1. Survey Research Methods MKTG 3342 Fall 2008 Professor Edward Fox

2. Survey Research Methods OUTLINE Types of Survey Methods Types of Survey Methods Comparison of Survey Methods Comparison of Survey Methods Increasing Response Rate - Mail Survey Increasing Response Rate - Mail Survey Increasing Response Rate - Phone Survey Increasing Response Rate - Phone Survey Increasing Response Rate - Internet Survey Increasing Response Rate - Internet Survey

3. Survey Research Methods OVERVIEW Definition – Use of a questionnaire to gather facts, opinions, and attitudes Definition – Use of a questionnaire to gather facts, opinions, and attitudes The survey is the most popular tool for gathering primary data The survey is the most popular tool for gathering primary data

4. Types of Surveys I. Personal Interview Door-To-Door Interviews Door-To-Door Interviews Mall Intercepts Mall Intercepts Executive Interviews for Business Markets Executive Interviews for Business Markets II. Telephone Interview Central Location Interviews Central Location Interviews Computer Assisted Telephone Interviewing (CATI) Computer Assisted Telephone Interviewing (CATI) Interactive Voice Response (IVR) or Completely Automated Interactive Voice Response (IVR) or Completely Automated

5. Types of Surveys (Cont.) III. Self-Administered or “Paper&Pencil” Survey Mail (One-Shot or Panel) Mail (One-Shot or Panel) Personally Administered Personally Administered Diskette / CD Diskette / CD FAX FAX IV. Electronic Survey E-Mail / Internet E-Mail / Internet Computer-administered (e.g., TELLUS) Computer-administered (e.g., TELLUS)

6. Criteria for Comparing Survey Methods Sampling Criteria – Can you reach and get responses from a desirable sample (a large enough sample of the “right” type of people)? Sampling Criteria – Can you reach and get responses from a desirable sample (a large enough sample of the “right” type of people)? Information Criteria – Can you get the desired information from respondents? Information Criteria – Can you get the desired information from respondents? Administrative Criteria – Can you keep the time and costs to collect data low? Administrative Criteria – Can you keep the time and costs to collect data low?

7. Comparing Survey Methods

8. Factors Affecting Choice of Survey Method The following are general guidelines: Personal: Use for long/complex questionnaire, or if results are particularly sensitive to error; high budget Personal: Use for long/complex questionnaire, or if results are particularly sensitive to error; high budget Mail: Use if questionnaire is somewhat long/complex and time is not critical; low budget Mail: Use if questionnaire is somewhat long/complex and time is not critical; low budget Phone: Use to reach a large number of people, if time is critical, for a short questionnaire that can be easily understood Phone: Use to reach a large number of people, if time is critical, for a short questionnaire that can be easily understood E-Mail/Internet: Use if target audience is educated (computer literate), topic is intrinsically interesting, time is critical, but representativeness is not E-Mail/Internet: Use if target audience is educated (computer literate), topic is intrinsically interesting, time is critical, but representativeness is not

9. Tactics to Increase Mail Survey Response Rates Advance postcard or telephone call alerting respondent of survey Follow-up postcard or phone call Monetary incentives (e.g., dollar bill) Premiums (e.g., pencil, pen, keychain) Coupons (e.g., 50% off on next visit) Postage stamps rather than metered envelopes Self-addressed, stamped return envelope Personalized address and well-written cover letter

10. Tactics to Increase Mail Survey Response Rates Affiliation with institutions or reputed organizations Entry into drawing for prize Promise of contributions to favorite charity Emotional appeals Bids for sympathy Offer to share information from the survey Multiple mailings of the questionnaire Reminder that respondent participated in previous study Personally signed cover letter

11. Tactics to Increase Telephone Survey Response Rates Call at a convenient time (e.g., weekdays 7-9 PM, Sunday afternoon) Call at a convenient time (e.g., weekdays 7-9 PM, Sunday afternoon) Make a pleasant, engaging introduction Make a pleasant, engaging introduction Emphasize you are not selling anything Emphasize you are not selling anything Keep the survey short Keep the survey short State how long it will take State how long it will take

12. Tactics to Increase E-mail/Internet Survey Response Rates Almost all the actions listed for mail survey also apply to E-Mail/Internet surveys (with some modifications) Almost all the actions listed for mail survey also apply to E-Mail/Internet surveys (with some modifications) Questionnaire should be relatively short Questionnaire should be relatively short No need for advance notification No need for advance notification Include a short, pleasant introduction Include a short, pleasant introduction Incentives are useful, but are not used nearly as often as with mail surveys; sharing of results sometimes offered Incentives are useful, but are not used nearly as often as with mail surveys; sharing of results sometimes offered Reminder e-mails Reminder e-mails

13. Summary of Key Points Surveys are the most common method for collection of primary data Surveys are the most common method for collection of primary data There are several types of surveys, including door-to-door interviewing, mall intercept, telephone interviewing, mail and internet survey There are several types of surveys, including door-to-door interviewing, mall intercept, telephone interviewing, mail and internet survey Telephone surveys have become very popular in the last two decades Telephone surveys have become very popular in the last two decades The popularity of Internet surveys is much more recent and growing The popularity of Internet surveys is much more recent and growing