Marketing Research Aaker, Kumar, Day Sixth Edition Instructors Presentation Slides

Marketing ResearchMarketing Research

Aaker, Kumar, DayAaker, Kumar, Day

Sixth EditionSixth Edition

Instructor’s Presentation SlidesInstructor’s Presentation Slides

Chapter TenChapter Ten

Information from Respondents:Information from Respondents:

Survey MethodsSurvey Methods

3Marketing Research (Sixth Edition) Aaker, Kumar, Day

Basic Survey MethodsBasic Survey Methods

Personal Interview

Telephone Interview

Mail Survey


Personal InterviewsPersonal Interviews

There Are Four Entities Involved

Researcher

Interviewer

Interviewee

The Interview Environment


Personal Interviews (Contd.)Personal Interviews (Contd.)

Methods

Door to Door Interviewing

Executive Interviewing

Mall Intercept Surveys

Self Administered Interviews

Purchase Intercept Technique (PIT)

Omnibus Surveys



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

Accurate for neutral questions

Do not need an explicit or current list of households or individuals



Disadvantages

Bias of Interviewer

Response Bias Embarrassing/personal questions

Time Requirements

Cost Per Completed Interview Is High


Telephone InterviewingTelephone Interviewing

The Important Aspects of Telephone Interviewing Are

Selecting telephone numbers Pre specified list

A directory

Random dialing procedure

• Random digit dialing

• Systematic random digit dialing (SRDD)

The introduction

When to call

Call reports


Telephone Interviewing (Contd.)Telephone Interviewing (Contd.)

Advantages Central location, under supervision, at own hours

More interviews can be conducted in a given time Travelling time is saved

More hours of the day are productive

Repeated call backs at lower cost

Absence of administrative costs

Lower cost per completed interview

Intrusiveness of the phone and ease of call backs Less sample bias


Telephone Interviewing (Contd.)Telephone Interviewing (Contd.)

Limitations

Inability to employ visual aids or complex tasks

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

Sample bias As all people do not have phones, or are not listed


Mail SurveysMail 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


Mail Surveys (Contd.)Mail Surveys (Contd.)

Advantages

Lower cost

Better results, including a shorter response time

Reliable answers as no inhibiting intermediary

Survey answered at respondents discretion


Mail Surveys (Contd.)Mail Surveys (Contd.)

Disadvantages

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 or answered


Mail Surveys (Contd.) Mail Surveys (Contd.)

Disadvantages (Contd.)

The respondent may not clearly understand the question and no opportunity to clarify

No long questionnaires

Subject to availability of a mailing list

Response rate is generally poor

Number of problems such as obsolescence, omissions, duplications, etc


Factors Affecting the Response RateFactors Affecting the Response Rate

Perceived amount of work required, and the length of the questionnaire

Intrinsic interest in the topic

Characteristics of the sample

Credibility of the sponsoring organization

Level of induced motivation


Combination of Survey MethodsCombination of Survey Methods

The Telephone Pre-notification Approach

The Lockbox Approach

The Drop-off Approach


Comprehensive Advantages and Comprehensive Advantages and Disadvantages of Various MethodsDisadvantages of Various Methods

Table 10-3Survey Method: Personal InterviewingAdvantages There are sample designs that can be implemented best

by personal interview (e.g. area probability samples). Personal interview procedures are probably the most

effective way of enlisting cooperation. Advantages of interview questions-probing for adequate

answers, accurately following complex instructions or sequences are realized.

Multimethod data collection, including observation, visual cues, and self administered sections, are feasible.

Rapport and confidence building are possible. Probably longer interviews can be done in person.


Table 10-3 (Cont.)Table 10-3 (Cont.)

Survey Method: Personal InterviewingDisadvantages

It is likely to me 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 (those in high-rise buildings or high

crime areas, elites, employees, students) may be more accessible by some other mode.


Table 10-3 (Cont.)Table 10-3 (Cont.)Survey Method: Telephone InterviewingAdvantages Lower costs than personal interviews. Random Digit-Dialing (RDD) sampling of general

population. Better access to certain populations, especially as

compared to personal interviews. Shorter data collection periods. The advantages of interviewer administration (In

contrast to mail surveys). Interviewer staffing and management easier than

personal interviews-smaller staff needed, not necessary to be near sample, supervision and quality control potentially better.

Likely better response rate from a list sample than from mail



Survey Method: Telephone Interviewing

Disadvantages

Sampling limitations, especially as a result of omitting those without telephone.

Nonresponse associated with RDD sampling is higher than with interviews.

Questionnaires or measurement constraints, including limits on response alternatives, use of visual aids, and interviewer observations.

Possibly less appropriate for personal or sensitive questions if no prior contact.



Survey Method: Self-AdministrationAdvantages Ease of presenting questions requiring visual aids. Asking questions with long or complex response

categories is fascilitated. 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.



Survey Method: Mail ProceduresAdvantages 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.



Survey Method: Drop-off questionnaireAdvantages 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.


Table 10-3 (Cont.)Table 10-3 (Cont.)Survey Method: Fax SurveysAdvantages Relatively low cost 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. Local faxes are free. Administrative costs are fixed. It is fast. Technology is improving. List management is easy. Can send and receive by computer. More reliable than mail in some countries.



Survey Method: Fax SurveysDisadvantages

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. Currently limited to organizational populations. Loss of anonymity.


Trends in Survey MethodsTrends in Survey Methods

Computer Interactive Interviewing

Fax Surveys

Electronic Mail Surveys


Surveys in the International ContextSurveys in the International Context

Personal Dominant mode of data collection outside the US

Telephone Low levels of telephone ownership in some countries

Poor communication network in some countries

Mail Absence of mailing lists

Poor mail services in some countries

Documents

Marketing Research Aaker, Kumar, Day Sixth Edition Instructors Presentation Slides