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

2. Information from Respondents: Survey Methods
Chapter Ten
Information from Respondents:
Survey Methods

3. Basic Survey Methods Personal Interview Telephone Interview
Mail Survey

4. Personal Interviews There Are Four Entities Involved Researcher
Interviewer
Interviewee
The Interview Environment

5. Personal Interviews (Contd.)
Methods
Door to Door Interviewing
Executive Interviewing
Mall Intercept Surveys
Self Administered Interviews
Purchase Intercept Technique (PIT)
Omnibus Surveys

6. Personal Interviews (Contd.)
Advantages
Can arouse and keep interest
Can build rapport
Ask complex questions with the help of visual and other aids
Clarify misunderstandings
High degree of flexibility
Probe for more complete answers
Accurate for neutral questions
Do not need an explicit or current list of households or individuals

7. Personal Interviews (Contd.)
Disadvantages
Bias of Interviewer
Response Bias
Embarrassing/personal questions
Time Requirements
Cost Per Completed Interview Is High

8. Telephone Interviewing
The Important Aspects of Telephone Interviewing Are
Selecting telephone numbers
Pre specified list
A directory
Random dialing procedure
Random digit dialing
Systematic random digit dialing (SRDD)
The introduction
When to call
Call reports

9. Telephone Interviewing (Contd.)
Advantages
Central location, under supervision, at own hours
More interviews can be conducted in a given time
Travelling time is saved
More hours of the day are productive
Repeated call backs at lower cost
Absence of administrative costs
Lower cost per completed interview
Intrusiveness of the phone and ease of call backs
Less sample bias

10. Telephone Interviewing (Contd.)
Limitations
Inability to employ visual aids or complex tasks
Can't be longer than 5-10 min. Or they get boring
Amount of data that can be collected is relatively less
A capable interviewer essential
Sample bias
As all people do not have phones, or are not listed

11. Mail Surveys
Requires a broad identification of the individuals to be sampled before data collection begins
Some Decisions That Need to Be Taken Are
Type of Return Envelope
Postage
Method of Addressing
Cover Letter
The Questionnaire Length, Layout, Color, Format Etc
Method of Notification
Incentive to Be Given

12. Mail Surveys (Contd.) Advantages Lower cost
Better results, including a shorter response time
Reliable answers as no inhibiting intermediary
Survey answered at respondents discretion

13. Mail Surveys (Contd.) Disadvantages
The identity of the respondent is inadequately controlled
No control over whom the respondent consults before answering the questions
The speed of the response can't be monitored
No control on the order in which the questions are exposed or answered

14. Mail Surveys (Contd.) Disadvantages (Contd.)
The respondent may not clearly understand the question and no opportunity to clarify
No long questionnaires
Subject to availability of a mailing list
Response rate is generally poor
Number of problems such as obsolescence, omissions, duplications, etc

15. Factors Affecting the Response Rate
Perceived amount of work required, and the length of the questionnaire
Intrinsic interest in the topic
Characteristics of the sample
Credibility of the sponsoring organization
Level of induced motivation

16. Combination of Survey Methods
The Telephone Pre-notification Approach
The Lockbox Approach
The Drop-off Approach

17. Comprehensive Advantages and Disadvantages of Various Methods
Table 10-3
Survey Method: Personal Interviewing
Advantages
There are sample designs that can be implemented best by personal interview (e.g. area probability samples).
Personal interview procedures are probably the most effective way of enlisting cooperation.
Advantages of interview questions-probing for adequate answers, accurately following complex instructions or sequences are realized.
Multimethod data collection, including observation, visual cues, and self administered sections, are feasible.
Rapport and confidence building are possible.
Probably longer interviews can be done in person.

18. Table 10-3 (Cont.) Survey Method: Personal Interviewing
Disadvantages
It is likely to me more costly than alternatives.
A trained staff of interviewers that is geographically near the sample is needed.
The total data collection period is likely to be longer than for most procedures.
Some samples (those in high-rise buildings or high crime areas, elites, employees, students) may be more accessible by some other mode.

19. Table 10-3 (Cont.) Survey Method: Telephone Interviewing
Advantages
Lower costs than personal interviews.
Random Digit-Dialing (RDD) sampling of general population.
Better access to certain populations, especially as compared to personal interviews.
Shorter data collection periods.
The advantages of interviewer administration (In contrast to mail surveys).
Interviewer staffing and management easier than personal interviews-smaller staff needed, not necessary to be near sample, supervision and quality control potentially better.
Likely better response rate from a list sample than from mail

20. Table 10-3 (Cont.) Survey Method: Telephone Interviewing
Disadvantages
Sampling limitations, especially as a result of omitting those without telephone.
Nonresponse associated with RDD sampling is higher than with interviews.
Questionnaires or measurement constraints, including limits on response alternatives, use of visual aids, and interviewer observations.
Possibly less appropriate for personal or sensitive questions if no prior contact.

21. Table 10-3 (Cont.) Survey Method: Self-Administration Advantages
Ease of presenting questions requiring visual aids.
Asking questions with long or complex response categories is fascilitated.
Asking batteries of similar questions is possible.
Disadvantages
Especially careful questionnaire design is needed.
Open questions usually are not useful.
Good reading and writing skills are needed by respondents.
The interviewer is not present to exercise quality control with respect to answering all questions, meeting questions objectives, or the quality of answers provided.

22. Table 10-3 (Cont.) Survey Method: Mail Procedures Relatively low cost
Advantages
Relatively low cost
Can be accomplished with minimal staff and facilities.
Provides access to widely dispersed samples.
Respondents have time to give thoughtful answers, look up records, or consult others.
Disadvantages
Ineffective as a way of enlisting cooperation.
Various disadvantages of not having interviewer involved in data collection.
Need for good mailing addresses for sample.

23. Table 10-3 (Cont.) Survey Method: Drop-off questionnaire Advantages
The interviewer can explain the study, answer questions, and designate a respondent.
Response rates tend to be like those of personal interview studies.
There is more opportunity to give thoughtful answers and consult records.
Disadvantages
Costs about as much as personal interviews.
A field staff is required.

24. Table 10-3 (Cont.) Survey Method: Fax Surveys Advantages
Relatively low cost
Can be accomplished with minimal staff and facilities
Provides access to widely dispersed samples.
Respondents have time to give thoughtful answers.
Telephone charges are decreasing.
Local faxes are free.
Administrative costs are fixed.
It is fast.
Technology is improving.
List management is easy.
Can send and receive by computer.
More reliable than mail in some countries.

25. Table 10-3 (Cont.) Survey Method: Fax Surveys Disadvantages
Higher fixed costs for computer/fax equipment, multiple phone lines.
Costs increase with minutes.
Cost varies by time on line, time of day, distance, and telephone carrier.
Currently limited to organizational populations.
Loss of anonymity.

26. Trends in Survey Methods
Computer Interactive Interviewing
Fax Surveys
Electronic Mail Surveys

27. Surveys in the International Context
Personal
Dominant mode of data collection outside the US
Telephone
Low levels of telephone ownership in some countries
Poor communication network in some countries
Mail
Absence of mailing lists
Poor mail services in some countries