1. Exploring Marketing Research Chapter 9 Survey Research: An Overview Dr. Werner R. Murhadi http://wernermurhadi.wordpress.com http://wernermurhadi.wordpress.com

2. Introduction The purpose of survey research is to collect primary data Often research entails asking people -called respondents - to provide answers to written or spoken questions. a survey is defined as a method of collecting primary data based on communication with a representative sample of individuals. sample survey, emphasizes that the purpose of contacting respondents is to obtain a representative sample, or subset, of the target population

3. Using Surveys Typically, surveys attempt to describe what is happening or to learn the reasons for a particular business activity. Most survey research is descriptive research, the term survey is most often associated with quantitative findings. But, some aspects of surveys may also be qualitative

4. Advantages of Surveys Surveys provide a quick, inexpensive, efficient, and accurate means of assessing information about a population. The disadvantages of specific forms of survey data collection -personal interview, telephone, mail, Internet, and other self- administered formats- are discussed in Chapter 10.

5. Errors in Survey Research

6. Types of Response Bias Acquiescence Bias, a tendency to agree (or disagree) with all or most questions. Extremity Bias, Some individuals tend to use extremes when responding to questions. Interviewer Bias If the interviewer’s presence influences respondents to give un-true or modified answers Auspice Bias, The tendency for respondents to react toward the survey sponsor, if they know who the sponsor is, rather than providing their own, honest reactions to the survey questions themselves. Social desirability bias may occur either consciously or unconsciously because the respondent wishes to create a favorable impression or save face in the presence of an interviewer.

7. Classifying Survey Research Methods Methods of Communicating (Ch. 10) Personal Interviews Telephone Interviews Mail surveys Internet surveys Structured Question StructuredUnstructured Straightforward Q? UndisguisedDisguised

8. Classifying Survey Research Methods Time frame in which the data are gathered (temporal classification). Cross SectionLongitudinal