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Chapter 7 Survey Data Collection Methods
Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Summary Slide Common data collection methods
executive interviewing central location interviewing common data collection methods self-completion questionnaires Advantages and disadvantages Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Summary Slide (cont.) Raising response rates for self-completion questionnaires Advantages and disadvantages of surveys Strengths and weaknesses of Internet surveys Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Common data collection methods
Interviewing people face-to-face done when the interviewer can see respondent includes video or web interviews Interviewing people by phone Computer Aided Telephone Interviewing (CATI) Using a self-completion questionnaire , Internet based, fax, paper See p. 220 Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Advantages and disadvantages of face-to-face interviewing
Better rapport between interviewer and respondent Higher cost than other methods Interviewer can reassure respondent as necessary Demanding nature of interviewer’s job Suitable for long interviews Possibility of interviewer bias Probing can be effective 4. Respondents fears about lack of anonymity See Table 7.1 p. 221 cont Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Advantages and disadvantages of face-to-face interviewing
Interviewer can show things to respondent as required Easier to overcome language and literacy problems More likely that questions will be fully answered Fewer people will refuse interviews See Table 7.1 p. 221 Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Locations for face-to-face interviews
Executive interviewingat people’s work Door-to-doorat people’s homes Central location interviewing – could be public or private See p. 224 Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Executive interviewing
Interviewing people at their workplace Used for long/complex interviews Both qualitative and quantitative responses Time consuming for both interviewer and respondent Expensive because of time taken to – set up interview travel to location interview respondent analyse results Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Advantages and disadvantages of door-to-door interviewing
A probability sample can be used It is expensive Interviewers and respondents can check products in their homes Call-backs are necessary in a probability sample Respondents are likely to be more relaxed Difficulty in finding the right people to interview Suitable for a long interview Interviewing in the evenings can be difficult See Table 7.2 p. 224 cont Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Advantages and disadvantages of door to door interviewing
Gaining access to some homes is difficult or even impossible Some areas are unsafe Some people will not respond to a stranger Many people work at home See Table 7.2 p. 224 Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Central location interviewing
It is important to find a suitable location where the preferred respondents may be found, e.g. – train stations—commuters shopping centres—shoppers car yards—car buyers outside cinemas—cinema goers airports—plane travellers beaches—swimmers classrooms—students See p. 226 Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Advantages and disadvantages of central location interviews
Low cost per interview Probability sampling is impossible Convenient for respondents and interviewers Shoppers are busy Equipment can be used There are distractions Self-completion questionnaires can be used See Table 7.4 p. 229 Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Common data collection methods
Interviewing people face-to-face done when interviewer can see respondent includes video or web interviews Interviewing people by phone Computer Aided Telephone Interviewing (CATI) Using a self-completed questionnaire , Internet based See p. 220 Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Advantages and disadvantages of telephone interviewing
Interviews are quick Not all numbers are listed Cost per interview is low Interviewer cannot show anything to respondent People are used to receiving calls from strangers It is harder to establish rapport with respondent People are more likely to respond to delicate questions Achievement rates are falling See Table 7.5 p. 232 cont Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Advantages and disadvantages of telephone interviewing
Telephone overcomes home security problems Percentage of refusals is increasing Voic and answering machines make immediate contact difficult Mobile phones causing sampling problems Harder to identify respondent See Table 7.5 p. 232 Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Computer Assisted Telephone Interviewing (CATI) Process
See Fig. 7.1 p. 238 Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Advantages and disadvantages of CATI vs hardcopy interviewing
Each interview takes less time Not suitable for depth interviews or where many open-ended questions are asked Interviewers make fewer mistakes Interviewers require some keyboard skills Skips in the questionnaire are automatically handled Can only be done from a central interviewing location Sequence of questions is always correct See Table 7.6 p. 239 cont Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Advantages and disadvantages of CATI vs hardcopy interviewing
Interviewers can be supervised Questionnaire can be quickly changed Respondents’ phone numbers managed by computer Details of calls are recorded Interviewers enter coded responses directly into computer Findings can be analysed and reported very soon after interviews See Table 7.6 p. 239 Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Common data collection methods
Interviewing people face-to-face done when interviewer can see respondent includes video or web interviews Interviewing people by phone Computer Aided Telephone Interviewing (CATI) Using a self completed questionnaire , Internet based See p. 220 Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Self-completion questionnaires
Respondents are asked to fill in answers to a questionnaire could be paper based or computer based Interviewers not always present, e.g.—Hotel/plane surveys If interviewers present, then role is to: pass out questionnaires explain procedure collect questionnaires at end See p. 241 Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Distribution of self-completion questionnaires
Questionnaires can be delivered by: Hand outs Mail Web Fax Cards with delivery boxes or addressed, postage paid envelopes Enclosed in a publication See p. 242 Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Advantages and disadvantages of self completion questionnaires
Large geographical area can be covered Researcher has little control over timeframe, surveys take longer Every respondent is reached at same time Respondent not always intended person People can respond in their own time Response rate is low Low cost of survey Less literate people under-represented See Table 7.7 p. 246 cont Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Advantages and disadvantages of self completed questionnaires
Possible to link other information known about respondents More response errors occur Instructions can be missed or read incorrectly Some answers will be incomplete Open-ended questions will not be fully answered Respondent can read questionnaire before answering Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Raising response rates for self-completion questionnaires
Tell people why survey is being done Give people a reason to respond to the survey gifts (pens, key chains), discounts etc altruism—a payment to a charity Promise confidentiality Promise no sales follow up Include an informative cover letter personalised letter, return date, reply paid envelope Pre-code questions wherever possible Have as few open-ended questions as possible See p. 253 Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Advantages and disadvantages of email surveys
Cheap to produce Questionnaire must be simple Cheap to transmit if addresses available Respondents have to type responses No interviewers are employed—so lower cost Skips not programmed, have to be explained Open-ended responses can be obtained and may be useful No response controls programmed Respondents set the timing and take part if they wish Easy for respondents to delete Data entry is separate task See Table 7.8 p. 255 Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Strengths and weaknesses of Internet surveys
Questionnaire can include stimuli Not appropriate for detailed response Questionnaire can be programmed Hard to control timeframe Cheap method of data collection Sampling problems need to be addressed Large samples possible No geographic boundaries Feedback can be continuous See Table 7.9 p. 256 cont Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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Strengths and weaknesses of Internet surveys
Reminders can be sent High response rate Convenient for respondents Quick to set up Findings can be analysed at once Interim results can be made available Software available for process See Table 7.9 p. 256 Copyright 2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley
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