quantitativ rsrch

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Topic 7.Quantitative research: Surveys

Lecturer: E. Tauris, 2011

Course Title: Marketing Research


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Topic 7 notes were written using thefollowing sources:

Boyce, J. (2007), Marketing Research, 2nd ed., McGraw Hill, Australia.

Fletcher, R., & Crawford, H. (2011), International Marketing: an Asia-PacificPerspective, 5th ed., Pearson Australia., Chapter 6.

Malhotra, N., Hall J., Shaw, M., & Oppelheim, P. (2007), Essentials of MarketingResearch: An Applied Orientation, 2nd ed., Pearson Education, Australia;

Olatundun, I.O. (2009). What is Cross-Cultural Research, International Journalof Psychological Studies, Vol. 1 (2)., pp. 82-95

Salciuviene, L., Auruskeviciene, V., & Lydeka, Z. (2005). As Assessment of VariousApproaches for Cross-Cultural Consumer Research. Problems & Perspectives inManagement, Vol. 3, pp. 147-159.

Watkins, L (2010) The Cross-cultural appropriateness of survey-based value(s)research, International Marketing Review, Vol. 27 (6).


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Survey method

Quantitative method Produces a large number of responses suitable for

statistical analysis

Survey

A structured questionnaire given to a sample of apopulation to elicit specific information fromrespondents.

Structured data collection Formal questionnaire;

Questions in a prearranged order. Precoded (fixed alternative) questions

Respondents choose from a set of predeterminedanswers.


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Surveys

Personal interviewingusing a structuredquestionnaire:

Face-to-face Door-to-door

Streets

Shopping malls

Telephone

Door-to-door

Self-completionquestionnaires:

Mail

(online) Internet

E-mail


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Surveys

Advantages

Simple to administer(coded, fixed alternative)

Straightforward analysis Large sample

Low cost

Suitable for statistical

analysis

Geographic flexibility

Disadvantages

Inability to probe

Lack of flexibility due to

structured responses Difficulty in designing a

good questionnaire


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Classification by nature of interaction

Person-to-person

Self-completion

Computer assisted

Source of this and next ppt: Essentials ofMarketing Research, 2e; Malhotra, Hall,Shaw, Oppenheim 2007 Pearson EducationAustralia, Figure 5.1 & 5.2, Chapter 5


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Classification by mode of administration


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Personal interviewing: Face-to-face

Advantages

Interviewer-respondentrapport

Reassuring the respondentLong interviews

Visuals

Overcoming language barriers

Higher completion raterequired

Disadvantages

The cost

Interviewers must be

well trainedInterviewer bias

Not anonymous


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Personal: location interception

Advantages

Travel costs areeliminated

Interviewer can interactwith respondents

Ability to show, taste orhandle a product

Disadvantages

Non-representativesample

Uncomfortableenvironment (shoppingcentre, street, etc.)


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Telephone interviewing (CATI)

The fastest way to interview

CATI computer assisted telephoneinterviewing (ACNielsen)

Programming to minimise errors: Computer dials phone number Computer skips questions Can customise questions

No editing required Interviewers can be easily supervised


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Telephone Interviewing

Advantages:

Quick

Lower cost per interview

People are used totelephone calls fromstrangers

Response rate

No security problems

Disadvantages:Silent numbersNo visualsHarder to establish

rapportFalling achievement rates% of refusals are risingVoice-mails

Mobile phones causesampling problemsMobile phones:

Inconvenience (timing &location)


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CATS

Computer automated telephone systems (CATS) Computer-synthesised voices are used to ask

questions over the phone

Advantages Respondents select numbers on the telephone keypad to

answer questions

Voice recognition is likely to be used in the future to record

and count responses Disadvantages

Not appealing to respondents

High refusal


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Self-completion questionnaires

Advantages

Usually low total cost ofsurvey

Can cover people over awide area

Respond at their owntime

Disadvantages

Little control of timeframe and respondent

identityLow & slow response

More response errors arelikely answers may be

influenced by the contentof all questionnaire


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Response rate problems

Methods used to increase response rate Preliminary notification Personalisation Anonymity

Response deadline Incentives Questionnaire size, reproduction, and colour Type of postage (return envelopes)

Follow-ups


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Response errors

Omitted questions

Misunderstood questions

Misread instructions

Incomplete answers

Insufficient reply to open-ended questions


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Issues of cross-cultural research

Difficulty to communicate an opinion if therespondent is unfamiliar with the concept

Willingness to respond

A male interviewer is not allowed to interview afemale respondent in Muslim countries

Language and comprehension

idioms, literacy, dialects, no exact translation,

interpreting answers, and so on. .

Respondent bias

Social bias: telling what it is believed the interviewerwants to hear; Taboo topics.


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Cross-cultural survey methodology

Survey methodology is particularly open to biasand errors due to cultural differences in theconstruction of meaning

Values research: The relationship of values to other constructs are not

easily addressed using survey methodology

The use of scales is problematic

The problem with almost exclusively Western culturalbackground of theories and instruments used:

Western cultural values measures are themselves culturebound. The most important values may not be even

captured.


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Cross-cultural response issues

Different response styles:

For example, Asian respondents demonstratesignificantly different response patterns to Australianrespondents:

Asian response style: mild leading to less extremepoints ticked

Difference in response style may account for up

to 6% variance of the data Likert-scales tend to be most problematic


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Response bias

Non-response bias

Respondents are reluctant to answer (may perceivethe questions as culturally sensitive)

Extreme response bias The answers tend to cluster around some point in the

scale; over-reaction to questions.

It becomes difficult to determine whether the

answers reflect tendencies to answer in a certainway, or true national differences.


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The Internet & Intranet

The Internet - An extensive internationalconnection between computer systems thatallows for the transmission of digital data

between household and business computers. Intranet - private computer connections and

networks, available internally to company ororganisational members only.

WWW - A system of using computer language toallow easy communication between remotecomputers in business or the home.


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Internet market research

Any research activity that involves gaininginformation for the purposes of marketingresearch from respondents using the internet or

web technologies Focus groups

Observation

Internet surveys

Email surveys

Qualitative

Quantitative


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The Internet future trends

Improved access to wireless technology Improved geographical access Mobile Internet : sport, music, video, films and

pictures on mobile internet technology


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Internet market research

When a respondent either on a singleoccasion or as part of a panel:

completes a questionnaire online

downloads a questionnaire from a server on theInternet and returns it by e-mail

receives the questionnaire incorporated into an e-mailand returns it

participates in an online qualitative interview ordiscussion

takes part in a measurement system which tracksweb usage on the user's p.c


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Essentials of Marketing Research, 2e; Malhotra, Hall, Shaw, Oppenheim 2007 Pearson EducationAustralia, Chapter 6, figure 6.5

Classification of electronic sources


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OIR- Online information resources

On-line Information Resources (OIR) aresources used for secondary data collection thatre accessed using the Internet or the WWW

(scholar.google.com/) Key Issues: Accuracy, Reliability and Legality

Internet data needs to be checked carefully

Your queries about information: Is information right? (accurate, reliable and valid) Is it right to use the information? (morally and ethically)

Do I have the right to use the information? (legally)
http://scholar.google.com/intl/en/scholar/about.htmlhttp://scholar.google.com/intl/en/scholar/about.html


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Online qualitative research

1. Moderated online Focus Groups: OLCD (online chat discussion) text-based

exchange of comments and opinions

OLVD (online video discussion) video streaming

to provide visual contact between participants

2.Unmoderated online Focus Group Newsgroups

Chat rooms

Weblogs

Consumer response sites


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Online qualitative research

Advantanges

Lower geographicalconstraints

Client can observe fromoffice or home

Reach hard-to-get-tosegments doctors,professionals, etc

Moderator can carry onperson to person side-conversations to probedeeper

Disadvantages

Can you verify who isparticipating?

Lack of control overparticipants environment distractions

Only audio and visual stimulican be used

New moderating skillsrequired some resistance tochange


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Types ofQuantitative online research

1. Observation

Trace measures : Cookies, Page hits, Log files

2. Intranet surveys

Distributed by company internal networks toemployees and customers

3. Email surveys

Uses system of personal addresses


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Email surveys

Uses system of personal addresses with thequestions sent to potential respondents Direct email survey: Survey questions are distributed

in the body of the message

Download email attachment: download and printquestionnaire and return by email, fax or mail.

Visitor lists : visitors to web-site

Opt-in lists : customers asked to participate

Purchased lists : from list suppliers

Two-stage research approach can be used : Email contact

Direction to website or attached form


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Email surveys

Advantages

Ease of transferringinformation both to

and from Cost savings

Disadvantages

Cannot use skippatterns

Inappropriaterespondent repliescannot be blocked

More post-survey data

cleaning required

Email system may belimited


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Internet surveys

Accessed from a website and the responsesentered and added directly to the researchers

web site or service

Respondents recruited online or by traditionalmethods

Passwords may be necessary to limit access toonce only

Usually conducted by using an Internet panel


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Internet survey panels

Opt-in panels Participants have agreed to provide data on a regular basis (f.e.

Loyalty program)

Pre-recruited panels

Challenge is to recruit panel that reflects the population Researcher tends to set quotas

Screened panels:

Variation of pre-recruited panel. Participants selected on specificrelevant criteria

Web invited participation

Pop-up or banner invitation

1inN Website visitor selection


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Disadvantages of Internet surveys

Self-selection to participate

Unrepresentative user population

Multiresponders

Lack of interpersonal contact


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Technical issues

May be regarded as SPAM intrusive use, may create sample bias

Genuine survey regarded as spam may slow downresponse

Bad email addresses

in one UK study 35% of invalid addresses from a oneyear-old database. Assumption that email addresseschange frequently.

Duplicate responses (over-sampling) Server-generated passwords required for each respondent to

avoid clicking on Submit more than once.

Olatundun, 2009.

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