Exploring Marketing Research William G. Zikmund Chapter 8: Survey Research

Surveys Surveys ask respondents for information using verbal or written questioning

Respondents Respondents are a representative sample of people

Gathering Information via Surveys Quick Inexpensive Efficient Accurate Flexible

Problems Poor Design Improper Execution

Tree Diagram of Total Survey Error Random sampling error Total error Systematic error (bias)

Random Sampling Error A statistical fluctuation that occurs because of change variation in the elements selected for the sample

Systematic Error Systematic error results from some imperfect aspect of the research design or from a mistake in the execution of the research

Tree Diagram of Total Survey Error Administrative error Systematic error (bias) Respondent error

Sample Bias Sample bias - when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameter

Tree Diagram of Total Survey Error Nonresponse error Respondent error Response bias

Respondent Error A classification of sample bias resulting from some respondent action or inaction Nonresponse bias Response bias

Nonresponse Error Nonrespondents - people who refuse to cooperate Not-at-homes Self-selection bias Over-represents extreme positions Under-represents indifference

Tree Diagram of Total Survey Error Deliberate falsification Response bias Unconscious misrepresentation

Response Bias A bias that occurs when respondents tend to answer questions with a certain slant that consciously or unconsciously misrepresents the truth

Tree Diagram of Total Survey Error Acquiescence bias Extremity bias Interviewer bias Auspices bias Social desirability bias

Acquiescence Bias A category of response bias that results because some individuals tend to agree with all questions or to concur with a particular position.

Extremity Bias A category of response bias that results because response styles vary from person to person; some individuals tend to use extremes when responding to questions.

Interviewer Bias A response bias that occurs because the presence of the interviewer influences answers.

Auspices Bias Bias in the responses of subjects caused by the respondents being influenced by the organization conducting the study.

Social Desirability Bias Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role.

Tree Diagram of Total Survey Error Administrative error Systematic error (bias) Respondent error

Administrative Error Improper administration of the research task Blunders Confusion Neglect Omission

Tree Diagram of Total Survey Error Data processing error Sample selection error Interviewer error Interviewer cheating

Administrative Error Interviewer cheating - filling in fake answers or falsifying interviewers Data processing error - incorrect data entry, computer programming, or other procedural errors during the analysis stage. Sample selection error -improper sample design or sampling procedure execution. Interviewer error - field mistakes

Time Period for Surveys Cross-sectional Longitudinal

Cross-Sectional Study A study in which various segments of a population are sampled Data are collected at a single moment in time.

Longitudinal Study A survey of respondents at different times, thus allowing analysis of changes over time. Tracking study - compare trends and identify changes consumer satisfaction

Consumer Panel A longitudinal survey of the same sample of individuals or households to record (in a diary) their attitudes, behavior, or purchasing habits over time.

Total Quality Management and Customer Satisfaction Surveys Total quality management - A business philosophy that emphasizes market-driven quality as a top organizational priority.

Stages in Tracking Quality Improvement Initial quality improve- ment Continuous Quality Improvement Commitment and Exploration Bench- marking

Commitment and Exploration Stage Management makes a commitment to total quality assurance Marketing researchers explore external customers’ needs and problems. Marketing researchers explore internal customers’ needs, beliefs, and motivations.

Benchmarking Stage Research establishes quantitative measures as benchmarks or points of comparison Overall satisfaction and quality ratings of specific attributes Employees actual performance and perceptions

Initial Quality Improvement Stage Tracking wave 1 measures trends Establishes a quality improvement process within the organization. Translate quality issues into the internal vocabulary of the organization. Establish performance standards and expectations for improvement.

Continuous Quality Improvement Consists of many consecutive waves with the same purpose—to improve over the previous period. Quality improvement management continues.

Determinants of the Quality of Goods Performance Features Conformance with specifications Reliability Durability Serviceability Aesthetic design

Determinants of Service Quality Access Communication Competence Courtesy Reliability Credibility