marketing research
DESCRIPTION
TRANSCRIPT
Advantages of Survey Methods• Ability to accommodate large samples
sizes at relatively low cost.• Ease of administration• They collect quantitative data ripe for
advanced statistical analysis.• Ability to tap into factors or concepts
that are not directly observable
Disadvantages of Survey Methods• Possibility of systematic error increases• Limited use of probing questions• It can be difficult to know whether the
selected respondents are being truthful• The statistical techniques selected may
introduce very subtle and insidious levels of subjectivity
Types of surveys interview
Person Administered• In home interview• Executive interview• Mall intercepted interview• Purchase interview
Telephone Administered• Telephone interview• Computered assisted Telephone interview (answers by
pushing buttons on their phones)
Types of surveys interview
Self AdministeredMail panel interviewDrop off surveyMail survey
Computer assisted on line• Fax survey• E Mail survey• Internet surveys
Factors for selecting the appropriate survey methodSituational Characteristics• Budgets• Competition time frame• Quality requirement of the dataTask Characteristics• Difficulty of the task• Stimuli needed to elicit a response• Amount of information needed• Research topic sensitivity
Factors for selecting the appropriate survey methodRespondent Characteristics • Diversity• Incidence rate• Degree of survey participation
Overview of the types of errors in survey research methods• Non response errors • Response errors• Measurements and designs errors
sources• Scaling Measurements error• Survey instruments designs error• Data analysis error• Misinterpretation error
Overview of the types of errors in survey research methodsAdministrative error source• Data processing error• Interview error• Sample design error Non sampling error• Respondent error• Researcher ’s measurements design
error • Faulty problem definitions• Researchers administration problems