Marketing Research Aaker, Kumar, Day Ninth Edition Instructor’s Presentation Slides

Chapter Eight 2 Information from Respondents: Issues in Data Collection Marketing Research 10th Edition

Information From Surveys Used to Capture a Wide Variety of Information: ▫Attitude ▫Decisions – Focus on process and not the results ▫Measuring the relationship between actions & needs, desires, preferences, motives and goals 3 Marketing Research 10th Edition

Sources of Survey Error 4 Marketing Research 10th Edition Meaningful Results Population has been defined correctly Respondents selected are able and willing to cooperate Questions are understood by the respondents Sample is representative of the population Interviewer correctly understands and records the response Respondents have the knowledge, opinions, attitudes, or facts required

5 Sources of Error in Information from Respondent Marketing Research 10th Edition POPULATIONRESPONDENTINTERVIEWER Sample Question Answer Sampling error Non-response due to refusals or not-at-home Ambiguity of question Interviewer error Ambiguity of answer Inaccuracy in response Inability to formulate a response Unwillingness to respond

Non-response Errors Due to Refusals Characteristics of the data collection procedure Question asked How question is asked Length of interview Phenotypic Source Indigenous characteristics of the respondents Age Sex Occupation Genotypic Source 6 Marketing Research 10th Edition 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) Refusals could also occur due to:

Inaccuracy in Response Inability to respond Telescoping AveragingOmission Cannot formulate an adequate answer 7 Marketing Research 10th Edition Some of these problems can be solved by Aided-recall techniques

Unwillingness to Respond Accurately Due to: ▫Concern about invasion of privacy ▫Time pressure and fatigue ▫Prestige seeking and social desirability response bias ▫Courtesy bias ▫Uninformed response bias ▫Response style 8 Marketing Research 10th Edition

Interviewer Error This Depends On: Respondent’s Impression of the Interviewer Questioning, Probing, and Recording Fraud and Deceit Solved by: Improving Interviewer Quality Marketing Research 9th Edition Aaker, Kumar, Day m/mr9/ 9 Marketing Research 10th Edition

Methods of Data Collection Personal Interview Telephone Interview Mail Survey Fax Survey Survey Web-based Survey Marketing Research 9th Edition Aaker, Kumar, Day m/mr9/ 10 Marketing Research 10th Edition

Factors Affecting the Choice of a Survey Method Sampling Type of Population Question Form Question Content Response Rate Costs Available Facilities Duration of Data Collection Marketing Research 9th Edition Aaker, Kumar, Day m/mr9/ 11 Marketing Research 10th Edition

Ethical Issues in Data Collection 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 Marketing Research 9th Edition Aaker, Kumar, Day m/mr9/ 12 Marketing Research 10th Edition

Ethical Issues in Data Collection (Contd.) 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 Misrepresenting the compensation in order to gain cooperation Not mentioning that a follow-up interview will be made Using projective tests and unobtrusive measures to circumvent the need for a respondent’s consent Using hidden tape recorders Marketing Research 9th Edition Aaker, Kumar, Day m/mr9/ 13 Marketing Research 10th Edition