2. Need estimates of prevalence? Objective answers by asking? Yes SURVEY Good Poor EXPLORATORY or SECONDARY RESEARCH FOCUS GROUPS Understanding of problem Overview of Research Methods No

3. Nature of survey research ◦ People naturally do what they do; ◦ you measure this through self-reports ◦ most typically in the form of interviews or questionnaires 6/3/2016Marketing Research3

4. 6/3/2016Marketing Research4 Timing ◦ Past (“Retrospective”) ◦ Future (“Prospective”) Agent ◦ Yourself (“Self Report”) ◦ Others (“Informant”)

5. 1. Rates of occurrence Product purchase, product interest, media use 2. Examines relationships Between the cause (Independent Variable) and the outcome (Dependent Variable) 6/3/2016Marketing Research5

6. 1. Quick and easy ◦ When fast info is needed 2. Standardized ◦ Offers consistency 3. Flexible ◦ Can get most any type of info in a variety of ways 4. Measuring a natural phenomenon ◦ People behave naturally, you merely measure that. 5. Qualitative OR quantitative information ◦ Numbers or words 6. Can examine subgroup differences ◦ e.g. separate analyses for gender or product experience 6/3/2016Marketing Research6

7. 1. Respondent Problems ◦ Self-selection (non-response) bias ◦ Response bias  Social desirability bias  Acquiescence bias 2. Administration Problems Sample selection error (Data) processing error Interviewer error  Cheating or falsifying data  Unconscious cues 6/3/2016Marketing Research7

8. 3. Many participants needed 4. Cannot prove causation 5. Limited time and complexity for phone 6. Limited visuals for many survey forms 7. Does not measure actual behaviour 6/3/2016Marketing Research8

9.  Cross-sectional ◦ “One shot” ◦ Cohort: ask different people each time  (same survey new sample)  Longitudinal ◦ More than one shot  Panel: ask the same people at different times 6/3/2016Marketing Research9

10.  Person administered surveys  Self administered  Computer aided or administered 6/3/2016Marketing Research10

11. Face-to-face:  Door-to-door (in-home)  Mall intercept,  Executive (in office) Telephone interview:  traditional,  computer-assisted 6/3/2016Marketing Research11

12. 6/3/2016Marketing Research12

13. Self-administered: ◦ Mail surveys ◦ Drop-off questionnaire ◦ Fax surveys Computer administered: ◦ Email survey ◦ Web based (Online panels such as Zoomerang) 6/3/2016Marketing Research13

14. 14 Precision Quality of Data Desired/Required How the Data Will be Used Budget (Cost/Benefit Ratio) Questionnaire Length Time to Complete the Survey Cooperation/Response Rates Determining the Survey Method