Primary DataPrimary Data

Primary data are data that are Primary data are data that are collected to collected to

help solve a problem or take help solve a problem or take advantage of advantage of

an opportunity on which a decision is an opportunity on which a decision is

pending.pending.

Commercial SurveysCommercial Surveys

Commercial surveys are conducted by Commercial surveys are conducted by

research organizations and fall into research organizations and fall into three three

categories:categories:

1.1. PeriodicPeriodic

2.2. PanelPanel

3.3. SharedShared

Periodic SurveyPeriodic Survey

These surveys measure the same attitudes,These surveys measure the same attitudes, knowledge, and/or behavior using differentknowledge, and/or behavior using different samples at regular points in time. Intervals maysamples at regular points in time. Intervals may range from weekly to annually.range from weekly to annually.

Characteristics of Periodic SurveysCharacteristics of Periodic Surveys

Conducted at regular intervalsConducted at regular intervals Use new sample each timeUse new sample each time Focus the same topicFocus the same topic Topics ranging from values to media usage and Topics ranging from values to media usage and

food preparationfood preparation Allow the analysis of trends over timeAllow the analysis of trends over time Conducted by mail, personal interviews, and Conducted by mail, personal interviews, and

telephonetelephone Face problems of questionnaire design, sampling, Face problems of questionnaire design, sampling,

and survey methodand survey method

Panel SurveysPanel Surveys

Panel surveys generally measure differing Panel surveys generally measure differing attitudes, knowledge, and/or behaviors using attitudes, knowledge, and/or behaviors using the same basic set of respondents at either the same basic set of respondents at either regular or unique time intervals. Sometimes regular or unique time intervals. Sometimes called interval surveys.called interval surveys.

Characteristics of Panel SurveysCharacteristics of Panel Surveys

Use the same samplesUse the same samplesCan be on any topicCan be on any topicA continuous panel: a group of individuals who agree A continuous panel: a group of individuals who agree to report on specified behaviors over time.to report on specified behaviors over time.Interval panel: research firm gathers detailed data on Interval panel: research firm gathers detailed data on each respondent including demographics and each respondent including demographics and attitudinal and product ownership items.attitudinal and product ownership items.

Shared SurveysShared Surveys

These surveys are administered by a research These surveys are administered by a research firm and are composed of questions submitted firm and are composed of questions submitted by multiple clients.by multiple clients.

Characteristics of Shared SurveysCharacteristics of Shared Surveys

Omnibus surveysOmnibus surveysAdministered by research firmsAdministered by research firmsInclude multiple questionsInclude multiple questionsMail, telephone, or personal interviewsMail, telephone, or personal interviewsCosts are shared by several clientsCosts are shared by several clients

AuditsAudits

Audits involve the physical inspection of Audits involve the physical inspection of inventories, sales receipts, shelf facings, inventories, sales receipts, shelf facings, prices, and other aspects of the marketing prices, and other aspects of the marketing mix to determine sales, market share, mix to determine sales, market share, relative price, distribution, or other relative price, distribution, or other relevant information.relevant information.

Store AuditsStore Audits Product AuditsProduct Audits Retail Distribution AuditsRetail Distribution Audits

PanelsPanels

A panel is a group of individuals A panel is a group of individuals or organizations that have agreed or organizations that have agreed to provide information to a to provide information to a researcher over a period of time.researcher over a period of time.

Retail PanelsRetail Panels Consumer PanelsConsumer Panels

Dairy PanelsDairy Panels Electronic PanelsElectronic Panels

The Nature of Survey The Nature of Survey ResearchResearch

Survey research is the systematic Survey research is the systematic gathering of information from gathering of information from respondents for the purpose of respondents for the purpose of understanding and/or predicting understanding and/or predicting some aspect of the behavior of the some aspect of the behavior of the population of interest.population of interest.

It involves sampling, questionnaire It involves sampling, questionnaire design, and data analysis.design, and data analysis.

Survey ResearchSurvey Research

Types of Survey ResearchTypes of Survey Research Telephonic SurveyTelephonic Survey Mailing SurveyMailing Survey

What Is Survey Research?What Is Survey Research?

Survey research is the most common Survey research is the most common method of collecting primary data for method of collecting primary data for making marketing decisions.making marketing decisions.

A method of data collection based on A method of data collection based on communication with representative communication with representative sample of individuals.sample of individuals.

What Is Survey Research?What Is Survey Research?

Surveys can provide data on Surveys can provide data on attitudes, feelings, beliefs, past attitudes, feelings, beliefs, past and intended behaviors, and intended behaviors, knowledge, ownership, personal knowledge, ownership, personal characteristics and other characteristics and other descriptive items.descriptive items.

What Is Survey Research?What Is Survey Research?

Survey can provide evidence of Survey can provide evidence of association (individuals who report association (individuals who report high income also report a high level high income also report a high level of consumption of opera tickets). of consumption of opera tickets). However, surveys can seldom prove However, surveys can seldom prove cause (income may or may not cause (income may or may not cause opera ticket consumption).cause opera ticket consumption).

Types Of Survey ResearchTypes Of Survey Research

Surveys are generally classified Surveys are generally classified according to the method of according to the method of communication used in the communication used in the interviews:interviews: Personal Interviews.Personal Interviews. Telephone Interviews.Telephone Interviews. Mail Interviews.Mail Interviews. Computer InterviewsComputer Interviews

0102030405060708090

100

1978 1982 1986 1990

Telephone

Mail

Mall Intercept

Door-to-door

“Relative popularity of three techniques”

Personal InterviewsPersonal Interviews

A Personal Interview is a form of A Personal Interview is a form of direct communication in which an direct communication in which an interviewer asks respondents interviewer asks respondents questions in a face-to-face situation.questions in a face-to-face situation.

This versatile and flexible method is This versatile and flexible method is a two way conversation between an a two way conversation between an interviewer and a respondent.interviewer and a respondent.

Personal InterviewsPersonal Interviews

Personal interviews are broken into Personal interviews are broken into two categories:two categories:

Mall intercept interviewMall intercept interview:: Personal interviews conducted in shopping Personal interviews conducted in shopping

malls.malls. Door-to-door interviewDoor-to-door interview:: Personal interview conducted at the Personal interview conducted at the

respondent’s home or place of business.respondent’s home or place of business.

Advantages of Personal Advantages of Personal InterviewsInterviews

The opportunity for feedbackThe opportunity for feedback Probing complex answersProbing complex answers Length of interviewLength of interview Complete questionnairesComplete questionnaires Props and visual aidsProps and visual aids High ParticipationHigh Participation

Disadvantages of Personal Disadvantages of Personal InterviewsInterviews

Cost Cost Lack of anonymity of respondentLack of anonymity of respondent Necessity for callbacksNecessity for callbacks Global considerationsGlobal considerations

Telephone InterviewsTelephone Interviews

Contacting respondents by telephone Contacting respondents by telephone to gather responses to survey to gather responses to survey questions.questions.

For several decades telephone For several decades telephone interviewing has been a mainstay of interviewing has been a mainstay of commercial survey research.commercial survey research.

Telephone InterviewsTelephone Interviews

Telephone interviews are categorized Telephone interviews are categorized as:as:

Central location interviewing.Central location interviewing. Computer assisted telephone Computer assisted telephone

interviewing.interviewing.

Central Location Central Location InterviewingInterviewing

The practice of conducting telephone The practice of conducting telephone interviews from a central location, interviews from a central location, which allows effective supervision and which allows effective supervision and control of the quality of interviewing.control of the quality of interviewing.

Low-priced WATS (Wide Area Low-priced WATS (Wide Area Telephone Service) lines have made Telephone Service) lines have made nationwide telephone interviewing nationwide telephone interviewing from a central location practical.from a central location practical.

Computer Assisted Computer Assisted Telephone Interviewing:Telephone Interviewing:

A type of telephone interviewing in A type of telephone interviewing in which a interviewer reads questions which a interviewer reads questions from a computer screen and enters from a computer screen and enters the respondent’s answers directly the respondent’s answers directly into a computer.into a computer.

CATI dominates large-scale CATI dominates large-scale telephone interviews.telephone interviews.

The Strengths And Weaknesses The Strengths And Weaknesses Of Telephone InterviewsOf Telephone Interviews

SpeedSpeed CostCost Absence of face-to-face contactAbsence of face-to-face contact CooperationCooperation CallbacksCallbacks Representative samplesRepresentative samples Lack of visual mediumLack of visual medium Limited durationLimited duration

Mail InterviewsMail Interviews

A self-administrated questionnaire A self-administrated questionnaire sent through the mail to the sent through the mail to the respondents and the completed respondents and the completed questionnaire is returned by mail to questionnaire is returned by mail to the researcher.the researcher.

They can also be distributed by They can also be distributed by magazine and newspaper inserts or magazine and newspaper inserts or they can be attached to productsthey can be attached to products

Advantages of Mail Advantages of Mail InterviewsInterviews

Geographic FlexibilityGeographic Flexibility CostCost Respondent ConvenienceRespondent Convenience Organizational Problems may be Organizational Problems may be

assessed Quickly and Inexpensively.assessed Quickly and Inexpensively.

Disadvantages of Mail Disadvantages of Mail InterviewsInterviews

Interviewer’s AbsenceInterviewer’s Absence Time is MoneyTime is Money Length of mail QuestionnaireLength of mail Questionnaire Standardize QuestionsStandardize Questions

Computer InterviewsComputer Interviews

In a computer interview, the In a computer interview, the computer presents the question to computer presents the question to the respondents on a TV type screen the respondents on a TV type screen and respondents answer via console, and respondents answer via console, or a computer generated voice asks or a computer generated voice asks questions on the telephone and questions on the telephone and respondents answer by using the respondents answer by using the buttons on their touch-tone phones.buttons on their touch-tone phones.

Advantages of Computer Advantages of Computer InterviewsInterviews

Questionnaire time has been cut from 4 Questionnaire time has been cut from 4 hours to about 1 hourhours to about 1 hour

Paper requirements have been greatly Paper requirements have been greatly reducedreduced

Average time per interview have been Average time per interview have been reduced by 50%reduced by 50%

Data analysis is completed the day after Data analysis is completed the day after the interviews are completedthe interviews are completed

The obtained data are more accurateThe obtained data are more accurate

Disadvantages of Computer Disadvantages of Computer InterviewsInterviews

One area in which computer interviewing is One area in which computer interviewing is not gaining acceptance is in telephone not gaining acceptance is in telephone applications.applications.

The refusal rates for computer interviews The refusal rates for computer interviews has been found to be twice those of identical has been found to be twice those of identical traditional telephone interviews 53% vs. 26%traditional telephone interviews 53% vs. 26%

However, one study found this approach to However, one study found this approach to be superior for the respondents under 50 be superior for the respondents under 50 years old.years old.