1. Chapter 10 Survey Research: Communicating With Respondents © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. EIGHTH EDITION BUSINESS MARKET RESEARCH ZIKMUND BABIN CARR GRIFFIN

2. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–2 LEARNING OUTCOMES 1.Summarize ways researchers gather information through interviews 2.Compare the advantages and disadvantages of conducting door-to-door, mall intercept, and telephone interviews 3.Evaluate the advantages and disadvantages of distributing questionnaires through the mail, the Internet, and other means 4.Discuss the importance of pretesting questionnaires 5.Describe ethical issues that arise in survey research After studying this chapter, you should be able to

3. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–3 Interviews as Interactive Communication Interactive Survey ApproachesInteractive Survey Approaches  Those that allow spontaneous two-way interaction between the interviewer and the respondent.  Can be either personal or electronic. Noninteractive MediaNoninteractive Media  Those that do not facilitate two-way communication and are largely a vehicle by which respondents give answers to static questions.  Tradition forms with less flexibility  Self-administered mail and Internet surveys

4. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–4 Personal Interviews A personal interview is a form of direct communication in which an interviewer asks respondents questions face-to-face.A personal interview is a form of direct communication in which an interviewer asks respondents questions face-to-face.  Versatile and flexible  Truly interactive

5. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–5 Advantages of Personal Interviews Personal Interviews Opportunity for Feedback Probing Complex Answers Length of Interview Completeness of Questionnaire High Participation Props and Visual Aids

6. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–6 Disadvantages of Personal Interviews CostCost Interviewer Influence Lack of Anonymity of Respondent Personal Interviews

7. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–7 Door-to-Door Interviews Personal interviews conducted at respondents’ doorsteps in an effort to increase the participation rate in the survey.Personal interviews conducted at respondents’ doorsteps in an effort to increase the participation rate in the survey. CallbacksCallbacks  Attempts to recontact individuals selected for a sample who were not available initially.

8. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–8 Door-to-Door Interview Characteristics Speed of data collection: moderate to fastSpeed of data collection: moderate to fast Geographical flexibility: limited to moderateGeographical flexibility: limited to moderate Respondent cooperation: excellentRespondent cooperation: excellent Versatility of questioning: quite versatileVersatility of questioning: quite versatile Questionnaire length: longQuestionnaire length: long Item nonresponse: lowItem nonresponse: low Possibility of respondent misunderstanding: lowestPossibility of respondent misunderstanding: lowest Degree of interviewer influence of answer: highDegree of interviewer influence of answer: high Supervision of interviewers: moderateSupervision of interviewers: moderate Anonymity of respondent: lowAnonymity of respondent: low Ease of call back or follow-up: difficultEase of call back or follow-up: difficult Cost: highest due to travel costsCost: highest due to travel costs Special features: visual materials may be shown or demonstrated; extended probing possibleSpecial features: visual materials may be shown or demonstrated; extended probing possible

9. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–9 Mall Intercept Personal Interview Personal interviews conducted in a shopping mall.Personal interviews conducted in a shopping mall. Interviewers typically intercept shoppers at a central point within the shopping center or at the main entrance.Interviewers typically intercept shoppers at a central point within the shopping center or at the main entrance.

10. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–10 Mall Intercept Interview Characteristics Speed of data collection: fastSpeed of data collection: fast Geographical flexibility: confined, urban biasGeographical flexibility: confined, urban bias Respondent cooperation: moderate to lowRespondent cooperation: moderate to low Versatility of questioning: extremely versatileVersatility of questioning: extremely versatile Questionnaire length: moderate to longQuestionnaire length: moderate to long Item nonresponse: mediumItem nonresponse: medium Possibility of respondent misunderstanding: lowestPossibility of respondent misunderstanding: lowest Degree of interviewer influence of answers: highestDegree of interviewer influence of answers: highest Supervision of interviewers: moderate to highSupervision of interviewers: moderate to high Anonymity of respondent: lowAnonymity of respondent: low Ease of call back or follow-up: difficultEase of call back or follow-up: difficult Cost: Lower than door-to-doorCost: Lower than door-to-door Special features: taste tests, viewing of TV commercials possibleSpecial features: taste tests, viewing of TV commercials possible

11. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–11 Personal Interviews Global ConsiderationsGlobal Considerations  Variations in willingness to participate  Sensitivity to interview subject matter  Beliefs about appropriate business conduct

12. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–12 Telephone Interviews Telephone InterviewsTelephone Interviews  Personal interviews conducted by telephone.  The mainstay of commercial survey research.  “No-call” legislation has limited this capacity. Mobile Phone InterviewsMobile Phone Interviews  In U.S., no telemarketing can be directed toward mobile phone numbers.  Recipient of call is even more likely to be distracted.  Area codes not necessarily tied to geography.  Phones have varying abilities.

13. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–13 Phone Interview Characteristics SpeedSpeed CostCost Absence of face-to-face contactAbsence of face-to-face contact CooperationCooperation Incentives to respondIncentives to respond Representative samplesRepresentative samples CallbacksCallbacks Limited durationLimited duration Lack of visual mediumLack of visual medium

14. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–14 Types of Telephone Interviews Central Location InterviewingCentral Location Interviewing  Conducting interviews from a central location allowing firms to hire a staff of professional interviewers and to supervise and control the quality of interviewing more effectively. Computer-Assisted Telephone Interviewing (CATI)Computer-Assisted Telephone Interviewing (CATI)  Allows answers to telephone interviews to be entered directly into a computer for processing. Computerized Voice-Activated Telephone InterviewComputerized Voice-Activated Telephone Interview  Combining computerized telephone dialing and voice-activated computer messages to allow researchers to conduct telephone interviews without human interviewers.

15. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–15 Telephone Interview Recap Speed of data collection: very fastSpeed of data collection: very fast Geographical flexibility: highGeographical flexibility: high Respondent cooperation: goodRespondent cooperation: good Versatility of questioning: moderateVersatility of questioning: moderate Questionnaire length: moderateQuestionnaire length: moderate Item nonresponse: mediumItem nonresponse: medium Possibility of respondent misunderstanding: averagePossibility of respondent misunderstanding: average Degree of interviewer influence of answer: moderateDegree of interviewer influence of answer: moderate Supervision of interviewers: high, especially with central location interviewingSupervision of interviewers: high, especially with central location interviewing Anonymity of respondent: moderateAnonymity of respondent: moderate Ease of call back or follow-up: easyEase of call back or follow-up: easy Cost: low to moderateCost: low to moderate Special features: fieldwork and supervision of data collection are simplified; quite adaptable to computer technologySpecial features: fieldwork and supervision of data collection are simplified; quite adaptable to computer technology

16. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–16 EXHIBIT 10.1 Self-Administered Questionnaires Can Be Either Printed or Electronic

17. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–17 Mail Questionnaires Characteristics of Mail QuestionnairesCharacteristics of Mail Questionnaires  Geographical flexibility  Cost  Respondent convenience  Anonymity of respondent  Absence of interviewer  Standardized questions  Time is money  Length of mail questionnaire

18. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–18 Self-Administered Questionnaires Response RateResponse Rate  The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey. Factors that Bias the Response RateFactors that Bias the Response Rate  Persons who will complete questionnaires versus those persons who will not.  Person filling out survey is not the intended subject.

19. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–19 Increasing Response Rates for Mail Surveys Cover letterCover letter Money helpsMoney helps Interesting questionsInteresting questions Follow-upsFollow-ups Advance notificationAdvance notification Survey sponsorshipSurvey sponsorship Other techniquesOther techniques Keying mail questionnaires with codesKeying mail questionnaires with codes

20. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–20 EXHIBIT 10.2 A Cover Letter Requesting Participation in a Survey

21. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–21 EXHIBIT 10.3 Plots of Actual Response Patterns for Two Commercial Surveys

22. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–22 Fax Surveys A survey that uses fax machines as a way for respondents to receive and return questionnaires.A survey that uses fax machines as a way for respondents to receive and return questionnaires. AdvantagesAdvantages  Reduce sender’s printing and postage costs  Is quicker than traditional mail surveys DisadvantageDisadvantage  Only respondents with fax machines who are willing to exert the extra effort will return questionnaires.

23. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–23 E-Mail Surveys Surveys distributed through electronic mail.Surveys distributed through electronic mail. Ways to contact respondents:Ways to contact respondents:  Include a questionnaire in the body of an e-mail.  Distribute questionnaire as an attachment.  Include a hyperlink within the body of an e-mail. AdvantagesAdvantages  Speed of distribution  Lower distribution and processing costs  Faster turnaround time  More flexibility  Less handling of paper questionnaires DisadvantageDisadvantage  Not all e-mail systems have the same capacity

24. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–24 Internet Surveys A self-administered questionnaire posted on a Web site.A self-administered questionnaire posted on a Web site.  Respondents provide answers to questions displayed online by highlighting a phrase, clicking an icon, or keying in an answer.

25. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–25 Internet Survey Characteristics Speed and cost effectivenessSpeed and cost effectiveness Visual appeal and interactivityVisual appeal and interactivity Respondent participation and cooperationRespondent participation and cooperation Representative samplesRepresentative samples Accurate real-time data captureAccurate real-time data capture CallbacksCallbacks Personalized and flexible questioningPersonalized and flexible questioning Respondent anonymityRespondent anonymity Response ratesResponse rates Security concernsSecurity concerns

26. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–26 Other Approaches Kiosk SurveysKiosk Surveys  Placed in high-traffic locations (e.g., airports). Mixed-Mode Survey ResearchMixed-Mode Survey Research  Employs any combination of survey methods. Text-Message SurveysText-Message Surveys  May use SMS (short-message service) or MMS (Multi-Media Service).

27. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–27 Selecting the Appropriate Survey Approach Questions to be answered:Questions to be answered:  Is the assistance of an interviewer necessary?  Are respondents interested in the issues being investigated?  Will cooperation be easily attained?  How quickly is the information needed?  Will the study require a long and complex questionnaire?  How large is the budget?

28. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–28 Pretesting Survey Instruments PretestingPretesting  Screening procedure that involves a trial run with a group of respondents to iron out fundamental problems in the survey design. Basic Ways to Pretest:Basic Ways to Pretest:  Screen the questionnaire with other research professionals.  Have the client or the research manager review the finalized questionnaire.  Collect data from a small number of respondents.

29. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.10–29 Ethical Issues in Survey Research Many ethical issues apply to survey research:Many ethical issues apply to survey research:  Respondents’ right to privacy  Use of deception  Respondents’ right to be informed  Need for confidentiality  Need for honesty in collecting data  Need for objectivity in reporting data