Marketing ResearchAaker, Kumar, DayNinth EditionInstructor’s Presentation Slides

Chapter Eight

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Information from Respondents:Issues in Data Collection

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Information From Surveys

Used to Capture a Wide Variety of Information:

▫ Attitude

▫ Decisions – Focus on process and not the results

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

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Sources of Survey Error

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Sources of Error in Information from Respondent

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POPULATION RESPONDENT INTERVIEWER

SampleQuestion Answer

Sampling error

Non-response 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

Non-response Errors Due to Refusals

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• Nature of questions and place• Subject of no interest to the

respondent• Fear• Invasion of privacy

• Hostility towards sponsor• Personal bias• Characteristics of the data collection

procedure (e.g., Presidential polls)

Refusals could also occur due to:

Inaccuracy in Response7

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Some of these problems can be solved by Aided-recall techniques

Unwillingness to Respond AccuratelyDue to:

▫ Concern about invasion of privacy

▫ Time pressure and fatigue

▫ Prestige seeking and social desirability response bias

▫ Courtesy bias

▫ Uninformed response bias

▫ Response style

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Interviewer Error

This Depends On:

•Respondent’s Impression of the Interviewer

•Questioning, Probing, and Recording

•Fraud and Deceit

Solved by:

•Improving Interviewer Quality

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Methods of Data Collection

•Personal Interview

•Telephone Interview

•Mail Survey

•Fax Survey

•E-mail Survey

•Web-based Survey

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Factors Affecting the Choice of a Survey Method

• Sampling

• Type of Population

• Question Form

• Question Content

• Response Rate

• Costs

• Available Facilities

• Duration of Data Collection

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Ethical Issues in Data Collection

Misrepresentation of Data Collection Process Stems From:

•Representation of a marketing activity other than research as research

•Abuse 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 marketing

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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 interview

• Misrepresenting the compensation in order to gain cooperation

• Not mentioning that a follow-up interview will be made

• Using projective tests and unobtrusive measures to circumvent the need for a respondent’s consent

• Using hidden tape recorders

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