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Marketing Research

Marketing Research. Aaker, Kumar, Day Eighth Edition Instructor’s Presentation Slides. Chapter Nine. Information from Respondents: Issues in Data Collection. Information From Surveys. Used to Capture a Wide Variety of Information: Attitude Decisions Focus on process and not the results

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Marketing Research

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  1. Marketing Research Aaker, Kumar, Day Eighth Edition Instructor’s Presentation Slides Marketing Research 8th Edition Aaker, Kumar, Day

  2. Chapter Nine Information from Respondents: Issues in Data Collection Marketing Research 8th Edition Aaker, Kumar, Day

  3. Information From Surveys Used to Capture a Wide Variety of Information: • Attitude • Decisions • Focus on process and not the results • Measuring the relationship between actions & needs, desires, preferences, motives and goals Marketing Research 8th Edition Aaker, Kumar, Day

  4. Sources of Survey Error The Results Will Be Meaningful If: • Population has been defined correctly • Sample is representative of the population • Respondents selected are able and willing to cooperate • Questions are understood by the respondents • Respondents have the knowledge, opinions, attitudes, or facts required • Interviewer correctly understands and records the response Marketing Research 8th Edition Aaker, Kumar, Day

  5. Sources of Survey Error Ambiguity of question Interviewer error Sample Question Answer POPULATION RESPONDENT INTERVIEWER • Inaccuracy in response • Inability to formulate a response • Unwillingness to respond Nonresponse due to refusals or not-at-home Ambiguity of answer Sampling error Marketing Research 8th Edition Aaker, Kumar, Day

  6. Non-response Errors Due to Refusals Refusals Could Occur Due to: • Nature of questions and place • Subject of no interest to the respondent • Fear • Invasion of privacy • Hostility towards sponsor • Personal bias • Characteristics of the data collection procedure (e.G., Presidential polls) Marketing Research 8th Edition Aaker, Kumar, Day

  7. Non-response Errors Due to Refusals (Cont.) • Phenotypic Source • Characteristics of the data collection procedure • Question asked • How question is asked • Length of interview • Genotypic Source • Indigenous characteristics of the respondents • Age • Sex • Occupation Marketing Research 8th Edition Aaker, Kumar, Day

  8. Inaccuracy in Response • Inability to respond • Telescoping • Averaging • Omission • Cannot formulate an adequate answer Some of these problems can be solved by: • Aided-recall techniques Marketing Research 8th Edition Aaker, Kumar, Day

  9. Unwillingness to Respond Accurately This Could Arise Due to the Following Reasons: • Concern about invasion of privacy • Time pressure and fatigue • Prestige seeking and social desirability response bias • Courtesy bias • Uninformed response bias • Response style Marketing Research 8th Edition Aaker, Kumar, Day

  10. Interviewer Error This Depends On: • Respondent’s Impression of the Interviewer • Questioning, Probing, and Recording • Fraud and Deceit • Improving Interviewer Quality Marketing Research 8th Edition Aaker, Kumar, Day

  11. Methods of Data Collection • Personal Interview • Telephone Interview • Mail Survey • Fax Survey • E-mail Survey • Web-based Survey Marketing Research 8th Edition Aaker, Kumar, Day

  12. Factors Affecting the Choice of a Survey Method • Sampling • Type of Population • Question Form • Question Content • Response Rate • Costs • Available Facilities • Length of Data Collection Marketing Research 8th Edition Aaker, Kumar, Day

  13. Ethical Issues in Data Collection Misrepresentation of Data Collection Process Stems From: • Representation of a marketing activity other than research as research • Abuse of respondents rights during the data collection process, under the rationale of providing better quality research. E.G., • Use of survey for selling purposes • Use of survey to obtain names and addresses of prospects for direct marketing Marketing Research 8th Edition Aaker, Kumar, Day

  14. Ethical Issues in Data Collection (Contd.) The Rights of the Respondents Can Be Violated By: • Disguising the purpose of a particular measurement • Deceiving the prospective respondent as to the true duration of the interview • Misrepresenting the compensation in order to gain cooperation Marketing Research 8th Edition Aaker, Kumar, Day

  15. Ethical Issues in Data Collection (Contd.) The Rights of the Respondents Can Be Violated By: • Not mentioning to the respondent that a follow up interview will be made • Using projective tests and unobtrusive measures to circumvent the need for a respondents consent • Using hidden tape recorders • Not debriefing the respondent • Conducting simulated product tests in which identical product is tried by respondent except for variations in color Marketing Research 8th Edition Aaker, Kumar, Day

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