Marketing Research

1
Marketing Research

• Aaker, Kumar, Day
• Seventh Edition
• Instructors Presentation Slides

2
Chapter Ten

• Information from Respondents
• Survey Methods

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Collecting Data

• Guidelines
• Reviewing data
• Getting started
• Setting the feedback objective
• Customer presentation
• Sharing responsibility
• Handling issues you cannot fix
• Working the issue resolution with your account

4
Basic Survey Methods

• Personal Interview
• Telephone Interview
• Mail Survey

5
Personal Interviews

• There Are Four Entities Involved
• Researcher
• Interviewer
• Interviewee
• The Interview Environment

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Personal Interviews (Contd.)

• Methods
• Door to Door Interviewing
• Executive Interviewing
• Mall Intercept Surveys
• Self Administered Interviews
• Purchase Intercept Technique (PIT)
• Omnibus Surveys

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Personal Interviews (Contd.)

• Advantages
• Can arouse and keep interest
• Can build rapport
• Ask complex questions with the help of visual and
  other aids
• Clarify misunderstandings
• High degree of flexibility
• Probe for more complete answers
• Accurate for neutral questions
• Do not need an explicit or current list of
  households or individuals

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Personal Interviews (Contd.)

• Disadvantages
• Bias of Interviewer
• Response Bias
• Embarrassing/personal questions
• Time Requirements
• Cost Per Completed Interview Is High

9
Telephone Interviewing

• The Important Aspects of Telephone Interviewing
• Selecting telephone numbers
• Pre-specified list
• A directory
• Random dialing procedure
• Random digit dialing
• Systematic random digit dialing (SRDD)
• Call outcomes
• The introduction
• When to call
• Call reports

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Telephone Interviewing (Contd.)

• Advantages
• Central location, under supervision, at own hours
• More interviews can be conducted in a given time
  
• Travelling time is saved
• More hours of the day are productive
• Repeated call backs at lower cost
• Absence of administrative costs
• Lower cost per completed interview
• Intrusiveness of the phone and ease of call backs
  
• Less sample bias

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Telephone Interviewing (Contd.)

• Limitations
• Inability to employ visual aids or complex tasks
• Can't be longer than 5-10 min. or they get boring
• Amount of data that can be collected is
  relatively less
• A capable interviewer essential
• Sample bias
• As all people do not have phones, or are not
  listed

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Mail Surveys

• Requires a broad identification of the
  individuals to be sampled before data collection
  begins
• Some Decisions That Need to Be Taken Are
• Type of Return Envelope
• Postage
• Method of Addressing
• Cover Letter
• The Questionnaire Length, Layout, Color, Format
  Etc
• Method of Notification
• Incentive to Be Given

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Mail Surveys (Contd.)

• Advantages
• Lower cost
• Better results, including a shorter response time
• Reliable answers as no inhibiting intermediary
• Survey answered at respondents discretion

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Mail Surveys (Contd.)

• Disadvantages
• The identity of the respondent is inadequately
  controlled
• No control over whom the respondent consults
  before answering the questions
• The speed of the response can't be monitored
• No control on the order in which the questions
  are exposed or answered

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Mail Surveys (Contd.)

• Disadvantages (Contd.)
• The respondent may not clearly understand the
  question and no opportunity to clarify
• No long questionnaires
• Subject to availability of a mailing list
• Response rate is generally poor
• Number of problems such as obsolescence,
  omissions, duplications, etc

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Factors Affecting the Response Rate

• Perceived amount of work required, and the length
  of the questionnaire
• Intrinsic interest in the topic
• Characteristics of the sample
• Credibility of the sponsoring organization
• Level of induced motivation

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Factors Affecting the Response Rate (Cont.)

• Coping with non-response
• Include monetary incentive
• Send a follow-up letter
• Include return envelope
• Alternatives
• Mail Panels
• Fax Surveys

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Combination of Survey Methods

• The Telephone Pre-notification Approach
• The Lockbox Approach
• The Drop-off Approach

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Comprehensive Advantages of Various Methods

• Survey Method Personal Interviewing
• The best way to implement some sample designs
• Most effective way of enlisting cooperation.
• Advantages of interview questions-probing for
  adequate answers, accurately following complex
  instructions or sequences are realized.

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Comprehensive Advantages of Various Methods
(Cont.)

• Multi-method data collection are feasible
• Rapport and confidence building are possible.
• Probably longer interviews can be done in person.

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Comprehensive Disadvantages of Various Methods

• Survey Method Personal Interviewing
• It is likely to be more costly than alternatives.
• A trained staff of interviewers that is
  geographically near the sample is needed.
• The total data collection period is likely to be
  longer than for most procedures.
• Some samples may be more accessible by some other
  mode.

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Comprehensive Advantages of Various Methods

• Survey Method Telephone Interviewing
• Lower costs than personal interviews.
• Random Digit-Dialing (RDD) sampling of general
  population.
• Better access to certain populations
• Shorter data collection periods.

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Comprehensive Advantages of Various Methods
(Cont.)

• The advantages of interviewer administration (In
  contrast to mail surveys).
• Interviewer staffing and management easier than
  personal interviews-smaller staff needed, not
  necessary to be near sample, supervision and
  quality control potentially better.
• Likely better response rate from a list sample
  than from mail

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Comprehensive Disadvantages of Various Methods

• Survey Method Telephone Interviewing
• Sampling limitations, especially as a result of
  omitting those without telephone
• Nonresponse associated with RDD sampling is
  higher than with interviews
• Questionnaires or measurement constraints
• Possibly less appropriate for personal or
  sensitive questions if no prior contact

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Comprehensive Advantages of Various Methods

• Survey Method Self-Administration
• Ease of presenting questions requiring visual
  aids.
• Asking questions with long or complex response
  categories is facilitated.
• Asking batteries of similar questions is
  possible.

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Comprehensive Disadvantages of Various Methods

• Especially careful questionnaire design is
  needed.
• Open questions usually are not useful.
• Good reading and writing skills are needed by
  respondents.
• The interviewer is not present to exercise
  quality control with respect to answering all
  questions, meeting questions objectives, or the
  quality of answers provided.

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Comprehensive Advantages of Various Methods

• Survey Method Mail Procedures
• Relatively low cost
• Can be accomplished with minimal staff and
  facilities.
• Provides access to widely dispersed samples.
• Respondents have time to give thoughtful answers,
  look up records, or consult others.

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Comprehensive Disadvantages of Various Methods

• Ineffective as a way of enlisting cooperation.
• Various disadvantages of not having interviewer
  involved in data collection.
• Need for good mailing addresses for sample.

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Comprehensive Advantages of Various Methods

• Survey Method Drop-off questionnaire
• The interviewer can explain the study, answer
  questions, and designate a respondent.
• Response rates tend to be like those of personal
  interview studies.
• There is more opportunity to give thoughtful
  answers and consult records.

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Comprehensive Disadvantages of Various Methods

• Costs about as much as personal interviews.
• A field staff is required.

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Comprehensive Advantages of Various Methods

• Survey Method Fax Surveys
• Relatively low cost
• Can be accomplished with minimal staff and
  facilities
• Provides access to widely dispersed samples.
• Respondents have time to give thoughtful answers.
• Telephone charges are decreasing.

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Comprehensive Advantages of Various Methods
(Cont.)

• Local faxes are free.
• Administrative costs are fixed.
• It is fast.
• Technology is improving.
• List management is easy.
• Can send and receive by computer.
• More reliable than mail in some countries.

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Comprehensive Disadvantages of Various Methods

• Survey Method Fax Surveys
• Higher fixed costs for computer/fax equipment,
  multiple phone lines.
• Costs increase with minutes.
• Cost varies by time on line, time of day,
  distance, and telephone carrier.
• Currently limited to organizational populations.
• Loss of anonymity.

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Trends in Survey Methods

• Computer Interactive Interviewing
• Fax Surveys
• Electronic Mail Surveys

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Surveys in the International Context

• Personal
• Dominant mode of data collection outside the US
• Telephone
• Low levels of telephone ownership in some
  countries
• Poor communication network in some countries
• Mail
• Absence of mailing lists
• Poor mail services in some countries