1. Chapter Seven
Chapter Seven

2. Relationship to Marketing
Figure 7.1 Relationship of Survey and Observation to the Previous Chapters and the Marketing Research Process
Figure 7.1 Relationship to the Previous Chapters and The Marketing Research Process
Focus of This
Chapter
Relationship to
Previous Chapters
Relationship to Marketing
Research Process
Survey Methods
Observation Methods
Marketing Research Process (Chapter 1)
Descriptive Research Design (Chapter 3)
Syndicated Survey Data (Chapter 5)
Problem Definition
Approach to Problem
Research Design
Field Work
Data Preparation
and Analysis
Report Preparation
and Presentation

3. Figure 7.2 Survey and Observation: An Overview
Opening Vignette
Survey Methods:Advantages and Disadvantages
Fig 7.3
Survey Methods Classified by Mode of Administration
Tables 7.1, 7.2, 7.3
Fig 7.4
Telephone
Personal
Mail
Electronic
Internet Applications
Focus on Elrick & Lavidge
Improving Survey Response Rate
Fig 7.5
Observation Methods
Personal
Mechanical
A Comparison of Survey and Observation Methods
Application to Contemporary Issues
TQM
International
Technology
Ethics

4. Quantitative Descriptive
Figure 7.3 Methods of Obtaining Quantitative Data in
Descriptive Research
Figure 7.3 Methods of Obtaining Quantitative Data in Descriptive Research
Quantitative Descriptive
Research
SURVEY
Information Obtained
by Questioning Respondents
OBSERVATION
Information Obtained
by Observing Behavior or
Phenomena

5. Figure 7.4 Classification of Survey Methods
Telephone
Personal
Mail
Electronic
In-Home
Mail/Fax
Interview
Traditional
Telephone
Mall Intercept
Mail Panel
Computer-Assisted
Telephone Interviewing
Computer-Assisted Personal Interviewing
Internet

6. Figure 7.5 Improving Response Rates
Methods of Improving Response Rates
Prior
Notification
Incentives
Follow-up
Other
Facilitators
Figure 7.5 Improving Response Rates
Monetary
Nonmonetary
Prepaid
Promised

7. Table 7.1 Relative Advantages of Different Survey Methods

8. Table 7.1 Relative Advantages of Different Survey Methods (Cont.)

9. Table 7.2 Sample Mailing Lists

10. Table 7.3 Some Decisions Related to the Mail Interview Package