Transcript Marketing Research

Marketing Research
Aaker, Kumar, Day
Ninth Edition
Instructor’s Presentation Slides
1
Chapter Ten
Information from Respondents:
Survey Methods
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Basic Survey Methods
 Personal Interview
 Telephone Interview
 Mail Survey
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Personal Interviewing
Characterized by interaction of Four Entities:
 Researcher
 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
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Mail Surveys (Contd.)
Limitations (Contd.):
 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 (contd.)
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.
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Self-Administration Surveys (contd.)
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
 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
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Fax Surveys (contd.)
Disadvantages
 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
 Dominant mode of data collection outside the US
 Telephone Interviews
 Low levels of telephone ownership in some
countries
 Poor communication network in some countries
 Mail Surveys
 Absence of mailing lists
 Poor mail services in some countries
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