Transcript Survey Research: Basic Communication Methods
Exploring Marketing Research
William G. Zikmund
Chapter 9: Survey Research: Basic Communication Methods
Surveys
Surveys as a respondent for information using verbal or written questioning Copyright © 2000 by Harcourt, Inc. All rights reserved.
Communicating with Respondents
• • • Personal Interviews • Door-to-Door • Shopping Mall Intercepts Telephone Interviews Self-Administered Questionnaires Copyright © 2000 by Harcourt, Inc. All rights reserved.
Personal Interviews
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Good Afternoon, my name is _________. I am with _________ survey research company. We are conducting a survey on_________
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Door-to-Door Personal Interview
Speed of Data Collection Geographical Flexibility Respondent Cooperation Versatility of Questioning Moderate to fast Limited to moderate Excellent Quite versatile Copyright © 2000 by Harcourt, Inc. All rights reserved.
Door-to-Door Personal Interview
Questionnaire Length Item Nonresponse Possibility of Respondent Misunderstanding Degree of Interviewer Influence of Answer Supervision of Interviewers Long Low Lowest High Moderate Copyright © 2000 by Harcourt, Inc. All rights reserved.
Door-to-Door Personal Interview
Anonymity of Respondent Low Ease of Call Back or Follow-up Difficult Cost Special Features Highest Visual materials may be shown or demonstrated; extended probing possible Copyright © 2000 by Harcourt, Inc. All rights reserved.
Mall Intercept Personal Interview
Speed of Data Collection Geographical Flexibility Respondent Cooperation Versatility of Questioning Questionnaire Length Fast Confined, urban bias Moderate to low Extremely versatile Moderate to Long Copyright © 2000 by Harcourt, Inc. All rights reserved.
Mall Intercept Personal Interview
Item Nonresponse Possibility of Respondent Misunderstanding Degree of Interviewer Influence of Answers Supervision of Interviewers Medium Lowest Highest Moderate to high Copyright © 2000 by Harcourt, Inc. All rights reserved.
Mall Intercept Personal Interview
Anonymity of Respondent Ease of Call Back or Follow-up Cost Special Features Low Difficult Moderate to high Taste test, viewing of TV Commercials possible Copyright © 2000 by Harcourt, Inc. All rights reserved.
Telephone Surveys
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Telephone Surveys
Speed of Data Collection Geographical Flexibility Respondent Cooperation Versatility of Questioning Very fast High Good Moderate Copyright © 2000 by Harcourt, Inc. All rights reserved.
Questionnaire Length Item Nonresponse
Telephone Surveys
Moderate Medium Average Possibility of Respondent Misunderstanding Degree of Interviewer Influence of Answer Supervision of Interviewers Moderate High, especially with central location WATS interviewing Copyright © 2000 by Harcourt, Inc. All rights reserved.
Telephone Surveys
Anonymity of Respondent Moderate Ease of Call Back or Follow-up Easy Cost Special Features Low to moderate Fieldwork and supervision of data collection are simplified; quite adaptable to computer technology Copyright © 2000 by Harcourt, Inc. All rights reserved.
Telephone Surveys
• • • Central Location Interviewing Computer-Assisted Telephone Interviewing Computerized Voice-Activated Interviews Copyright © 2000 by Harcourt, Inc. All rights reserved.
Most Unlisted Markets
• • • • Sacramento, CA Oakland, CA Fresno, CA Los Angles/Long Beach, CA Copyright © 2000 by Harcourt, Inc. All rights reserved.
Mail Surveys
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Mail Survey
Speed of Data Collection Researcher has no control over return of questionnaire; slow Geographical Flexibility High Respondent Cooperation Moderate--poorly designed questionnaire will have low response rate Versatility of Questioning Highly standardized format Copyright © 2000 by Harcourt, Inc. All rights reserved.
Questionnaire Length Item Nonresponse Possibility of Respondent Misunderstanding Degree of Interviewer Influence of Answer Supervision of Interviewers
Mail Survey
Varies depending on incentive High Highest--no interviewer present for clarification None--interviewer absent Not applicable Copyright © 2000 by Harcourt, Inc. All rights reserved.
Mail Survey
Anonymity of Respondent Ease of Call Back or Follow-up Cost High Easy, but takes time Lowest Copyright © 2000 by Harcourt, Inc. All rights reserved.
How to Increase Response Rates for Mail Surveys
• Write a “Sales Oriented” Cover Letter • Money Helps - As a token of appreciation - For a charity • Stimulate Respondents’ Interest with Interesting Questions • Follow Up - Keying questionnaires with codes • Advanced Notification • Sponsorship by a Well-known and Prestigious Institution Copyright © 2000 by Harcourt, Inc. All rights reserved.
Increasing Response Rates
•
Effective Cover Letter
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Money Helps
•
Interesting Questions
•
Follow-Ups
•
Advanced Notification
•
Survey Sponsorship
•
Keying Questionnaires
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Self-Administered Questionnaires
• • • • • • • Mail Place of Business Drop-Off Computerized E-mail Internet Other Variations Copyright © 2000 by Harcourt, Inc. All rights reserved.
Internet Surveys
• Speed of Data Collection – Instantaneous • • Geographic Flexibility – worldwide Respondent Cooperation – varies depending on web site Copyright © 2000 by Harcourt, Inc. All rights reserved.
Internet Surveys
• • • Versatility of questioning – extremely versatile Questionnaire Length – modest Item Nonresponse – software can assure none Copyright © 2000 by Harcourt, Inc. All rights reserved.
Internet Surveys
• • Possibility for Respondent misunderstanding – high • Interviewer Influence of Answers – none Supervision of Interviewers none Copyright © 2000 by Harcourt, Inc. All rights reserved.
Internet Surveys
• • • • Anonymity of Respondent – Respondent can be anonymous or known Ease of Callback or Follow-up – difficult Cost – low Special Features – allows graphics and motion Copyright © 2000 by Harcourt, Inc. All rights reserved.
Internet Surveys
• • Item Nonresponse software can assure none • • Possibility for Respondent misunderstanding – high Degree of Interviewer Influence of Answers – none Supervision of Interviewers – none Copyright © 2000 by Harcourt, Inc. All rights reserved.
Internet Surveys
• • Anonymity of Respondent – Respondent can be anonymous or known • • Ease of Callback or Follow-up – difficult Cost – low Special Features – allows graphics and motion Copyright © 2000 by Harcourt, Inc. All rights reserved.
There is no best form of survey; each has advantages and disadvantages.
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Selected Questions to Determine the Appropriate Technique:
• Is the assistance of an interviewer necessary? • Are respondents interested in the issues being investigated? • Will cooperation be easily attained?
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Selected Questions to Determine the Appropriate Technique:
• • How quickly is the information needed?
Will the study require a long and complex questionnaire?
• How large is the budget?
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Pretesting
• A trial run with a group of respondents to iron out fundamental problems in the instructions of survey design Copyright © 2000 by Harcourt, Inc. All rights reserved.
“Practice is the best of all instructors.” Publius Syrus
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