Module 6 – Survey Research MKT3001 Module 6 – Survey Research

MODULE OBJECTIVES On successful completion of this module, you should be able to: Define surveys and describe the type of information that should be gathered in a survey. Explain the advantages and disadvantages of surveys. Identify sources of error in survey research. Distinguish among the various categories of surveys. Summarise the different ways researchers implement surveys. Know the advantages and disadvantages of distributing a questionnaire via different means. Appreciate the importance of pre-testing questionnaires. Describe ethical issues that arise in survey research.

Surveys Survey: Primary data collected by communicating with a representative sample of people. Respondent: Person responding to interviewer’s questions. Quick, inexpensive, efficient, accurate, flexible. Most often associated with quantitative findings.

Surveys (continued) Surveys attempt to describe what is happening or to learn the reasons for a particular marketing activity. Identify characteristics of target markets. Measure consumer attitudes. Describe consumer purchasing patterns. Consumer insights

Errors in Survey Research

Errors in Survey Research Random sampling error A statistical fluctuation that occurs because of change variation in the elements selected for the sample. Unavoidable but can be estimated (calculating confidence intervals) or reduced (increasing sample size).

Errors in Survey Research (continued) Systematic error Systematic error results from some imperfect aspect of the research design or from a mistake in the execution of the research. Sample bias exists when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameter. Can be managed (e.g. research execution).

Systematic Error Respondent error: Sample bias/error resulting from some respondent action or inaction. Non-response error Response bias Non-respondent No contact Refusal Self-selection bias Deliberate falsification Unconscious misrepresentation Acquiescence bias Extremity bias Interviewer bias Auspices bias Social desirability bias

Nonresponse Error Nonresponse error: The statistical differences between a survey that includes only those who responded and a perfect survey that would also include those who failed to respond. Nonrespondent: A person who is not contacted or who refuses to cooperate in the research.

Nonresponse Error (continued) No contact: A person who cannot be reached or is inaccessible on the first or second contact. Refusal: person unwilling to participate in research. Self-selection bias: A bias that occurs because people who feel strongly about a subject are more likely to respond to survey questions than people who feel indifferent about it.

Response Bias A bias that occurs when respondents tend to answer questions with a certain slant that consciously or unconsciously misrepresents the truth. Deliberate falsification: Occasionally people deliberately give false answers to appear intelligent, conceal personal information etc. Common issue when interviewing children

Response Bias (continued) Unconscious misrepresentation: Response bias arising from question format or content, even when respondent is trying to be truthful. Acquiescence bias results because some individuals tend to agree with all questions or to concur with a particular position.

Response Bias (continued) Extremity bias results because some individuals tend to use extremes when responding to questions. Interviewer bias occurs because the presence of the interviewer influences answers.

Response Bias (continued) Auspices bias is caused by the respondents being influenced by the organisation conducting the study. Social desirability bias is caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role.

Administrative Error Data processing error: An error that results from incorrect data entry, computer programming or other procedural errors during the analysis stage. Sample-selection error: Error caused by improper sample design or sampling procedure execution.

Administrative Error (continued) Interviewer error: Mistakes made by interviewers who fail to correctly record survey responses. Interviewer cheating: Filling in fake answers or falsifying questionnaires.

VIDEO: WHAT A SURVEY SHOULD NOT BE The survey Incorrect approaches towards conducting a survey. Title: What a survey should not be Location: https://www.youtube.com/watch?v=o3nHdx8Ja5g Concept: Incorrect approaches towards conducting a survey Clip: Comedy clip. Matthew Steer plays the most annoying market researcher you've met all day. Jamie Glassman is the helpless punter having his time wasted with the questionnaire Key outcomes: Students learn about what not to do in a survey. https://www.youtube.com/watch?v=o3nHdx8Ja5g

Classifying Survey Research Methods Surveys may be classified based on the method of communication, the degrees of structure and disguise in the questionnaire, and the time frame in which the data are gathered. Structure and disguised questions Temporal classification

Structure and Disguised Questions A structured question imposes a limit on the number of allowable responses. An unstructured question does not restrict the respondents’ answers. An undisguised question is straightforward and assumes the respondent is willing to answer. A disguised question assumes the purpose of the study must be hidden from the respondent.

Temporal Classification Cross-sectional study: A study that samples various population segments and collects data at a single moment in time. Emphasis is placed on acquiring a large, representative sample. For analysis, divide the sample into appropriate subgroups (e.g. by certain demographic).

Temporal Classification (continued) Longitudinal study: A survey of respondents at different times, thus allowing analysis of continuity and changes over time. Tracking study uses successive samples to compare trends and identify changes. Consumer panel: A study of the same sample of individuals or households to record their attitudes, behaviour or purchasing habits over time.

Media Used to Communicate With Respondents Human interactive media Face-to-face dialogue or conversation. Electronic interactive media Reaching a large audience with personalised messages. E.g. digital technology, touch screen kiosks. Non-interactive media No dialogue or immediate feedback. E.g. mail survey.

Interviews to Communicate With Respondents Personal interviews Door-to-door personal interviews Personal interviews conducted in shopping malls Telephone interviews

Personal Interviews Form of direct communication in which an interviewer asks respondents questions face to face. Advantages Disadvantages Opportunity for feedback Probing complex answers Length of interview controlled Completeness of questionnaire Props and visual aids High participation Interviewer characteristics and techniques may influence respondents’ answers. Lack of anonymity of respondent Cost

Door-to-Door Interviews Door-to-door interviews are conducted at respondents’ doorsteps. An effort to increase the participation rate. Call-backs are attempts to recontact individuals selected for a sample who were not available initially.

Shopping Mall Intercepts Mall intercept interviews are conducted in a shopping mall. Lower costs but higher refusal rates.

Telephone Interviews Personal interview conducted by telephone Advantages Disadvantage Speedy data collection Relatively inexpensive Call back option Representative samples People maybe willing to cooperate with a telephone survey instead of face to face Absence of face-to-face contact is more impersonal. Respondents can hang up and end the interview Lack of visual medium

Telephone Interviews (continued) Computer-assisted: Answers to telephone interviews entered directly into a computer. Computerised voice-activated: Done without human interviewers. works best with very short, simple questionnaires. Random digit dialling: The use of telephone exchanges and a table of random numbers to contact respondents with unlisted phone numbers.

Self-Administered Questionnaires Survey in which the respondent takes the responsibility for reading and answering the questions. Mail questionnaires Email surveys Internet surveys Kiosk interactive surveys Mixed mode surveys (combining different survey methods).

Self-Administered Questionnaires (continued) There is no best form of survey; each has advantages and disadvantages and depends on the appropriateness of the research design.

Self-Administered Questionnaires (continued)

Mail Questionnaires Self-administered questionnaire sent to respondents through the mail Geographic flexibility Relatively inexpensive More convenient for respondents Anonymity of respondent Absence of interviewer Highly standardised questions Time consuming

Response Rate The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey.

Response Rate (continued) Increasing response rates for mail surveys Stamped return envelope Attractive questionnaires Cover letter Monetary incentives or premiums Interesting questions Follow-ups Advance notification Survey sponsorship

Email Surveys Surveys distributed through electronic mail Benefits e.g. internal surveys of employees Benefits speed of distribution lower distribution and processing costs faster turnaround time more flexibility and less handling of paper questionnaires.

Email Surveys (continued) Email letters can be used as cover letters asking respondents to participate in an internet survey.

Internet Surveys A self-administered questionnaire posted on a website speed and cost-effectiveness visual appeal and interactivity respondent participation and cooperation representative samples accurate real-time data capture email reminders personalised and flexible questioning higher response rates enhanced security through secure login.

Selecting the Appropriate Survey Design

Selecting the Appropriate Survey Design (continued)

Pretesting Pretesting involves a trial run with a group of respondents to iron out fundamental problems in the instructions or design of a questionnaire. Avoids problems of having respondents misunderstand a particular question, skip a series of questions or misinterpret instructions.

Ethical Issues in Survey Research Research must protect the public from misrepresentation and exploitation. Respondents have a right to refuse to participate or to answer questions. Researchers need to protect the confidentiality of the participants. Researchers need to record responses honestly.

Key Takeaways Survey research typically associated with descriptive research. Attempts to identify, explain or predict a particular marketing activity derived from a representative sample of people. Classification of survey research method based on method of communication, structuredness of questions, and time frame.

Key Takeaways (continued) Two types of errors: Random sampling error (chance fluctuation). Systematic error (respondent and administration). Pretesting prior to actual administration allows for correction and improvement. Ethicality must be preserved to ensure research and researcher’s integrity.