Exploring Marketing Research William G. Zikmund

1. Exploring Marketing ResearchWilliam G. Zikmund Chapter 9: Survey Research: Basic Communication Methods

2. Surveys as a respondent for information using verbal or written questioning Surveys

3. Personal Interviews Door-to-Door Shopping Mall Intercepts Telephone Interviews Self-Administered Questionnaires Communicating with Respondents

4. Personal Interviews • Gathering of information from face-to-face contact. • Direct communication between businesses and consumers in which interviewers ask respondents questions.

5. Opportunity for feedback Probing Length of Interview Telephone -10 minutes Mail - 6 pages Personal Interview 1 ½ hours Completeness of Interview Use of Props and Visual Aids High Participation Rate Advantages of Personal Interviews

6. Not anonymous Interviewer influence Anonymity of Respondents Cost Disadvantages ofPersonal Interviews

7. 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

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

9. 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

10. 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

11. Mall Intercept Personal Interview Item Nonresponse Medium Possibility of Respondent Lowest Misunderstanding Degree of Interviewer Highest Influence of Answers Supervision of Interviewers Moderate to high

12. 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

13. Telephone Surveys

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

15. Telephone Surveys Questionnaire Length Moderate Item Nonresponse Medium Possibility of Respondent Average Misunderstanding Degree of Interviewer Moderate Influence of Answer Supervision of Interviewers High, especially with central location WATS interviewing

16. Telephone Surveys Anonymity of Respondent Moderate Ease of Call Back or Follow-up Easy Cost Low to moderate 25% of the cost of door-to-door door-to-door interviews Special Features Fieldwork and supervision of data collection are simplified; quite adaptable to computer technology

17. Central Location Interviewing Computer-Assisted Telephone Interviewing Computerized Voice-Activated Interviews Telephone Surveys

18. Sacramento, CA Oakland, CA Fresno, CA Los Angles/Long Beach, CA Most Unlisted Markets

19. Mail Surveys

20. Mail Survey 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

21. Mail Survey Questionnaire Length Varies depending on incentive Item Nonresponse 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

22. Mail Survey Anonymity of Respondent High Ease of Call Back or Follow-up Easy, but takes time Cost Lowest

23. 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

24. Increasing Response Rates • Effective Cover Letter • Money Helps • Interesting Questions • Follow-Ups • Advanced Notification • Survey Sponsorship • Keying Questionnaires

25. Mail Place of Business Drop-Off Computerized E-mail Internet Other Variations Self-Administered Questionnaires

26. Speed of Data Collection Instantaneous Geographic Flexibility worldwide Respondent Cooperation varies depending on web site Internet Surveys

27. Versatility of questioning extremely versatile Questionnaire Length modest Item Nonresponse software can assure none Internet Surveys

28. Possibility for Respondent misunderstanding high Interviewer Influence of Answers none Supervision of Interviewers none Internet Surveys

29. Anonymity of Respondent Respondent can be anonymous or known Ease of Callback or Follow-up difficult Cost low Special Features allows graphics and motion Internet Surveys

30. Item Nonresponse software can assure none Possibility for Respondent misunderstanding high Degree of Interviewer Influence of Answers none Supervision of Interviewers none Internet Surveys

31. Anonymity of Respondent Respondent can be anonymous or known Ease of Callback or Follow-up difficult Cost low Special Features allows graphics and motion Internet Surveys

32. There is no best form of survey; each has advantages and disadvantages.

33. Is the assistance of an interviewer necessary? Are respondents interested in the issues being investigated? Will cooperation be easily attained? Selected Questions to Determine the Appropriate Technique:

34. How quickly is the information needed? Will the study require a long and complex questionnaire? How large is the budget? Selected Questions to Determine the Appropriate Technique:

35. A trial run with a group of respondents to iron out fundamental problems in the instructions of survey design Pretesting

36. “Practice is the best of all instructors.”Publius Syrus