Quantitative Data Collection In Advertising Research

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Quantitative Data Collection In Advertising
Research
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Quantitative Data Collection

• Quantitative data can be collected through a
  specified number of completed interviews
• Self-completion method or interviewer
  administered method

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Factors influencing completion method

• Study objectives
• Topic/issues to be considered
• Sampling frame
• Criteria associated with sample selection
• Projected response rate (number needed)
• Time/Budget available

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Types of Interviews Face to Face

• Street interviews
• Shopping Center Intercepts
• In home interviews
• Workplace interviews

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Types of Interviews Face to Face

• Disadvantages
• Relative expensive, time consuming
• Sample representativeness at risk
• Quality of data collected can be an issue
• Interviewer bias/cheating

• Advantages
• Rapport-building opportunity
• High response rates relative to other methods
• High degree of flexibility in interview
  implementation

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Types of Interviews Telephone Interviews

• Advantages
• Opportunity for wide geographic reach
• Random sampling is more feasible
• Greater quality control, consistency of interview
  implementation

• Disadvantages
• Potential for sampling bias toward those with
  land lines
• Chance to build rapport is lost
• Refusal rate is greater
• Long, complex questions should be avoided

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Types of Interviews Self-Administered Techniques

• Postal delivery surveys
• Email, web surveys
• Distributed questionnaires
• Diaries

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Types of Interviews Self-Administered Techniques

• Advantages
• Easily administered
• Opportunity for questionnaires to be widely
  dispersed
• Relatively cost effective
• Reduces the incidence of socially desirable
  responses
• Good for sensitive topics

• Disadvantages
• Low response rate
• High cost per completed interview
• Diverse representation within sample is low
• Lack of control over who participates (hand
  raisers)
• Lack of control over data capture process

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The Idea Behind Measurement

• Quantitative measurement is based on turning an
  abstract concept into an observable, measurable
  event

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Steps In the Measurement Process

• Identify, define the concept of interest
• Concepts (constructs) are invented names that
  describe an object, person, condition, or event
• Defining the concept requires specifying the
  core, underlying idea for it

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Example

• Attitude as an identified concept
• has been defined as ones predisposition to
  respond favorably or unfavorably to a stimulus

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Steps In the Measurement Process

• Operationalize the concept definition
• Translating the abstract concept definition into
  measurable, observable criteria

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Example

• Attitude toward open records laws could be
  observed by
• asking people if they like or dislike the
  current law OR
• asking if they feel favorable or unfavorable
  about the issue

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Steps in the Measurement Process

• Identify the appropriate means for collecting and
  measuring the data observed
• Nominal, ordinal, interval, ratio?
• Open-ended or closed-ended?

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Example Measurement Levels

• Specify gender
• Indicate yes or no
• Check all that apply
• Rank from most important to least important

• Nominal ? Categorizes labelled data
• Ordinal ? Rank orders data without specifying
  magnitude of distance

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Example Measurement Levels

• Interval ? Rank order with comparable magnitude
  between choices assumed equal
• Ratio ? N,O, I characteristics with verifiable,
  absolute distances between choices

• Indicate your level of agreement
• Allocate a bonus of 10,000 between you and your
  team members

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Steps in the Measurement Process

• Evaluate, revise the instrument for
• Reliability ? stability, consistency
• Validity ? truth, accuracy