Exploring Marketing Research William G. Zikmund

1. Exploring Marketing ResearchWilliam G. Zikmund Chapter 8: Survey Research

2. Surveys ask respondents for information using verbal or written questioning Surveys

3. Respondents • Respondents are a representative sample of people

4. Quick Inexpensive Efficient Accurate Flexible Gathering Information via Surveys

5. Poor Design Improper Execution Problems

6. Tree Diagram of Total Survey Error Random sampling error Total error Systematic error (bias)

7. A statistical fluctuation that occurs because of change variation in the elements selected for the sample Random Sampling Error

8. Systematic error results from some imperfect aspect of the research design or from a mistake in the execution of the research Systematic Error

9. Tree Diagram of Total Survey Error Administrative error Systematic error (bias) Respondent error

10. 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 Sample Bias

11. Tree Diagram of Total Survey Error Nonresponse error Respondent error Response bias

12. A classification of sample bias resulting from some respondent action or inaction Nonresponse Bias Response Bias Respondent Error

13. Nonrespondents - People who refuse to cooperate Not-at-homes Self-selection bias Overrepresents extreme positions Underrepresents indifferent Nonresponse Error

14. Tree Diagram of Total Survey Error Deliberate falsification Response bias Unconscious misrepresentation

15. A bias that occurs when respondents tend to answer questions with a certain slant that consciously or unconsciously misrepresents the truth Response Bias

16. Tree Diagram of Total Survey Error Acquiescence bias Extremity bias Interviewer bias Auspices bias Social desirability bias

17. A category of response bias that results because some individuals tend to agree with all questions or to concur with a particular position. Acquiescence Bias

18. 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. Extremity Bias

19. A response bias that occurs because the presence of the interviewer influences answers. Interviewer Bias

20. Bias in the responses of subjects caused by the respondents being influenced by the organization conducting the study. Auspices Bias

21. Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role. Social Desirability Bias

22. Tree Diagram of Total Survey Error Administrative error Systematic error (bias) Respondent error

23. Improper administration of the research task Blunders Confusion Neglect Omission Administrative Error

24. Tree Diagram of Total Survey Error Data processing error Sample selection error Interviewer error Interviewer cheating

25. 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 Administrative Error

27. Cross-Sectional Longitudinal Time Period for Surveys

28. A study in which various segments of a population are sampled Data are collected at a single moment in time. Cross-Sectional Study

29. A survey of respondents at different times, thus allowing analysis of changes over time. Tracking study - compare trends and identify changes consumer satisfaction Longitudinal Study

30. A longitudinal survey of the same sample of individuals or households to record (in a diary) their attitudes, behavior, or purchasing habits over time. Consumer Panel

31. Total quality management -A business philosophy that emphasizes market-driven quality as a top organizational priority. Total Quality Management and Customer Satisfaction Surveys

32. Stages in Tracking Quality Improvement Initial quality improve- ment Continuous Quality Improvement Commitment and Exploration Bench- marking

33. 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. Commitment and Exploration Stage

34. Research establishes quantitative measures as benchmarks or points of comparison Overall satisfaction and quality ratings of specific attributes Employees actual performance and perceptions Benchmarking Stage

35. 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. Initial Quality Improvement Stage

36. Consists of many consecutive waves with the same purpose—to improve over the previous period. Quality improvement management continues. Continuous Quality Improvement

37. Performance Features Conformance with specifications Reliability Durability Serviceability Aesthetic design Determinants of the Quality of Goods

38. Access Communication Competence Courtesy Reliability Credibility Determinants of Service Quality