Survey Research Methods

1. Survey Research Methods MKTG 3342 Fall 2008 Professor Edward Fox

2. Survey Research MethodsOUTLINE • Types of Survey Methods • Comparison of Survey Methods • Increasing Response Rate - Mail Survey • Increasing Response Rate - Phone Survey • Increasing Response Rate - Internet Survey

3. Survey Research MethodsOVERVIEW • Definition – Use of a questionnaire to gather facts, opinions, and attitudes • The survey is the most popular tool for gathering primary data

4. Types of Surveys I. Personal Interview • Door-To-Door Interviews • Mall Intercepts • Executive Interviews for Business Markets II. Telephone Interview • Central Location Interviews • Computer Assisted Telephone Interviewing (CATI) • Interactive Voice Response (IVR) or Completely Automated

5. Types of Surveys(Cont.) III. Self-Administered or “Paper&Pencil” Survey • Mail (One-Shot or Panel) • Personally Administered • Diskette / CD • FAX IV. Electronic Survey • E-Mail / Internet • Computer-administered (e.g., TELLUS)

6. Criteria for Comparing Survey Methods • Sampling Criteria – Can you reach and get responses from a desirable sample (a large enough sample of the “right” type of people)? • Information Criteria – Can you get the desired information from respondents? • Administrative Criteria – Can you keep the time and costs to collect data low?

7. Comparing Survey Methods

8. Factors Affecting Choice of Survey Method The following are general guidelines: • Personal: Use for long/complex questionnaire, or if results are particularly sensitive to error; high budget • Mail: Use if questionnaire is somewhat long/complex and time is not critical; low budget • Phone: Use to reach a large number of people, if time is critical, for a short questionnaire that can be easily understood • E-Mail/Internet: Use if target audience is educated (computer literate), topic is intrinsically interesting, time is critical, but representativeness is not

9. Tactics to Increase Mail Survey Response Rates • Advance postcard or telephone call alerting respondent of survey • Follow-up postcard or phone call • Monetary incentives (e.g., dollar bill) • Premiums (e.g., pencil, pen, keychain) • Coupons (e.g., 50% off on next visit) • Postage stamps rather than metered envelopes • Self-addressed, stamped return envelope • Personalized address and well-written cover letter

10. Tactics to Increase Mail Survey Response Rates • Affiliation with institutions or reputed organizations • Entry into drawing for prize • Promise of contributions to favorite charity • Emotional appeals • Bids for sympathy • Offer to share information from the survey • Multiple mailings of the questionnaire • Reminder that respondent participated in previous study • Personally signed cover letter

11. Tactics to Increase Telephone Survey Response Rates • Call at a convenient time (e.g., weekdays 7-9 PM, Sunday afternoon) • Make a pleasant, engaging introduction • Emphasize you are not selling anything • Keep the survey short • State how long it will take

12. Tactics to Increase E-mail/Internet Survey Response Rates • Almost all the actions listed for mail survey also apply to E-Mail/Internet surveys (with some modifications) • Questionnaire should be relatively short • No need for advance notification • Include a short, pleasant introduction • Incentives are useful, but are not used nearly as often as with mail surveys; sharing of results sometimes offered • Reminder e-mails

13. Summary of Key Points • Surveys are the most common method for collection of primary data • There are several types of surveys, including door-to-door interviewing, mall intercept, telephone interviewing, mail and internet survey • Telephone surveys have become very popular in the last two decades • The popularity of Internet surveys is much more recent and growing