1. Professor Steven Litt steven.litt@senecac.on.ca
MRK455
Internal Data
Applications?
Limitations?

2. Professor Steven Litt steven.litt@senecac.on.ca
MRK455
The Brief
Content Elements?
Process Considerations?

3. Professor Steven Litt steven.litt@senecac.on.ca
MRK455
The
Brief!

4. Professor Steven Litt steven.litt@senecac.on.ca
MRK455
The Brief!

5. Professor Steven Litt steven.litt@senecac.on.ca
MRK455
The Brief!

6. Professor Steven Litt steven.litt@senecac.on.ca
MRK455
The Brief!

7. Quantitative Data Collection Methods
Chapter 6
Basic Marketing Research
Using Microsoft® Excel
Data Analysis
Canadian Edition
Burns, Bush & Nash
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

8. Copyright © 2012 Pearson Canada Inc., Toronto, Ontario
Learning Objectives
Evaluate each of the 4 basic survey modes for gathering data.
Describe different types of survey data collection methods.
Express major concerns in choosing a particular survey method.
If you don’t collect the appropriate data or in the appropriate way, it’s cr____
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

9. Four Data Collection Modes
Person-administered, no computer
Computer-assisted methods
Self administered; respondent completes it
Mixed-mode surveys, combine above methods
All 4 methods work, but which one works best depends on circumstances
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

10. Person-Administered Surveys
Interviewer reads questions
Face-to-face or by telephone, records answers
Advantages of person-administered surveys:
Feedback: can respond to issues
Rapport: greater comfort with another human
Quality control: get correct demographics
Adaptability: can adapt, e.g. elderly
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

11. Disadvantages of Person-Administered Surveys
Human error: may change wording, sequence
Slow speed: people slower than computer
High cost: recruit, train, pay interviewer
Interview evaluation: can create discomfort
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

12. Computer-Administered Surveys
Computer plays key role in interview
May assist a human interviewer
Prompts next question, branches where needed
May interact directly with respondent
Online surveys
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

13. Professor Steven Litt steven.litt@senecac.on.ca
MKM701
Can you think of the advantages and disadvantages?
Think as a consumer (respondent)!
Think as a Researcher or research client!

14. Advantages of Computer-Administered Surveys
Speed: much faster than humans
Can branch based on previous responses
Error-free interviews: should be no errors
Use of visuals: can show images, videos
Real-time capture of data
Data entered directly into database
Little “interview evaluation”
No human interaction, less anxiety
Keep your eyes open!
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

15. Disadvantages of Computer-Administered Surveys
Technical skills: need computer-savvy people
Must ensure system operates properly
Should be wary of viruses, bugs
High setup costs: programming, debugging
Can take days to get going
Growing availability of low-cost services
User-friendly development interfaces
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

16. Self-Administered Surveys
Respondent completes on his/her own
Respondent reads, responds directly
Choose pace, location, time
No human, computer administration involved
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

17. Advantages of Self-Administered Surveys
Reduced cost: no interviewer, computer needed
Respondent control:
Respondent not feeling rushed
Feel relaxed when responding
No interview-evaluation apprehension
Get more insightful information
Better than face-to-face for that
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

18. Disadvantages of Self-Administered Surveys
Respondent control: may ignore survey
May answer questions erroneously
Late replies, refusals
Lack of monitoring: no interaction
Confused respondents left on their own
May give incorrect, no answers
High questionnaire requirements:
All relies on respondent
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

19. Copyright © 2012 Pearson Canada Inc., Toronto, Ontario
Mixed-Mode Surveys
Use multiple data collection methods
Advantage: use best of each technique
Online for connected, phone for others
Representative sample can be gained
Disadvantages:
Mode may affect response
Added complexity for different modes
Different instructions, data input
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

20. Data Collection Methods: Person-Administered Interviews
At least four variations, based on location
In-Home interviews: completed in home
Costly, so contact, setting must be essential
Mall-Intercept interviews: stop and ask
Can interact, but are samples representative?
High refusals, less-than-ideal environment
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

21. Data Collection Methods: Person-Administered Interviews [cont’d]
In-Office interviews: good for B2B
Similar to home, but access professionals
Costly, hard to locate respondents
Telephone interviews: no need to be there
Cost of calls low, can get high quality sample
Quick turnaround times; political polls
Cannot show things, no visual cues
Longer, open-ended interviews pose problems
Technology – call blocking, telemarketing
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

22. Telephone Interview Techniques
Traditional method: fading away
All mechanical – dialling, reading questions
Great potential for errors, temptations to cheat
Need verification, proof interviews completed
Central Location: all calls from one place
Cost savings, quality control, multiple surveys
Better recruitment, training, supervision
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

23. Computer-Administered Interviews
Computer-assisted telephone interviews
Interviewer reads from computer screen
Automatic dialing, prompts help interviewer
Helpful to skip to next appropriate question
Few errors, easy, quick tabulations
Can add questions if appropriate
Save money, time, get quality control
Eg robocalls
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

24. Computer-Administered Interviews [cont’d]
Fully computerized interviews
Computer dials, respondent pushes buttons
Completely automated telephone survey (CATS)
Good for customer satisfaction, service quality
Respondent may complete at computer unit
Touch screen for responses
No people costs, but computer advantages
Easy tabulation
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

25. Computer-Administered Interviews [cont’d]
Online questionnaire: becoming standard
Fast, easy, inexpensive
Can present images, all question types
Respondent completes at convenient time
Continuous input possible
Speed, low cost key advantages
Concerns about representativeness, validation
Distractions, whether you catch them at the right time, etc
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

26. Self-Administered Surveys
Group self-administered surveys
Group may view TV ad, respond
Student class survey
Drop-off surveys; leave it with them
Approach respondent, explain, leave survey
Submitted by respondent, sometimes online
Can include hotel, grocery store surveys
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

27. Self-Administered Surveys [cont’d]
Mail surveys: sent, returned by mail
Mailing lists readily available
Can get specific groups of respondents
Generally inexpensive, but...
Problems with mail surveys
Nonresponse; many never returned
Self-selection bias; respondents may not be representative
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

28. Choice of the Survey Method
All methods have nonresponse issues
Each has advantages, disadvantages
Guiding principle should be quality of data
Balance quality against cost, time and more
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

29. Survey Data Collection Time Horizon
May need data collection in short time frame
If time is tight:
Telephone surveys relatively fast
If interaction with product essential, mall intercept indicated
Online very fast
Research panels growing in popularity
Ensures high response rates
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

30. Survey Data Collection Budget
If budget is low, mail looks good
Online surveys also appealing
Client can select target, design questionnaire
Need to be sure online is representative of target
Telephone surveys would be next choice
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

31. Copyright © 2012 Pearson Canada Inc., Toronto, Ontario
Incidence Rate
Percentage of population meeting criteria
Often target very select group
May want older group
May include medical conditions
Online, telephone likely choices
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

32. Cultural/Infrastructure Considerations
International cultural issues arise
Door-to-door may not work
Population may lack telephone service
Critical to understand culture
Wise to consult with local research firms
This makes surveying urban Canada in a representative way, very challenging
Copyright © 2012 Pearson Canada Inc., Toronto, Ontario

33. Professor Steven Litt steven.litt@senecac.on.ca
MRK455
For Friday:
Read Chapter 7
Bring an Excel-loaded device to class
Teams: Bring Draft Research Brief & Proposal