1. Aaker, Kumar, Day Seventh Edition Instructor’s Presentation Slides
Marketing Research
Aaker, Kumar, Day
Seventh Edition
Instructor’s Presentation Slides

2. Information from Respondents: Issues in Data Collection
Chapter Nine
Information from Respondents:
Issues in Data Collection

3. 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
Marketing Research 7th Edition
Aaker, Kumar, Day

4. Sources of Survey Error
The Results Will Be Meaningful If:
Population has been defined correctly
Sample is representative of the population
Respondents selected are able and willing to cooperate
Questions are understood by the respondents
Respondents have the knowledge, opinions, attitudes, or facts required
Interviewer correctly understands and records the response
Marketing Research 7th Edition
Aaker, Kumar, Day

5. Sources of Survey Error
Ambiguity of question
Interviewer error
Sample
Question Answer
POPULATION
RESPONDENT
INTERVIEWER
Inaccuracy in response
Inability to formulate a response
Unwillingness to respond
Nonresponse due to refusals or not-at-home
Ambiguity of answer
Sampling error
Marketing Research 7th Edition
Aaker, Kumar, Day

6. Non-response Errors Due to Refusals
Refusals Could Occur Due to:
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)
Marketing Research 7th Edition
Aaker, Kumar, Day

7. Non-response Errors Due to Refusals (Cont.)
Phenotypic Source
Characteristics of the data collection procedure
Question asked
How question is asked
Length of interview
Genotypic Source
Indigenous characteristics of the respondents
Age
Sex
Occupation
Marketing Research 7th Edition
Aaker, Kumar, Day

8. Inaccuracy in Response
Inability to respond
Telescoping
Averaging
Omission
Cannot formulate an adequate answer
Some of these problems can be solved by:
Aided-recall techniques
Marketing Research 7th Edition
Aaker, Kumar, Day

9. Unwillingness to Respond Accurately
This Could Arise Due to the Following Reasons:
Concern about invasion of privacy
Time pressure and fatigue
Prestige seeking and social desirability response bias
Courtesy bias
Uninformed response bias
Response style
Marketing Research 7th Edition
Aaker, Kumar, Day

10. Interviewer Error This Depends On:
Respondent’s Impression of the Interviewer
Questioning, Probing, and Recording
Fraud and Deceit
Improving Interviewer Quality
Marketing Research 7th Edition
Aaker, Kumar, Day

11. Methods of Data Collection
Personal Interview
Telephone Interview
Mail Survey
Fax Survey
Survey
Web-based Survey
Marketing Research 7th Edition
Aaker, Kumar, Day

12. Factors Affecting the Choice of a Survey Method
Sampling
Type of Population
Question Form
Question Content
Response Rate
Costs
Available Facilities
Length of Data Collection
Marketing Research 7th Edition
Aaker, Kumar, Day

13. 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 7th Edition
Aaker, Kumar, Day

14. 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
Marketing Research 7th Edition
Aaker, Kumar, Day

15. Ethical Issues in Data Collection (Contd.)
The Rights of the Respondents Can Be Violated By:
Not mentioning to the respondent that a follow up interview will be made
Using projective tests and unobtrusive measures to circumvent the need for a respondents consent
Using hidden tape recorders
Not debriefing the respondent
Conducting simulated product tests in which identical product is tried by respondent except for variations in color
Marketing Research 7th Edition
Aaker, Kumar, Day