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Marketing Research Aaker, Kumar, Day Sixth Edition Instructors Presentation Slides.

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Presentation on theme: "Marketing Research Aaker, Kumar, Day Sixth Edition Instructors Presentation Slides."— Presentation transcript:


2 Marketing Research Aaker, Kumar, Day Sixth Edition Instructors Presentation Slides

3 Chapter Ten Information from Respondents: Survey Methods

4 Marketing Research (Sixth Edition)Aaker, Kumar, Day3 Basic Survey Methods F Personal Interview F Telephone Interview F Mail Survey

5 Marketing Research (Sixth Edition)Aaker, Kumar, Day4 Personal Interviews There Are Four Entities Involved F Researcher F Interviewer F Interviewee F The Interview Environment

6 Marketing Research (Sixth Edition)Aaker, Kumar, Day5 Personal Interviews (Contd.) Methods FDFDoor to Door Interviewing FEFExecutive Interviewing FMFMall Intercept Surveys FSFSelf Administered Interviews FPFPurchase Intercept Technique (PIT) FOFOmnibus Surveys

7 Marketing Research (Sixth Edition)Aaker, Kumar, Day6 Personal Interviews (Contd.) Advantages FCFCan arouse and keep interest FCFCan build rapport FAFAsk complex questions with the help of visual and other aids FCFClarify misunderstandings FHFHigh degree of flexibility FPFProbe for more complete answers FAFAccurate for neutral questions FDFDo not need an explicit or current list of households or individuals

8 Marketing Research (Sixth Edition)Aaker, Kumar, Day7 Personal Interviews (Contd.) Disadvantages F Bias of Interviewer F Response Bias u Embarrassing/personal questions F Time Requirements F Cost Per Completed Interview Is High

9 Marketing Research (Sixth Edition)Aaker, Kumar, Day8 Telephone Interviewing The Important Aspects of Telephone Interviewing Are F Selecting telephone numbers u Pre specified list u A directory u Random dialing procedure Random digit dialing Systematic random digit dialing (SRDD) F The introduction F When to call F Call reports

10 Marketing Research (Sixth Edition)Aaker, Kumar, Day9 Telephone Interviewing (Contd.) Advantages F Central location, under supervision, at own hours F More interviews can be conducted in a given time u Travelling time is saved F More hours of the day are productive F Repeated call backs at lower cost F Absence of administrative costs F Lower cost per completed interview F Intrusiveness of the phone and ease of call backs u Less sample bias

11 Marketing Research (Sixth Edition)Aaker, Kumar, Day10 Telephone Interviewing (Contd.) Limitations F Inability to employ visual aids or complex tasks F Can't be longer than 5-10 min. Or they get boring F Amount of data that can be collected is relatively less F A capable interviewer essential F Sample bias u As all people do not have phones, or are not listed

12 Marketing Research (Sixth Edition)Aaker, Kumar, Day11 Mail Surveys F Requires a broad identification of the individuals to be sampled before data collection begins Some Decisions That Need to Be Taken Are F Type of Return Envelope F Postage F Method of Addressing F Cover Letter F The Questionnaire Length, Layout, Color, Format Etc F Method of Notification F Incentive to Be Given

13 Marketing Research (Sixth Edition)Aaker, Kumar, Day12 Mail Surveys (Contd.) Advantages F Lower cost F Better results, including a shorter response time F Reliable answers as no inhibiting intermediary F Survey answered at respondents discretion

14 Marketing Research (Sixth Edition)Aaker, Kumar, Day13 Mail Surveys (Contd.) Disadvantages F The identity of the respondent is inadequately controlled F No control over whom the respondent consults before answering the questions F The speed of the response can't be monitored F No control on the order in which the questions are exposed or answered

15 Marketing Research (Sixth Edition)Aaker, Kumar, Day14 Mail Surveys (Contd.) Disadvantages (Contd.) F The respondent may not clearly understand the question and no opportunity to clarify F No long questionnaires F Subject to availability of a mailing list F Response rate is generally poor F Number of problems such as obsolescence, omissions, duplications, etc

16 Marketing Research (Sixth Edition)Aaker, Kumar, Day15 Factors Affecting the Response Rate F Perceived amount of work required, and the length of the questionnaire F Intrinsic interest in the topic F Characteristics of the sample F Credibility of the sponsoring organization F Level of induced motivation

17 Marketing Research (Sixth Edition)Aaker, Kumar, Day16 Combination of Survey Methods F The Telephone Pre-notification Approach F The Lockbox Approach F The Drop-off Approach

18 Marketing Research (Sixth Edition)Aaker, Kumar, Day17 Comprehensive Advantages and Disadvantages of Various Methods Table 10-3 Survey Method: Personal Interviewing Advantages F TF There are sample designs that can be implemented best by personal interview (e.g. area probability samples). FPFPersonal interview procedures are probably the most effective way of enlisting cooperation. FAFAdvantages of interview questions-probing for adequate answers, accurately following complex instructions or sequences are realized. FMFMultimethod data collection, including observation, visual cues, and self administered sections, are feasible. FRFRapport and confidence building are possible. FPFProbably longer interviews can be done in person.

19 Marketing Research (Sixth Edition)Aaker, Kumar, Day18 Table 10-3 (Cont.) Survey Method: Personal Interviewing Disadvantages F It is likely to me more costly than alternatives. F A trained staff of interviewers that is geographically near the sample is needed. F The total data collection period is likely to be longer than for most procedures. F Some samples (those in high-rise buildings or high crime areas, elites, employees, students) may be more accessible by some other mode.

20 Marketing Research (Sixth Edition)Aaker, Kumar, Day19 Table 10-3 (Cont.) Survey Method: Telephone Interviewing Advantages F Lower costs than personal interviews. F Random Digit-Dialing (RDD) sampling of general population. F Better access to certain populations, especially as compared to personal interviews. F Shorter data collection periods. F The advantages of interviewer administration (In contrast to mail surveys). F Interviewer staffing and management easier than personal interviews-smaller staff needed, not necessary to be near sample, supervision and quality control potentially better. F Likely better response rate from a list sample than from mail

21 Marketing Research (Sixth Edition)Aaker, Kumar, Day20 Table 10-3 (Cont.) Survey Method: Telephone Interviewing Disadvantages F Sampling limitations, especially as a result of omitting those without telephone. F Nonresponse associated with RDD sampling is higher than with interviews. F Questionnaires or measurement constraints, including limits on response alternatives, use of visual aids, and interviewer observations. F Possibly less appropriate for personal or sensitive questions if no prior contact.

22 Marketing Research (Sixth Edition)Aaker, Kumar, Day21 Table 10-3 (Cont.) Survey Method: Self-Administration Advantages F Ease of presenting questions requiring visual aids. F Asking questions with long or complex response categories is fascilitated. F Asking batteries of similar questions is possible. Disadvantages F Especially careful questionnaire design is needed. F Open questions usually are not useful. F Good reading and writing skills are needed by respondents. F The interviewer is not present to exercise quality control with respect to answering all questions, meeting questions objectives, or the quality of answers provided.

23 Marketing Research (Sixth Edition)Aaker, Kumar, Day22 Table 10-3 (Cont.) Survey Method: Mail Procedures Advantages F Relatively low cost F Can be accomplished with minimal staff and facilities. F Provides access to widely dispersed samples. F Respondents have time to give thoughtful answers, look up records, or consult others. Disadvantages F Ineffective as a way of enlisting cooperation. F Various disadvantages of not having interviewer involved in data collection. F Need for good mailing addresses for sample.

24 Marketing Research (Sixth Edition)Aaker, Kumar, Day23 Table 10-3 (Cont.) Survey Method: Drop-off questionnaire Advantages F The interviewer can explain the study, answer questions, and designate a respondent. F Response rates tend to be like those of personal interview studies. F There is more opportunity to give thoughtful answers and consult records. Disadvantages F Costs about as much as personal interviews. F A field staff is required.

25 Marketing Research (Sixth Edition)Aaker, Kumar, Day24 Table 10-3 (Cont.) Survey Method: Fax Surveys Advantages F Relatively low cost F Can be accomplished with minimal staff and facilities F Provides access to widely dispersed samples. F Respondents have time to give thoughtful answers. F Telephone charges are decreasing. F Local faxes are free. F Administrative costs are fixed. F It is fast. F Technology is improving. F List management is easy. F Can send and receive by computer. F More reliable than mail in some countries.

26 Marketing Research (Sixth Edition)Aaker, Kumar, Day25 Table 10-3 (Cont.) Survey Method: Fax Surveys Disadvantages F Higher fixed costs for computer/fax equipment, multiple phone lines. F Costs increase with minutes. F Cost varies by time on line, time of day, distance, and telephone carrier. F Currently limited to organizational populations. F Loss of anonymity.

27 Marketing Research (Sixth Edition)Aaker, Kumar, Day26 Trends in Survey Methods FCFComputer Interactive Interviewing Fax Surveys FEFElectronic Mail Surveys

28 Marketing Research (Sixth Edition)Aaker, Kumar, Day27 Surveys in the International Context F Personal u Dominant mode of data collection outside the US F Telephone u Low levels of telephone ownership in some countries u Poor communication network in some countries F Mail u Absence of mailing lists u Poor mail services in some countries

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