Chapter Nine Marketing Research Professor Charles Trappey Josh Richards

Chapter Nine Information from Respondents: Issues in Data Collection

Information From Surveys Attitude Decisions Relationships Info from Surveys are Used to Capture a Wide Variety of Information Attitude Decisions you should focus on Process not Results Relationships - Measuring the relationship between actions & needs, desires, preferences, motives and goals

Sources of Survey Error Population definition Population Representation Cooperation Comprehension Required knowledge Recording response 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

Errors Due to Refusals Question subject Location Indifference Fear Invasion of privacy Hostility Bias Confusion Procedure 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)

Errors Due to Inaccuracy Inability Timeframe Inaccuracy in Response Inability to respond Time lag between question asked and when it is answered

Unwillingness to Respond Accurately Invasion of privacy Time pressure Response bias Courtesy bias Uninformed response Response style Concern about invasion of privacy Time pressure and fatigue Prestige seeking and social desirability response bias Courtesy bias Uninformed response bias Response style “And finally, would you say that your fear of privacy invasion has increased?”

Interviewer Error Attitude Training Fraud Attitude of the interviewer Training to question, probe, and record Fraud and deceit

Methods of Data Collection Personal Interview Telephone Interview Mail Survey Fax Survey E-mail Survey Web-based Survey Methods of Data Collection Personal Interview Telephone Interview Mail Survey Fax Survey E-mail Survey Web-based Survey

Choice of a Survey Method Sampling Type of Population Question Form Question Content Response Rate Costs Available Facilities Length of Data Collection 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

Ethical Issues in Data Collection Misrepresentation Abuse of rights Analysis Disguise of Purpose Deceit 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 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 Misrepresentation can also be misrepresenting the compensation in order to gain cooperation 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

QUESTIONS