1. MARKETING RESEARCH ESSENTIALS WITH DATA ANALYSIS IN EXCEL AND SPAA McDaniel │ Gates │ Sivaramakrishnan │ Main Chapter Eight: Primary Data Collection: Surveys

2. LEARNING OBJECTIVES Understand the reasons for the popularity of survey research Describe the types of surveys Explain the factors that determine the choice of particular survey methods Describe the types of errors in survey research Chapter Eight: Primary Data Collection: Surveys

3. The Popularity of Survey Research WhyHowWho

4. Types of Surveys Door-to-Door Interviews: –PROS: Direct customer contact, can demonstrate products, response rates good –CONS: Expensive, bad image, liability, safety issues Executive Interviews: –PROS: Talking with decision-maker is valuable, can have complicated questioning –CONS: Hard to get decision-maker, limited sample size Executive Interviews: –PROS: Direct customer contact, can test products, human interaction –CONS: Expensive, not always representative of the population, busy environment

5. Types of Surveys Central-Location Telephone Interviews: –PROS: Good segmentation, can verify respondent as the right person, customization of questionnaire –CONS: Cost, response rates slipping, need to have short surveys Computer-Assisted Telephone Interviews (CATI): –PROS: Data can be directly entered into computer, can have complicated skip patterns, data entry errors rare –CONS: Computer glitches, need interviewer training, expensive equipment

6. Types of Surveys Self-Administered Questionnaires: PROS: Respondents can take their time, good response rates CONS: Respondents often take a long time, researcher can overcomplicate the survey since respondents have more time Mail Surveys: PROS: Not too expensive, can get targeted mailing lists, longer questionnaires CONS: Low response rates, mailing list often out of date, not sure who completed the survey, manual data entry common

7. Types of Surveys Cross-Sectional Surveys: –Are one-time snapshots of a population –Use the same survey and different sample Longitudinal Surveys: –Identify market trends –Use the same survey and same sample –Use tracking panels and groups

8. Determination of the Survey Method Sampling precision Budget Requirements for respondent reactions Quality of data desired / required Desired questionnaire length Incidence rates Questionnaire structure Time available to complete the survey

9. Types of Errors in Survey Research Sampling Error Systematic Error –Sample design error –Frame error –Population specification error –Selection error –Measurement error –Surrogate information error –Interviewer error –Measurement instrument bias –Processing error –Non-response bias –Response bias

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