1. Exploring Marketing Research William G. Zikmund
Chapter 9:
Survey Research:
Basic Communication Methods

2. Surveys
Surveys as a respondent for information using verbal or written questioning

3. Communicating with Respondents
Personal Interviews
Door-to-Door
Shopping Mall Intercepts
Telephone Interviews
Self-Administered Questionnaires

4. Personal Interviews

5. Good Afternoon, my name is _________. I am with _________
survey research company. We are conducting a survey on_________

6. Door-to-Door Personal Interview
Speed of Data Collection Moderate to fast
Geographical Flexibility Limited to moderate
Respondent Cooperation Excellent
Versatility of Questioning Quite versatile

7. Door-to-Door Personal Interview
Questionnaire Length Long
Item Nonresponse Low
Possibility of Respondent Lowest
Misunderstanding
Degree of Interviewer High
Influence of Answer
Supervision of Interviewers Moderate

8. Door-to-Door Personal Interview
Anonymity of Respondent Low
Ease of Call Back or Follow-up Difficult
Cost Highest
Special Features Visual materials may be
shown or demonstrated;
extended probing possible

9. Mall Intercept Personal Interview
Speed of Data Collection Fast
Geographical Flexibility Confined, urban bias
Respondent Cooperation Moderate to low
Versatility of Questioning Extremely versatile
Questionnaire Length Moderate to Long

10. Mall Intercept Personal Interview
Item Nonresponse Medium
Possibility of Respondent Lowest
Misunderstanding
Degree of Interviewer Highest
Influence of Answers
Supervision of Interviewers Moderate to high

11. Mall Intercept Personal Interview
Anonymity of Respondent Low
Ease of Call Back or Difficult
Follow-up
Cost Moderate to high
Special Features Taste test, viewing
of TV Commercials
possible

12. Telephone Surveys

13. Telephone Surveys
Speed of Data Collection Very fast
Geographical Flexibility High
Respondent Cooperation Good
Versatility of Questioning Moderate

14. Telephone Surveys
Questionnaire Length Moderate
Item Nonresponse Medium
Possibility of Respondent Average
Misunderstanding
Degree of Interviewer Moderate
Influence of Answer
Supervision of Interviewers High, especially with central location WATS interviewing

15. Telephone Surveys
Anonymity of Respondent Moderate
Ease of Call Back or Follow-up Easy
Cost Low to moderate
Special Features Fieldwork and supervision
of data collection are
simplified; quite adaptable
to computer technology

16. Telephone Surveys Central Location Interviewing
Computer-Assisted Telephone Interviewing
Computerized Voice-Activated Interviews

17. Most Unlisted Markets Sacramento, CA Oakland, CA Fresno, CA
Los Angles/Long Beach, CA

18. Mail Surveys

19. Mail Survey
Speed of Data Collection Researcher has no control
over return of questionnaire; slow
Geographical Flexibility High
Respondent Cooperation Moderate--poorly designed
questionnaire will have low response rate
Versatility of Questioning Highly standardized format

20. Mail Survey
Questionnaire Length Varies depending on incentive
Item Nonresponse High
Possibility of Respondent Highest--no interviewer
Misunderstanding present for clarification
Degree of Interviewer None--interviewer absent
Influence of Answer
Supervision of Interviewers Not applicable

21. Mail Survey
Anonymity of Respondent High
Ease of Call Back or Follow-up Easy, but takes time
Cost Lowest

22. How to Increase Response Rates for Mail Surveys
Write a “Sales Oriented” Cover Letter
Money Helps
- As a token of appreciation
- For a charity
Stimulate Respondents’ Interest with Interesting Questions
Follow Up
- Keying questionnaires with codes
Advanced Notification
Sponsorship by a Well-known and Prestigious Institution

23. Increasing Response Rates
Effective Cover Letter
Money Helps
Interesting Questions
Follow-Ups
Advanced Notification
Survey Sponsorship
Keying Questionnaires

24. Self-Administered Questionnaires
Mail
Place of Business
Drop-Off
Computerized
Internet
Other Variations

25. Internet Surveys Speed of Data Collection Geographic Flexibility
Instantaneous
Geographic Flexibility
worldwide
Respondent Cooperation
varies depending on web site

26. Internet Surveys Versatility of questioning Questionnaire Length
extremely versatile
Questionnaire Length
modest
Item Nonresponse
software can assure none

27. Internet Surveys Possibility for Respondent misunderstanding
high
Interviewer Influence of Answers
none
Supervision of Interviewers none

28. Internet Surveys Anonymity of Respondent Ease of Callback or Follow-up
Respondent can be anonymous or known
Ease of Callback or Follow-up
difficult
Cost
low
Special Features
allows graphics and motion

29. Internet Surveys Item Nonresponse software can assure none
Possibility for Respondent misunderstanding
high
Degree of Interviewer Influence of Answers
none
Supervision of Interviewers

30. Internet Surveys Anonymity of Respondent Ease of Callback or Follow-up
Respondent can be anonymous or known
Ease of Callback or Follow-up
difficult
Cost
low
Special Features
allows graphics and motion

31. There is no best form of survey; each has advantages and disadvantages.

32. Selected Questions to Determine the Appropriate Technique:
Is the assistance of an interviewer necessary?
Are respondents interested in the issues being investigated?
Will cooperation be easily attained?

33. Selected Questions to Determine the Appropriate Technique:
How quickly is the information needed?
Will the study require a long and complex questionnaire?
How large is the budget?

34. Pretesting
A trial run with a group of respondents to iron out fundamental problems in the instructions of survey design

35. “Practice is the best of all instructors.” Publius Syrus