LECTURE 6_MRF_QUANTITATIVE RESEARCH_OTHER CONSIDERATIONS__2025-2026.pdf

# Quantitative research methods Quantitative research methods employ systematic approaches to collect and analyze numerical data, aiming to quantify relationships between variables and generalize findings to larger populations. This study guide focuses on surveys, panels, and experiments as key quantitative methodologies [3](#page=3) [4](#page=4). ### 1.1 Surveys Surveys are a primary method of quantitative data collection, involving the administration of questionnaires to gather information from a sample of individuals [5](#page=5). #### 1.1.1 Categories of surveys Surveys can be categorized based on whether a computer is involved and whether an interviewer is present [5](#page=5). * **Person-administered surveys:** * **Computer Assisted Personal Interviews (CAPI):** The interviewer uses computer technology to record answers and assist in the interview process [5](#page=5). * **Interviewer-administered surveys (paper-based):** The interviewer reads questions and records answers on paper [5](#page=5). * **Computer-administered surveys:** * **Computer Administered Survey:** The computer presents questions and records respondent answers [5](#page=5). * **Self-Administered Survey:** The respondent reads questions and writes their own answers on the questionnaire [5](#page=5). #### 1.1.2 Ways to administer survey interviews Several methods exist for administering survey interviews: * **In-home interview:** Conducted at the respondent's home, often at a scheduled appointment [6](#page=6). * **Mall/Street intercept interview:** Shoppers are approached in malls or on streets and asked to participate. Interviews may occur in the mall or at company facilities within the mall [6](#page=6). * **In-office interview:** Conducted at the respondent's workplace after making an appointment with business executives or managers [6](#page=6). * **Telephone interview:** Interviewers work from a data collection company's office, reading questions from a computer monitor. Supervisors may monitor calls [6](#page=6). * **Fully automated interview:** A computer program administers questions, and respondents enter their answers via keyboard, mouse, touch screen, or other input methods [6](#page=6). #### 1.1.3 Ways to administer surveys without interviewers Surveys can also be administered without direct interviewer involvement: * **Online survey:** Respondents answer questionnaires hosted on the internet [7](#page=7). * **Group self-administered survey:** Respondents complete questionnaires individually but in a group setting, allowing for researcher economies [7](#page=7). * **Drop-off survey:** Questionnaires are left with respondents to complete and are later picked up or mailed back. This can include surveys handed to customers or placed in visible locations [7](#page=7). * **Mail survey:** Questionnaires are mailed to respondents, who then fill them out and return them by mail [7](#page=7). #### 1.1.4 Mobile surveys Mobile surveys are designed for completion on mobile devices and offer several advantages: * Capture real-time, "in-the-moment" activity [8](#page=8). * Ability to capture visual data (photos and videos) [8](#page=8). * Capture GPS location data [8](#page=8). * Ability to scan barcodes [8](#page=8). * Capture movement and biometric data [8](#page=8). #### 1.1.5 Criteria for selecting a survey method The choice of survey method depends on several factors: * **Complexity and diversity of questions:** Personal methods are preferable for complex and diverse questions [9](#page=9). * **Use of physical stimuli:** Personal methods are better suited when physical stimuli need to be used [9](#page=9). * **Control of data collection environment:** Central location interviewing offers better control [9](#page=9). * **Quantity of data:** Panels and online surveys are advantageous for gathering a high quantity of data [9](#page=9). * **Social desirability:** Personal methods are less appropriate when social desirability is a concern [9](#page=9). * **Interviewer bias:** Electronic surveys are favored when interviewer bias is a concern [9](#page=9). * **Speed and cost:** Electronic surveys are generally faster and cheaper [9](#page=9). #### 1.1.6 Cross-sectional versus longitudinal designs * **Cross-sectional design:** A sample is surveyed at a single point in time. This provides a snapshot of the population at that moment [10](#page=10). * **Longitudinal design:** The same sample is surveyed at multiple points in time (T1, T2, etc.). This allows for the tracking of changes over time within the same group of individuals [10](#page=10). > **Example:** Comparing two cross-sectional studies on peanut butter purchases shows shifts in brand preference over time, but it's unclear if the same individuals changed their minds or if different individuals made different choices. A longitudinal study tracking the same families would reveal individual purchasing behavior changes [11](#page=11). #### 1.1.7 Advantages of surveys Surveys offer several key advantages for marketing research: * **Provides standardization:** All respondents encounter identical questions in the same order, with consistent response options [12](#page=12). * **Gathers large amounts of information efficiently:** A significant amount of data can be collected from a large, representative sample in a short time and at a relatively low cost [12](#page=12). * **Is easy to administer:** Interviewers can record answers quickly, and respondents can often complete questionnaires themselves [12](#page=12). * **Gets “beneath the surface”:** Surveys can inquire about motives, circumstances, and mental deliberations, which are not accessible through observational studies [12](#page=12). * **Is easy to analyze:** Standardization and computer processing facilitate quick statistical analyses, including cross-tabulations, even with large sample sizes [12](#page=12). * **Reveals subgroup differences:** Respondents can be segmented for comparisons to identify meaningful differences between groups [12](#page=12). #### 1.1.8 Disadvantages of surveys Despite their advantages, surveys have limitations: * Respondents may be unable or unwilling to provide accurate information [13](#page=13). * The structured nature of questionnaires with fixed-response choices may limit the validity of data concerning beliefs and feelings [13](#page=13). * Wording questions properly can be a challenging task [13](#page=13). #### 1.1.9 Tools for online surveys Several platforms facilitate the creation and distribution of online surveys: * Qualtrics [14](#page=14). * Microsoft Forms [14](#page=14). * SurveyMonkey [14](#page=14). ### 1.2 Sources of error in research design Errors in research design can arise from various sources, impacting the accuracy and validity of findings [15](#page=15). #### 1.2.1 Fieldworkers' and respondents' errors Both fieldworkers (interviewers) and respondents can introduce errors, which may be intentional or unintentional [16](#page=16). * **Respondent Errors:** * **Intentional Errors:** Falsehoods, cheating [16](#page=16). * **Unintentional Errors:** Nonresponse, misunderstanding, guessing, attention loss, fatigue, distractions [16](#page=16). * **Fieldworker Errors:** * **Intentional Errors:** Cheating, leading respondents, speeding [16](#page=16). * **Unintentional Errors:** Misunderstanding, fatigue, interviewer characteristics [16](#page=16). Effective control of data collection errors is crucial for maintaining research integrity [17](#page=17). ### 1.3 Panels Panels involve surveying a consistent sample of participants or stores on a regular basis to gather longitudinal data [18](#page=18). #### 1.3.1 Types of panels * **Consumer panels:** Track the behavior of households or specific consumer groups (e.g., car owners, older people) regarding purchases and media usage. They are used to understand market characteristics, brand share, and media consumption patterns [18](#page=18). * **Retail panels:** Monitor retail outlets (shops) to track inventory, brand coverage, sales rates, promotional activities, pricing, distribution strategies, and overall sales patterns [18](#page=18). #### 1.3.2 Panel companies Panel companies are institutions that recruit and manage a large pool of survey respondents who participate in exchange for compensation. Examples include Branded Research Inc., Critical mix, FocusVision, GfK, and Lightspeed GMI [19](#page=19). #### 1.3.3 Advantages of panels * **Fast turnaround:** Data can be collected and analyzed quickly [20](#page=20). * **High quality:** Consistent participation can lead to higher quality data [20](#page=20). * **Database information:** Accumulated data provides rich historical insights [20](#page=20). * **Targeted respondents:** Panels can be recruited to match specific demographic or behavioral criteria [20](#page=20). * **Integrated features:** Some panel providers offer integrated tools for survey management and analysis [20](#page=20). #### 1.3.4 Disadvantages of panels * **Not random samples:** Panel members are not necessarily representative of the general population, potentially leading to sampling bias [20](#page=20). * **Overused respondents:** Panelists may become fatigued or develop response biases from participating in too many surveys [20](#page=20). * **Cost:** Maintaining a panel and compensating members can be expensive [20](#page=20). **Prominent panel providers include:** * Kantar Consumer Panel [21](#page=21). * GfK Consumer Panel [22](#page=22). * NPD Purchase Panel [23](#page=23). * Streetbees Behaviour Panel [24](#page=24). * Nielsen Media Panel (using TV and portable meters) [25](#page=25). #### 1.3.5 Best practices for online panels quality assurance Ensuring the quality of online panel data requires adhering to specific best practices: * **Panel purpose:** Confirm the panel is used exclusively for market research [26](#page=26). * **Recruitment:** Ensure ethical recruitment practices and opt-in relationships for panel members [26](#page=26). * **Privacy:** Implement formal, published privacy policies guaranteeing anonymity, confidentiality, and security of panel member data [26](#page=26). * **Data security:** Employ measures like firewalls and server protections to secure panelists' identifiable information [26](#page=26). * **Data quality management:** Limit participation frequency to prevent "professional respondents" and implement checks for straightlining, rushed answers, and illogical responses [26](#page=26). * **Panel replacement:** Manage natural attrition (churn rate) with a healthy rate of panelist replacement annually [26](#page=26). * **Screening and quota management:** Maintain abundant, up-to-date classification information on panel members to sample specific subpopulations accurately [26](#page=26). ### 1.4 Experiments Experiments are a quantitative research method designed to establish causal relationships between variables [27](#page=27). #### 1.4.1 Descriptive versus causal research * **Descriptive research:** Aims to describe characteristics of a population or phenomenon, often looking at associations between variables (X and Y vary together) [27](#page=27). * **Causal research:** Seeks to determine if one variable (X) is a cause of another variable (Y) [27](#page=27). #### 1.4.2 Experiments: "X causes Y" In an experiment, the researcher manipulates one or more **independent variables** and measures their effect on one or more **dependent variables**, while attempting to control the influence of **extraneous variables** [28](#page=28). > **Example:** An experiment might test if offering higher value coupons (independent variable) leads to a greater likelihood of coupon redemption (dependent variable), while controlling for factors like brand usage frequency (extraneous variable). In this scenario, different groups of shoppers are randomly assigned to receive either 15-cent or 50-cent coupons for specific products [29](#page=29). #### 1.4.3 Experiment and experimental design * **Experiment:** A research approach where the researcher manipulates one or more independent variables and measures their effect on dependent variables, while controlling for extraneous variables [30](#page=30). * **Experimental design:** A detailed plan outlining: * The test units (participants or subjects) [30](#page=30). * Which independent variables or treatments will be manipulated [30](#page=30). * Which dependent variables will be measured [30](#page=30). * How extraneous variables will be controlled [30](#page=30). #### 1.4.4 Test marketing Test marketing is a controlled experiment conducted in a limited, carefully selected marketplace (test markets) to evaluate new products or marketing strategies. Common types include [31](#page=31) [32](#page=32): * Standard test market [31](#page=31) [32](#page=32). * Controlled test market [31](#page=31) [32](#page=32). * Simulated test market [31](#page=31) [32](#page=32). #### 1.4.5 Online experiments Online experiments are increasingly utilized due to their advantages: * **Ease of implementation and lower cost:** Easier and cheaper to set up and run compared to traditional field experiments [33](#page=33). * **High number of respondents:** Can reach a large number of participants online [33](#page=33). * **External validity limitations:** External validity, or the extent to which findings can be generalized to real-world settings, may not be as high as in field experiments [33](#page=33). > **Tip:** A/B testing is a common form of online experiment, particularly in web design and marketing, where two versions of a webpage or advertisement are compared to see which performs better [33](#page=33). #### 1.4.6 Limitations of experimentation Experimentation faces several limitations: * **Time:** Experiments can be time-consuming, requiring sufficient duration to observe the full effects of independent variables [34](#page=34). * **Cost:** Experiments are often expensive due to the need for experimental and control groups, multiple measurements, and resources for manipulation and control [34](#page=34). * **Administration:** It can be challenging to control all extraneous variables effectively. Field experiments may also disrupt a company's ongoing operations [34](#page=34). --- # Survey design and administration This section details the various methods and considerations involved in designing and administering surveys to collect data. ### 2.1 Categories of surveys Surveys can be broadly categorized based on whether an interviewer is involved in the data collection process [5](#page=5). #### 2.1.1 Interviewer-administered surveys In these methods, an interviewer plays a role in asking questions and recording responses [5](#page=5). * **Person-administered survey:** The interviewer reads the questions and records answers on paper [5](#page=5). * **Computer-assisted personal interviews (CAPI):** The interviewer uses computer technology to record answers and may receive assistance from the software during the interview [5](#page=5). * **Computer-administered survey:** The computer presents questions to the respondent, and the respondent enters their answers directly into the system [5](#page=5). #### 2.1.2 Self-administered surveys In these methods, respondents interact directly with the survey instrument without an interviewer's presence [5](#page=5). * **Self-administered survey:** The respondent reads questions from a document and writes their answers directly onto the questionnaire [5](#page=5). ### 2.2 Ways to administer survey interviews Survey interviews can be conducted using various methods, each with specific characteristics [6](#page=6). #### 2.2.1 Personal interview methods These involve face-to-face interactions. * **In-home interview:** Conducted at the respondent's home, often at a scheduled appointment time [6](#page=6). * **Mall/Street intercept interview:** Shoppers are approached in malls or on streets, and interviews may occur on-site or in facilities within the mall [6](#page=6). * **In-office interview:** Interviews are conducted at the respondent's workplace, typically after an appointment is made with business executives or managers [6](#page=6). #### 2.2.2 Telephone interview methods These involve remote interaction via phone. * **Telephone interview:** Interviewers work from a data collection company's office, reading questions from a computer monitor. Supervisors can often monitor calls to ensure quality [6](#page=6). #### 2.2.3 Computer-administered interview methods These involve direct interaction with a computer system. * **Fully automated interview:** A computer program administers questions, and respondents input their answers using input devices like a keyboard, mouse, or touchscreen [6](#page=6). ### 2.3 Ways to administer surveys without interviewers Surveys can also be conducted without any interviewer involvement [7](#page=7). * **Online survey:** Respondents complete a questionnaire hosted on the internet [7](#page=7). > **Tip:** Online surveys offer speed and cost-efficiency for data collection [9](#page=9). * **Group self-administered survey:** Respondents complete questionnaires individually but in a group setting, allowing for researcher economy [7](#page=7). * **Drop-off survey:** Questionnaires are left with respondents for completion and later picked up or mailed back. Variations include handing questionnaires to customers or placing them in accessible locations [7](#page=7). * **Mail survey:** Questionnaires are mailed to potential respondents, who are asked to complete and return them via mail [7](#page=7). ### 2.4 Mobile surveys Mobile surveys are specifically designed for completion on mobile devices and offer unique advantages [8](#page=8). * **Features:** They can capture real-time, "in-the-moment" activities, visual data (photos and videos), GPS location data, enable barcode scanning, and capture movement and biometric data [8](#page=8). > **Example:** A restaurant chain could use mobile surveys to gather immediate feedback from customers after they dine, including photos of their meals and their GPS location. ### 2.5 Criteria for selecting a survey method Choosing the appropriate survey method depends on several factors related to the research objectives and constraints [9](#page=9). * **Complexity and stimuli:** If complex or diverse questions need to be asked, or if physical stimuli must be used, personal interview methods are generally preferable [9](#page=9). * **Environmental control:** For greater control over the data collection environment, central location interviewing is favored [9](#page=9). * **Data quantity:** If a high quantity of data is required, panel and online surveys can be efficient choices [9](#page=9). * **Social desirability:** When social desirability is a concern, personal methods are less appropriate due to potential respondent bias [9](#page=9). * **Interviewer bias:** To mitigate interviewer bias, electronic surveys are favored [9](#page=9). * **Speed and cost:** Electronic surveys generally offer advantages in terms of speed and cost [9](#page=9). ### 2.6 Cross-sectional vs. longitudinal designs Survey research designs can be classified based on how they capture data over time [10](#page=10). #### 2.6.1 Cross-sectional design This design involves surveying a sample at a single point in time. It provides a snapshot of opinions, behaviors, or characteristics at that specific moment [10](#page=10). > **Example:** Conducting a survey in January to understand current consumer preferences for smartphones. Two independent cross-sectional surveys conducted at different times can show changes in brand preference. For instance, one survey might show Jif preferred by 250 families, and a second survey months later shows it preferred by 300 families [11](#page=11). #### 2.6.2 Longitudinal design This design involves surveying the same sample of individuals at multiple points in time. This allows researchers to track changes, trends, and the evolution of opinions or behaviors over time within the same group [10](#page=10). > **Example:** Surveying a group of consumers in January about their peanut butter purchases, and then surveying the *exact same group* again in June. This allows for analysis of how individual purchasing habits change, not just aggregate shifts in preference [11](#page=11). ### 2.7 Tools for online surveys Several software platforms facilitate the creation and administration of online surveys [14](#page=14). * Qualtrics [14](#page=14). * Microsoft Forms [14](#page=14). * SurveyMonkey [14](#page=14). --- # Experimental research and causality Experimental research is a methodology focused on establishing causal relationships between variables [27](#page=27). ### 3.1 Descriptive versus causal research Descriptive research aims to identify associations between variables, observing that X and Y vary together. In contrast, causal research seeks to prove that one variable (X) is a cause of another variable (Y). These are two distinct conclusive research approaches [27](#page=27). ### 3.2 The nature of experiments Experiments are designed to demonstrate that a change in an independent variable (X) causes a change in a dependent variable (Y). This involves manipulating the independent variable, controlling extraneous variables, and measuring the effect on the dependent variable [28](#page=28). #### 3.2.1 Key variables in experimental research * **Independent Variables (IVs):** These are the variables that the researcher manipulates or changes to observe their effect [28](#page=28). * **Dependent Variables (DVs):** These are the variables that are measured to see if they are affected by the manipulation of the independent variables [28](#page=28). * **Extraneous Variables:** These are variables that could potentially influence the dependent variable, other than the independent variable. In an experiment, the researcher attempts to control these variables to isolate the effect of the IV on the DV [28](#page=28). #### 3.2.2 Components of an experiment An experiment is established when a researcher manipulates one or more independent variables and measures their impact on one or more dependent variables, while also controlling for the effects of extraneous variables [30](#page=30). #### 3.2.3 Experimental design An experimental design provides a detailed plan that specifies: * The test units to be used [30](#page=30). * Which independent variables or treatments will be manipulated [30](#page=30). * What dependent variables will be measured [30](#page=30). * How extraneous variables will be controlled [30](#page=30). > **Example:** An experiment was conducted to investigate the influence of coupon values on redemption rates, while accounting for how often a brand is used. Personal interviews were conducted with 280 shoppers. Participants were randomly allocated into two groups: one receiving 15-cent coupons and the other 50-cent coupons for four different products. During interviews, respondents were asked about their brand usage and their likelihood of using coupons of the specified values on their next shopping trip. In this example, the independent variable is the coupon value (15-cent vs. 50-cent) and the dependent variable is the likelihood of coupon redemption [29](#page=29). ### 3.3 Applications of experimental research #### 3.3.1 Test marketing Test marketing, also known as market testing, is a practical application of a controlled experiment conducted within specific, carefully chosen segments of the market, referred to as test markets. There are three primary types of test markets [31](#page=31) [32](#page=32): * Standard test market [31](#page=31) [32](#page=32). * Controlled test market [31](#page=31) [32](#page=32). * Simulated test market [31](#page=31) [32](#page=32). #### 3.3.2 On-line experiments Online experiments offer several advantages, including ease of implementation and reduced costs. They can also accommodate a high volume of respondents. However, their external validity may not be as robust as that of traditional field experiments. A common method in online experiments is A/B testing [33](#page=33). > **Tip:** When conducting or analyzing online experiments, consider the trade-off between cost/efficiency and the generalizability of the findings to real-world scenarios. ### 3.4 Limitations of experimentation Experimentation can be subject to several limitations: #### 3.4.1 Time constraints Experiments can be time-consuming. For accurate results, experiments should run long enough to capture the majority, if not all, of the effects stemming from the independent variables on the dependent variables [34](#page=34). #### 3.4.2 Cost implications Experiments are often expensive. The necessity of having experimental and control groups, along with multiple measurement points, significantly increases the overall research costs [34](#page=34). #### 3.4.3 Administrative challenges It may not always be feasible to fully control the influence of extraneous variables. Furthermore, field experiments can sometimes disrupt a company's existing operations [34](#page=34). --- # Panel research Panel research involves surveying a sample of participants or stores on a regular basis to gather data for market insights [18](#page=18). ### 4.1 Types of panels There are two primary types of panels used in market research: consumer panels and retail panels [18](#page=18). #### 4.1.1 Consumer panels Consumer panels consist of individuals or households surveyed regularly. These can target specific demographics such as households, car owners, or older individuals. The data collected from consumer panels is valuable for understanding market characteristics, brand share, and media usage. Examples of organizations operating consumer panels include Kantar GfK NPD and Streetbees (Behavior panel). Nielsen also operates a media panel, utilizing Nielsen Portable Meters and Nielsen TV Meters [18](#page=18) [21](#page=21) [22](#page=22) [23](#page=23) [24](#page=24) [25](#page=25). #### 4.1.2 Retail panels Retail panels focus on surveying retail outlets, such as shops. This type of panel is used to track information like inventory levels (stocks), brand coverage, rate of sale, promotional activities, pricing strategies, distribution patterns, and overall sales trends within the retail environment [18](#page=18). ### 4.2 Panel companies A panel company is an institution responsible for recruiting a large pool of potential survey respondents who agree to participate in research in exchange for compensation. These companies facilitate the ongoing collection of data from panel members [19](#page=19). > **Tip:** Panel companies often provide a convenient and efficient way to access a pre-recruited and often profiled group of respondents, saving researchers significant time and effort in recruitment. Some prominent panel companies listed include Branded Research Inc, Critical Mix, FocusVision, GfK, Global Survey, Innovate, Lightspeed GMI, M2 Global Research, Market Cube LLC, Mindfield Online Internet Panels, MyCLEARopinion, and Netquest [19](#page=19). ### 4.3 Advantages and disadvantages of panel research Panel research offers several benefits but also comes with certain limitations [20](#page=20). #### 4.3.1 Advantages * **Fast turnaround:** Data can be collected and analyzed relatively quickly due to the established panel infrastructure [20](#page=20). * **High quality:** With proper management, panels can yield high-quality data [20](#page=20). * **Database information:** Panel companies often maintain rich databases on their members, allowing for detailed segmentation and targeting [20](#page=20). * **Targeted respondents:** Panels can be designed to include specific demographic or psychographic groups, ensuring relevant participation [20](#page=20). * **Integrated features:** Panel services may offer integrated tools for survey design, data collection, and analysis [20](#page=20). #### 4.3.2 Disadvantages * **Not random samples:** Panel members are not typically selected through random probability sampling, which can limit the generalizability of findings to the broader population [20](#page=20). * **Overused respondents:** Panelists may participate in numerous surveys, potentially leading to respondent fatigue or a tendency to provide standardized answers. This can result in "professional respondents" [20](#page=20) [26](#page=26). * **Cost:** Maintaining a panel and conducting regular research can be a significant financial investment [20](#page=20). ### 4.4 Best practices for online panel quality assurance Ensuring the quality of data collected through online panels is crucial for valid research outcomes. Several best practices should be followed by panel companies [26](#page=26). #### 4.4.1 Panel purpose Panel companies should ensure that their panels are used exclusively for market research purposes. Members should be recruited with the understanding that their participation is for market research, not for other purposes [26](#page=26). #### 4.4.2 Recruitment Recruitment of panel members should be conducted ethically. This means avoiding dubious methods like spambots or spiders and instead inviting individuals to participate, ideally through an opt-in process where respondents agree to join for marketing surveys [26](#page=26). #### 4.4.3 Privacy Panel companies must guarantee the privacy of their members. This includes having a formal, published privacy policy detailing anonymity, confidentiality, and the protection of personal data. Assurance that panel member data is undiscoverable by researchers must be upheld [26](#page=26). #### 4.4.4 Data security Robust measures should be in place to protect the security of panelists' identifiable information. This includes using firewalls and other appropriate database server protections to ensure confidentiality [26](#page=26). #### 4.4.5 Data quality management To prevent "professional respondents" and overrepresentation, participation limits should be implemented. Panel members should not participate in too many surveys in a short period. Furthermore, mechanisms must be in place to detect and prevent issues like straightlining (selecting the same answer repeatedly), rushed answers, illogical responses, and automated responses [26](#page=26). #### 4.4.6 Panel replacement Natural attrition, or "churn rate," in panels can range from 25% to 30% annually, as members may lose interest or be removed. Panel companies should maintain a healthy rate of attrition and replacement to ensure the panel remains representative and engaged [26](#page=26). #### 4.4.7 Screening and quota management Abundant and up-to-date classification information on panel members is essential. This allows clients to effectively sample very specific subpopulations and ensures that surveys reach the intended audience, maintaining data relevance and quality [26](#page=26). --- # Survey validation and distribution This section details the essential steps of validating a survey with an approver and selecting appropriate distribution methods to ensure data quality and reach [35](#page=35) [36](#page=36) [44](#page=44). ### 5.1 Questionnaire validation process Questionnaire validation is a crucial step before a survey can be published, particularly when it will be distributed outside the institution, to uphold the school's reputation [36](#page=36). #### 5.1.1 Importance of validation * **Maintaining school reputation:** All questionnaires designed by students, especially those intended for external distribution, must be validated by an approver [36](#page=36). * **Quality assurance:** Students are expected to meticulously check and re-check the quality of their questionnaires before submitting them for approval [36](#page=36). * **Academic exercise limitations:** For academic exercises, it is highly recommended to limit the distribution of questionnaires to fellow students within the institution [36](#page=36). #### 5.1.2 Approver's role * For the Market Research Fundamentals class, Aida Rusu serves as the designated approver [36](#page=36). * The approver's primary role is to examine the formulation of questions, particularly concerning sensitivity [36](#page=36). * **Important Note:** The approver does **not** review whether questions are well-phrased, align with research objectives, or correctly test hypotheses. This responsibility lies with the student designer [36](#page=36). > **Tip:** Thoroughly review your questionnaire for clarity, bias, and relevance to your research objectives before submitting it for validation. #### 5.1.3 Tracking validation status After submitting a survey for approval, students can monitor its status and progress. If modifications are required, the initial request must be cancelled before making changes. Notification of approval is provided once the process is complete [40](#page=40) [41](#page=41). ### 5.2 Survey distribution Once a survey has been designed, pilot-tested, corrected, and validated, it is ready for distribution [35](#page=35) [42](#page=42). #### 5.2.1 Publishing the survey After validation, the survey can be published [43](#page=43). #### 5.2.2 Choosing a distribution method Several methods can be used to distribute surveys. A commonly used and recommended method is a "single reusable link." [44](#page=44) [45](#page=45). > **Example:** A "single reusable link" is ideal for collecting anonymous data, as it allows respondents to access the survey through a persistent URL without needing individual credentials. This method simplifies distribution and management, especially for large-scale or anonymous studies [45](#page=45). --- ## Common mistakes to avoid - Review all topics thoroughly before exams - Pay attention to formulas and key definitions - Practice with examples provided in each section - Don't memorize without understanding the underlying concepts

| Term | Definition | |------|------------| | Quantitative research | A research methodology that seeks to quantify attitudes, opinions, behaviors, and other defined variables, and can be generalized from a larger sample population. | | Survey | A research method used for collecting data from a pre-defined group of respondents to gain information and insights into various topics of research interest. | | Panels | A sample of participants or stores that are surveyed on a regular basis, providing longitudinal data for market analysis. | | Experiments | A research method where the researcher manipulates one or more independent variables and measures their effect on one or more dependent variables, while controlling for extraneous variables, to establish causality. | | Computer Assisted Personal Interviews (CAPI) | An interviewer-administered survey method where the interviewer uses computer technology to record responses and assist in the interview process. | | Self-Administered Survey | A survey method where the respondent reads the questions and records their own answers, without the direct involvement of an interviewer. | | In-home interview | A survey conducted by an interviewer in the respondent's home, typically at a pre-arranged time. | | Mall/Street intercept interview | A survey method where shoppers in a mall or people on the street are approached and asked to participate in a survey. | | Telephone interview | A survey conducted via telephone, where an interviewer asks questions and records the respondent's answers. | | Online survey | A survey administered via the Internet, where respondents answer questions presented on a website. | | Mail survey | A survey method where questionnaires are mailed to prospective respondents who are asked to complete and return them by mail. | | Mobile surveys | Surveys specifically designed for completion on mobile devices, offering features like real-time data capture and media recording. | | Cross-Sectional Design | A research design that involves collecting data from a sample at one specific point in time. | | Longitudinal Design | A research design that involves collecting data from the same sample repeatedly over a period of time. | | Standardization | In surveys, this refers to all respondents reacting to identically worded questions presented in the same order with the same response options. | | Causality | The relationship of cause and effect, where one event (the cause) is the direct result of another event (the effect). | | Independent Variable | A variable that is manipulated by the researcher in an experiment to observe its effect on the dependent variable. | | Dependent Variable | A variable that is measured in an experiment to see how it is affected by the manipulation of the independent variable. | | Extraneous Variables | Variables that are not part of the experimental design but can affect the dependent variable, and thus need to be controlled. | | Test marketing | An application of a controlled experiment conducted in a limited, carefully selected part of the marketplace to test a new product or marketing strategy. | | A/B testing | A method of comparing two versions of a webpage or app against each other to determine which one performs better. | | Consumer panels | A group of households or individuals who regularly provide information about their purchasing habits or media consumption. | | Retail panels | A group of retail outlets that regularly report data on their sales, inventory, and other operational aspects. | | Panel companies | Institutions that recruit and manage large numbers of potential survey respondents who participate in research for compensation. | | Fieldworker Errors | Mistakes made by the individuals collecting data during research, which can be intentional or unintentional. | | Respondent Errors | Mistakes made by the individuals providing data during research, which can be intentional or unintentional. | | Questionnaire validation | The process of ensuring that a questionnaire is accurate, reliable, and effectively measures what it intends to measure. |