Essentials of Marketing Research (Second Edition)

Kumar, Aaker & DayKumar, Aaker & Day

Instructor’s Presentation SlidesInstructor’s Presentation Slides

Chapter Eight

Information from Respondents:Information from Respondents:

Issues in Data CollectionIssues in Data Collection

Information From Surveys

Used to Capture a Wide Variety of Information

Attitude

Decisions Focus on process and not the results

Measuring the relationship between actions & needs, desires, preferences, motives and goals

Sources of error in information from respondents

POPULATION RESPONDENT INTERVIEWER

Ambiguity of question (see chapter 11)

Interviewer error

Ambiguity of answer

Inaccuracy in response

• Inability to formulate a response

• Unwillingness to respond

Question

Answer

Non Response due to refusal or not at home

Sampling error (see Chapter 13)

Sample

Sources of Survey Error

The Results Will Be Meaningful If Population has been defined correctly Sample is representative of the population Respondents selected are able and willing to cooperate Questions are understood by the respondents Respondents have the knowledge, opinions, attitudes, or

facts required Interviewer correctly understands and records the response

Non-response Errors Due to Refusals

Refusals Could Occur Due to

Nature of questions and place

Subject of no interest to the respondent

Fear

Invasion of privacy

Hostility towards sponsor

Personal bias

Characteristics of the data collection procedure (e.g., Presidential polls)

Inaccuracy in Response

Inability to respond

Time lag between question asked and when it is answered

Unwillingness to Respond Accurately

This Could Arise Due to the Following Reasons Concern about invasion of privacy Time pressure and fatigue Prestige seeking and social desirability response bias Courtesy bias Uninformed response bias Response style

Interviewer Error

This Depends On

Attitude of the interviewer

Training to question, probe, and record

Fraud and deceit

Methods of Data Collection

Personal Interview

Telephone Interview

Mail Survey

Fax Survey

E-mail Survey

Web-based Survey

Basic Survey Methods

Personal Interview

Telephone Interview

Mail Survey

Personal Interviews

There Are Four Entities Involved

Researcher

Interviewer

Interviewee

The Interview Environment

Personal Interviews

Types

Door to Door Interviewing

Executive Interviewing

Mall Intercept Surveys

Purchase Intercept Technique (PIT)

Omnibus Surveys

Personal Interviews (Contd.)

Methods Door to Door Interviewing Executive Interviewing Mall Intercept Surveys Self Administered Interviews Purchase Intercept Technique (PIT) Omnibus Surveys

Personal Interviews (Contd.)

Advantages Can arouse and keep interest Can build rapport Ask complex questions with the help of visual and other

aids Clarify misunderstandings High degree of flexibility Probe for more complete answers Accurate for neutral questions Do not need an explicit or current list of households or

individuals

Personal Interviews (Contd.)

Disadvantages

Bias of Interviewer

Response Bias

Embarrassing/personal questions

Time Requirements

Cost Per Completed Interview Is High

Telephone Interviewing

The Important Aspects of Telephone Interviewing Are Selecting telephone numbers

Pre specified list A directory Random dialing procedure

Random digit dialing Systematic random digit dialing (SRDD)

The introduction When to call Call reports

Unlisted Phone Numbers in the US

Telephone Interviewing (Contd.)

Advantages Central location, under supervision, at own hours

More interviews can be conducted in a given time Traveling time is saved

More hours of the day are productive Repeated call backs at lower cost Absence of administrative costs Lower cost per completed interview

Intrusiveness of the phone and ease of call backs Less sample bias

Telephone Interviewing (Contd.)

Limitations Inability to employ visual aids or complex tasks Can't be longer than 5-10 min. Or they get boring Amount of data that can be collected is relatively less A capable interviewer essential Sample bias

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

Mail Surveys

Requires a broad identification of the individuals to be sampled before data collection begins

Some Decisions That Need to Be Taken Are Type of Return Envelope Postage Method of Addressing Cover Letter The Questionnaire Length, Layout, Color, Format Etc Method of Notification Incentive to Be Given

Mail Surveys (Contd.)

Advantages

Lower cost

Better results, including a shorter response time

Reliable answers as no inhibiting intermediary

Survey answered at respondents discretion

Mail Surveys (Contd.)

Disadvantages The identity of the respondent is inadequately controlled No control over whom the respondent consults before

answering the questions The speed of the response can't be monitored No control on the order in which the questions are exposed

or answered

Mail Surveys (Contd.)

Disadvantages (Contd.)

The respondent may not clearly understand the question and no opportunity to clarify

No long questionnaires

Subject to availability of a mailing list

Response rate is generally poor

Number of problems such as obsolescence, omissions, duplications, etc

Factors Affecting the Choice of a Survey Method

Sampling

Type of Population

Question Form

Question Content

Response Rate

Costs

Available Facilities

Length of Data Collection

Factors Affecting the Response Rate

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

Intrinsic interest in the topic

Characteristics of the sample

Credibility of the sponsoring organization

Level of induced motivation

Combination of Survey Methods

The Telephone Pre-notification Approach

The Lockbox Approach

The Drop-off Approach

Trends in Survey Methods

Computer Interactive Interviewing

Fax Surveys

Electronic Mail Surveys

Comparative Evaluation

Door-to door Mall Phone Mail

Diversity of questions Use of physical stimuli

Sample control

Field force control Quantity of data per interview Perceived anonymity Potential for interviewer bias

Speed

Cost

Internet Marketing Research

Primary Data E-Mail surveys Online focus groups Online questionnaires Online experiments Online panel Discussion groups

The Power of E-Mail

Send out questionnaires via electronic mail and receive responses via electronic mail

No per-item charge Written trail of communication No intrusion Time to intelligently compose Instantaneous reach

Date: Thu, 12 Dec 1996 09:35:00 -0700

From: "Paul R. Messinger" <Paul.Messinger@UAlberta.CA>

Subject: Marketing College Values Your Opinion!

To: mktg@gpu.srv.ualberta.ca

The College on Marketing business meeting at the Fall INFORMS Conference in Atlanta voted to try a QUICK e-mail survey on two questions. Please take a moment to answer.

1. What are your preferences regarding the timing of the Spring Marketing Science Conference?

Prefer Wouldn't Attend

a. Conference held in March __________ _______________

b. Conference held in May/June __________ _______________

c. Held Outside U.S. & Canada Every 3 Years __________ _______________

d. Held Outside U.S. & Canada Every 4 Years __________ _______________

2. Unlike the Spring Conference, where attendence has never been larger, participation in the Marketing Track at the Fall INFORMS Conference has diminished in the last several years. Do you favor repositioning the Marketing Track at the Fall INFORMS conference somehow (e.g., as a specialized mini-conference), leaving the Track as is, or abolishing the Track altogether? Please answer in no more than two sentences.

___________________________________________________________________________

___________________________________________________________________________

Happy Holidays! Ho Ho!

*******************************************************

Paul R. Messinger 403-492-3954; fax 403-492-3325

Department of Marketing; Faculty of Business; Univ. of Alberta Edmonton AB T6G 2R6; Canada

E-Mail Survey

Pro’s Greater speed of delivering and receiving Tremendous cost savings over regular mail No intermediaries - usually read only by recipient Asynchronous communicationCon’s Not completely confidential Limited to actual E-Mail users Creative Impulses (e.g. re-write scales) Typographical issues: ñ ¿

Advantages of On-line Surveys

Extremely cost efficient High-speed No geographic boundaries Pre-screening of respondents possible Multimedia stimuli Automatic data entry check Sophisticated skip and branching patterns Instantaneous data access Easy to update

Limitations of On-line Surveys

Only Internet demographics (strong sample bias)

Strong selection bias for respondents who are not pre-screened

User identity not ensured Users must find site

Surveys in the International Context

Personal

Dominant mode of data collection outside the US

Telephone

Low levels of telephone ownership in some countries

Poor communication network in some countries

Mail

Absence of mailing lists

Poor mail services in some countries

Ethical Issues in Data Collection

Misrepresentation of Data Collection Process Stems From

Representation of a marketing activity other than research as research

Abuse of respondents rights during the data collection process, under the rationale of providing better quality research. E.G.,

Use of survey for selling purposes Use of survey to obtain names and addresses

of prospects for direct marketing

Ethical Issues in Data Collection (Contd.)

The Rights of the Respondents Can Be Violated By

Disguising the purpose of a particular measurement

Deceiving the prospective respondent as to the true duration of the interview

Misrepresenting the compensation in order to gain cooperation

Ethical Issues in Data Collection (Contd.)

The Rights of the Respondents Can Be Violated By Not mentioning to the respondent that a follow up interview will be

made

Using projective tests and unobtrusive measures to circumvent the need for a respondents consent

Using hidden tape recorders

Not debriefing the respondent

Conducting simulated product tests in which identical product is tried by respondent except for variations in color