Professor Steven Litt steven.litt@senecac.on.ca MRK455 Internal Data Applications? Limitations?

Professor Steven Litt steven.litt@senecac.on.ca MRK455 The Brief Content Elements? Process Considerations? http://www.falconwriting.com.au/pdf%20files/eg-generic-research%20brief.pdf http://www.bpri.co.uk/uploadedFiles/Writing%20a%20research%20brief%20-%20Dec%2006.pdf

Professor Steven Litt steven.litt@senecac.on.ca MRK455 The Brief!

Professor Steven Litt steven.litt@senecac.on.ca MRK455 The Brief!

Professor Steven Litt steven.litt@senecac.on.ca MRK455 The Brief!

Professor Steven Litt steven.litt@senecac.on.ca MRK455 The Brief!

Quantitative Data Collection Methods Chapter 6 Basic Marketing Research Using Microsoft® Excel Data Analysis Canadian Edition Burns, Bush & Nash Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Copyright © 2012 Pearson Canada Inc., Toronto, Ontario Learning Objectives Evaluate each of the 4 basic survey modes for gathering data. Describe different types of survey data collection methods. Express major concerns in choosing a particular survey method. If you don’t collect the appropriate data or in the appropriate way, it’s cr____ Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Four Data Collection Modes Person-administered, no computer Computer-assisted methods Self administered; respondent completes it Mixed-mode surveys, combine above methods All 4 methods work, but which one works best depends on circumstances Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Person-Administered Surveys Interviewer reads questions Face-to-face or by telephone, records answers Advantages of person-administered surveys: Feedback: can respond to issues Rapport: greater comfort with another human Quality control: get correct demographics Adaptability: can adapt, e.g. elderly Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Disadvantages of Person-Administered Surveys Human error: may change wording, sequence Slow speed: people slower than computer High cost: recruit, train, pay interviewer Interview evaluation: can create discomfort Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Computer-Administered Surveys Computer plays key role in interview May assist a human interviewer Prompts next question, branches where needed May interact directly with respondent Online surveys Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Professor Steven Litt steven.litt@senecac.on.ca MKM701 Can you think of the advantages and disadvantages? Think as a consumer (respondent)! Think as a Researcher or research client!

Advantages of Computer-Administered Surveys Speed: much faster than humans Can branch based on previous responses Error-free interviews: should be no errors Use of visuals: can show images, videos Real-time capture of data Data entered directly into database Little “interview evaluation” No human interaction, less anxiety Keep your eyes open! Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Disadvantages of Computer-Administered Surveys Technical skills: need computer-savvy people Must ensure system operates properly Should be wary of viruses, bugs High setup costs: programming, debugging Can take days to get going Growing availability of low-cost services User-friendly development interfaces Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Self-Administered Surveys Respondent completes on his/her own Respondent reads, responds directly Choose pace, location, time No human, computer administration involved Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Advantages of Self-Administered Surveys Reduced cost: no interviewer, computer needed Respondent control: Respondent not feeling rushed Feel relaxed when responding No interview-evaluation apprehension Get more insightful information Better than face-to-face for that Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Disadvantages of Self-Administered Surveys Respondent control: may ignore survey May answer questions erroneously Late replies, refusals Lack of monitoring: no interaction Confused respondents left on their own May give incorrect, no answers High questionnaire requirements: All relies on respondent Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Copyright © 2012 Pearson Canada Inc., Toronto, Ontario Mixed-Mode Surveys Use multiple data collection methods Advantage: use best of each technique Online for connected, phone for others Representative sample can be gained Disadvantages: Mode may affect response Added complexity for different modes Different instructions, data input Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Data Collection Methods: Person-Administered Interviews At least four variations, based on location In-Home interviews: completed in home Costly, so contact, setting must be essential Mall-Intercept interviews: stop and ask Can interact, but are samples representative? High refusals, less-than-ideal environment Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Data Collection Methods: Person-Administered Interviews [cont’d] In-Office interviews: good for B2B Similar to home, but access professionals Costly, hard to locate respondents Telephone interviews: no need to be there Cost of calls low, can get high quality sample Quick turnaround times; political polls Cannot show things, no visual cues Longer, open-ended interviews pose problems Technology – call blocking, telemarketing Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Telephone Interview Techniques Traditional method: fading away All mechanical – dialling, reading questions Great potential for errors, temptations to cheat Need verification, proof interviews completed Central Location: all calls from one place Cost savings, quality control, multiple surveys Better recruitment, training, supervision Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Computer-Administered Interviews Computer-assisted telephone interviews Interviewer reads from computer screen Automatic dialing, prompts help interviewer Helpful to skip to next appropriate question Few errors, easy, quick tabulations Can add questions if appropriate Save money, time, get quality control Eg robocalls Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Computer-Administered Interviews [cont’d] Fully computerized interviews Computer dials, respondent pushes buttons Completely automated telephone survey (CATS) Good for customer satisfaction, service quality Respondent may complete at computer unit Touch screen for responses No people costs, but computer advantages Easy tabulation Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Computer-Administered Interviews [cont’d] Online questionnaire: becoming standard Fast, easy, inexpensive Can present images, all question types Respondent completes at convenient time Continuous input possible Speed, low cost key advantages Concerns about representativeness, validation Distractions, whether you catch them at the right time, etc Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Self-Administered Surveys Group self-administered surveys Group may view TV ad, respond Student class survey Drop-off surveys; leave it with them Approach respondent, explain, leave survey Submitted by respondent, sometimes online Can include hotel, grocery store surveys Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Self-Administered Surveys [cont’d] Mail surveys: sent, returned by mail Mailing lists readily available Can get specific groups of respondents Generally inexpensive, but... Problems with mail surveys Nonresponse; many never returned Self-selection bias; respondents may not be representative Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Choice of the Survey Method All methods have nonresponse issues Each has advantages, disadvantages Guiding principle should be quality of data Balance quality against cost, time and more Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Survey Data Collection Time Horizon May need data collection in short time frame If time is tight: Telephone surveys relatively fast If interaction with product essential, mall intercept indicated Online very fast Research panels growing in popularity Ensures high response rates Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Survey Data Collection Budget If budget is low, mail looks good Online surveys also appealing Client can select target, design questionnaire Need to be sure online is representative of target Telephone surveys would be next choice Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Copyright © 2012 Pearson Canada Inc., Toronto, Ontario Incidence Rate Percentage of population meeting criteria Often target very select group May want older group May include medical conditions Online, telephone likely choices Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Cultural/Infrastructure Considerations International cultural issues arise Door-to-door may not work Population may lack telephone service Critical to understand culture Wise to consult with local research firms This makes surveying urban Canada in a representative way, very challenging Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

Professor Steven Litt steven.litt@senecac.on.ca MRK455 For Friday: Read Chapter 7 Bring an Excel-loaded device to class Teams: Bring Draft Research Brief & Proposal