Transcript Marketing Research - Cal State LA

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Marketing Research
Aaker, Kumar, Day, and Leone
Tenth Edition
Instructor’s Presentation Slides
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Chapter Eight
Information from Respondents:
Survey Methods
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Basic Survey Methods
Personal Interview
Telephone Interview
Mail Survey
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Personal Interviewing
Researcher
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Interviewer
Interviewee
Interview
Environment
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Personal Interview Methods
• Door to Door Interviewing
• Executive Interviewing
• Mall Intercept Surveys
• Self-Administered Interviews
• Purchase Intercept Technique (PIT)
• Omnibus Surveys
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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
• Good for neutral questions
• Do not need an explicit or current list of
households or individuals
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Personal Interviews (Contd.)
Limitations
• Bias of Interviewer
• Response Bias
• Embarrassing/personal
questions
• Time Requirements
• Cost Per Completed Interview Is
High
• Trained staff of interviewers
geographically near the sample
required
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Comparative Indices of Direct
Costs per Completed Interview*
*Includes travel and telephone charges, interviewer compensation, training, and direct
supervision expenses
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Telephone Interviewing
• Selecting telephone numbers
▫ Pre-specified list
▫ A directory
▫ Random dialing procedure
 Random digit dialing
 Systematic random digit dialing (SRDD)
 Plus-one dialing
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Telephone Interviewing (Contd.)
Advantages
• Central location, under supervision, at own hours
• More interviews can be conducted in a given time
• Travelling time is saved
• Shorter data collection periods
• More hours of the day are productive
• Repeated call backs at lower cost (WATS)
• Absence of administrative costs
• Lower cost per completed interview
• Less sample bias due to nonresponse
• Intrusiveness of the phone
• Ease of call backs
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Telephone Interviewing (Contd.)
Limitations
• Inability to employ visual aids or complex tasks
• Interviewer must rely solely on verbal cues to
judge the reaction
• and understanding of respondents
• 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
• Potential for sample bias
• No phone, unlisted phone or mobile phones
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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
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Mail Surveys (Contd.)
Advantages
• Lower cost
• Better results, including a shorter
response time
• Reliable answers as no inhibiting
intermediary
• Survey answered at respondents’
discretion
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Mail Surveys (Contd.)
Limitations
• 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 and
answered
• Respondents’ understanding of the questions
• The respondent may not clearly understand the question and has no
opportunity to clarify
• Cannot have long questionnaires
• Subject to availability of a mailing list
• Response rate is generally poor
• Number of problems such as obsolescence, omissions, duplications,
etc
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Factors Affecting the Response Rate
• Perceived amount of work required, length of
the questionnaire and ease of completion
• Intrinsic interest in the topic
• Characteristics of the sample
• Credibility of the sponsoring organization
• Level of induced motivation
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Coping with Non-response to Mail Surveys
To achieve high response rate:
▫ Include monetary incentive
▫ Send a follow-up letter
▫ Include return envelope
Alternatives:
▫ Mail Panels
▫ Fax Surveys
▫ Web surveys
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Response Rate Chart
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Combination of Survey Methods
The Telephone
Pre-notification Approach
The Lockbox Approach
The Drop-off Approach
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Personal Interviewing
Advantages
• The best way to implement some sample
designs.
• Most effective way of enlisting cooperation.
• Advantages of interview questions-probing
for adequate answers, accurately following
complex instructions or sequences.
• Multi-method data collection feasible
• Rapport and confidence building possible.
• Probably longer interviews can be done in
person.
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Personal Interviewing (contd.)
Disadvantages
• Likely to be more costly than alternatives.
• A trained staff of interviewers that is
geographically near the sample is needed.
• The total data collection period is likely to
be longer than for most procedures.
• Some samples may be more accessible by
some other mode.
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Telephone Interviewing
Advantages
• Lower costs than personal interviews.
• Random Digit-Dialing (RDD) sampling of
general population.
• Better access to certain populations
• Shorter data collection periods.
• The advantages of interviewer administration
(In contrast to mail surveys).
• Interviewer staffing and management easier
than personal interviews
• Likely better response rate from a list sample
than from mail
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Telephone Interviewing
Disadvantages
• Sampling limitations, especially as a result of
omitting those without telephone
• Non-response associated with RDD
sampling is higher than with interviews
• Questionnaires or measurement constraints
• Possibly less appropriate for personal or
sensitive questions if no prior contact
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Self-Administration Surveys
Advantages
• Ease of presenting questions requiring visual aids.
• Asking questions with long or complex response categories
is facilitated.
• Asking batteries of similar questions is possible.
Disadvantages
• Especially careful questionnaire design is needed.
• Open questions usually are not useful.
• Good reading and writing skills are needed by
respondents.
• The interviewer is not present to exercise quality control
with respect to answering all questions, meeting questions
objectives, or the quality of answers provided.
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Mail Procedures
Advantages
• Relatively low cost.
• Can be accomplished with minimal staff and
facilities.
• Provides access to widely dispersed samples.
• Respondents have time to give thoughtful answers,
look up records, or consult others.
Disadvantages
• Ineffective as a way of enlisting cooperation.
• Various disadvantages of not having interviewer
involved in data collection.
• Need for good mailing addresses for sample.
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Drop-off Questionnaire
Advantages
• The interviewer can explain the study, answer
questions, and designate a respondent.
• Response rates tend to be like those of
personal interview studies.
• There is more opportunity to give thoughtful
answers and consult records
Disadvantages
• Costs about as much as personal interviews.
• A field staff is required.
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Fax Surveys
Advantages
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Relatively low cost; local faxes are free.
Can be accomplished with minimal staff and facilities
Provides access to widely dispersed samples.
Respondents have time to give thoughtful answers.
Telephone charges are decreasing.
Technology is improving.
List management is easy.
Fast; can send and receive by computer.
More reliable than mail in some countries
Disadvantages
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Higher fixed costs for computer/fax equipment, multiple phone lines.
Costs increase with minutes.
Cost varies by time on line, time of day, distance, and telephone carrier.
Usually limited to organizational populations.
Loss of anonymity.
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Trends in Survey Research
• Computer-Assisted Personal Interviewing
• Computer-Assisted Self-interviewing
• Fully Automated Self-interviewing
• Computer-Assisted Telephone Interviewing
(CATI)
• Computer Discs by Mail
• Electronic Mail Survey
• Computer-generated Fax Survey
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Surveys in the International Context
Personal
Interviewing
Telephone
Interviews
Mail Survey
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• Dominant mode of data collection
outside the US
• Low levels of telephone ownership in
some countries
• Poor communication network in some
countries
• Absence of mailing lists
• Poor mail services in some countries
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