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Professional Handling of Surveys
Presentation by Vinit Khandelwal
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Survey is the Back Bone of Marketing Research
• Why a Market Research?
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Where do we see surveys happening?
• Exit polls during elections• Census
• Restaurant feedback forms• Google Forms
• PagalGuy Best B-Schools Survey
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Skilled LaborRoutine affair
Non RoutineSpecialized
Survey
Self
Professional
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Not Solution.. But Information
• Mail• Telephone Interviews• Personal Interviews• Focus Groups• Observation• Online
• Objectives
• Budget
• Time
• Resources
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Why?To direct
Purpose?Find out Public
awarenessPublic opinion
Objectives
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Budget
• High > Costlier Survey Methods
• “However Big the Budget may be, it always fall short of the expected level”
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Time
• Availability decidesSurvey Method
• Children’s preferenceof food brand > Less Time
• Opinion towardsadvertisement > More Time– Reaching out time– Collecting opinion time
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Questionnaire DesignQuestionnaire Design
ConsistentWillingness to Answer
Easy to AdministerCommunicating the meaning
Equitable Access to Information
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Questionnaire designing: An expert Job
Structured•Objective•No confusion
Un Structured
•Subjective•Follow-up action required
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If the Questionnaire
is complex and the
respondants require
continuous guidance in answering?
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AnswerPersonal Interview
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If the respondent
needs to carry out a careful pre-search of
various information
sources before
answering?
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AnswerMail
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If Questionnaire
needs to be supplemented
by a lot of visuals?
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AnswerOnline Interview
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Sample Size : Sample Error
Size 1x Size 2x Size 3x Size 4x Size5x0
1
2
3
4
5
6
Sample Error
Sample Error
Hig
h
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If the sample size is large and widely distributed
across a large area?
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AnswerMail
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If the sample is small and distributed
across a large area and
respondent anonymity is
the top priority?
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AnswerOnline Interview
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If sample size is large and respondent
prefers privacy?
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AnswerTelephone Interview
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Sample Size : Resources
Size 1x Size 2x Size 3x Size 4x Size5x0
1
2
3
4
5
6
Resources (Money, Time, People)
Resources (Money, Time, People)
Hig
h
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Survey Method : Time• Response required immediately– Telephone or Online <hidden answer>
Survey Method : Budget• Budget is large & requires continuous personal
interaction with the respondent– Personal Interview
Survey Method : People• Large Human Resource & Large Sample– Personal Interview
• Low Human Resource & Low Budget– Mail or Telephone Interview
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If the budget is limited and
the sample size is large and spread
across a wide area?
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AnswerMail
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If the target audience is NOT poor
and is highly time
conscious?
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AnswerTelephone Interview
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If the questionnaire is complex and
if the interviewer
needs to assist the
respondent in understanding the questions?
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AnswerPersonal Interview
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Observation
• Close look at respondent & his/her impressions WITH or WOTHOUT being aware
• Example, Product Trial at Malls
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Sample is largeSpread across a wide areaInterviewer presence XRespondent Free from Time constraintFree from Pressure of interview environmentMost EconomicalObjective + SubjectiveGoogle Forms
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Personal Interviews
• First Hand Information• Personal Information• Make understand and Answer– Readymade Questionnaire– Spontaneous
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Telephone Interviews
• Time Constraint• Reach Constraint– Readymade Questionnaire– Spontaneous
• Possibility of multiple calls– To set appointment / find respondent
free– Broken Interview– Clarify answers
• Mood from Voice
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Focus Groups
• Example, Improving featuresof the products
• Qualitative Specialty Group• Usually 10• 2-3 hours• Brainstorming – alternatives1. Introduction of members2. Moderator puts Question/Brief• Example, to prepare Questionnaire
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Online Interview
• Wide usage• Geographical distances• Simplified Questionnaire administration• Respondent– Time Convenience– Pressure Convenience– Thought Convenience
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Limitations of Survey
• Surveys rely on Respondent’s– Motivation– Sincerity– Responsiveness– Memory– Ability
• Complex Social Situations• Self Selected Samples (Non-probability)
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Survey Tool Suitability Matrix
MailPersonal Interview
Telephone Interview Observation
Focus Groups
Online Interview
Interviewer Bias Less High High High High Medium
Economy Economic Costly Medium Economic Costly Economic
Geographical Reach within a
time frame High Low High Low Low HighResponse Rate Low High Medium High High Medium
Respondent Freedom High Low High High High High
Ability to link with other tools High High Low High High High
Respondent's Obligation to
answer Low High Medium Low High Medium
Respondent's ability to recollect High Low Low - High High
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Thank You!