1. Marketing Research Aaker, Kumar, Day, and Leone Tenth Edition
Instructor’s Presentation Slides

2. Information from Respondents: Survey Methods
Chapter Ten
Information from Respondents: Survey Methods
Marketing Research 10th Edition

3. Basic Survey Methods Marketing Research 10th Edition
Personal Interview
Telephone Interview
Mail Survey
Marketing Research 10th Edition

4. Personal Interviewing
Researcher
Interviewer
Interviewee
Interview Environment
Marketing Research 10th Edition

5. Personal Interview Methods
Door to Door Interviewing
Executive Interviewing
Mall Intercept Surveys
Self-Administered Interviews
Purchase Intercept Technique (PIT)
Omnibus Surveys
Marketing Research 10th Edition

6. Personal Interviews (Contd.)
Advantages
Can arouse and keep interest
Can build rapport
Ask complex questions with the help of visual and other aids
Clarify misunderstandings
High degree of flexibility
Probe for more complete answers
Good for neutral questions
Do not need an explicit or current list of households or individuals
Marketing Research 10th Edition

7. Personal Interviews (Contd.)
Limitations
Bias of Interviewer
Response Bias
Embarrassing/personal questions
Time Requirements
Cost Per Completed Interview Is High
Trained staff of interviewers geographically near the sample required
Marketing Research 10th Edition

8. Comparative Indices of Direct Costs per Completed Interview*
*Includes travel and telephone charges, interviewer compensation, training, and direct
supervision expenses
Marketing Research 10th Edition

9. Telephone Interviewing
Selecting telephone numbers
Pre-specified list
A directory
Random dialing procedure
Random digit dialing
Systematic random digit dialing (SRDD)
Plus-one dialing
Marketing Research 10th Edition

10. Telephone Interviewing (Contd.)
Advantages
Central location, under supervision, at own hours
More interviews can be conducted in a given time
Travelling time is saved
Shorter data collection periods
More hours of the day are productive
Repeated call backs at lower cost (WATS)
Absence of administrative costs
Lower cost per completed interview
Less sample bias due to nonresponse
Intrusiveness of the phone
Ease of call backs
Marketing Research 10th Edition

11. Telephone Interviewing (Contd.)
Limitations
Inability to employ visual aids or complex tasks
Interviewer must rely solely on verbal cues to judge the reaction
and understanding of respondents
Can't be longer than 5-10 min. or they get boring
Amount of data that can be collected is relatively less
A capable interviewer essential
Potential for sample bias
No phone, unlisted phone or mobile phones
Marketing Research 10th Edition

12. Mail Surveys Some Decisions That Need to Be Taken Are:
Requires a broad identification of the individuals to be sampled before data collection begins
Some Decisions That Need to Be Taken Are:
Type of Return Envelope
Postage
Method of Addressing
Cover Letter
The Questionnaire Length, Layout, Color, Format etc
Method of Notification
Incentive to Be Given
Marketing Research 10th Edition

13. Mail Surveys (Contd.) Advantages Lower cost
Better results, including a shorter response time
Reliable answers as no inhibiting intermediary
Survey answered at respondents’ discretion
Marketing Research 10th Edition

14. Mail Surveys (Contd.) Marketing Research 10th Edition
Limitations
The identity of the respondent is inadequately controlled
No control over whom the respondent consults before answering the questions
The speed of the response can't be monitored
No control on the order in which the questions are exposed and answered
Respondents’ understanding of the questions
The respondent may not clearly understand the question and has no opportunity to clarify
Cannot have long questionnaires
Subject to availability of a mailing list
Response rate is generally poor
Number of problems such as obsolescence, omissions, duplications, etc
Marketing Research 10th Edition

15. Factors Affecting the Response Rate
Perceived amount of work required, length of the questionnaire and ease of completion
Intrinsic interest in the topic
Characteristics of the sample
Credibility of the sponsoring organization
Level of induced motivation
Marketing Research 10th Edition

16. Coping with Non-response to Mail Surveys
To achieve high response rate:
Include monetary incentive
Send a follow-up letter
Include return envelope
Alternatives:
Mail Panels
Fax Surveys
Web surveys
Marketing Research 10th Edition

17. Response Rate Chart Marketing Research 10th Edition
Marketing Research 10th Edition

18. Combination of Survey Methods
Pre-notification Approach
The Telephone
The Lockbox Approach
The Drop-off Approach
Marketing Research 10th Edition

19. Personal Interviewing
Advantages
The best way to implement some sample designs.
Most effective way of enlisting cooperation.
Advantages of interview questions-probing for adequate answers, accurately following complex instructions or sequences.
Multi-method data collection feasible
Rapport and confidence building possible.
Probably longer interviews can be done in person.
Marketing Research 10th Edition

20. Personal Interviewing (contd.)
Disadvantages
Likely to be more costly than alternatives.
A trained staff of interviewers that is geographically near the sample is needed.
The total data collection period is likely to be longer than for most procedures.
Some samples may be more accessible by some other mode.
Marketing Research 10th Edition

21. Telephone Interviewing
Advantages
Lower costs than personal interviews.
Random Digit-Dialing (RDD) sampling of general population.
Better access to certain populations
Shorter data collection periods.
The advantages of interviewer administration (In contrast to mail surveys).
Interviewer staffing and management easier than personal interviews
Likely better response rate from a list sample than from mail
Marketing Research 10th Edition

22. Telephone Interviewing
Disadvantages
Sampling limitations, especially as a result of omitting those without telephone
Non-response associated with RDD sampling is higher than with interviews
Questionnaires or measurement constraints
Possibly less appropriate for personal or sensitive questions if no prior contact
Marketing Research 10th Edition

23. Self-Administration Surveys
Advantages
Ease of presenting questions requiring visual aids.
Asking questions with long or complex response categories is facilitated.
Asking batteries of similar questions is possible.
Disadvantages
Especially careful questionnaire design is needed.
Open questions usually are not useful.
Good reading and writing skills are needed by respondents.
The interviewer is not present to exercise quality control with respect to answering all questions, meeting questions objectives, or the quality of answers provided.
Marketing Research 10th Edition

24. Mail Procedures Marketing Research 10th Edition
Advantages
Relatively low cost.
Can be accomplished with minimal staff and facilities.
Provides access to widely dispersed samples.
Respondents have time to give thoughtful answers, look up records, or consult others.
Disadvantages
Ineffective as a way of enlisting cooperation.
Various disadvantages of not having interviewer involved in data collection.
Need for good mailing addresses for sample.
Marketing Research 10th Edition

25. Drop-off Questionnaire
Advantages
The interviewer can explain the study, answer questions, and designate a respondent.
Response rates tend to be like those of personal interview studies.
There is more opportunity to give thoughtful answers and consult records
Disadvantages
Costs about as much as personal interviews.
A field staff is required.
Marketing Research 10th Edition

26. Fax Surveys Marketing Research 10th Edition
Advantages
Relatively low cost; local faxes are free.
Can be accomplished with minimal staff and facilities
Provides access to widely dispersed samples.
Respondents have time to give thoughtful answers.
Telephone charges are decreasing.
Technology is improving.
List management is easy.
Fast; can send and receive by computer.
More reliable than mail in some countries
Disadvantages
Higher fixed costs for computer/fax equipment, multiple phone lines.
Costs increase with minutes.
Cost varies by time on line, time of day, distance, and telephone carrier.
Usually limited to organizational populations.
Loss of anonymity.
Marketing Research 10th Edition

27. Trends in Survey Research
Computer-Assisted Personal Interviewing
Computer-Assisted Self-interviewing
Fully Automated Self-interviewing
Computer-Assisted Telephone Interviewing (CATI)
Computer Discs by Mail
Electronic Mail Survey
Computer-generated Fax Survey
Marketing Research 10th Edition

28. Surveys in the International Context
Personal Interviewing
Dominant mode of data collection outside the US
Telephone Interviews
Low levels of telephone ownership in some countries
Poor communication network in some countries
Mail Survey
Absence of mailing lists
Poor mail services in some countries
Marketing Research 10th Edition