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

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

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 10th Edition

4. Sources of Survey Error
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
Marketing Research 10th Edition

5. Non-response due to refusals or not-at-home Inaccuracy in response
Sources of Error in Information from Respondent
POPULATION
RESPONDENT
INTERVIEWER
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
Marketing Research 10th Edition

6. 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
Refusals could also 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 10th Edition

7. 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 10th Edition

8. 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
Marketing Research 10th Edition

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

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

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

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

13. Ethical Issues in Data Collection (Contd.)
Marketing Research 9th Edition
Aaker, Kumar, Day
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 10th Edition