chapter 10 - markting research

Marketing Research 8th Edition Marketing Research 8th Edition Aaker, Kumar, Day Aaker, Kumar, Day

Marketing ResearchMarketing Research

Aaker, Kumar, DayAaker, Kumar, Day

Eighth EditionEighth Edition

Instructor’s Presentation SlidesInstructor’s Presentation Slides


Chapter TenChapter Ten

Information from Respondents:Information from Respondents:

Survey MethodsSurvey Methods


Collecting DataCollecting Data

Guidelines:Guidelines: Reviewing dataReviewing data Getting startedGetting started Setting the feedback objectiveSetting the feedback objective Customer presentationCustomer presentation Sharing responsibilitySharing responsibility Handling issues you cannot fixHandling issues you cannot fix Working the issue resolution with your Working the issue resolution with your

accountaccount


Basic Survey MethodsBasic Survey Methods

Personal InterviewPersonal Interview

Telephone InterviewTelephone Interview

Mail SurveyMail Survey


Personal InterviewsPersonal Interviews

There Are Four Entities Involved:There Are Four Entities Involved:

ResearcherResearcher

InterviewerInterviewer

IntervieweeInterviewee

The Interview EnvironmentThe Interview Environment


Personal Interviews (Contd.)Personal Interviews (Contd.)

Methods:Methods: Door to Door InterviewingDoor to Door Interviewing

Executive InterviewingExecutive Interviewing

Mall Intercept SurveysMall Intercept Surveys

Self Administered InterviewsSelf Administered Interviews

Purchase Intercept Technique (PIT)Purchase Intercept Technique (PIT)

Omnibus SurveysOmnibus Surveys



Advantages:Advantages: Can arouse and keep interestCan arouse and keep interest

Can build rapportCan build rapport

Ask complex questions with the help of visual and other aidsAsk complex questions with the help of visual and other aids

Clarify misunderstandingsClarify misunderstandings

High degree of flexibilityHigh degree of flexibility

Probe for more complete answersProbe for more complete answers

Accurate for neutral questionsAccurate for neutral questions

Do not need an explicit or current list of households or Do not need an explicit or current list of households or individualsindividuals



Disadvantages:Disadvantages: Bias of InterviewerBias of Interviewer

Response Bias Response Bias Embarrassing/personal questionsEmbarrassing/personal questions

Time RequirementsTime Requirements

Cost Per Completed Interview Is HighCost Per Completed Interview Is High


Telephone InterviewingTelephone InterviewingThe Important Aspects of Telephone Interviewing:The Important Aspects of Telephone Interviewing: Selecting telephone numbersSelecting telephone numbers

Pre-specified listPre-specified list A directoryA directory Random dialing procedureRandom dialing procedure

Random digit dialingRandom digit dialing Systematic random digit dialing (SRDD) Systematic random digit dialing (SRDD)

Call outcomesCall outcomes The introductionThe introduction When to callWhen to call Call reportsCall reports


Telephone Interviewing (Contd.)Telephone Interviewing (Contd.)

Advantages:Advantages: Central location, under supervision, at own hoursCentral location, under supervision, at own hours More interviews can be conducted in a given time More interviews can be conducted in a given time

Travelling time is savedTravelling time is saved More hours of the day are productiveMore hours of the day are productive Repeated call backs at lower costRepeated call backs at lower cost Absence of administrative costsAbsence of administrative costs Lower cost per completed interviewLower cost per completed interview Intrusiveness of the phone and ease of call backs Intrusiveness of the phone and ease of call backs

Less sample biasLess sample bias


Telephone Interviewing (Contd.)Telephone Interviewing (Contd.)

Limitations:Limitations: Inability to employ visual aids or complex tasksInability to employ visual aids or complex tasks Can't be longer than 5-10 min. or they get boringCan't be longer than 5-10 min. or they get boring Amount of data that can be collected is relatively Amount of data that can be collected is relatively

lessless A capable interviewer essentialA capable interviewer essential Sample bias Sample bias

As all people do not have phones, or are not listedAs all people do not have phones, or are not listed


Mail SurveysMail Surveys Requires a broad identification of the individuals to be Requires a broad identification of the individuals to be

sampled before data collection beginssampled before data collection begins

Some Decisions That Need to Be Taken Are:Some Decisions That Need to Be Taken Are: Type of Return EnvelopeType of Return Envelope PostagePostage Method of AddressingMethod of Addressing Cover LetterCover Letter The Questionnaire Length, Layout, Color, Format EtcThe Questionnaire Length, Layout, Color, Format Etc Method of NotificationMethod of Notification Incentive to Be GivenIncentive to Be Given


Mail Surveys (Contd.)Mail Surveys (Contd.)

Advantages:Advantages:

Lower costLower cost

Better results, including a shorter response timeBetter results, including a shorter response time

Reliable answers as no inhibiting intermediaryReliable answers as no inhibiting intermediary

Survey answered at respondents discretionSurvey answered at respondents discretion



Disadvantages: Disadvantages:

The identity of the respondent is inadequately The identity of the respondent is inadequately controlledcontrolled

No control over whom the respondent consults No control over whom the respondent consults before answering the questionsbefore answering the questions

The speed of the response can't be monitoredThe speed of the response can't be monitored

No control on the order in which the questions No control on the order in which the questions are exposed or answeredare exposed or answered



Disadvantages (Contd.):Disadvantages (Contd.): The respondent may not clearly understand the The respondent may not clearly understand the

question and no opportunity to clarifyquestion and no opportunity to clarify No long questionnairesNo long questionnaires Subject to availability of a mailing listSubject to availability of a mailing list Response rate is generally poorResponse rate is generally poor Number of problems such as obsolescence, Number of problems such as obsolescence,

omissions, duplications, etcomissions, duplications, etc


Factors Affecting the Response RateFactors Affecting the Response Rate

Perceived amount of work required, and the Perceived amount of work required, and the length of the questionnairelength of the questionnaire

Intrinsic interest in the topicIntrinsic interest in the topic

Characteristics of the sampleCharacteristics of the sample

Credibility of the sponsoring organizationCredibility of the sponsoring organization

Level of induced motivationLevel of induced motivation


Factors Affecting the Response Rate Factors Affecting the Response Rate (Cont.)(Cont.)

Coping with non-response:Coping with non-response: Include monetary incentiveInclude monetary incentive Send a follow-up letterSend a follow-up letter Include return envelopeInclude return envelope

Alternatives:Alternatives: Mail PanelsMail Panels Fax SurveysFax Surveys


Combination of Survey MethodsCombination of Survey Methods

The Telephone Pre-notification ApproachThe Telephone Pre-notification Approach

The Lockbox ApproachThe Lockbox Approach

The Drop-off ApproachThe Drop-off Approach


Comprehensive Advantages of Comprehensive Advantages of Various MethodsVarious Methods

Survey Method: Survey Method: Personal InterviewingPersonal Interviewing

The best way to implement some sample The best way to implement some sample designsdesigns

Most effective way of enlisting cooperation.Most effective way of enlisting cooperation. Advantages of interview questions-probing for Advantages of interview questions-probing for

adequate answers, accurately following adequate answers, accurately following complex instructions or sequences are complex instructions or sequences are realized.realized.


Comprehensive Advantages of Various Comprehensive Advantages of Various Methods (Cont.)Methods (Cont.)

Multi-method data collection are feasibleMulti-method data collection are feasible Rapport and confidence building are Rapport and confidence building are

possible.possible. Probably longer interviews can be done in Probably longer interviews can be done in

person. person.


Comprehensive Disadvantages of Comprehensive Disadvantages of Various MethodsVarious Methods

Survey Method:Survey Method: Personal Interviewing Personal Interviewing

It is likely to be more costly than alternatives.It is likely to be more costly than alternatives. A trained staff of interviewers that is A trained staff of interviewers that is

geographically near the sample is needed.geographically near the sample is needed. The total data collection period is likely to be The total data collection period is likely to be

longer than for most procedures.longer than for most procedures. Some samples may be more accessible by some Some samples may be more accessible by some

other mode.other mode.


Survey Method:Survey Method: Telephone Interviewing Telephone Interviewing

Lower costs than personal interviews.Lower costs than personal interviews. Random Digit-Dialing (RDD) sampling of Random Digit-Dialing (RDD) sampling of

general population.general population. Better access to certain populationsBetter access to certain populations Shorter data collection periods.Shorter data collection periods.

Comprehensive Advantages of Various Methods


Comprehensive Advantages of Various Comprehensive Advantages of Various Methods (Cont.)Methods (Cont.)

The advantages of interviewer administration (In The advantages of interviewer administration (In contrast to mail surveys).contrast to mail surveys).

Interviewer staffing and management easier than Interviewer staffing and management easier than personal interviews-smaller staff needed, not personal interviews-smaller staff needed, not necessary to be near sample, supervision and necessary to be near sample, supervision and quality control potentially better.quality control potentially better.

Likely better response rate from a list sample Likely better response rate from a list sample than from mailthan from mail



Survey Method:Survey Method: Telephone Interviewing Telephone Interviewing

Sampling limitations, especially as a result of omitting Sampling limitations, especially as a result of omitting those without telephonethose without telephone

Nonresponse associated with RDD sampling is higher Nonresponse associated with RDD sampling is higher than with interviewsthan with interviews

Questionnaires or measurement constraintsQuestionnaires or measurement constraints Possibly less appropriate for personal or sensitive Possibly less appropriate for personal or sensitive

questions if no prior contactquestions if no prior contact



Survey Method:Survey Method: Self-Administration Self-Administration

Ease of presenting questions requiring visual Ease of presenting questions requiring visual aids.aids.

Asking questions with long or complex Asking questions with long or complex response categories is facilitated.response categories is facilitated.

Asking batteries of similar questions is Asking batteries of similar questions is possible. possible.



Especially careful questionnaire design is Especially careful questionnaire design is needed.needed.

Open questions usually are not useful.Open questions usually are not useful. Good reading and writing skills are needed by Good reading and writing skills are needed by

respondents.respondents. The interviewer is not present to exercise quality The interviewer is not present to exercise quality

control with respect to answering all questions, control with respect to answering all questions, meeting questions objectives, or the quality of meeting questions objectives, or the quality of answers provided.answers provided.



Survey Method:Survey Method: Mail Procedures Mail Procedures

Relatively low costRelatively low cost Can be accomplished with minimal staff and Can be accomplished with minimal staff and

facilities.facilities. Provides access to widely dispersed samples.Provides access to widely dispersed samples. Respondents have time to give thoughtful Respondents have time to give thoughtful

answers, look up records, or consult others.answers, look up records, or consult others.



Ineffective as a way of enlisting cooperation.Ineffective as a way of enlisting cooperation. Various disadvantages of not having Various disadvantages of not having

interviewer involved in data collection.interviewer involved in data collection. Need for good mailing addresses for sample.Need for good mailing addresses for sample.



Survey Method:Survey Method: Drop-off questionnaire Drop-off questionnaire

The interviewer can explain the study, answer The interviewer can explain the study, answer questions, and designate a respondent.questions, and designate a respondent.

Response rates tend to be like those of personal Response rates tend to be like those of personal interview studies.interview studies.

There is more opportunity to give thoughtful There is more opportunity to give thoughtful answers and consult records.answers and consult records.



Costs about as much as personal interviews.Costs about as much as personal interviews. A field staff is required.A field staff is required.



Survey Method:Survey Method: Fax Surveys Fax Surveys

Relatively low costRelatively low cost Can be accomplished with minimal staff and facilitiesCan be accomplished with minimal staff and facilities Provides access to widely dispersed samples.Provides access to widely dispersed samples. Respondents have time to give thoughtful answers.Respondents have time to give thoughtful answers. Telephone charges are decreasing.Telephone charges are decreasing.


Comprehensive Advantages of Comprehensive Advantages of Various Methods (Cont.)Various Methods (Cont.)

Local faxes are free.Local faxes are free. Administrative costs are fixed.Administrative costs are fixed. It is fast.It is fast. Technology is improving.Technology is improving. List management is easy.List management is easy. Can send and receive by computer.Can send and receive by computer. More reliable than mail in some countries.More reliable than mail in some countries.



Survey Method:Survey Method: Fax Surveys Fax Surveys

Higher fixed costs for computer/fax equipment, Higher fixed costs for computer/fax equipment, multiple phone lines.multiple phone lines.

Costs increase with minutes.Costs increase with minutes. Cost varies by time on line, time of day, distance, and Cost varies by time on line, time of day, distance, and

telephone carrier.telephone carrier. Currently limited to organizational populations.Currently limited to organizational populations. Loss of anonymity. Loss of anonymity.


Trends in Survey MethodsTrends in Survey Methods

Computer Interactive InterviewingComputer Interactive Interviewing

Fax SurveysFax Surveys

Electronic Mail SurveysElectronic Mail Surveys


Surveys in the International ContextSurveys in the International Context

PersonalPersonal Dominant mode of data collection outside the USDominant mode of data collection outside the US

TelephoneTelephone Low levels of telephone ownership in some countriesLow levels of telephone ownership in some countries

Poor communication network in some countries Poor communication network in some countries

MailMail Absence of mailing listsAbsence of mailing lists

Poor mail services in some countriesPoor mail services in some countries

chapter 10 - markting research

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