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Cha
pter
Copyright © 2004John Wiley & Sons, Inc.
Cha
pter
Six
Copyright © 2004John Wiley & Sons, Inc.Copyright © 2004John Wiley & Sons, Inc.
Cha
pter
Six Survey Research:
The Profound Impact of the
Internet
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Learning Objective
1. To understand the reasons for the popularity of survey research.
2. To learn the types of error in survey research.
3. To learn about the types of surveys.
4. To understand the advantages and disadvantage of online surveys.
Learning Objectives
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Learning Objective
5. To gain insight into the ways online surveys can be conducted.
6. To learn about recruiting sources for online surveys.
7. To recognize the special issues that arise in designing online questionnaires.
8. To gain insight into the factors that determine the choice of particular survey methods.
Learning Objectives
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Learning ObjectiveTo understand the reasons
for the popularity of surveys.
Popularity of Survey Research
• Reasons for Collecting Primary Data by Survey Research
• The need to know why– To understand why people do or do not do something?
• The need to know how– To understand the process consumers go through before
taking action
• The need to know who– To know who the person is from a demographic or lifestyle
perspective
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Learning Objective
Selection error
Frame error
Processing error
Response error
Nonresponse bias
Instrument bias
Interviewer error
Surrogate informatio
n error
Random sampling
error
Population specification
error
Sample design error
Systematic error
Exhibit 6.1 Types of Survey Error Total
survey error
Measurement error
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Learning ObjectiveTo learn about the types of error in survey research.
Types Of Error in Survey Research
• Sampling Error (Bias)– Random: chance variation
• The difference between the sample value and the true value of the population mean
• Cannot be eliminated but can be reduced by increasing sample size
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Learning ObjectiveTo learn about the types of error in survey research.
Types Of Error in Survey Research
• Systematic Error (Bias)– Mistakes or problems in the research design– Flaws in the execution of the sample design
• All sources of error except of those created by random sampling process
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Learning ObjectiveTo learn about the types of error in survey research.
Types Of Error in Survey Research
• Nonsampling Error (systematic errors)– Sample design error—problem in sample
design or sample procedures• Frame errors• Population Specification Error• Selection Error
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Learning ObjectiveTo learn about the types of error in survey research.
Types Of Error in Survey Research
– Measurement Error• Variation between the true value and the
information actually obtained – Surrogate Information Error– Interview Error or Interviewer Bias– Measurement Instrument Bias– Processing Error– Nonresponse Bias– Refusal Rate– Response Bias
» Deliberate falsification» Unconscious misrepresentation
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Learning ObjectiveTo learn about the types of surveys.
Types Of Surveys
• Door-to-Door Interview– Interviewer completes survey in respondent’s
home• Advantages• Disadvantages
• Executive Interviewing– Interview industrial product user
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Learning ObjectiveTo learn about the types of surveys.
Types Of Surveys
• Mall Intercept – Shoppers intercepted in public areas
• Advantages• Disadvantages
• Telephone Interviewing– Until 1990 most popular form of survey
• Advantages• Disadvantages
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Learning ObjectiveTo learn about the types of surveys.
Types Of Surveys
• Central Location Telephone Interviews– Make calls from a company facility
• Computer-assisted telephone interviews (CATI• Cell Phone Surveys
– Advantages– Disadvantages
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Learning ObjectiveTo learn about the types of surveys.
Types Of Surveys
• Self-Administered Questionnaires – Filled out by respondents with no interviewer
present• Advantages• Disadvantages
– Kioska-based Computer Interviewing• Multimedia, touch screen computers in freestanding
cabinets• Advantages
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Learning ObjectiveTo learn about the types of surveys.
Types Of Surveys
• Mail Surveys– Ad Hoc (one-shot)– Suffer from
• High rate of nonresponse and attendant systematic error
• Probability of not replying– Those with more education– Those with high-level
occupations– Women– Those less interested in the
topic– students
• Mail Panels– Higher response rate– Precontracted and
Prescreened– Longitudinal Study
• One that questions the same respondents at different points in time
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Learning ObjectiveTo understand the advantages and
disadvantages of online surveys
Survey Research on the Internet
• The Internet survey research is changed forever– Online research will account for 50% of all marketing
research revenue by 2005• Reason: Online population reflects general
population– Reflective of General population
• Gender• Martial status
– Approaching General population• Age distribution• Average online household income
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Learning ObjectiveTo understand the advantages and
disadvantages of online surveys
Survey Research on the Internet
• Advantages of Online Surveys– Rapid Deployment, Real Time Reporting– Dramatically Reduced Costs– Ready Personalized– High response rates– Ability to Contact the Hard-to-Reach– Simplified and Enhanced Panel Management– Profitability for Research Firms
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Learning ObjectiveTo understand the advantages and
disadvantages of online surveys
Survey Research on the Internet
• Disadvantages of Online Surveys– Internet users are not representative of the
population as a whole– Security and privacy on the Internet– Unrestricted Internet sample– Other problems include
• Lack of “callback” procedures• Potential for questionnaire programming errors• Lack of bandwidth
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Learning ObjectiveTo gain insight into the ways online
surveys can be conducted
Survey Research on the Internet
– Converted CATA Systems• Software translates questionnaires for distribution over
the Web.– Web Survey Systems
• Software for Web questionnaire construction and delivery
– Survey Design Web Sites• Allow researchers to design a survey and administer• http://www.perseusdevelopment.com
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Learning ObjectiveTo learn about recruiting sources
for online surveys
Survey Research on the Internet
– Screened Internet Samples • Self-selected respondents
– Recruited Internet Samples• To ensure representativeness of a target population• Sources of recruited Internet samples include:
– Recruited Panels– Renting Internet Panels– Random Web Site Intercepts– Data Capture of Visitors
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Learning ObjectiveTo learn about recruiting sources
for online surveys
Decision Analyst’s Online Household Panels
• Decision Analyst– Progressive marketing
research firm– Expansion of online
consumer and business panels
• American Consumer Opinion
• Technology Advisory Board
• Executive Advisory Board
• Construction Advisory Boards
• Physicians Advisory Council
• Medical Advisory Board– Strategic platforms for
Proprietary research• CopyTrack• CopyTest• Conceptor• PromotionTest• PackageTest• NameScreen
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Learning ObjectiveTo recognize the special issues that arise
in designing online questionnaires
Survey Research on the Internet
• Creating Online Questionnaires– Issues unique to the Internet questionnaires
• Simplest way—use survey design Web sites such Pereus XP
• Surveys need to load quickly• Survey needs to be easy to respond to• Buttons are best when there are five or fewer
answers to choose from• Be aware of any default answers or making the first
answer the default• Online surveys should not be overly long
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Learning ObjectiveTo recognize the special issues that arise
in designing online questionnaires
Survey Research on the Internet
– The Interactive Marketing Research Organization (IMRO)
• A confederation of world leaders in interactive marketing research
• Representatives from 13 Internet marketing suppliers and 8 client companies such as
– Modalis Research Technologies, Greenfield Online, Market Facts
– Dell Computer, IBM, Intel, Time Warner• Initial efforts focus on spamming and misuse or
personal data• Publishes the Journal of Online Research
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Learning ObjectiveTo gain insight into the factors that
determine the choice of survey methods.
Determination of the Survey Methods
• Sampling Precision • Budget Available• Requirements for Respondents Reaction• Quality of Data Required
– Validity– reliability
• Length of Questionnaire• Incidence Rate • Structure of the Questionnaire• Time Available to Complete the Survey
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Learning Objective
– Interviewing is done under the direct supervision of a field service firms
• Interviewers– Work part-time at low wages– Minimum of training– High failure rate among first-time interviewers
• Interviews are main interface with consumers and a vital link
– Suggestions: developing and strengthening interviewers’ consumer interaction skills
Marketing Research Interviewer
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Learning Objective
– Popularity of Survey Research– Types of Error in Survey Research– Types of Surveys– Survey Research on the Internet– Determination of the Survey Method– The Marketing Research Interviewer
SUMMARY
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Learning Objective
The End
Copyright © 2004 John Wiley & Son, Inc
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