Essentials of Marketing Research William G' Zikmund

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Essentials of Marketing ResearchWilliam G.
Zikmund

• Chapter7
• Survey Research

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Selection of sampling technique
Problem discovery
Problem Discovery and Definition
Sampling
Selection of exploratory research technique
Probability
Nonprobability
Secondary (historical) data
Experience survey
Pilot study
Case study
Collection of data (fieldwork)
Data Gathering
Data Processing and Analysis
Editing and coding data
Problem definition (statement of research
objectives)
Data processing
Selection of basic research method
Research Design
Conclusions and Report
Interpretation of findings
Experiment
Survey
Observation
Secondary Data Study
Report
Laboratory
Field
Interview
Questionnaire
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Surveys

• Structured questionnaires that ask respondents
  for information using verbal or written
  questioning

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Random Sampling Error

• A statistical fluctuation that occurs because of
  chance variation in the elements selected for the
  sample

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Systematic Error

• Systematic error results from some imperfect
  aspect of the research design or from a mistake
  in the execution of the research

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Respondent Error

• A classification of sample bias resulting from
  some respondent action or inaction
• Nonresponse bias
• Response bias

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Nonresponse Error

• Nonrespondents - people who refuse to cooperate
• Not-at-homes
• Self-selection bias
• Over-represents extreme positions
• Under-represents indifference

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Response Bias

• A bias that occurs when respondents tend to
  answer questions with a certain slant that
  consciously or unconsciously misrepresents the
  truth
• Acquiescence bias
• bias that results because some individuals tend
  to agree with all questions
• Extremity bias
• some individuals tend to use extremes when
  responding to questions

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Response Bias cont.

• Interviewer bias
• bias that occurs because the presence of the
  interviewer influences answers (untrue or biased)
• Auspices bias
• respondents being influenced by the organization
  conducting the study
• Social desirability bias
• caused by respondents desire to gain prestige or
  appear in a different social role.

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Administrative Error

• Improper administration of the research task
• Interviewer cheating - filling in fake answers or
  falsifying interviewers
• Data processing error - incorrect data entry,
  computer programming, or other procedural errors
  during the analysis stage.
• Sample selection error -improper sample design or
  sampling procedure execution.
• Interviewer error - field mistakes

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Many Types of Survey Research

• Door-to-Door Interview
• Mall Intercept
• Telephone Interview
• Mail Questionnaire
• Internet Questionnaire

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There is no best form of survey each has
advantages and disadvantages.
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Advantages and Disadvantages
1 best 5 worst
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Advantages and Disadvantages (cont.)
1 best 5 worst