Chapter Seven Chapter Seven

Relationship to Marketing Figure 7.1 Relationship of Survey and Observation to the Previous Chapters and the Marketing Research Process Figure 7.1 Relationship to the Previous Chapters and The Marketing Research Process Focus of This Chapter Relationship to Previous Chapters Relationship to Marketing Research Process Survey Methods Observation Methods Marketing Research Process (Chapter 1) Descriptive Research Design (Chapter 3) Syndicated Survey Data (Chapter 5) Problem Definition Approach to Problem Research Design Field Work Data Preparation and Analysis Report Preparation and Presentation

Figure 7.2 Survey and Observation: An Overview Opening Vignette Survey Methods:Advantages and Disadvantages Fig 7.3 Survey Methods Classified by Mode of Administration Tables 7.1, 7.2, 7.3 Fig 7.4 Telephone Personal Mail Electronic Internet Applications Focus on Elrick & Lavidge Improving Survey Response Rate Fig 7.5 Observation Methods Personal Mechanical A Comparison of Survey and Observation Methods Application to Contemporary Issues TQM International Technology Ethics

Quantitative Descriptive Figure 7.3 Methods of Obtaining Quantitative Data in Descriptive Research Figure 7.3 Methods of Obtaining Quantitative Data in Descriptive Research Quantitative Descriptive Research SURVEY Information Obtained by Questioning Respondents OBSERVATION Information Obtained by Observing Behavior or Phenomena

Figure 7.4 Classification of Survey Methods Telephone Personal Mail Electronic In-Home Mail/Fax Interview E-Mail Traditional Telephone Mall Intercept Mail Panel Computer-Assisted Telephone Interviewing Computer-Assisted Personal Interviewing Internet

Figure 7.5 Improving Response Rates Methods of Improving Response Rates Prior Notification Incentives Follow-up Other Facilitators Figure 7.5 Improving Response Rates Monetary Nonmonetary Prepaid Promised

Table 7.1 Relative Advantages of Different Survey Methods

Table 7.1 Relative Advantages of Different Survey Methods (Cont.)

Table 7.2 Sample Mailing Lists

Table 7.3 Some Decisions Related to the Mail Interview Package