1 marketing research week 3 session b ibms term 2, 2008-09
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MARKETING MARKETING RESEARCHRESEARCH
Week 3Week 3Session BSession B
IBMS Term 2, 2008-09IBMS Term 2, 2008-09
4
Surveys
• A survey involves interviews with a large number of respondents using a predesigned questionnaire.
• Four basic survey methods:
– Person-administered surveys
– Computer-assisted surveys
– Self-administered surveys
– Mixed-mode (hybrid) surveys
5
Advantages of Surveys
• Standardization
• Ease of administration
• Ability to tap the “unseen”
• Suitability to tabulation and statistical analysis
• Sensitivity to subgroup differences
6
Four Alternative Data Collection Modes
• Person-administered
• Computer-administered
• Self-administered
• Mixed Mode
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Person-Administered Surveys(Without Computer Assistance)• A person-administered survey =
interviewer reads questions, either face-to-face or over the telephone, to the respondent and records his or her answers.
a) In-Home Interviewsb) Mall Intercept Interviewsc) In-Office Interviewsd) Central Location Telephone Interview
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Person-Administered Surveysa) In-Home Interview
• Key Advantages: – Conducted in the home, which facilitates
interviewer-respondent rapport• Key Disadvantages:
– Cost per interview can be high– Interviewers must travel to respondent’s
home• Comment: Often much information per
interview is gathered
9
Person-Administered Surveysb) Mall-Intercept Interview
• Key Advantage: – Fast and convenient data collection
method• Key Disadvantages:
– Only mall patrons are interviewed– Respondents may feel uncomfortable
answering the questions in the mall• Comment:
– Mall-intercept company often has exclusive interview rights for that mall
10
Person-Administered Surveysc) In-Office Interview
• Key Advantage: – Useful for interviewing busy executives
• Key Disadvantages: – Relatively high cost per interview– Gaining access is sometimes difficult
• Comment: – Useful when respondents must examine
prototypes or samples of products
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Person-Administered Surveysd) Central Location Telephone Interview• Key Advantages:
– Fast turnaround– Good quality control– Reasonable cost
• Key Disadvantage: – Restricted to telephone communication
• Comment: – Long-distance calling is not a problem
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Computer-Administered Surveys
• A computer-assisted survey is one in which computer technology plays an essential role in the interview work.
a) CATIb) Fully Computerizedc) Online/Internet Interviews
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Computer-Administered Surveysa) CATI
• Computer-Assisted Telephone Interview• Key Advantages:
– Eliminates interviewer error– Simultaneous data input– Good quality control
• Key Disadvantage: – Setup costs can be high
• Comment: – Losing ground to online surveys and
panels
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Computer-Administered Surveysb) Fully Computerized Surveys
• Key Advantages: – Respondent responds at his or her own
pace– Computer data file results
• Key Disadvantage: – Respondent must have access to a
computer or be computer literate• Comment:
– Many variations and an emerging data collection method with exciting prospects
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Computer-Administered Surveysc) Online Questionnaire
• Key Advantages: – Ease of creating and posting– Fast turnaround– Computer data file results
• Key Disadvantage: – Respondent must have access to the
Internet• Comment:
– Fastest growing data collection method; very flexible; online; analysis available
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Self-Administered Surveys
• A self-administered survey is one in which the respondent completes the survey on his or her own.
• Traditional “paper & pencil” survey1. Group Self-Administered
2. Drop-Off
3. Mail Survey
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Self-Administered Surveysa) Group Self-Administered Survey
• Key Advantages:
• Cost of interviewer eliminated– Economical to work with groups
• Key Disadvantage: – Must find groups and secure
permission to conduct the survey• Comment:
– Good for pretests or pilot tests
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Self-Administered Surveysb) Drop-Off Survey
• Key Advantages:
– Cost of interviewer eliminated
– Appropriate for local market surveys
• Key Disadvantage:
– Generally not appropriate for large-scale national survey
• Comment:
– Many variations exist with respect to logistics and applications
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Self-Administered Surveysc) Mail Survey
• Key Disadvantages:
– Low response rates
– Self-selection bias
– Slow
• Comment:
– Many strategies to increase response rate exist
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Self-Administered Surveys
• Advantages:
– Reduced cost
– Respondents control pace at which they answer
– No interview-evaluation apprehension
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Self-Administered Surveys
• Disadvantages:
– Respondent controls the survey; do not send in on time, do not send in!
– Lack of monitoring: no one to explain or encourage respondents
– High questionnaire requirements…it must be perfect!
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Mixed-Mode (Hybrid) Surveys
• Mixed-mode surveys use multiple data collection methods.
• Example: May use online surveys to quickly reach portion of population with Internet access and may use telephone calling to reach those without Internet access.
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Choice of Survey Method
• In selecting a data collection mode, the researcher balances quality against:
– Time available
– Resources
– Budget
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Bias
• Nonresponse bias = questionnaires that are not returned. – i.e. 53 out of 400 surveys are not returned.
Therefore the results have a 13.25% nonresponse bias.
• Self-selection bias = people that do complete are not representative of the original sample– A researcher sending out the survey only to
friends of theirs, rather than a random selection method
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Self Selection Bias• Instructions. You pick up your mail, and you find a mail
survey in it. How likely would you be to take 15 minutes to fill out the questionnaire and return it if it concerned each of the following topics?
• Would you fill out the survey and send it back? Topic Definitely Would Definitely Would Unsure
Not• Automobile maintenance _________ __________ ____
___• Dental hygiene _________ __________ ____
__• Personal safety on campus_________ __________ ____ ___• Baby care _________ __________ ___ ___• Recycling _________ __________ ____ ___• Foreign trade with Chile _________ __________ __ _
___
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