Chapter 9 - Marketing Research

Marketing Research 8th Edition Marketing Research 8th Edition Aaker, Kumar, Day Aaker, Kumar, Day

Marketing ResearchMarketing Research

Aaker, Kumar, DayAaker, Kumar, Day

Eighth EditionEighth Edition

Instructor’s Presentation SlidesInstructor’s Presentation Slides


Chapter NineChapter Nine

Information from Respondents:Information from Respondents:

Issues in Data CollectionIssues in Data Collection


Information From SurveysInformation From Surveys

Used to Capture a Wide Variety of Information:Used to Capture a Wide Variety of Information:

AttitudeAttitude

Decisions Decisions

Focus on process and not the resultsFocus on process and not the results

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


Sources of Survey ErrorSources of Survey Error

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

or facts requiredor facts required Interviewer correctly understands and records the Interviewer correctly understands and records the

responseresponse


POPULATION RESPONDENT INTERVIEWERSample Question

Answer

Sampling error

Nonresponse due to refusals or not-at-home

Ambiguity of question

Interviewer error

Ambiguity of answer

Inaccuracy in response

•Inability to formulate a response

•Unwillingness to respond

Sources of Survey Error


Non-response Errors Due to RefusalsNon-response Errors Due to Refusals

Refusals Could Occur Due to:Refusals Could Occur Due to: Nature of questions and placeNature of questions and place Subject of no interest to the respondentSubject of no interest to the respondent FearFear Invasion of privacyInvasion of privacy Hostility towards sponsorHostility towards sponsor Personal biasPersonal bias Characteristics of the data collection procedure (e.G., Characteristics of the data collection procedure (e.G.,

Presidential polls)Presidential polls)


Non-response Errors Due to Refusals Non-response Errors Due to Refusals (Cont.)(Cont.)

Phenotypic SourcePhenotypic Source Characteristics of the data collection procedureCharacteristics of the data collection procedure

Question askedQuestion asked How question is askedHow question is asked Length of interviewLength of interview

Genotypic SourceGenotypic Source Indigenous characteristics of the respondentsIndigenous characteristics of the respondents

AgeAge SexSex OccupationOccupation


Inaccuracy in ResponseInaccuracy in Response

Inability to respondInability to respond

TelescopingTelescoping

AveragingAveraging

Omission Omission

Cannot formulate an adequate answerCannot formulate an adequate answer

Some of these problems can be solved by:Some of these problems can be solved by:

Aided-recall techniquesAided-recall techniques


Unwillingness to Respond AccuratelyUnwillingness to Respond Accurately

This Could Arise Due to the Following This Could Arise Due to the Following Reasons:Reasons:

Concern about invasion of privacyConcern about invasion of privacy

Time pressure and fatigueTime pressure and fatigue

Prestige seeking and social desirability response biasPrestige seeking and social desirability response bias

Courtesy biasCourtesy bias

Uninformed response biasUninformed response bias

Response styleResponse style


Interviewer ErrorInterviewer Error

This Depends On:This Depends On:

Respondent’s Impression of the InterviewerRespondent’s Impression of the Interviewer

Questioning, Probing, and RecordingQuestioning, Probing, and Recording

Fraud and DeceitFraud and Deceit

Improving Interviewer QualityImproving Interviewer Quality


Methods of Data CollectionMethods of Data Collection

Personal InterviewPersonal Interview

Telephone InterviewTelephone Interview

Mail Survey Mail Survey

Fax SurveyFax Survey

E-mail SurveyE-mail Survey

Web-based SurveyWeb-based Survey


Factors Affecting the Choice of a Factors Affecting the Choice of a Survey MethodSurvey Method

SamplingSampling Type of PopulationType of Population Question FormQuestion Form Question ContentQuestion Content Response RateResponse Rate CostsCosts Available FacilitiesAvailable Facilities Length of Data CollectionLength of Data Collection


Ethical Issues in Data CollectionEthical Issues in Data Collection

Misrepresentation of Data Collection Process Stems Misrepresentation of Data Collection Process Stems From:From:

Representation of a marketing activity other than Representation of a marketing activity other than research as researchresearch as research

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

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

prospects for direct marketingprospects for direct marketing


Ethical Issues in Data Collection Ethical Issues in Data Collection (Contd.)(Contd.)

The Rights of the Respondents Can Be Violated By:The Rights of the Respondents Can Be Violated By:

Disguising the purpose of a particular measurement Disguising the purpose of a particular measurement

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

Misrepresenting the compensation in order to gain Misrepresenting the compensation in order to gain cooperationcooperation


Ethical Issues in Data Collection Ethical Issues in Data Collection (Contd.)(Contd.)

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

be madebe made

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

Using hidden tape recordersUsing hidden tape recorders

Not debriefing the respondentNot debriefing the respondent

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

Education

Chapter 9 - Marketing Research