King Fahd University of Petroleum & Minerals Department of Management and Marketing MKT 345 Marketing Research Dr. A

1. King Fahd University of Petroleum & MineralsDepartment of Management and MarketingMKT 345 Marketing ResearchDr. Alhassan G. Abdul-Muhmin Communication Methods in Survey Research Reference: Chapter 9

2. Learning Objectives At the end of this discussion you should be able to: • list the different communication methods available for data gathering in survey research • identify and explain the key characteristics of each communication method • compare the advantages and disadvantages of the different communication methods • identify key issues in the choice of survey communication method • explain the concept of “response rate” in surveys and list the approaches to increasing survey response rates Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

3. Broad Classification of Communication Methods in Survey Research • Interviewer-administered survey methods • Personal Interviews. • Telephone Interviews. • (Respondent) Self-administered survey methods. • Paper-based • Electronic • Mixed-mode surveys. Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

4. PERSONAL INTERVIEWS Personal Interview – A form of direct communication in which an interviewer asks respondents questions face-to-face. • Door-to-Door Interviews – Interviews conducted at respondents’ doorsteps (in their homes) • Mall Intercept Interviews (Shopping Center Sampling) – Interviews conducted by intercepting respondents at a central location in a shopping mall • Pre-arranged Meetings – Interviewing respondents at other mutually agreed upon places Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

5. Advantages of Personal Interviews • Opportunity for feedback. • Opportunity to probe complex questions. • Willingness of respondents to spend longer time on interview. • Reduction in rate of item nonresponse (completeness of questionnaire). • Possibility of using visual aids & props. • High response rate / willingness of respondents to participate. Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

6. Disadvantages of Personal Interviews • Interviewer influence. • Respondent cannot be anonymous. • There may be a need for several callbacks (attempts to re-contact individuals who have been selected for a sample but who were not available during the earlier visit) • High cost. Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

7. TELEPHONE INTERVIEWS • Interviewer-administered interviews that are conducted over the telephone. • Telephone interviews are the most widely used method in commercial survey research Telephone Interviewing Systems • Central Location Interviewing. • Computer-Assisted Telephone Interview. • Computerized Voice-Activated Telephone Interviewing. Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

8. Telephone Interviewing Systems • Central Location Interviewing: Conducting telephone interviews from a single central location from which all interviewers work • Usually through WATS (Wide Area Telecommunications Service) contracts that provide fixed long-distance rates, and allow unlimited calls within a specific geographic area • Allows Supervision and control. Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

9. Telephone Interviewing Systems • Computer-Assisted Telephone Interviewing (CATI): Telephone interviewing system in which the interviewer reads questions from a computer screen and enters the answers directly into the computer • Usually incorporate telephone management systems that handle: • Phone number selection. • Automatic dialing. • Sample selection. • Automatic callback scheduling. • Reporting on number of completed interviews. Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

10. Telephone Interviewing Systems • Computerized Voice-Activated Telephone Interviews • Computer assumes responsibility for all aspects of the interview administration • It dials the respondent, asks the questions, and records the responses. • Used mainly for short, simple questionnaires. Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

11. Advantages of Telephone Interviews • Relatively high speed of data collection. • Inexpensive compared to personal interviews. • Better respondent anonymity than personal interviews. • Relatively higher respondent cooperation  lower nonresponse compared to personal interviews. Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

12. Disadvantages of Telephone Interviews • Problems in getting representative samples; unlisted phone numbers; random digit dialing as solution. • Problem of answering machines & faxes. • Need for callbacks. • Respondent can easily hang up. • Inability to use visual aids. • Need for shorter forms of questioning. Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

13. [RESPONDENT] SELF-ADMINISTERED SURVEYS • Surveys in which respondents take the responsibility for reading and answering the questions. • Present a special challenge in questionnaire design because self-administered surveys rely on the efficiency of the written word rather than the skill of the interviewer. • Self-administered questionnaires can be classified into paper-based (printed) or electronic (non-printed) Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

14. EXHIBIT 9.1Self-Administered Questionnaires Can Be Either Printed or Electronic Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

15. Paper (Printed) Self-Administered Questionnaires Distribution Methods • Mail (or Postal) Surveys – using regular mail system (now usually called “Snail Mail Surveys”). • Drop-off / Pick-up method. • Fax surveys • Inserts – e.g. in product packages, magazines, etc. • Direct distribution to customers – e.g. in restaurants, airplanes, banks. • Warranty / Owner registration cards. Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

16. Advantages of Postal and Other Printed Self-Administered Surveys • Geographic flexibility. • Lower cost. • Respondent convenience • Respondent can take time to think about response. • Respondent has chance to check records for information. • Respondent anonymity. Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

17. Disadvantages of Postal and Other Printed Self-Administered Surveys • Absence of interviewer means: • Loss of control over the data collection. • Respondent can misinterpret questions. • Visual props cannot be used. • Questions have to be standardized. • Takes long time to receive response. • Questionnaire has to be short. • Low response rates. • No assurance that intended subject actually completed the questionnaire. Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

18. RESPONSE RATE ISSUES IN (POSTAL) SURVEYS • Response rate: • Number of completed and returned questionnaires divided by number of eligible people contacted. Methods for increasing response rate: Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

19. EXHIBIT 9.2Example of Cover Letter for Household Survey Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals Source: Reprinted with permission of John Wiley & Sons, Inc.

20. Methods for Increasing Response Rate • Cover letter explaining: • Study importance. • Request for help. • Importance of respondent. • Sampling method. • Description of reward. • Promise of confidentiality. • Etc. • Rewards (monetary & non-monetary). • Advance notification. • Follow-ups. • Prestige of sponsoring institution. • Color of questionnaire paper. • Type of postage • Interesting questions. Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

21. Effects of Different Methods for Increasing Response Rates in Mail Surveys Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

22. Effects of Different Methods for Increasing Response Rates in Mail Surveys Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

23. Electronic Self-Administered Questionnaires Distribution Methods • E-mail • Text • HTML • File attachments • Internet • Bulletin boards • Web HTML • Downloadable surveys • Kiosk Interactive Surveys • On-site computers • Disk-by-mail (CD-ROM by mail) Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

24. Advantages of E-mail Questionnaires • Speed of distribution • Lower distribution costs • Faster turnaround (response) time • Greater flexibility • Less handling of paper Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

25. Disadvantages of E-mail Questionnaires • Lack of security (Eavesdropping by administrators) • Lack of anonymity • Differences in capabilities of respondent’s computers and e-mail software • Difficulties for e-mail novices Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

26. Advantages of Internet Surveys • Speed • Cost-effectiveness • Eliminate cost of paper, postage, and data entry • Larger samples can be obtained • Visual appeal and interactivity • More sophisticated lines of questioning • Can use color, sound, animation, and visual materials • Accurate real-time data capture • Easy callback capabilities • Personalized and flexible questioning • Respondent anonymity Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

27. Disadvantages of Internet Surveys • Non-widespread use of internet in the general population • Differences in capabilities of respondent’s computers and connection speeds • Differences in computer skills • Lack of security for personal information Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

28. Advantages and Disadvantages of Typical Survey Methods Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

29. Advantages and Disadvantages of Typical Survey Methods Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

30. ISSUES IN CHOICE OF COMMUNICATION METHOD • Is the assistance of an interviewer necessary? • Are respondents interested in the issues being investigated? • Will cooperation be easily attained? • How quickly is the information needed? • Will the study require a long and complex questionnaire? • How large is the budget? Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals

31. Ethical Issues in Survey Research • The American Marketing Association’s code of ethics expresses researchers’ obligation to: • Protect the public from misrepresentation and exploitation under the guise of marketing research • Protect respondents’ right to privacy • Avoid the use of deception • Inform respondents about the purpose of the research • Maintain confidentiality and honesty in collecting data • Maintain objectivity in reporting data Dr. Alhassan G. Abdul-Muhmin King Fahd University of Petroleum and Minerals