MR2300 MARKETING RESEARCH WITH PAUL TILLEY Unit 5: Primary Research - Survey Research

MR2300MARKETING RESEARCHWITH PAUL TILLEY

Unit 5: Primary Research -

Survey Research

IN THIS VIDEO WE WILL:

Part 1 Define Primary research Discuss the nature of surveys in primary Market research. Understand the advantages and disadvantages of surveys Identify the various types of survey error

Part 2 Discuss the different ways to conduct Market research

surveys and the relative advantages and relative disadvantages of each way.

Discuss possible strategies to improve survey response rates

Stages of the Research Process

1.Problem Discoveryand DefinitionExploratory Research

Secondary Data Research

2. ResearchDesign

Primary Research

3. Sampling4. Data

Gathering

5. Data Processingand Analysis

6. Conclusions andReporting

and so on

PRIMARY RESEARCH

Primary research is any type of research that you go out and collect yourself for the purposes of helping to address a particular research problem. Primary data is usually collected through surveys, observations, and experiments.

PRIMARY RESEARCH

PRIMARY RESEARCH: SURVEYS

This unit will focus on Survey Research. Surveys ask respondents for information using verbal or written questioning

RESPONDENTS Respondents the people

that we survey. They are a representative sample of people in the population.

GATHERING INFORMATION VIA SURVEYS: ADVANTAGES

Quick

Inexpensive

Efficient

Accurate

Flexible

GATHERING INFORMATION VIA SURVEYS: DISADVANTAGESThe reliability of survey data may depend on the following factors:

Respondents may not feel encouraged to provide accurate, honest answers

Respondents may not feel comfortable providing answers that present themselves in a unfavorable manner.

Respondents may not be fully aware of their reasons for any given answer because of lack of memory on the subject, or even boredom.

Data errors due to question non-responses may exist. The number of respondents who choose to respond to a survey question may be different from those who chose not to respond, thus creating bias.

Survey question answer options could lead to unclear data because certain answer options may be interpreted differently by respondents.

Customized surveys can run the risk of containing certain types of errors

SURVEY PROBLEMS

Survey Sample Error

Poor Design/Improper Execution

RANDOM SAMPLING ERROR A statistical fluctuation that

occurs because of change variation in the elements selected for the sample

SYSTEMATIC ERROR

Systematic error results from some imperfect aspect of the research design or from a mistake in the execution of the research

RESPONDENT ERROR

A classification of sample bias resulting from some respondent action or inaction

Nonresponse bias

Response bias

NONRESPONSE ERROR Nonrespondents - people who refuse to

cooperate

Not-at-homes

Self-selection bias Over-represents extreme positions

Under-represents indifference

RESPONSE BIAS

A bias that occurs when respondents tend to answer questions with a certain slant that consciously or unconsciously misrepresents the truth

A category of response bias that results because some individuals tend to agree with all questions or to concur with a particular position.

A category of response bias that results because response styles vary from person to person; some individuals tend to use extremes when responding to questions.

EXTREMITY BIAS

A response bias that occurs because the presence of the interviewer influences answers.

INTERVIEWER BIAS

AUSPICES BIAS Bias in the responses of subjects caused by the respondents being influenced by the organization conducting the study.

SOCIAL DESIRABILITY BIAS

Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role.

ADMINISTRATIVE ERROR

Improper administration of the research task

Blunders

Confusion Neglect Omission

ADMINISTRATIVE ERROR

Data processing error - incorrect data entry, computer programming, or other procedural errors during the analysis stage.

ADMINISTRATIVE ERROR

Sample selection error -improper sample design or sampling procedure execution.

ADMINISTRATIVE ERROR

Interviewer error - field mistakes

ADMINISTRATIVE ERROR

Interviewer cheating - filling in fake answers or falsifying interviewers

PART 2

Conducting the Survey

CONDUCTING MARKETING RESEARCH:COMMUNICATING WITH RESPONDENTS

Personal interviews Door-to-door

Shopping mall intercepts

Telephone interviews

Self-administered questionnaires

PERSONAL INTERVIEWS

Good Afternoon, my name is

_________. I am with _________

survey research company. We are conducting a survey on_________

DOOR-TO-DOOR PERSONAL INTERVIEW

Speed of data collection Moderate to fast

Geographical flexibility Limited to moderate

Respondent cooperation Excellent

Versatility of questioning Quite versatile

DOOR-TO-DOOR PERSONAL INTERVIEW Questionnaire length

Long

Item nonresponse Low

Possibility of respondent misunderstanding Lowest

DOOR-TO-DOOR PERSONAL INTERVIEW

Degree of interviewer influence of answer High

Supervision of interviewers Moderate

Anonymity of respondent Low

DOOR-TO-DOOR PERSONAL INTERVIEW

Ease of call back or follow-up Difficult

Cost Highest

Special features Visual materials may be shown or demonstrated; extended

probing possible

MALL INTERCEPT PERSONAL INTERVIEW

Speed of data collection Fast

Geographical flexibility Confined, urban bias

Respondent cooperation Moderate to low

Versatility of questioning Extremely versatile

MALL INTERCEPT PERSONAL INTERVIEW

Speed of Data Collection Fast

Geographical Flexibility Confined, urban bias

Respondent Cooperation Moderate to low

Versatility of Questioning

Extremely versatile

MALL INTERCEPT PERSONAL INTERVIEW Questionnaire length

Moderate to long

Item nonresponse Medium

Possibility of respondent misunderstanding Lowest

MALL INTERCEPT PERSONAL INTERVIEW

Degree of interviewer influence of answers Highest

Supervision of interviewers Moderate to high

Anonymity of respondent Low

MALL INTERCEPT PERSONAL INTERVIEW

Ease of call back or follow-up Difficult

Cost Moderate to high

Special features Taste test, viewing of TV commercials possible

TELEPHONE SURVEYS

TELEPHONE SURVEYS

Speed of Data Collection Very fast

Geographical Flexibility High

Respondent Cooperation Good

Versatility of Questioning Moderate

TELEPHONE SURVEYS

Questionnaire Length Moderate

Item Nonresponse Medium

Possibility of Respondent Misunderstanding Average

Degree of Interviewer Influence of Answer Moderate

TELEPHONE SURVEYS

Supervision of interviewers High, especially with central location WATS interviewing

Anonymity of respondent Moderate

Ease of call back or follow-up Easy

TELEPHONE SURVEYS

Cost Low to moderate

Special features Fieldwork and supervision of data collection are simplified; quite

adaptable to computer technology

TELEPHONE SURVEYS

Central location interviewing

Computer-assisted telephone interviewing

Computerized voice-activated interviews

MAIL SURVEYS

MAIL SURVEYS

Speed of data collection Researcher has no control over return of questionnaire; slow

Geographical flexibility High

Respondent cooperation Moderate--poorly designed questionnaire will have low response

rate

MAIL SURVEYS

Versatility of questioning Highly standardized format

Questionnaire length Varies depending on incentive

Item nonresponse High

MAIL SURVEYS Possibility of respondent misunderstanding

Highest--no interviewer present for clarification

Degree of interviewer influence of answer None--interviewer absent

Supervision of interviewers Not applicable

MAIL SURVEYS Anonymity of respondent

High

Ease of call back or follow-up Easy, but takes time

Cost Lowest

INCREASING RESPONSE RATES

Effective cover letter

Money helps

Interesting questions

Follow-ups

Advanced notification

Survey sponsorship

Keying questionnaires

E-MAIL QUESTIONNAIRE SURVEYS

Speed of data collection Instantaneous

Geographic flexibility worldwide

Cheaper distribution and processing costs

E-MAIL QUESTIONNAIRE SURVEYS Flexible, but

Extensive differences in the capabilities of respondents’ computers and e-mail software limit the types of questions and the layout

E-mails are not secure and “eavesdropping” can possibly occur

Respondent cooperation Varies depending if e-mail is seen as “spam”

INTERNET SURVEYS

A self-administered questionnaire posted on a Web site.

Respondents provide answers to questions displayed online by highlighting a phrase, clicking an icon, or keying in an answer.

INTERNET SURVEYS Speed of data collection

Instantaneous

Cost effective

Geographic flexibility worldwide

Visual and interactive

INTERNET SURVEYS Respondent cooperation

Varies depending on web site

Varies depending on type of sample

When user does not opt-in or expect a voluntary survey cooperation is low.

Self-selection problems in web site visitation surveys - participants tend to be more deeply involved than the average person.

INTERNET SURVEYS Versatility of questioning

Extremely versatile

Questionnaire length Individualized base on respondent answers

Longer questionnaires with panel samples

Item nonresponse Software can assure none

INTERNET SURVEYS Representative samples

The quality of internet samples may vary substantially.

A sample of those who visit a web page and voluntarily fill out a questionnaires can have self-selection error.

INTERNET SURVEYS

1) not all individuals in the general public have internet access

2) many respondents lack powerful computers with high-speed connections to the internet

3) many respondents computer skills will be relatively unsophisticated.

INTERNET SURVEYS Possibility for respondent misunderstanding

High

Interviewer influence of answers None

Supervision of interviewers not required

INTERNET SURVEYS Anonymity of Respondent

Respondent can be anonymous or known

Ease of Callback or Follow-up difficult unless e-mail address is known

Special Features allows graphics and streaming media

THERE IS NO BEST FORM OF SURVEY; EACH HAS ADVANTAGES AND DISADVANTAGES.

SELECTED QUESTIONS TO DETERMINE THE APPROPRIATE TECHNIQUE Is the assistance of an interviewer necessary?

Are respondents interested in the issues being investigated?

Will cooperation be easily attained? How quickly is the information needed?

Will the study require a long and complex questionnaire?

How large is the budget?

PRETESTING

A trial run with a group of respondents to iron out fundamental problems in the instructions of survey design

“PRACTICE IS THE BEST OF ALL INSTRUCTORS.”

PUBLIUS SYRUS