1. Exploring Marketing Research William G. Zikmund
Chapter 9:
Survey Research:
Basic Communication Methods

2. Surveys
Surveys as a respondent for information using verbal or written questioning

3. Communicating with Respondents
Personal interviews
Door-to-door
Shopping mall intercepts
Telephone interviews
Self-administered questionnaires

4. Personal Interviews

5. Good Afternoon, my name is _________. I am with _________
survey research company. We are conducting a survey on_________

6. Door-to-Door Personal Interview
Speed of data collection
Moderate to fast
Geographical flexibility
Limited to moderate
Respondent cooperation
Excellent
Versatility of questioning
Quite versatile

7. Door-to-Door Personal Interview
Questionnaire length
Long
Item nonresponse
Low
Possibility of respondent misunderstanding
Lowest

8. Door-to-Door Personal Interview
Degree of interviewer influence of answer
High
Supervision of interviewers
Moderate
Anonymity of respondent
Low

9. Door-to-Door Personal Interview
Ease of call back or follow-up
Difficult
Cost
Highest
Special features
Visual materials may be shown or demonstrated; extended probing possible

10. Mall Intercept Personal Interview
Speed of data collection
Fast
Geographical flexibility
Confined, urban bias
Respondent cooperation
Moderate to low
Versatility of questioning
Extremely versatile

11. Mall Intercept Personal Interview
Speed of Data Collection
Fast
Geographical Flexibility
Confined, urban bias
Respondent Cooperation
Moderate to low
Versatility of Questioning
Extremely versatile

12. Mall Intercept Personal Interview
Questionnaire length
Moderate to long
Item nonresponse
Medium
Possibility of respondent misunderstanding
Lowest

13. Mall Intercept Personal Interview
Degree of interviewer influence of answers
Highest
Supervision of interviewers
Moderate to high
Anonymity of respondent
Low

14. Mall Intercept Personal Interview
Ease of call back or follow-up
Difficult
Cost
Moderate to high
Special features
Taste test, viewing of TV commercials possible

15. Telephone Surveys

16. Telephone Surveys Speed of Data Collection Geographical Flexibility
Very fast
Geographical Flexibility
High
Respondent Cooperation
Good
Versatility of Questioning
Moderate

17. Telephone Surveys Questionnaire Length Item Nonresponse
Moderate
Item Nonresponse
Medium
Possibility of Respondent Misunderstanding
Average
Degree of Interviewer Influence of Answer

18. Telephone Surveys Supervision of interviewers Anonymity of respondent
High, especially with central location WATS interviewing
Anonymity of respondent
Moderate
Ease of call back or follow-up
Easy

19. Telephone Surveys Cost Special features Low to moderate
Fieldwork and supervision of data collection are simplified; quite adaptable to computer technology

20. Telephone Surveys Central location interviewing
Computer-assisted telephone interviewing
Computerized voice-activated interviews

21. Most Unlisted Markets Sacramento, CA Oakland, CA Fresno, CA
Los Angles/Long Beach, CA

22. The Frame, November 2001 Published by Survey Sampling, Inc.

23. Self-Administered Questionnaires

24. Mail Surveys

25. Mail Surveys Speed of data collection Geographical flexibility
Researcher has no control over return of questionnaire; slow
Geographical flexibility
High
Respondent cooperation
Moderate--poorly designed questionnaire will have low response rate

26. Mail Surveys Versatility of questioning Questionnaire length
Highly standardized format
Questionnaire length
Varies depending on incentive
Item nonresponse
High

27. Mail Surveys Possibility of respondent misunderstanding
Highest--no interviewer present for clarification
Degree of interviewer influence of answer
None--interviewer absent
Supervision of interviewers
Not applicable

28. Mail Surveys Anonymity of respondent Ease of call back or follow-up
High
Ease of call back or follow-up
Easy, but takes time
Cost
Lowest

29. How to Increase Response Rates for Mail Surveys
Write a “sales oriented” cover letter
Money helps
- As a token of appreciation
- For a charity
Stimulate respondents’ interest with interesting questions
Follow Up
- Keying questionnaires with codes
Advanced notification
Sponsorship by a well-known and prestigious institution

30. Increasing Response Rates
Effective cover letter
Money helps
Interesting questions
Follow-ups
Advanced notification
Survey sponsorship
Keying questionnaires

31. E-Mail Questionnaire Surveys
Speed of data collection
Instantaneous
Geographic flexibility
worldwide
Cheaper distribution and processing costs

32. E-Mail Questionnaire Surveys
Flexible, but
Extensive differences in the capabilities of respondents’ computers and software limit the types of questions and the layout
s are not secure and “eavesdropping” can possibly occur
Respondent cooperation
Varies depending if is seen as “spam”

33. Internet Surveys
A self-administered questionnaire posted on a Web site.
Respondents provide answers to questions displayed online by highlighting a phrase, clicking an icon, or keying in an answer.

35. Internet Surveys Speed of data collection Cost effective
Instantaneous
Cost effective
Geographic flexibility
worldwide
Visual and interactive

36. Internet Surveys Respondent cooperation Varies depending on web site
Varies depending on type of sample
When user does not opt-in or expect a voluntary survey cooperation is low.
Self-selection problems in web site visitation surveys - participants tend to be more deeply involved than the average person.

37. Internet Surveys Versatility of questioning Questionnaire length
Extremely versatile
Questionnaire length
Individualized base on respondent answers
Longer questionnaires with panel samples
Item nonresponse
Software can assure none

38. Internet Surveys Representative samples
The quality of internet samples may vary substantially.
A sample of those who visit a web page and voluntarily fill out a questionnaires can have self-selection error.

39. Internet Surveys
1) not all individuals in the general public have internet access
2) many respondents lack powerful computers with high-speed connections to the internet
3) many respondents computer skills will be relatively unsophisticated.

40. Internet Surveys Possibility for respondent misunderstanding
High
Interviewer influence of answers
None
Supervision of interviewers not required

41. Internet Surveys Anonymity of Respondent Ease of Callback or Follow-up
Respondent can be anonymous or known
Ease of Callback or Follow-up
difficult unless address is known
Special Features
allows graphics and streaming media

42. Welcome Screen Welcome Screen like a cover letter
It contains the name of the research company and how to contact the organization if there is a problem or concern.
"If you have any concerns or questions about this survey, or if you experience any technical difficulties, please contact (NAME OF RESEARCH ORGANIZATION).

43. Welcome Screen should ask for password and give instructions
Please enter your personal password from your invitation.Then, press the "enter" key to begin the survey or simply click on the right arrow at the bottom of the page to begin the survey (after you have read the remaining instructions):
During the survey, please do not use your browser's FORWARD and BACK buttons.
Use the arrows on the lower right to move backward and forward through the survey.

44. There is no best form of survey; each has advantages and disadvantages.

45. Selected Questions to Determine the Appropriate Technique
Is the assistance of an interviewer necessary?
Are respondents interested in the issues being investigated?
Will cooperation be easily attained?

46. Selected Questions to Determine the Appropriate Technique
How quickly is the information needed?
Will the study require a long and complex questionnaire?
How large is the budget?

47. Pretesting
A trial run with a group of respondents to iron out fundamental problems in the instructions of survey design

48. “Practice is the best of all instructors.” Publius Syrus