Marketing Research Aaker, Kumar, Leone and Day Eleventh Edition Instructor’s Presentation Slides

Information from Respondents: Survey Methods Chapter Ten Information from Respondents: Survey Methods http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Self-Administered Surveys Basic Survey Methods Personal Interview Telephone Interview Self-Administered Surveys http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Personal Interviewing Researcher Interviewer Interviewee Interview Environment http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Personal Interview Methods At Home or Work Interviewing Executive Interviewing Mall Intercept Surveys Purchase Intercept Technique (PIT) Omnibus Surveys http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

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 Good for neutral questions Do not need an explicit or current list of households or individuals http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Personal Interviews (Contd.) Limitations Bias of Interviewer Response Bias Embarrassing/personal questions Time Requirements Cost Per Completed Interview is High Trained staff of interviewers geographically near the sample required http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Comparative Indices of Direct Costs per Completed Interview* *Includes travel and telephone charges, interviewer compensation, training, and direct supervision expenses http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Telephone Interviewing Selecting telephone numbers Pre-specified list A directory Random dialing procedure Random digit dialing Systematic random digit dialing (SRDD) Plus-one dialing http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Telephone Interviewing (Contd.) Advantages More interviews can be conducted in a given time Travelling time is saved Shorter data collection periods More hours of the day are productive Repeated call backs at lower cost (WATS) Absence of administrative costs Lower cost per completed interview Less sample bias due to nonresponse Intrusiveness of the phone Ease of call backs http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Telephone Interviewing (Contd.) Limitations Inability to employ visual aids or complex tasks Interviewer must rely solely on verbal cues to judge the reaction and understanding of respondents 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 Potential for sample bias No phone, unlisted phone or mobile phones http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Self-Administered Surveys This type of survey can be emailed, mailed, faxed or simply handed to the respondent No interviewer is involved This 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 useless http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Self-Administered Surveys (Contd) Some Decisions That Need to Be Taken Are: Method of addressing Cover letter Questionnaire length, content, layout, color, and format Method of notification; should there be a follow-up? Incentive to be given http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Self-Administered Surveys (Contd) Advantages Lower cost Better results, including a shorter response time Reliable answers as no inhibiting intermediary Survey answered at respondents’ discretion http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Limitations Self-Administered Surveys (Contd) The absence of an interviewer means that a large number of variables are controlled inadequately, including the following: The identity of the respondent Whom the respondent consults for help in answering questions The speed of the response The order in which the questions are exposed and answered Respondent understanding of the questions http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

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 motivation’ An increased unethical use of marketing research to sell products http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Coping with Non-response to Self-administered Surveys To achieve high response rate: Include monetary incentive Send a follow-up letter Include return envelope Alternatives: Mail Panels Fax Surveys Web surveys http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Response Rate Chart http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Combination of Survey Methods The Telephone Pre-notification Approach The Lockbox Approach The Drop-off Approach http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Recent Developments in Software and Hardware GRiDPAD FormPro ScanPro ScanPhone http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Surveys in the International Context Dominant mode of data collection outside the US Personal Interviewing Low levels of telephone ownership in some countries Poor communication network in some countries Telephone Interviews Absence of mailing lists Poor mail services in some countries Self-Administration Survey http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Personal interviewing Advantages The 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 feasible Rapport and confidence building possible. Probably longer interviews can be done in person. http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Personal Interviewing (contd.) Disadvantages Likely 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. http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Telephone Interviewing Advantages Lower costs than personal interviews. Random Digit-Dialing (RDD) sampling of general population. Better access to certain populations Shorter 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 mail http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Telephone Interviewing Disadvantages Sampling limitations, especially as a result of omitting those without telephone Non-response associated with RDD sampling is higher than with interviews Questionnaires or measurement constraints Possibly less appropriate for personal or sensitive questions if no prior contact http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Self-Administration Surveys Advantages Ease of presenting questions requiring visual aids. Asking questions with long or complex response categories is facilitated. 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. http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Mail Procedures Advantages Disadvantages 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. http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Drop-off Questionnaire Advantages 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. http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Fax Surveys Advantages Disadvantages Relatively low cost; local faxes are free. 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. Technology is improving. List management is easy. Fast; can send and receive by computer. More reliable than mail in some countries Disadvantages 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. Usually limited to organizational populations. Loss of anonymity. http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Trends in Survey Research Computer-Assisted Telephone Interviewing (CATI) Provides researchers with a way to prevent many interviewer errors At 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 computer Computer interactive interviewing has resulted in better responses from respondents and, in some instances, 30 to 40 percent cost savings. http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

End of Chapter Ten