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Exploring Marketing Research William G. Zikmund. Chapter 8: Survey Research. Surveys. Surveys ask respondents for information using verbal or written questioning. Respondents. Respondents are a representative sample of people. Gathering Information via Surveys. Quick Inexpensive
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Exploring Marketing ResearchWilliam G. Zikmund Chapter 8: Survey Research
Surveys • Surveys ask respondents for information using verbal or written questioning
Respondents • Respondents are a representative sample of people
Gathering Information via Surveys • Quick • Inexpensive • Efficient • Accurate • Flexible
Problems • Poor Design • Improper Execution
Tree Diagram of Total Survey Error Random sampling error Total error Systematic error (bias)
Random Sampling Error • A statistical fluctuation that occurs because of change variation in the elements selected for the sample
Systematic Error • Systematic error results from some imperfect aspect of the research design or from a mistake in the execution of the research
Tree Diagram of Total Survey Error Administrative error Systematic error (bias) Respondent error
Sample Bias • 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
Tree Diagram of Total Survey Error Nonresponse error Respondent error Response bias
Respondent Error • A classification of sample bias resulting from some respondent action or inaction • Nonresponse bias • Response bias
Nonresponse Error • Nonrespondents - people who refuse to cooperate • Not-at-homes • Self-selection bias • Over-represents extreme positions • Under-represents indifference
Tree Diagram of Total Survey Error Deliberate falsification Response bias Unconscious misrepresentation
Response Bias • A bias that occurs when respondents tend to answer questions with a certain slant that consciously or unconsciously misrepresents the truth
Tree Diagram of Total Survey Error Acquiescence bias Extremity bias Interviewer bias Auspices bias Social desirability bias
Acquiescence Bias • A category of response bias that results because some individuals tend to agree with all questions or to concur with a particular position.
Extremity Bias • A category of response bias that results because response styles vary from person to person; some individuals tend to use extremes when responding to questions.
Interviewer Bias • A response bias that occurs because the presence of the interviewer influences answers.
Auspices Bias • Bias in the responses of subjects caused by the respondents being influenced by the organization conducting the study.
Social Desirability Bias • Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role.
Tree Diagram of Total Survey Error Administrative error Systematic error (bias) Respondent error
Administrative Error • Improper administration of the research task • Blunders • Confusion • Neglect • Omission
Tree Diagram of Total Survey Error Data processing error Sample selection error Interviewer error Interviewer cheating
Administrative Error • Interviewer cheating-filling in fake answers or falsifying interviewers • Data processing error- incorrect data entry, computer programming, or other procedural errors during the analysis stage. • Sample selection error -improper sample design or sampling procedure execution. • Interviewer error - field mistakes
Time Period for Surveys • Cross-sectional • Longitudinal
Cross-Sectional Study • A study in which various segments of a population are sampled • Data are collected at a single moment in time.
Longitudinal Study • A survey of respondents at different times, thus allowing analysis of changes over time. • Tracking study - compare trends and identify changes • consumer satisfaction
Consumer Panel • A longitudinal survey of the same sample of individuals or households to record (in a diary) their attitudes, behavior, or purchasing habits over time.
Total Quality Management and Customer Satisfaction Surveys • Total quality management - A business philosophy that emphasizes market-driven quality as a top organizational priority.
Stages in Tracking Quality Improvement Initial quality improve- ment Continuous Quality Improvement Commitment and Exploration Bench- marking
Commitment and Exploration Stage • Management makes a commitment to total quality assurance • Marketing researchers explore external customers’ needs and problems. • Marketing researchers explore internal customers’ needs, beliefs, and motivations.
Benchmarking Stage • Research establishes quantitative measures as benchmarks or points of comparison • Overall satisfaction and quality ratings of specific attributes • Employees actual performance and perceptions
Initial Quality Improvement Stage • Tracking wave 1 measures trends • Establishes a quality improvement process within the organization. • Translate quality issues into the internal vocabulary of the organization. • Establish performance standards and expectations for improvement.
Continuous Quality Improvement • Consists of many consecutive waves with the same purpose—to improve over the previous period. • Quality improvement management continues.
Determinants of the Quality of Goods • Performance • Features • Conformance with specifications • Reliability • Durability • Serviceability • Aesthetic design
Determinants of Service Quality • Access • Communication • Competence • Courtesy • Reliability • Credibility