learning objective chapter 7 primary data collection: survey research copyright © 2000...
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Learning ObjectiveLearning ObjectiveChapter 7Chapter 7
Primary Data Collection: Survey Research
Copyright © 2000 South-Western College Publishing Co.
CHAPTER seven
Primary Data Collection:
Survey Research
Learning ObjectiveLearning ObjectiveChapter 7Chapter 7
Primary Data Collection: Survey Research
Learning Objectives
1. To understand the reasons for the popularity of surveys.
2. To learn the types of error in survey research.
3. To describe the types of surveys.
4. To gain insight into the factors that determine the choice of particular survey methods.
Learning ObjectiveLearning ObjectiveChapter 7Chapter 7
Primary Data Collection: Survey Research
Learning Objectives
5. To realize the importance of the marketing research interview.
6. To appreciate the differences between domestic and international survey research.
7. To discover the advantages and disadvantages of Internet survey research.
Learning ObjectiveLearning ObjectiveChapter 7Chapter 7
Primary Data Collection: Survey Research
REASONS FOR THE POPULARITY OF SURVEYS
REASONS FOR THE POPULARITY OF SURVEYS
1. The need to know why.• likes - dislikes• influences
2. The need to know how.• the process before taking action• time• considerations
3. The need to know who.• demographic or lifestyle• to define market segments
To learn about the reasons for the popularity of surveys.
Learning ObjectiveLearning ObjectiveChapter 7Chapter 7
Primary Data Collection: Survey Research
TYPES OF ERROR IN SURVEY RESEARCH
TYPES OF ERROR IN SURVEY RESEARCH
Sampling Error
• random error because of chance variation
• the difference between the sample value and the true value of the population mean
Systematic Error
• mistakes or problems in the research design
• flaws in the execution of the sample design
Frame error: using an incomplete or inaccurate sampling frame
To learn about the types of error in survey research.
Learning ObjectiveLearning ObjectiveChapter 7Chapter 7
Primary Data Collection: Survey Research
TYPES OF ERROR IN SURVEY RESEARCH
TYPES OF ERROR IN SURVEY RESEARCH
Population specification error: an incorrect definition of the universe or population from which the sample is to be selected
Selection error: use of incomplete or improper sampling procedures or when appropriate selection procedures are not properly followed.
Measurement Error
A variation between the information being sought and the information obtained
To learn about the types of error in survey research.
Learning ObjectiveLearning ObjectiveChapter 7Chapter 7
Primary Data Collection: Survey Research
TYPES OF ERROR IN SURVEY RESEARCH
TYPES OF ERROR IN SURVEY RESEARCH
Surrogate information error: a discrepancy between the information actually required and the information being sought
Interviewer error: interactions between the interviewer and respondent may influence the answers given
Measurement instrument bias: problems with the measurement instrument or questionnaire
To learn about the types of error in survey research.
Learning ObjectiveLearning ObjectiveChapter 7Chapter 7
Primary Data Collection: Survey Research
TYPES OF ERROR IN SURVEY RESEARCH
TYPES OF ERROR IN SURVEY RESEARCH
Processing error: mistakes in the transfer of information from survey documents to the computer
Nonresponse bias: are those who did respond systematically different from those who did respond
Response bias: a tendency for people to answer a particular question in a certain way
•deliberate falsification
•unconscious misrepresentation
To learn about the types of error in survey research.
Learning ObjectiveLearning ObjectiveChapter 7Chapter 7
Primary Data Collection: Survey Research
TYPES OF SURVEYSTYPES OF SURVEYS Door-to-Door Interviewing
• consumers are interviewed in person in their homes
Mall Intercept
• shoppers are intercepted in public areas
Executive Interviewing
• interviewing business people at their offices
• concerns industrial products or services
To describe the types of surveys.
Learning ObjectiveLearning ObjectiveChapter 7Chapter 7
Primary Data Collection: Survey Research
TYPES OF SURVEYSTYPES OF SURVEYS Telephone Interviewing
• inexpensive, potential for high-quality sample
• not visual, no demographic judgements, limited quantity and types of information
Central Location Telephone Interviewing• control, supervisors can monitor interviews
Computer-Assisted Telephone Interviewing• interviewer is seated in front of a computer
• multiple choice
To describe the types of surveys.
Learning ObjectiveLearning ObjectiveChapter 7Chapter 7
Primary Data Collection: Survey Research
TYPES OF SURVEYSTYPES OF SURVEYS Self-Administered Interviewing
• no interviewer is involved
Mail Surveys
• ad hoc: names and addresses selected, mailed questionnaire
• mail panels: precontracted and screened participants are sent questionnaires
To describe the types of surveys.
Learning ObjectiveLearning ObjectiveChapter 7Chapter 7
Primary Data Collection: Survey Research
TYPES OF SURVEYSTYPES OF SURVEYS Internet Surveys
Advantages:
• speed, electronic, low cost, tracking
Disadvantages:
• Internet users are not representative of the population as a whole
• security/privacy issues
• unrestricted: anyone can complete the questionnaire
• fully self-selecting
To discover the advantages and disadvantages of Internet survey research.
Learning ObjectiveLearning ObjectiveChapter 7Chapter 7
Primary Data Collection: Survey Research
TYPES OF SURVEYSTYPES OF SURVEYS Internet Samples
Screened Internet Samples
• adjust for unrepresentitiveness of the self-selected respondents by imposing quotas based on some desired sample characteristics
• use a branching or skip pattern
Recruited Internet Samples
• to target populations in surveys that require more control of the sample
To realize the importance of the marketing research interviewer.
Learning ObjectiveLearning ObjectiveChapter 7Chapter 7
Primary Data Collection: Survey Research
FACTORS DETERMINING CHOICE OF PARTICULAR SURVEY METHODS
FACTORS DETERMINING CHOICE OF PARTICULAR SURVEY METHODS
Sampling Precision Required
• some projects require a high degree of sampling accuracy
Budget Available
• budget and sample size
The Need to Expose Respondents to Various Stimuli
• product concepts, components, advertising
To realize the importance of the marketing research interviewer.
Learning ObjectiveLearning ObjectiveChapter 7Chapter 7
Primary Data Collection: Survey Research
FACTORS DETERMINING CHOICE OF PARTICULAR SURVEY METHODS
FACTORS DETERMINING CHOICE OF PARTICULAR SURVEY METHODS
Quality of Data Required: data quality may override cost considerations
Length of Questionnaire: the amount of time it takes to complete the survey
Necessity of Having Respondent Perform Certain Specialized Tasks
Incidence Rate:
• percentage of people who fit the qualifications to be sampled
Degree of Structure of the Questionnaire
• a set sequence or order
To realize the importance of the marketing research interviewer.
Learning ObjectiveLearning ObjectiveChapter 7Chapter 7
Primary Data Collection: Survey Research
The End