Essentials of Marketing Research (Second Edition)

1. Essentials of Marketing Research (Second Edition) Kumar, Aaker & Day Instructor’s Presentation Slides Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

2. Chapter Eight Information from Respondents: Issues in Data Collection Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

3. Information From Surveys Used to Capture a Wide Variety of Information • Attitude • Decisions • Focus on process and not the results • Measuring the relationship between actions & needs, desires, preferences, motives and goals Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

4. Ambiguity of question (see chapter 11) Interviewer error Question Answer POPULATION RESPONDENT INTERVIEWER • Inaccuracy in response • Inability to formulate a response • Unwillingness to respond Ambiguity of answer Sources of error in information from respondents Sample Non Response due to refusal or not at home Sampling error (see Chapter 13) Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

5. Sources of Survey Error The Results Will Be Meaningful If • Population has been defined correctly • Sample is representative of the population • Respondents selected are able and willing to cooperate • Questions are understood by the respondents • Respondents have the knowledge, opinions, attitudes, or facts required • Interviewer correctly understands and records the response Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

6. Non-response Errors Due to Refusals Refusals Could Occur Due to • Nature of questions and place • Subject of no interest to the respondent • Fear • Invasion of privacy • Hostility towards sponsor • Personal bias • Characteristics of the data collection procedure (e.g., Presidential polls) Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

7. Inaccuracy in Response • Inability to respond • Time lag between question asked and when it is answered Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

8. Unwillingness to Respond Accurately This Could Arise Due to the Following Reasons • Concern about invasion of privacy • Time pressure and fatigue • Prestige seeking and social desirability response bias • Courtesy bias • Uninformed response bias • Response style Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

9. Interviewer Error This Depends On • Attitude of the interviewer • Training to question, probe, and record • Fraud and deceit Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

10. Methods of Data Collection • Personal Interview • Telephone Interview • Mail Survey • Fax Survey • E-mail Survey • Web-based Survey Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

11. Basic Survey Methods • Personal Interview • Telephone Interview • Mail Survey Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

12. Personal Interviews There Are Four Entities Involved • Researcher • Interviewer • Interviewee • The Interview Environment Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

13. Personal Interviews Types • Door to Door Interviewing • Executive Interviewing • Mall Intercept Surveys • Purchase Intercept Technique (PIT) • Omnibus Surveys Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

14. Personal Interviews (Contd.) Methods • Door to Door Interviewing • Executive Interviewing • Mall Intercept Surveys • Self Administered Interviews • Purchase Intercept Technique (PIT) • Omnibus Surveys Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

15. Personal Interviews (Contd.) Advantages • Can arouse and keep interest • Can build rapport • Ask complex questions with the help of visual and other aids • Clarify misunderstandings • High degree of flexibility • Probe for more complete answers • Accurate for neutral questions • Do not need an explicit or current list of households or individuals Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

16. Personal Interviews (Contd.) Disadvantages • Bias of Interviewer • Response Bias • Embarrassing/personal questions • Time Requirements • Cost Per Completed Interview Is High Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

17. Telephone Interviewing The Important Aspects of Telephone Interviewing Are • Selecting telephone numbers • Pre specified list • A directory • Random dialing procedure • Random digit dialing • Systematic random digit dialing (SRDD) • The introduction • When to call • Call reports Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

18. Unlisted Phone Numbers in the US Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

19. Telephone Interviewing (Contd.) Advantages • Central location, under supervision, at own hours • More interviews can be conducted in a given time • Traveling time is saved • More hours of the day are productive • Repeated call backs at lower cost • Absence of administrative costs • Lower cost per completed interview • Intrusiveness of the phone and ease of call backs • Less sample bias Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

20. Telephone Interviewing (Contd.) Limitations • Inability to employ visual aids or complex tasks • Can't be longer than 5-10 min. Or they get boring • Amount of data that can be collected is relatively less • A capable interviewer essential • Sample bias • As all people do not have phones, or are not listed Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

21. Mail Surveys • Requires a broad identification of the individuals to be sampled before data collection begins Some Decisions That Need to Be Taken Are • Type of Return Envelope • Postage • Method of Addressing • Cover Letter • The Questionnaire Length, Layout, Color, Format Etc • Method of Notification • Incentive to Be Given Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

22. Mail Surveys (Contd.) Advantages • Lower cost • Better results, including a shorter response time • Reliable answers as no inhibiting intermediary • Survey answered at respondents discretion Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

23. Mail Surveys (Contd.) Disadvantages • The identity of the respondent is inadequately controlled • No control over whom the respondent consults before answering the questions • The speed of the response can't be monitored • No control on the order in which the questions are exposed or answered Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

24. Mail Surveys (Contd.) Disadvantages (Contd.) • The respondent may not clearly understand the question and no opportunity to clarify • No long questionnaires • Subject to availability of a mailing list • Response rate is generally poor • Number of problems such as obsolescence, omissions, duplications, etc Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

25. Factors Affecting the Choice of a Survey Method • Sampling • Type of Population • Question Form • Question Content • Response Rate • Costs • Available Facilities • Length of Data Collection Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

26. Factors Affecting the Response Rate • Perceived amount of work required, and the length of the questionnaire • Intrinsic interest in the topic • Characteristics of the sample • Credibility of the sponsoring organization • Level of induced motivation Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

27. Combination of Survey Methods • The Telephone Pre-notification Approach • The Lockbox Approach • The Drop-off Approach Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

28. Trends in Survey Methods • Computer Interactive Interviewing • Fax Surveys • Electronic Mail Surveys Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

29. Comparative Evaluation • Door-to door Mall Phone Mail • Diversity of questions     • Use of physical stimuli     • Sample control    • Field force control     • Quantity of data per interview     • Perceived anonymity     • Potential for interviewer bias     • Speed     • Cost     Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

30. Internet Marketing Research • Primary Data • E-Mail surveys • Online focus groups • Online questionnaires • Online experiments • Online panel • Discussion groups Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

31. The Power of E-Mail Send out questionnaires via electronic mail and receive responses via electronic mail • No per-item charge • Written trail of communication • No intrusion • Time to intelligently compose • Instantaneous reach Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

32. Date: Thu, 12 Dec 1996 09:35:00 -0700 From: "Paul R. Messinger" <Paul.Messinger@UAlberta.CA> Subject: Marketing College Values Your Opinion! To: mktg@gpu.srv.ualberta.ca The College on Marketing business meeting at the Fall INFORMS Conference in Atlanta voted to try a QUICK e-mail survey on two questions. Please take a moment to answer. 1. What are your preferences regarding the timing of the Spring Marketing Science Conference? Prefer Wouldn't Attend a. Conference held in March __________ _______________ b. Conference held in May/June __________ _______________ c. Held Outside U.S. & Canada Every 3 Years __________ _______________ d. Held Outside U.S. & Canada Every 4 Years __________ _______________ 2. Unlike the Spring Conference, where attendence has never been larger, participation in the Marketing Track at the Fall INFORMS Conference has diminished in the last several years. Do you favor repositioning the Marketing Track at the Fall INFORMS conference somehow (e.g., as a specialized mini-conference), leaving the Track as is, or abolishing the Track altogether? Please answer in no more than two sentences. ___________________________________________________________________________ ___________________________________________________________________________ Happy Holidays! Ho Ho! ******************************************************* Paul R. Messinger 403-492-3954; fax 403-492-3325 Department of Marketing; Faculty of Business; Univ. of Alberta Edmonton AB T6G 2R6; Canada Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

33. E-Mail Survey Pro’s • Greater speed of delivering and receiving • Tremendous cost savings over regular mail • No intermediaries - usually read only by recipient • Asynchronous communication Con’s • Not completely confidential • Limited to actual E-Mail users • Creative Impulses (e.g. re-write scales) • Typographical issues: ñ ¿ Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

34. Advantages of On-line Surveys • Extremely cost efficient • High-speed • No geographic boundaries • Pre-screening of respondents possible • Multimedia stimuli • Automatic data entry check • Sophisticated skip and branching patterns • Instantaneous data access • Easy to update Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

35. Limitations of On-line Surveys • Only Internet demographics (strong sample bias) • Strong selection bias for respondents who are not pre-screened • User identity not ensured • Users must find site Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

36. Surveys in the International Context • Personal • Dominant mode of data collection outside the US • Telephone • Low levels of telephone ownership in some countries • Poor communication network in some countries • Mail • Absence of mailing lists • Poor mail services in some countries Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

37. Ethical Issues in Data Collection Misrepresentation of Data Collection Process Stems From • Representation of a marketing activity other than research as research • Abuse of respondents rights during the data collection process, under the rationale of providing better quality research. E.G., • Use of survey for selling purposes • Use of survey to obtain names and addresses of prospects for direct marketing Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

38. Ethical Issues in Data Collection (Contd.) The Rights of the Respondents Can Be Violated By • Disguising the purpose of a particular measurement • Deceiving the prospective respondent as to the true duration of the interview • Misrepresenting the compensation in order to gain cooperation Essentials of Marketing Research, Second Edition Kumar, Aaker & Day

39. Ethical Issues in Data Collection (Contd.) The Rights of the Respondents Can Be Violated By • Not mentioning to the respondent that a follow up interview will be made • Using projective tests and unobtrusive measures to circumvent the need for a respondents consent • Using hidden tape recorders • Not debriefing the respondent • Conducting simulated product tests in which identical product is tried by respondent except for variations in color Essentials of Marketing Research, Second Edition Kumar, Aaker & Day