MKT 4855 Marketing Research

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MKT 4855Marketing Research

• CHAPTER 7
• Descriptive Research Design
• Survey and Observation

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Quantitative ? Futuristic Prediction
Many of the insights about consumers future
behavior are gained by simply asking consumers
about their attitudes and intentions.
Surjya Roy, Senior Research Manager, Lieberman
Research Worldwide, Los Angeles, CA
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Relationship to Previous Chapter and Marketing
Research Process
Focus of This Chapter
Relationship to Previous Chapter
Relationship to Marketing Research Process
Survey Methods
The Marketing Research Suppliers and Services
(Chapter 1)
Problem Definition
Approach to Problem
Descriptive Research Design (Chapter 3)
Observation Methods
Research Design
Field Work
Data Presentation and Analysis
Report Preparation and Presentation
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Opening Vignette
Survey Methods Advantages and Disadvantages
Be a DM! ? Be an MR! ? Experiential Learning
What Would You Do?
Survey Methods Classified by Mode of
Administration
Personal
Mail
Electronic
Telephone
Improving Survey Response Rate
Observation Methods
Personal
Mechanical
A Comparison of Survey and Observation Methods
APPLICATION TO CONTEMPORARY ISSUES
TQM
International
Technology
Ethics
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Methods of Obtaining Quantitative Data in
Descriptive Research
QUANTITATIVE DESCRIPTIVE RESEARCH
SURVEY Information obtained by questioning
respondents
OBSERVATION Information obtained by observing
behavior or phenomena
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Classification of Survey Methods
SURVEY METHODS
MAIL INTERVIEWING
ELECTRONIC INTERVIEWING
TELEPHONE INTERVIEWING
PERSONAL INTERVIEWING
Traditional Telephone
In-Home
Mail/Fax
E-Mail
Mall Intercept
Computer-Assisted Telephone Interviewing (CATI)
Mail Panel
Internet
Computer-Assisted Personal Interviewing (CAPI)
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Relative Advantages of Different Survey Methods
(1)
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Relative Advantages of Different Survey Methods
(2)
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Some Decisions Related to the Mail Interview
Package
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Improving Response Rate
METHOD OF IMPROVING RESPONSE RATE
FOLLOW-UP
OTHER FACILITATORS
PRIOR NOTIFICATION
INCENTIVES
Non-Monetary
Monetary
Prepaid
Promised
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Relative Advantages and Disadvantages of
Observation Methods
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A Comparison of Survey and Observation Methods
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Chapter 7 Questions
1. What survey methods are available to marketing
researchers, and how can these methods be
classified?
6. How can survey and observation methods be
implemented in an international setting?
2. What are the criteria for evaluating survey
methods and comparing them to determine which is
best suited for a particular research project?
7. How can technology improve survey and
observation methods?
8. What ethical issues are involved in conducting
survey and observation research?
3. How can survey response rates be improved?
4. How is observation different than the survey
method? What procedures are available for
observing people and objects?
9. What is the role of the internet in
implementing survey and observation methods?
5. What are the relative advantages and
disadvantages of observational methods as
compared to the survey methods?
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MKT 4855Marketing Research

• END OF
• CHAPTER 7
• Descriptive Research Design
• Survey and Observation