6: International Survey Research Designs

1. 6: International Survey Research Designs ESSENTIALSOF MARKETING RESEARCH Hair/Wolfinbarger/Ortinau/Bush

2. Selecting a Descriptive Research Design Nature of problem Research questions Research objectives

3. Developing International Surveys • When developing aninternational survey, three methodological issues require special attention in research context: • (1) choice of survey type, • (2) item generation, and • (3) survey language(s).

4. 1.Survey Types Surveys can be conducted by: • face‐to‐face interview, • telephone, • fax, • mail • and internet.

5. 2. Item Generation • Questionnaire design involves the decision about which items will best reflect the underlying construct. A wealth of existing scales is available but • these scales may not be easilytransferable to a different cultural context.

6. 3. Survey Language • English‐language questionnaires might create a language bias. • translation might also have a symbolic effect. • use simple sentence structures as well as clear andfamiliar wording as much as possible to facilitate translation.

7. Goal of Survey Research Methods • Provide facts and estimates that can be used to • make accurate predictions about relationships between market factors and behaviors • gain insights to understanding the relationships and differences • verify or validate the existing relationships

9. Advantages Accommodates large sample sizes Generalizable to target population Easy to administer and record answers Facilitates advanced statistical analysis Disadvantages Questions that accurately measure variables can be difficult to develop In-depth data difficult to obtain Low response rates Advantages/Disadvantages of Survey Research Design

10. Errors in Surveys Sampling error Nonsampling error

11. Advantages Adaptability Rapport Feedback Response quality Disadvantages Possible recording errors Interaction errors High expense Person-Administered Surveys

13. Advantages May use interviewers or CATI technology Less expensive than face to face methods Increased geographic flexibility Callbacks possible Fast Suitable for use with large number of respondents Disadvantages Difficult for complex tasks, long surveys, or those using visual aids Perception of telemarketing Change in behavior (voicemail, caller ID, mobile vs land lines) Limited to domestic research Telephone Surveys

15. Self-Administered Types of Survey Research Respondent Reads Survey Questions and Records Answers Without Assistance Mail Survey Mail Panel Drop-Off Internet

16. Advantages Low cost per survey Respondent control No interviewer-response bias Anonymity in response Disadvantages Minimal flexibility High nonresponse rates Potential response errors Slow data acquisition Lack of monitoring Advantages/Disadvantages of Self-Administered Surveys

18. Usage Rates for Survey Methods • Internet 36.8% • CATI 25.3% • Hybrid 12.0% • Face-to-face intercepts 11.5% • Mail 3.3% • Other 4.1%

19. Selecting a Survey Method • Situational characteristics • Task characteristics • Respondent characteristics

20. Budget Completion time frame Quality requirements Completeness of data Data generalizability Data precision Situational Factors Affecting Choice