Essentials of Marketing Research

1. Essentials of Marketing Research Chapter 7: Survey Research

2. SURVEYS ASK RESPONDENTS FOR INFORMATION USING VERBAL OR WRITTEN QUESTIONING RESPONDENTS = A REPRESENTATIVE SAMPLE OF PEOPLE SURVEYS

3. Standardization Ease of Administration Ability to tap the “unseen” Suitability for statistical analysis Sensitivity to subgroup differences Quick, Inexpensive Efficient, Accurate Flexible Advantages of Surveys

4. POOR DESIGN IMPROPER EXECUTION Research Manager’s Task = Total Error Minimization PROBLEMS

5. Tree Diagram of Total Survey Error Random Sampling Error Total Error Systematic Error (bias)

6. A STATISTICAL FLUCTUATION THAT OCCURS BECAUSE OF CHANCE VARIATION IN THE ELEMENTS SELECTED FOR THE SAMPLE RANDOM SAMPLING ERROR

7. SYSTEMATIC ERROR RESULTS FROM SOME IMPERFECT ASPECT OF THE RESEARCH DESIGN OR FROM A MISTAKE IN THE EXECUTION OF THE RESEARCH SYSTEMATIC ERROR

8. Tree Diagram of Total Survey Error Administrative Error Systematic Error (bias) orNon-sampling bias Respondent Error

9. SAMPLE BIAS - WHEN THE RESULTS OF A SAMPLE SHOW A PERSISTENT TENDENCY TO DEVIATE IN ONE DIRECTION FROM THE TRUE VALUE OF THE POPULATION PARAMETER SAMPLE BIAS

10. Tree Diagram of Total Survey Error Non-response Error Respondent Error Response Bias

11. A CLASSIFICATION OF SAMPLE BIAS RESULTING FROM SOME RESPONDENT ACTION OR INACTION NONRESPONSE BIAS RESPONSE BIAS RESPONDENT ERROR

12. NONRESPONDENTS - PEOPLE WHO REFUSE TO COOPERATE NOT-AT-HOMES SELF-SELECTION BIAS OVER REPRESENTS EXTREME POSITIONS UNDER REPRESENTED INDIFFERENT NONRESPONSE ERROR

13. Tree Diagram of Total Survey Error Deliberate Falsification Response Bias Unconscious Misrepresentation

14. A BIAS THAT OCCURS WHEN RESPONDENTS TEND TO ANSWER QUESTIONS WITH A CERTAIN SLANT THAT CONSCIOUSLY OR UNCONSCIOUSLY MISREPRESENT THE TRUTH RESPONSE BIAS

15. Tree Diagram of Total Survey Error Acquiescence bias (agree with all Qs) Extremity bias (always extreme response) Interviewer bias (interviewer presence) Auspices bias (halo affect) Social desirability bias

16. Tree Diagram of Total Survey Error Administrative Error Systematic Error (bias) Respondent Error

17. IMPROPER ADMINISTRATION OF THE RESEARCH TASK BLUNDERS CONFUSION NEGLECT OMISSION ADMINISTRATIVE ERROR

18. Tree Diagram of Total Survey Error Data Processing Error Sample Selection Error Interviewer Error Interviewer Cheating

19. PERSONAL INTERVIEWS DOOR-TO-DOOR SHOPPING MALL INTERCEPTS TELEPHONE INTERVIEWS SELF-ADMINISTERED QUESTIONNAIRES COMMUNICATING WITH RESPONDENTS

20. PERSONAL INTERVIEWS

21. Door-to-Door Personal Interview Speed of Data Collection Moderate to fast Geographical Flexibility Limited to moderate Respondent Cooperation Excellent Versatility of Questioning Quite versatile

22. Door-to-Door Personal Interview Questionnaire Length Long Item Non-response Low Possibility of Respondent Lowest Misunderstanding Degree of Interviewer High Influence of Answer Supervision of Interviewers Moderate

23. Door-to-Door Personal Interview Anonymity of Respondent Low Ease of Call Back or Follow-up Difficult Cost Highest Special Features Visual materials may be shown or demonstrated; extended probing possible

24. Mall Intercept Personal Interview Speed of Data Collection Fast Geographical Flexibility Confined, urban bias Respondent Cooperation Moderate to low Versatility of Questioning Extremely versatile Questionnaire Length Moderate to Long

25. Mall Intercept Personal Interview Item Non-response Medium Possibility of Respondent Lowest Misunderstanding Degree of Interviewer Highest Influence of Answers Supervision of Interviewers Moderate to high

26. Mall Intercept Personal Interview Anonymity of Respondent Low Ease of Call Back or Difficult Follow-up Cost Moderate to high Special Features Taste test, viewing of TV Commercials possible

27. MAIL SURVEYS

28. MAIL SURVEYS Speed of Data Collection Researcher has no control over return of questionnaire; slow Geographical Flexibility High Respondent Cooperation Moderate--poorly designed questionnaire will have low response rate Versatility of Questioning Highly standardized format

29. MAIL SURVEYS Questionnaire Length Varies depending on incentive Item Non-response High Possibility of Respondent Highest--no interviewer Misunderstanding present for clarification Degree of Interviewer None--interviewer absent Influence of Answer Supervision of Interviewers Not applicable

30. MAIL SURVEYS Anonymity of Respondent High Ease of Call Back or Follow-up Easy, but takes time Cost Lowest

31. How to Increase Response Rates for Mail Surveys • Write a “Sales Oriented” Cover Letter • Money Helps • - As a token of appreciation • - For a charity • Stimulate Respondents’ Interest with Interesting Questions • Follow Up • Keying questionnaires with codes • Advanced Notification • Sponsorship by a Well-known and Prestigious Institution

32. Foot-in-the-door Personalization Anonymity Response deadline Incentives Length of survey Survey size, reproduction and color Type of postage outgoing return envelopes Ways to Increase Mail Survey Response

33. MAIL PLACE OF BUSINESS DROP-OFF COMPUTERIZED E-MAIL INTERNET OTHER VARIATIONS SELF-ADMINISTERED QUESTIONNAIRES

34. Telephone Surveys

35. Telephone Surveys Speed of Data Collection Very fast Geographical Flexibility High Respondent Cooperation Good Versatility of Questioning Moderate

36. Telephone Surveys Questionnaire Length ModerateItem Non-response MediumPossibility of Respondent Average Misunderstanding Degree of Interviewer Moderate Influence on Answer Supervision of Interviewers High, especially with central location WATS interviewing WATS: Wide-Area Telecommunications Service

37. Telephone Surveys Anonymity of Respondent Moderate Ease of Call Back or Follow-up Easy Cost Low to moderate Special Features Fieldwork and supervision of data collection are simplified; quite adaptable to computer technology

38. CROSS-SECTIONAL LONGITUDINAL TIME PERIOD FOR SURVEYS

39. Comparison Of Data Collection Methods

40. Comparison Of Data Collection Methods

41. Researcher’s Resources and Objectives Time horizon Budget Desired quality of data collected Generalizability vs. Completeness Factors Determining Choice of Survey Method

42. Respondent Characteristics Incidence rate (% in target population) Willingness to participate (suspicion, privacy, interest) Ability to participate (time, qualified) Diversity of respondents (problems with selection or response probabilities) Factors Determining Choice of Survey Method

43. Question Characteristics Complexity of tasks (or props needed) Amount of information per respondent (and type of information needed) Topic sensitivity (e.g., hygiene, charity contributions, illicit behaviors) Factors Determining Choice of Survey Method

44. Attitudes attitude comes before behavior three parts: what a person knows about a topic awareness (aided and unaided recall) how a person feels about a topic positive/negative and intensity of feeling likelihood the person will take action based on the attitude past, present and future behavior Potential Survey Topics

45. Image ask what characteristics are most important to the subject comparison across groups to reveal differences Decisions What was the process used to make the decision? What information sources were used? What criteria was used for evaluation? Potential Survey Topics

46. Needs (or Wants) Needs, desires or preferences Find out relative importance of needs. Behavior what respondents did or did not do the timing of the behavior the persistency of the behavior Potential Survey Topics

47. Lifestyles lifestyle patterns identified by activities, interests, opinions and possessions of the respondents Affiliations family groups reference groups Potential Survey Topics

48. Demographics Variables such as age, gender, income, marital status, education, employment, etc. demographic groups often differ significantly on issues demographics can be used to identify market segments Potential Survey Topics

49. Over sampling of some populations Privacy issues New Technology fax e-mail internet virtual reality Survey Trends