Transcript Slide 1
Essentials of Marketing Research (Second Edition)
Kumar, Aaker & Day Instructor’s Presentation Slides
Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Chapter Eight
Information from Respondents: Issues in Data Collection
Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
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 Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Sources of error in information from respondents
Ambiguity of question (see chapter 11) Interviewer error Sample POPULATION RESPONDENT Questio n Answer INTERVIEWER Non Response due to refusal or not at home Inaccuracy in response • Inability to formulate a response Sampling error (see Chapter 13) • Unwillingness to respond Ambiguity of answer Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Sources of Survey Error
The Results Will Be Meaningful If
Population has been defined correctly Sample is representative of the population Respondents selected are able and willing to cooperate Questions are understood by the respondents Respondents have the knowledge, opinions, attitudes, or facts required Interviewer correctly understands and records the response Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Non-response Errors Due to Refusals
Refusals Could Occur Due to
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) Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Inaccuracy in Response
Inability to respond Time lag between question asked and when it is answered Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Unwillingness to Respond Accurately
This Could Arise Due to the Following Reasons
Concern about invasion of privacy Time pressure and fatigue Prestige seeking and social desirability response bias Courtesy bias Uninformed response bias Response style Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Interviewer Error
This Depends On
Attitude of the interviewer Training to question, probe, and record Fraud and deceit Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Methods of Data Collection
Personal Interview Telephone Interview Mail Survey Fax Survey E-mail Survey Web-based Survey Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Basic Survey Methods
Personal Interview Telephone Interview Mail Survey Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Personal Interviews
There Are Four Entities Involved
Researcher Interviewer Interviewee The Interview Environment Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Personal Interviews
Types
Door to Door Interviewing Executive Interviewing Mall Intercept Surveys Purchase Intercept Technique (PIT) Omnibus Surveys Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Personal Interviews (Contd.)
Methods
Door to Door Interviewing Executive Interviewing Mall Intercept Surveys Self Administered Interviews Purchase Intercept Technique (PIT) Omnibus Surveys Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
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 Accurate for neutral questions Do not need an explicit or current list of households or individuals Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Personal Interviews (Contd.)
Disadvantages
Bias of Interviewer Response Bias Embarrassing/personal questions Time Requirements Cost Per Completed Interview Is High Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Telephone 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 Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Unlisted Phone Numbers in the US
Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Telephone Interviewing (Contd.)
Advantages
Central location, under supervision, at own hours More interviews can be conducted in a given time Traveling 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 Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
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 Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
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 Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Mail Surveys (Contd.)
Advantages
Lower cost Better results, including a shorter response time Reliable answers as no inhibiting intermediary Survey answered at respondents discretion Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
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 Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
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 Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Factors Affecting the Choice of a Survey Method
Sampling Type of Population Question Form Question Content Response Rate Costs Available Facilities Length of Data Collection Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Factors 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 Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Combination of Survey Methods
The Telephone Pre-notification Approach The Lockbox Approach The Drop-off Approach Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Trends in Survey Methods
Computer Interactive Interviewing Fax Surveys Electronic Mail Surveys Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Comparative Evaluation
Diversity of questions Use of physical stimuli Sample control Field force control Quantity of data per interview Perceived anonymity Potential for interviewer bias Speed Cost
Door-to door Mall Phone Mail
Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Internet Marketing Research
Primary Data
E-Mail surveys Online focus groups Online questionnaires Online experiments Online panel Discussion groups Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
The Power of E-Mail
Send out questionnaires via electronic mail and receive responses via electronic mail No per-item charge Written trail of communication No intrusion Time to intelligently compose Instantaneous reach Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Date: Thu, 12 Dec 1996 09:35:00 -0700 From: "Paul R. Messinger"
The College on Marketing business meeting at the Fall INFORMS Conference in Atlanta voted to try a QUICK e-mail survey on two questions. Please take a moment to answer. 1. What are your preferences regarding the timing of the Spring Marketing Science Conference? a. Conference held in March Prefer Wouldn't Attend __________ _______________ b. Conference held in May/June c. Held Outside U.S. & Canada Every 3 Years d. Held Outside U.S. & Canada Every 4 Years __________ _______________ __________ _______________ __________ _______________ 2. Unlike the Spring Conference, where attendence has never been larger, participation in the Marketing Track at the Fall INFORMS Conference has diminished in the last several years. Do you favor repositioning the Marketing Track at the Fall INFORMS conference somehow (e.g., as a specialized mini-conference), leaving the Track as is, or abolishing the Track altogether? Please answer in no more than two sentences. ___________________________________________________________________________ ___________________________________________________________________________ Happy Holidays! Ho Ho! ******************************************************* Paul R. Messinger 403-492-3954; fax 403-492-3325 Department of Marketing; Faculty of Business; Univ. of Alberta Edmonton AB T6G 2R6; Canada Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
E-Mail Survey
Pro’s
Greater speed of delivering and receiving Tremendous cost savings over regular mail No intermediaries - usually read only by recipient Asynchronous communication
Con’s
Not completely confidential Limited to actual E-Mail users Creative Impulses (e.g. re-write scales) Typographical issues: ñ ¿ Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Advantages of On-line Surveys
Extremely cost efficient High-speed No geographic boundaries Pre-screening of respondents possible Multimedia stimuli Automatic data entry check Sophisticated skip and branching patterns Instantaneous data access Easy to update Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Limitations of On-line Surveys
Only Internet demographics (strong sample bias) Strong selection bias for respondents who are not pre screened User identity not ensured Users must find site Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Surveys 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 Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
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 Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
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 Essentials of Marketing Research, Second Edition Kumar, Aaker & Day
Ethical Issues in Data Collection (Contd.)
The Rights of the Respondents Can Be Violated By
Not mentioning to the respondent that a follow up interview will be made Using projective tests and unobtrusive measures to circumvent the need for a respondents consent Using hidden tape recorders Not debriefing the respondent Conducting simulated product tests in which identical product is tried by respondent except for variations in color Essentials of Marketing Research, Second Edition Kumar, Aaker & Day