Information from Respondents: Issues in Data Collection

Marketing ResearchAaker, Kumar, Leone and Day Twelfth EditionInstructor’s Presentation SlidesChapter Nine2Information from Respondents:Issues in Data CollectionMarketing Research 12th Edition Information From SurveysUsed to Capture a Wide Variety of Information:AttitudeDecisions – Focus on process and not the resultsMeasuring the relationship between actions & needs, desires, preferences, motives and goals3Marketing Research 12th Edition Sources of Survey Error4Meaningful ResultsPopulation has been defined correctlyRespondents selected are able and willing to cooperateQuestions are understood by the respondentsSample is representative of the populationInterviewer correctly understands and records the responseRespondents have the knowledge, opinions, attitudes, or facts requiredMarketing Research 12th Edition 5Sources of Error in Information from RespondentMarketing Research 12th Edition Nonresponse Errors Due to RefusalsPhenotypic SourceCharacteristics of the data collection procedureQuestion askedHow question is askedLength of interviewGenotypic SourceIndigenous characteristics of the respondentsAgeSexOccupation6Nature of questions and placeSubject of no interest to the respondentFearInvasion of privacyHostility towards sponsorPersonal biasCharacteristics of the data collection procedure (e.g., Presidential polls)Refusals could also occur due to:Marketing Research 12th Edition Inaccuracy in ResponseInaccuracy in ResponseInability to respondTelescopingAveragingOmission Cannot formulate an adequate answer7Some of these problems can be solved by Aided-recall techniquesMarketing Research 12th Edition Unwillingness to Respond AccuratelyDue to:Concern about invasion of privacyTime pressure and fatiguePrestige seeking and social desirability response biasCourtesy biasUninformed response biasResponse style8Marketing Research 12th Edition Interviewer ErrorThis Depends On:Respondent’s Impression of the InterviewerQuestioning, Probing, and RecordingFraud and DeceitSolved by:Improving Interviewer Quality9Marketing Research 12th Edition Methods of Data CollectionPersonal InterviewTelephone InterviewSelf-administered survey (e.g. mail, email, fax, etc.)10Marketing Research 12th Edition Factors Affecting the Choice of a Survey MethodSamplingType of PopulationQuestion FormQuestion ContentResponse RateCostsAvailable FacilitiesDuration of Data Collection11Marketing Research 12th Edition Ethical Issues in Data CollectionMisrepresentation of Data Collection Process Stems From:Representation of a marketing activity other than research as researchAbuse 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 marketing12Marketing Research 12th Edition 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 interviewMisrepresenting the compensation in order to gain cooperationNot mentioning that a follow-up interview will be madeUsing projective tests and unobtrusive measures to circumvent the need for a respondent’s consentUsing hidden tape recorders to record personal interviewsConducting simulated product tests in which the identical product is tried by the respondent except for variations in characteristics, such as color, that have no influence on the quality of a productNot debriefing the respondent13Marketing Research 12th Edition 14End of Chapter Nine