1. Chapter Nine Marketing Research Professor Charles Trappey
Josh Richards

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

3. Information From Surveys
Attitude
Decisions
Relationships
Info from Surveys are Used to Capture a Wide Variety of Information
Attitude
Decisions you should focus on Process not Results
Relationships - Measuring the relationship between actions & needs, desires, preferences, motives and goals

4. Sources of Survey Error
Population definition
Population Representation
Cooperation
Comprehension
Required knowledge
Recording response
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

5. Errors Due to Refusals Question subject Location Indifference Fear
Invasion of privacy
Hostility
Bias
Confusion
Procedure
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)

6. Errors Due to Inaccuracy
Inability
Timeframe
Inaccuracy in Response
Inability to respond
Time lag between question asked and when it is answered

7. Unwillingness to Respond Accurately
Invasion of privacy
Time pressure
Response bias
Courtesy bias
Uninformed response
Response style
Concern about invasion of privacy
Time pressure and fatigue
Prestige seeking and social desirability response bias
Courtesy bias
Uninformed response bias
Response style
“And finally, would you say that your fear of privacy invasion has increased?”

8. Interviewer Error Attitude Training Fraud Attitude of the interviewer
Training to question, probe, and record
Fraud and deceit

9. Methods of Data Collection
Personal Interview
Telephone Interview
Mail Survey
Fax Survey
Survey
Web-based Survey
Methods of Data Collection
Personal Interview
Telephone Interview
Mail Survey
Fax Survey
Survey
Web-based Survey

10. Choice of a Survey Method
Sampling
Type of Population
Question Form
Question Content
Response Rate
Costs
Available Facilities
Length of Data Collection
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

11. Ethical Issues in Data Collection
Misrepresentation
Abuse of rights
Analysis
Disguise of Purpose
Deceit
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
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
Misrepresentation can also be misrepresenting the compensation in order to gain cooperation
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

12. QUESTIONS