Evolution of Survey Research Methods in Data Collection
1
Descriptive Research
2
1. The need to know why:
to understand why people do or do not
do something?
2. The need to know how:
to understand the process consumers
go through before taking action
3. The need to know who:
To know who the person is from a
demographic or lifestyle perspective
Popularity of Surveys
3
Survey and Mode of Admin.
Personal interview
In-home or Mall-intercept
Mail interview
Electronic interview
Email & Internet
4
Survey Types (Mode of Admin)
Telephone
Traditional
CATI
5
Personal Interview
6
Advantages of Online Surveys
•
Real Time Reporting
•
Dramatically Reduced Costs
•
Readily Personalized
•
High response rates
•
Contact the Hard-to-Reach
The Internet Has Changed
Survey Research
7
Disadvantages of Online Surveys
•
Internet users are not
representative of the population as
a whole
•
Security on the Internet
The Internet Has Changed
Survey Research
8
TELEVISION ADS IN SINGAPORE:
A CONTENT ANALYSIS
SHARAF N. REHMAN
Franklin College, Lugano,
Switzerland
ANNETTE AW
Nanyang Technological Univ., Singapore
WILLIAM KENNAN
Radford University, VA
9
TELEVISION ADS IN SINGAPORE: A CONTENT
ANALYSIS (2)
INTRODUCTION
INTRODUCTION
:
:
The goal of this paper is
to appraise the information content of Singapore television advertising
and
to make a comparison with relevant United States findings.
Research reported in this paper is a replication of two empirical studies of
the informational content of television advertising content in the United
States by Resnik and Stern (1977) and Stern, Resnik, and Grubb (1977).
10
TELEVISION ADS IN SINGAPORE: A CONTENT
ANALYSIS (2)
METHODOLOGY
METHODOLOGY
the author analyzed television commercials on Channel 5
(the English channel) in Singapore.
One week of prime-time (7:00 PM - 11:00 PM) programming
was recorded in March of 1996.
Since the purpose of the study was to analyze the
informational content and not their recall and retention,
repeated ads were excluded from the study.
103 ads were included in the study.
11
TELEVISION ADS IN SINGAPORE: A CONTENT
ANALYSIS (2)
RESULTS
RESULTS
In our sample of 103 commercials,
29
(28%) advertised
food and beverages.
Service and retailing are the second most common type
of TV commercials (24%),
D
urable products are the third most commonly
advertised (21%) on television.
Various product categories advertised on Singapore
television are shown in Table 1.
12
TELEVISION ADS IN SINGAPORE: A CONTENT
ANALYSIS (2)
TABLE 1: PRODUCT CATEGORIES ADVERTISED ON THE ENGLISH CHANNEL IN SINGAPORE
13
TELEVISION ADS IN SINGAPORE:
A CONTENT ANALYSIS (2)
CONCLUSIONS
•
US:
food, personal care products, and institutional ads account for
69% of the TV ads.
•
Singapore
:
these categories represent 71% of TV ad
s
.
•
Only 46 percent of the US ads were informative whereas 76% of
the ads in these categories were informative.
•
While half of television advertising in the United States is
informative, the other half seems to focus on emotional appeal
and lifestyle.
whereas
, a higher informative content in Singapore.
14
TELEVISION ADS IN SINGAPORE:
A CONTENT ANALYSIS (2)
Limitation
•
This study focused on only one of the nine channels available in Singapore. Channel 5
was selected because it broadcasts in the English language. The advertising in Chinese,
Malay, or Tamil channels may tell a different story. This author recommends a
replication of this study using several channels. A similar research model applied to the
analysis of emotional and lifestyle type ads may also render new insights into consumer
behavior.
15
Direct Observation of Purchasing Behavior
WILLIAM D. WELLS
and LEONARD A. LO SCIUTO*
16
Direct Observation of Purchasing
Behavior
What people do are not the same as what
they say
Occasionally produces an idea that can be
tested later.
What, But Not Why
Sampling Problem
Qualitative Data
17
Direct Observation of Purchasing
Behavior
Composition of the Shopper Population
Because most marketing research consists of
interviews with housewives, one can easily get
the impression that most supermarket
shopping is done by house
wife
18
Direct Observation of Purchasing Behavior
: Result
Women do more of the family shopping than men, but men do
enough of it to warrant the marketer's attention.
Husbands accompanying wives almost always influence purchase
decisions
w
hen they try.
Children, especially suburban children, are also quite
i
nfluential,
although the amount of influence varies
f
rom product to product.
Price consciousness varies according to type of product.
Price consciousness seems to be slightly more characteristic of
women than of men.
Many shoppers of all types inspect packages carefully before they
buy.
Chapter7: Descriptive Research
Descriptive research explores the popularity of surveys to understand consumer behavior, demographic insights, and lifestyle perspectives. The use of different survey modes, such as personal interviews and online surveys, has transformed data collection methods. Advantages and disadvantages of online surveys are discussed, along with a content analysis of television ads in Singapore.
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Presentation Transcript
Popularity of Surveys 1. The need to know why: to understand why people do or do not do something? 2. The need to know how: to understand the process consumers go through before taking action 3. The need to know who: To know who the person is from a demographic or lifestyle perspective 2
Survey and Mode of Admin. Personal interview In-home or Mall-intercept Mail interview Mail Electronic interview Email & Internet 3
Survey Types (Mode of Admin) Telephone Traditional CATI 4
The Internet Has Changed Survey Research Advantages of Online Surveys Real Time Reporting Dramatically Reduced Costs Readily Personalized High response rates Contact the Hard-to-Reach 6
The Internet Has Changed Survey Research Disadvantages of Online Surveys Internet users are not representative of the population as a whole Security on the Internet 7
TELEVISION ADS IN SINGAPORE: A CONTENT ANALYSIS SHARAF N. REHMAN Franklin College, Lugano, Switzerland ANNETTE AW Nanyang Technological Univ., Singapore WILLIAM KENNAN Radford University, VA 8
TELEVISION ADS IN SINGAPORE: A CONTENT ANALYSIS (2) INTRODUCTION: The goal of this paper is to appraise the information content of Singapore television advertising and to make a comparison with relevant United States findings. Research reported in this paper is a replication of two empirical studies of the informational content of television advertising content in the United States by Resnik and Stern (1977) and Stern, Resnik, and Grubb (1977). 9
TELEVISION ADS IN SINGAPORE: A CONTENT ANALYSIS (2) METHODOLOGY the author analyzed television commercials on Channel 5 (the English channel) in Singapore. One week of prime-time (7:00 PM - 11:00 PM) programming was recorded in March of 1996. Since the purpose of the study was to analyze the informational content and not their recall and retention, repeated ads were excluded from the study. 103 ads were included in the study. 10
TELEVISION ADS IN SINGAPORE: A CONTENT ANALYSIS (2) RESULTS In our sample of 103 commercials, 29 (28%) advertised food and beverages. Service and retailing are the second most common type of TV commercials (24%), Durable products are the third most commonly advertised (21%) on television. Various product categories advertised on Singapore television are shown in Table 1. 11
TELEVISION ADS IN SINGAPORE: A CONTENT ANALYSIS (2) TABLE 1: PRODUCT CATEGORIES ADVERTISED ON THE ENGLISH CHANNEL IN SINGAPORE Fq 29 25 22 12 4 4 4 2 1 103 Product Category % 28.16 24.27 21.36 11.65 3.88 3.88 3.88 1.94 .97 100 Food and Beverages Service and Retailing Durable Products Cosmetics Non-durable Products Insurance Real Estate Concerts/Exhibitions Liquor 12 TOTAL
TELEVISION ADS IN SINGAPORE: A CONTENT ANALYSIS (2) CONCLUSIONS US:food, personalcareproducts, and institutionaladsaccountfor 69% of the TV ads. Singapore:thesecategoriesrepresent 71% of TV ads. Only 46 percent of the US adswereinformativewhereas 76% of theadsinthesecategorieswereinformative. Whilehalf of televisionadvertisinginthe United States is informative, theotherhalfseemstofocusonemotionalappeal and lifestyle. whereas, a higherinformativecontentinSingapore. 13
TELEVISION ADS IN SINGAPORE: A CONTENT ANALYSIS (2) Limitation Thisstudyfocusedononlyone of theninechannels availableinSingapore. Channel 5 wasselectedbecauseit broadcastsintheEnglishlanguage. The advertisingin Chinese, Malay, orTamilchannelsmaytell a differentstory. Thisauthorrecommends a replication of thisstudyusing severalchannels. A similarresearchmodelappliedtothe analysis of emotional and lifestyletypeadsmayalso rendernewinsightsintoconsumerbehavior. 14
Direct Observation of Purchasing Behavior WILLIAM D. WELLS and LEONARD A. LO SCIUTO* 15
Direct Observation of Purchasing Behavior What people do are not the same as what they say Occasionally produces an idea that can be tested later. What, But Not Why Sampling Problem Qualitative Data 16
Direct Observation of Purchasing Behavior Composition of the Shopper Population Because most marketing research consists of interviews with housewives, one can easily get the impression that most supermarket shopping is done by housewife 17
Direct Observation of Purchasing Behavior: Result Womendomore of thefamilyshoppingthanmen, butmendo enough of ittowarrantthemarketer'sattention. Husbandsaccompanyingwivesalmostalwaysinfluencepurchase decisionswhentheytry. Children, especiallysuburbanchildren, arealsoquiteinfluential, althoughtheamount of influencevariesfromproducttoproduct. Priceconsciousnessvariesaccordingtotype of product. Priceconsciousnessseemstobeslightlymorecharacteristic of womenthan of men. Manyshoppers of alltypesinspectpackagescarefullybeforethey buy. 18
