quantitativ rsrch
TRANSCRIPT
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Topic 7.Quantitative research: Surveys
Lecturer: E. Tauris, 2011
Course Title: Marketing Research
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Topic 7 notes were written using thefollowing sources:
Boyce, J. (2007), Marketing Research, 2nd ed., McGraw Hill, Australia.
Fletcher, R., & Crawford, H. (2011), International Marketing: an Asia-PacificPerspective, 5th ed., Pearson Australia., Chapter 6.
Malhotra, N., Hall J., Shaw, M., & Oppelheim, P. (2007), Essentials of MarketingResearch: An Applied Orientation, 2nd ed., Pearson Education, Australia;
Olatundun, I.O. (2009). What is Cross-Cultural Research, International Journalof Psychological Studies, Vol. 1 (2)., pp. 82-95
Salciuviene, L., Auruskeviciene, V., & Lydeka, Z. (2005). As Assessment of VariousApproaches for Cross-Cultural Consumer Research. Problems & Perspectives inManagement, Vol. 3, pp. 147-159.
Watkins, L (2010) The Cross-cultural appropriateness of survey-based value(s)research, International Marketing Review, Vol. 27 (6).
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Survey method
Quantitative method Produces a large number of responses suitable for
statistical analysis
Survey
A structured questionnaire given to a sample of apopulation to elicit specific information fromrespondents.
Structured data collection Formal questionnaire;
Questions in a prearranged order. Precoded (fixed alternative) questions
Respondents choose from a set of predeterminedanswers.
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Surveys
Personal interviewingusing a structuredquestionnaire:
Face-to-face Door-to-door
Streets
Shopping malls
Telephone
Door-to-door
Self-completionquestionnaires:
Mail
(online) Internet
E-mail
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Surveys
Advantages
Simple to administer(coded, fixed alternative)
Straightforward analysis Large sample
Low cost
Suitable for statistical
analysis
Geographic flexibility
Disadvantages
Inability to probe
Lack of flexibility due to
structured responses Difficulty in designing a
good questionnaire
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Classification by nature of interaction
Person-to-person
Self-completion
Computer assisted
Source of this and next ppt: Essentials ofMarketing Research, 2e; Malhotra, Hall,Shaw, Oppenheim 2007 Pearson EducationAustralia, Figure 5.1 & 5.2, Chapter 5
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Classification by mode of administration
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Personal interviewing: Face-to-face
Advantages
Interviewer-respondentrapport
Reassuring the respondentLong interviews
Visuals
Overcoming language barriers
Higher completion raterequired
Disadvantages
The cost
Interviewers must be
well trainedInterviewer bias
Not anonymous
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Personal: location interception
Advantages
Travel costs areeliminated
Interviewer can interactwith respondents
Ability to show, taste orhandle a product
Disadvantages
Non-representativesample
Uncomfortableenvironment (shoppingcentre, street, etc.)
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Telephone interviewing (CATI)
The fastest way to interview
CATI computer assisted telephoneinterviewing (ACNielsen)
Programming to minimise errors: Computer dials phone number Computer skips questions Can customise questions
No editing required Interviewers can be easily supervised
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Telephone Interviewing
Advantages:
Quick
Lower cost per interview
People are used totelephone calls fromstrangers
Response rate
No security problems
Disadvantages:Silent numbersNo visualsHarder to establish
rapportFalling achievement rates% of refusals are risingVoice-mails
Mobile phones causesampling problemsMobile phones:
Inconvenience (timing &location)
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CATS
Computer automated telephone systems (CATS) Computer-synthesised voices are used to ask
questions over the phone
Advantages Respondents select numbers on the telephone keypad to
answer questions
Voice recognition is likely to be used in the future to record
and count responses Disadvantages
Not appealing to respondents
High refusal
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Self-completion questionnaires
Advantages
Usually low total cost ofsurvey
Can cover people over awide area
Respond at their owntime
Disadvantages
Little control of timeframe and respondent
identityLow & slow response
More response errors arelikely answers may be
influenced by the contentof all questionnaire
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Response rate problems
Methods used to increase response rate Preliminary notification Personalisation Anonymity
Response deadline Incentives Questionnaire size, reproduction, and colour Type of postage (return envelopes)
Follow-ups
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Response errors
Omitted questions
Misunderstood questions
Misread instructions
Incomplete answers
Insufficient reply to open-ended questions
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Issues of cross-cultural research
Difficulty to communicate an opinion if therespondent is unfamiliar with the concept
Willingness to respond
A male interviewer is not allowed to interview afemale respondent in Muslim countries
Language and comprehension
idioms, literacy, dialects, no exact translation,
interpreting answers, and so on. .
Respondent bias
Social bias: telling what it is believed the interviewerwants to hear; Taboo topics.
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Cross-cultural survey methodology
Survey methodology is particularly open to biasand errors due to cultural differences in theconstruction of meaning
Values research: The relationship of values to other constructs are not
easily addressed using survey methodology
The use of scales is problematic
The problem with almost exclusively Western culturalbackground of theories and instruments used:
Western cultural values measures are themselves culturebound. The most important values may not be even
captured.
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Cross-cultural response issues
Different response styles:
For example, Asian respondents demonstratesignificantly different response patterns to Australianrespondents:
Asian response style: mild leading to less extremepoints ticked
Difference in response style may account for up
to 6% variance of the data Likert-scales tend to be most problematic
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Response bias
Non-response bias
Respondents are reluctant to answer (may perceivethe questions as culturally sensitive)
Extreme response bias The answers tend to cluster around some point in the
scale; over-reaction to questions.
It becomes difficult to determine whether the
answers reflect tendencies to answer in a certainway, or true national differences.
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The Internet & Intranet
The Internet - An extensive internationalconnection between computer systems thatallows for the transmission of digital data
between household and business computers. Intranet - private computer connections and
networks, available internally to company ororganisational members only.
WWW - A system of using computer language toallow easy communication between remotecomputers in business or the home.
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Internet market research
Any research activity that involves gaininginformation for the purposes of marketingresearch from respondents using the internet or
web technologies Focus groups
Observation
Internet surveys
Email surveys
Qualitative
Quantitative
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The Internet future trends
Improved access to wireless technology Improved geographical access Mobile Internet : sport, music, video, films and
pictures on mobile internet technology
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Internet market research
When a respondent either on a singleoccasion or as part of a panel:
completes a questionnaire online
downloads a questionnaire from a server on theInternet and returns it by e-mail
receives the questionnaire incorporated into an e-mailand returns it
participates in an online qualitative interview ordiscussion
takes part in a measurement system which tracksweb usage on the user's p.c
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Essentials of Marketing Research, 2e; Malhotra, Hall, Shaw, Oppenheim 2007 Pearson EducationAustralia, Chapter 6, figure 6.5
Classification of electronic sources
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OIR- Online information resources
On-line Information Resources (OIR) aresources used for secondary data collection thatre accessed using the Internet or the WWW
(scholar.google.com/) Key Issues: Accuracy, Reliability and Legality
Internet data needs to be checked carefully
Your queries about information: Is information right? (accurate, reliable and valid) Is it right to use the information? (morally and ethically)
Do I have the right to use the information? (legally)
http://scholar.google.com/intl/en/scholar/about.htmlhttp://scholar.google.com/intl/en/scholar/about.html -
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Online qualitative research
1. Moderated online Focus Groups: OLCD (online chat discussion) text-based
exchange of comments and opinions
OLVD (online video discussion) video streaming
to provide visual contact between participants
2.Unmoderated online Focus Group Newsgroups
Chat rooms
Weblogs
Consumer response sites
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Online qualitative research
Advantanges
Lower geographicalconstraints
Client can observe fromoffice or home
Reach hard-to-get-tosegments doctors,professionals, etc
Moderator can carry onperson to person side-conversations to probedeeper
Disadvantages
Can you verify who isparticipating?
Lack of control overparticipants environment distractions
Only audio and visual stimulican be used
New moderating skillsrequired some resistance tochange
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Types ofQuantitative online research
1. Observation
Trace measures : Cookies, Page hits, Log files
2. Intranet surveys
Distributed by company internal networks toemployees and customers
3. Email surveys
Uses system of personal addresses
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Email surveys
Uses system of personal addresses with thequestions sent to potential respondents Direct email survey: Survey questions are distributed
in the body of the message
Download email attachment: download and printquestionnaire and return by email, fax or mail.
Visitor lists : visitors to web-site
Opt-in lists : customers asked to participate
Purchased lists : from list suppliers
Two-stage research approach can be used : Email contact
Direction to website or attached form
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Email surveys
Advantages
Ease of transferringinformation both to
and from Cost savings
Disadvantages
Cannot use skippatterns
Inappropriaterespondent repliescannot be blocked
More post-survey data
cleaning required
Email system may belimited
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Internet surveys
Accessed from a website and the responsesentered and added directly to the researchers
web site or service
Respondents recruited online or by traditionalmethods
Passwords may be necessary to limit access toonce only
Usually conducted by using an Internet panel
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Internet survey panels
Opt-in panels Participants have agreed to provide data on a regular basis (f.e.
Loyalty program)
Pre-recruited panels
Challenge is to recruit panel that reflects the population Researcher tends to set quotas
Screened panels:
Variation of pre-recruited panel. Participants selected on specificrelevant criteria
Web invited participation
Pop-up or banner invitation
1inN Website visitor selection
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Disadvantages of Internet surveys
Self-selection to participate
Unrepresentative user population
Multiresponders
Lack of interpersonal contact
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Technical issues
May be regarded as SPAM intrusive use, may create sample bias
Genuine survey regarded as spam may slow downresponse
Bad email addresses
in one UK study 35% of invalid addresses from a oneyear-old database. Assumption that email addresseschange frequently.
Duplicate responses (over-sampling) Server-generated passwords required for each respondent to
avoid clicking on Submit more than once.
Olatundun, 2009.