Information from Respondents: Survey Methods

Marketing ResearchAaker, Kumar, Leone and Day Twelfth EditionInstructor’s Presentation Slides1Chapter Ten2Information from Respondents: Survey MethodsMarketing Research 12th Edition Basic Survey Methods3Personal InterviewTelephone InterviewSelf-Administered SurveysMarketing Research 12th Edition Personal Interviewing4ResearcherInterviewerIntervieweeInterview EnvironmentMarketing Research 12th Edition Personal Interview MethodsAt Home or Work InterviewingExecutive InterviewingMall Intercept SurveysPurchase Intercept Technique (PIT)Omnibus Surveys5Marketing Research 12th Edition Personal Interviews (Contd.)6AdvantagesCan arouse and keep interestCan build rapportAsk complex questions with the help of visual and other aidsClarify misunderstandingsHigh degree of flexibilityProbe for more complete answersGood for neutral questionsDo not need an explicit or current list of households or individualsMarketing Research 12th Edition Personal Interviews (Contd.)7LimitationsBias of InterviewerResponse BiasEmbarrassing/personal questionsTime RequirementsCost Per Completed Interview is HighTrained staff of interviewers geographically near the sample requiredMarketing Research 12th Edition Comparative Indices of Direct Costs per Completed Interview*8*Includes travel and telephone charges, interviewer compensation, training, and direct supervision expensesMarketing Research 12th Edition Telephone InterviewingSelecting telephone numbersPre-specified listA directoryRandom dialing procedureRandom digit dialingSystematic random digit dialing (SRDD) Plus-one dialing9Marketing Research 12th Edition Telephone Interviewing (Contd.)10AdvantagesMore interviews can be conducted in a given time Travelling time is savedShorter data collection periodsMore hours of the day are productiveRepeated call backs at lower cost (WATS)Absence of administrative costsLower cost per completed interviewLess sample bias due to nonresponseIntrusiveness of the phone Ease of call backsMarketing Research 12th Edition Telephone Interviewing (Contd.)11LimitationsInability to employ visual aids or complex tasksInterviewer must rely solely on verbal cues to judge the reaction and understanding of respondentsCan't be longer than 5-10 min. or they get boringAmount of data that can be collected is relatively lessA capable interviewer essentialPotential for sample biasNo phone, unlisted phone or mobile phonesMarketing Research 12th Edition Self-Administered SurveysThis type of survey can be emailed, mailed, faxed or simply handed to the respondentNo interviewer is involvedThis technique has one major disadvantage:There is no one present to explain things to the respondent and clarify responses to open-ended questions.Most of the open-ended questions being totally useless12Marketing Research 12th Edition Self-Administered Surveys (Contd)Some Decisions That Need to Be Taken Are:Method of addressingCover letterQuestionnaire length, content, layout, color, and formatMethod of notification; should there be a follow-up?Incentive to be given13Marketing Research 12th Edition 14AdvantagesLower costBetter results, including a shorter response timeReliable answers as no inhibiting intermediarySurvey answered at respondents’ discretionMarketing Research 12th Edition Self-Administered Surveys (Contd)15LimitationsThe absence of an interviewer means that a large number of variables are controlled inadequately, including the following:The identity of the respondentWhom the respondent consults for help in answering questionsThe speed of the responseThe order in which the questions are exposed and answeredRespondent understanding of the questionsMarketing Research 12th Edition Self-Administered Surveys (Contd)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 motivationAn increased unethical use of marketing research to sell products16Marketing Research 12th Edition Coping with Non-response to Self-administered SurveysTo achieve high response rate:Include monetary incentiveSend a follow-up letterInclude return envelopeAlternatives:Mail PanelsWeb surveys17Marketing Research 12th Edition Response Rate Chart18Marketing Research 12th Edition Combination of Survey Methods19The Telephone Pre-notification ApproachThe Lockbox ApproachThe Drop-off ApproachMarketing Research 12th Edition Recent Developments in Software and Hardware20Marketing Research 12th Edition GRiDPADFormProScanProScanPhoneTrends in Survey Research21Marketing Research 12th Edition Computer-Assisted Telephone Interviewing (CATI)Provides researchers with a way to prevent many interviewer errorsAt its best, computer-controlled telephone interviewing can produce faster, more complete, data to the researcher.Computer Interactive Interviewing.In computer interactive interviewing the respondent interacts directly with the computerComputer interactive interviewing has resulted in better responses from respondents and, in some instances, 30 to 40 percent cost savings.Surveys in the International Context22Personal InterviewingDominant mode of data collection outside the USTelephone InterviewsLow levels of telephone ownership in some countriesPoor communication network in some countries Self-Administration SurveyAbsence of mailing listsPoor mail services in some countriesMarketing Research 12th Edition Personal interviewing23AdvantagesThe 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 feasibleRapport and confidence building possible.Probably longer interviews can be done in person. Marketing Research 12th Edition Personal Interviewing (contd.)DisadvantagesLikely 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.24Marketing Research 12th Edition Telephone Interviewing25AdvantagesLower costs than personal interviews.Random Digit-Dialing (RDD) sampling of general population.Better access to certain populationsShorter 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 mailMarketing Research 12th Edition Telephone InterviewingDisadvantagesSampling limitations, especially as a result of omitting those without telephoneNon-response associated with RDD sampling is higher than with interviewsQuestionnaires or measurement constraintsPossibly less appropriate for personal or sensitive questions if no prior contact26Marketing Research 12th Edition Self-Administration Surveys27AdvantagesEase of presenting questions requiring visual aids.Asking questions with long or complex response categories is facilitated.Asking batteries of similar questions is possible.DisadvantagesEspecially 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.Marketing Research 12th Edition 28End of Chapter Ten