1. CONSUMER SURVEY RESEARCH

2. Survey Research
A method of collecting primary data by communicating with a representative sample of people

3. Survey Research Design
• The way the environment is controlled or
organized
• Environmental variables to control
When the survey is given
How the survey is given
▫ The sample size
▫ Number of groups
• The more environmental control, the more
accurate the results will be

4. What questions do you have?
Selecting a survey research design
should be based on the survey
question(s) you are trying to
answer

5. “… the best way to find out what consumers think is to ask them.”
Based on simple idea:
“… the best way to find out what consumers think is to ask them.”
(Zikmund)

6. Properly conducted Surveys can be:
Quick
Inexpensive
Efficient
Accurate
Flexible

7. Problems with Surveys come from:
Nonresponse error
Response bias
Administrative error

8. NonResponse Error
The difference between a survey that includes only respondents and a perfect survey that also includes nonrespondents

9. Response Bias
Where respondents answer survey questions with a bias that misrepresents truth

10. Administrative Error
- data processing error
- sample selection error
- interviewer error
- interviewer cheating

11. Types of Sampling:
Personal Interviews
Intercepts
Telephone interviews
Self administered questions
Mail questionnaires