observe

trafficflowsin

a

department

store.研究人員觀察實際行為的發(fā)生。觀察員不會嘗試操縱正被觀察的研究對象的現(xiàn)象，但只是記錄發(fā)生的事情。例如研究員可能在一家百貨商店記錄交通計數(shù)，并觀察交通流量的。Observation

Methods:

Mechanical

Observation觀察方法：機(jī)械觀察The

AC

Nielsen

audiometerTurnstiles

that

record

the

number

of

people

entering

or

leaving

abuilding.On-site

cameras

(still,

motion

picture,

or

video)Optical

scanners

in

supermarketsDo

notrequirerespondents'directparticipation.Do

requirerespondentinvolvement.Eye-tracking

monitorsPupil

metersPsychogalvanometersVoice

pitchanalyzersDevices

measuring

response

latency尼爾森試聽監(jiān)視儀記錄人員進(jìn)入或離開建筑物的記錄儀現(xiàn)場攝像機(jī)（持續(xù)，運動圖像或視頻）在超市中的光學(xué)掃描儀不需要受訪者直接參與要求研究對象參與眼球跟蹤監(jiān)視器瞳孔測量儀心理電流測量儀音調(diào)分析儀測量反應(yīng)時間的設(shè)備26ZHAODongyang Panzhihua

Univerity2011/2/13Observation

Methods:

Audit27ZHAODongyang Panzhihua

Univerity2011/2/13The

researcher

collects

data

by

examining

physical

recordsor

performing

inventoryanalysis.Data

are

collected

personally

by

the

researcher.The

data

are

based

upon

counts,

usually

of

physicalobjects.Retail

and

wholesale

audits

conducted

by

marketingresearch

suppliers

were

discussed

in

the

context

ofsyndicated

data

in

Chapter

4.Observation

Methods:

Content

AnalysisThe

objective,

systematic,

and

quantitativedescription

of

the

manifest

content

of

acommunication.The

unit

of

analysis

may

bewords,characters

(individuals

or

objects),

themes(propositions),

space

and

time

measures(length

or

duration

of

the

message),

ortopics

(subject

of

themessage).Analytical

categories

for

classifyingtheunits

are

developed

and

thecommunicationis

broken

down

according

to

prescribedrules.對溝通內(nèi)容進(jìn)行的客觀、系統(tǒng)，和定量描述。分析單位可能是消息的單詞、特征（個人或?qū)ο螅?，主題（提議）、空間和時間測量（長度或持

續(xù)時間）或主題（信息的題目）。分析單位進(jìn)行分類，研究人員指定出分析的類別，并根據(jù)鬼子對溝通進(jìn)行分組。28ZHAODongyang Panzhihua

Univerity2011/2/13Observation

Methods:

Trace

Analysis29ZHAODongyang Panzhihua

Univerity2011/2/13Data

collection

is

based

on

physical

traces,

orevidence,

of

past

behavior.The

selective

erosion

of

tiles

in

a

museum

indexed

by

the

replacement

ratewas

used

to

determine

the

relative

popularity

ofexhibits.The

number

of

different

fingerprints

on

a

page

was

used

to

gauge

thereadership

of

various

advertisements

in

a

magazine.The

position

of

the

radio

dials

in

cars

brought

in

for

service

was

used

toestimate

share

of

listening

audience

of

various

radio

stations.The

age

and

condition

of

cars

in

a

parking

lot

were

used

to

assess

theaffluence

ofcustomers.The

magazines

people

donated

to

charity

were

used

to

determine

people'sfavorite

magazines.Internet

visitors

leave

traces

which

can

be

analyzed

to

examine

browsing

andusage

behavior

by

using

cookies.A

Comparative

Evaluation

of

Observation

MethodsTable

6.330ZHAODongyang Panzhihua

Univerity2011/2/13CriteriaPersonalObservationMechanicalObservationAuditAnalysisContentAnalysisTraceAnalysisDegree

of

structureLowLow

to

highHighHighMediumDegree

of

disguiseMediumLow

to

highLowHighHighAbility

to

observeHighLow

to

highHighMediumLowin

natural

settingObservation

biasHighLowLowMediumMediumAnalysis

biasHighLow

toLowLowMediumMediumGeneral

remarksMostCan

beExpensiveLimited

toMethod

offlexibleintrusivecommu-last

resortnicationsRelative

Advantages

of

Observation觀察法的相對優(yōu)勢They

permit

measurement

of

actualbehavior

rather

than

reports

of

intended

orpreferred

behavior.There

is

no

r