1. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.1 Chapter 10 Survey and quantitative observation techniques Know exactly what you want to measure – and then select a survey or observation technique that creates cooperative participants, willing to think and be honest. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.1

2. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.2 Chapter outline 1.Overview 2.Survey techniques 3.Online surveys 4.Telephone surveys 5.Face-to-face surveys 6.Postal surveys 7.A comparative evaluation of survey techniques 8.Mixed-mode surveys 9.Observation techniques 10.Observation techniques classified by mode of administration 11.A comparative evaluation of observation techniques 12.International marketing research 13.Ethics in marketing research 14.Digital applications of marketing research

3. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.3 Survey Methods Traditional Sampling methods Access Panel Telephone Survey Face-to-face Survey Postal SurveyOnline Survey Traditional CATI (Computer- assisted telephone interview) Home or workplaceStreet CAPI (Computer- assisted personal interview) Home or workplace Mobile deviceEmail Figure 6.1 A classification of survey methods

4. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.4 Reasons for the decrease in survey response rates Survey designers’ lack of empathy with participants’ survey experiences No clear benefits from participating in an interview Wrong mode chosen to conduct the survey – context not seen as appropriate by participants Confusion about what constitutes a bona fide survey Concerns about confidentiality Length of interviews Relevance of questions Number of requests

5. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.5 Advantages and disadvantages of online surveys Advantages: speed cost quality of response no interviewer bias data quality contact with certain target groups Disadvantages: sampling frames access to the web technical problems

6. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.6 Table 10.1 Some decisions related to the mail survey package

7. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.7 Criteria for evaluating survey methods Flexibility of data collection The flexibility of data collection is determined primarily by the extent to which the participant can interact with the interviewer and the survey questionnaire. Diversity of questions The diversity of questions that can be asked in a survey depends upon the degree of interaction the participant has with the interviewer and the questionnaire, as well as the ability to actually see the questions. Use of physical stimuli The ability to use physical stimuli such as the product, a product prototype, commercials or promotional displays during the interview. Sample control Sample control is the ability of the survey mode to reach the units specified in the sample effectively and efficiently.

8. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.8 Criteria for evaluating survey methods (Continued) Quantity of data The ability to collect large amounts of data. Response rate Survey response rate is broadly defined as the percentage of the total attempted interviews that are completed. Control of the data collection environment The degree of control a researcher has over the environment in which the participant answers the questionnaire. Control of field force The ability to control the interviewers and supervisors involved in data collection.

9. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.9 Criteria for evaluating survey methods (Continued) Potential for interviewer bias The extent of the interviewer's role determines the potential for bias. Potential to probe Though the interviewer has the potential to create bias in the responses elicited from participants, it is balanced somewhat by the amount of probing that can be done. Potential to build rapport Rapport may be vital to communicate why the survey is being conducted, with a corresponding rationale for the participant to spend time answering the questions. Speed It is the total time taken for administering the survey to the entire sample.

10. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.10 Criteria for evaluating survey methods (Continued) Cost It is the total cost of administering the survey and collecting the data. Perceived participant anonymity Perceived participant anonymity refers to the participants' perceptions that their identities will not be discerned by the interviewer or the researcher. Social desirability Social desirability is the tendency of participants to give answers that they feel to be acceptable in front of others, including interviewers.

11. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.11 Criteria for evaluating survey methods (Continued) Obtaining sensitive information Sensitive information may mean an issue that is personally sensitive, such as the way in which a participant may be classified or the use of hygiene products. What may be deemed ‘sensitive’ varies enormously between different types of participant. Low incidence rate Incidence rate refers to the rate of occurrence or the percentage of persons eligible to participate in a study.. Participant control Methods that allow participant control over the interviewing process can solicit greater cooperation and engagement, i.e. control over when to respond to the survey and the flexibility to answer in parts at different times and even via different modes.

12. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.12 Table 6.2 A comparative evaluation of survey techniques (Key: Low=*, Moderate to Low=**, Moderate=***, Moderate to High=****, High=*****)

13. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.13 Table 6.2b A comparative evaluation of survey techniques (Key: Low=*, Moderate to Low=**, Moderate=***, Moderate to High=****, High=*****)

14. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.14 Table 6.2c A comparative evaluation of survey techniques (Key: Low=*, Moderate to Low=**, Moderate=***, Moderate to High=****, High=*****)

15. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.15 Mixed-mode surveys Key features of making mixed-mode research work are: Common questions across all modes Different templates applied to different modes to ensure that each looks appropriate. Mode-specific text alternatives in addition to support for foreign language translations. A single database for all survey data, updated in real time. The ability to determine the mode of initial contact from the sample. Easy switching of any interview from one mode to another. Automatic concealment of any interviewer-recorded data when switching a self-completion mode

16. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.16 Table 10.3 Additional survey methods

17. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.17 Quantitative observation techniques Quantitative observation involves recording the behavioural patterns of people, objects and events in a systematic manner to obtain information about the phenomenon of interest. The observer does not question or communicate with the people being observed unless they take the role of a mystery shopper. Information may be recorded as the events occur or from records of past events.

18. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.18 Structured versus unstructured observation For structured observation, the researcher specifies in detail what is to be observed and how the measurements are to be recorded, e.g. an auditor performing inventory analysis in a store. In unstructured observation, the observer monitors all aspects of the phenomenon that seem relevant to the problem at hand, e.g. observing children playing with new toys.

19. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.19 Disguised versus undisguised observation In disguised observation, the participants are unaware that they are being observed. Disguise may be accomplished by using two-way mirrors, hidden cameras or inconspicuous electronic devices. Observers may be disguised as mystery shoppers or sales staff. In undisguised observation, the participants are aware that they are under observation.

20. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.20 Natural versus contrived observation Natural observation involves observing behaviour as it takes places in the environment. For example, one could observe the behaviour of participants eating a new menu option in Burger King. In contrived observation, participants’ behaviour is observed in an artificial environment, such as a test kitchen.

21. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.21 Personal observation Observation methods Content Analysis Trace analysis Audit Figure 6.3 A classification of observation methods Mechanical observation

22. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.22 Personal observation A researcher observes actual behaviour as it occurs. The observer does not attempt to manipulate the phenomenon being observed but merely records what takes place. For example, a researcher might record the time, day and number of shoppers who enter a shop and observe where those shoppers ‘flow’ once they are in the shop.

23. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.23 Electronic observation Electronic devices rather than human observers record the phenomenon being observed. They are used for continuously recording ongoing behaviour for later analysis. Do not require participants' direct participation. –The AC Nielsen audimeter –Turnstiles that record the number of people entering or leaving a building. –On-site cameras (still, motion picture, or video) –Optical scanners in supermarkets Do require participant involvement. –Eye-tracking monitors –Pupilometers –Psychogalvanometers –Voice pitch analyzers –Devices measuring response latency

24. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.24 Trace analysis Data collection is based on physical traces, or evidence of past behaviour. The selective erosion of tiles in a museum was used to determine the relative popularity of exhibits. The number of different fingerprints on a page was used to gauge the readership of various advertisements in a magazine. The position of the radio dials in cars brought in for service was used to estimate share of listening audience of various radio stations. The age and condition of cars in a parking lot were used to assess the affluence of customers. The magazines people donated to charity were used to determine people's favorite magazines. Internet visitors leave traces which can be analysed to examine browsing and usage behaviour by using cookies.

25. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.25 Table 10.3 A comparative evaluation of observation methods

26. Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 10.26 Table 10.7 A comparative evaluation of survey methods for international marketing research