Need estimates of prevalence? Objective answers by asking? Yes SURVEY Good Poor EXPLORATORY or SECONDARY RESEARCH FOCUS GROUPS Understanding of problem Overview of Research Methods No

Nature of survey research ◦ People naturally do what they do; ◦ you measure this through self-reports ◦ most typically in the form of interviews or questionnaires 6/3/2016Marketing Research3

6/3/2016Marketing Research4 Timing ◦ Past (“Retrospective”) ◦ Future (“Prospective”) Agent ◦ Yourself (“Self Report”) ◦ Others (“Informant”)

1. Rates of occurrence Product purchase, product interest, media use 2. Examines relationships Between the cause (Independent Variable) and the outcome (Dependent Variable) 6/3/2016Marketing Research5

1. Quick and easy ◦ When fast info is needed 2. Standardized ◦ Offers consistency 3. Flexible ◦ Can get most any type of info in a variety of ways 4. Measuring a natural phenomenon ◦ People behave naturally, you merely measure that. 5. Qualitative OR quantitative information ◦ Numbers or words 6. Can examine subgroup differences ◦ e.g. separate analyses for gender or product experience 6/3/2016Marketing Research6

1. Respondent Problems ◦ Self-selection (non-response) bias ◦ Response bias  Social desirability bias  Acquiescence bias 2. Administration Problems Sample selection error (Data) processing error Interviewer error  Cheating or falsifying data  Unconscious cues 6/3/2016Marketing Research7

3. Many participants needed 4. Cannot prove causation 5. Limited time and complexity for phone 6. Limited visuals for many survey forms 7. Does not measure actual behaviour 6/3/2016Marketing Research8

 Cross-sectional ◦ “One shot” ◦ Cohort: ask different people each time  (same survey new sample)  Longitudinal ◦ More than one shot  Panel: ask the same people at different times 6/3/2016Marketing Research9

 Person administered surveys  Self administered  Computer aided or administered 6/3/2016Marketing Research10

Face-to-face:  Door-to-door (in-home)  Mall intercept,  Executive (in office) Telephone interview:  traditional,  computer-assisted 6/3/2016Marketing Research11

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Self-administered: ◦ Mail surveys ◦ Drop-off questionnaire ◦ Fax surveys Computer administered: ◦ survey ◦ Web based (Online panels such as Zoomerang) 6/3/2016Marketing Research13

14 Precision Quality of Data Desired/Required How the Data Will be Used Budget (Cost/Benefit Ratio) Questionnaire Length Time to Complete the Survey Cooperation/Response Rates Determining the Survey Method