Exploring Marketing Research William G. Zikmund

1
Exploring Marketing ResearchWilliam G. Zikmund

• Chapter 9
• Survey Research
• Basic Communication Methods

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Surveys

• Surveys as a respondent for information using
  verbal or written questioning

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Communicating with Respondents

• Personal Interviews
• Door-to-Door
• Shopping Mall Intercepts
• Telephone Interviews
• Self-Administered Questionnaires

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Personal Interviews

• Gathering of information from face-to-face
  contact.
• Direct communication between businesses and
  consumers in which interviewers ask respondents
  questions.

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Advantages of Personal Interviews

• Opportunity for feedback
• Probing
• Length of Interview
• Telephone -10 minutes
• Mail - 6 pages
• Personal Interview 1 ½ hours
• Completeness of Interview
• Use of Props and Visual Aids
• High Participation Rate

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Disadvantages ofPersonal Interviews

• Not anonymous
• Interviewer influence
• Anonymity of Respondents
• Cost

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Door-to-Door Personal Interview
Speed of Data Collection Moderate to
fast Geographical Flexibility Limited to
moderate Respondent Cooperation Excellent Versa
tility of Questioning Quite versatile
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Door-to-Door Personal Interview
Questionnaire Length Long Item
Nonresponse Low Possibility of
Respondent Lowest Misunderstanding Degree of
Interviewer High Influence of Answer Supervision
of Interviewers Moderate
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Door-to-Door Personal Interview
Anonymity of Respondent Low Ease of Call Back
or Follow-up Difficult Cost Highest Special
Features Visual materials may be shown or
demonstrated extended probing possible
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Mall Intercept Personal Interview
Speed of Data Collection Fast
Geographical Flexibility Confined, urban
bias Respondent Cooperation Moderate to
low Versatility of Questioning Extremely
versatile Questionnaire Length Moderate to
Long
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Mall Intercept Personal Interview
Item Nonresponse Medium Possibility of
Respondent Lowest Misunderstanding Degree
of Interviewer Highest Influence of
Answers Supervision of Interviewers
Moderate to high
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Mall Intercept Personal Interview
Anonymity of Respondent Low Ease of Call Back
or Difficult Follow-up Cost Moderate
to high Special Features Taste test,
viewing of TV Commercials possible
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Telephone Surveys
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Telephone Surveys
Speed of Data Collection Very fast Geographical
Flexibility High Respondent Cooperation Good V
ersatility of Questioning Moderate
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Telephone Surveys
Questionnaire Length Moderate Item
Nonresponse Medium Possibility of
Respondent Average Misunderstanding Degree
of Interviewer Moderate Influence of
Answer Supervision of Interviewers High,
especially with central location WATS
interviewing
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Telephone Surveys
Anonymity of Respondent Moderate Ease of Call
Back or Follow-up Easy Cost Low to moderate
25 of the cost of door-to-door door-to-
door interviews Special Features Fieldwork and
supervision of data collection
are simplified quite adaptable to
computer technology
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Telephone Surveys

• Central Location Interviewing
• Computer-Assisted Telephone Interviewing
• Computerized Voice-Activated Interviews

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Most Unlisted Markets

• Sacramento, CA
• Oakland, CA
• Fresno, CA
• Los Angles/Long Beach, CA

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Mail Surveys
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Mail Survey
Speed of Data Collection Researcher has no
control over return of questionnaire
slow Geographical Flexibility High Respondent
Cooperation Moderate--poorly designed question
naire will have low
response rate Versatility of
Questioning Highly standardized format
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Mail Survey
Questionnaire Length Varies depending on
incentive Item Nonresponse High Possibility
of Respondent Highest--no interviewer Misundersta
nding present for clarification Degree of
Interviewer None--interviewer absent Influence
of Answer Supervision of Interviewers Not
applicable
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Mail Survey
Anonymity of Respondent High Ease of Call Back
or Follow-up Easy, but takes time Cost Lowe
st
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How to Increase Response Rates for Mail Surveys

• Write a Sales Oriented Cover Letter
• Money Helps
• - As a token of appreciation
• - For a charity
• Stimulate Respondents Interest with
  Interesting Questions
• Follow Up
• - Keying questionnaires with codes
• Advanced Notification
• Sponsorship by a Well-known and Prestigious
  Institution

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Increasing Response Rates

• Effective Cover Letter
• Money Helps
• Interesting Questions
• Follow-Ups
• Advanced Notification
• Survey Sponsorship
• Keying Questionnaires

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Self-Administered Questionnaires

• Mail
• Place of Business
• Drop-Off
• Computerized
• E-mail
• Internet
• Other Variations

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Internet Surveys

• Speed of Data Collection
• Instantaneous
• Geographic Flexibility
• worldwide
• Respondent Cooperation
• varies depending on web site

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Internet Surveys

• Versatility of questioning
• extremely versatile
• Questionnaire Length
• modest
• Item Nonresponse
• software can assure none

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Internet Surveys

• Possibility for Respondent misunderstanding
• high
• Interviewer Influence of Answers
• none
• Supervision of Interviewers none

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Internet Surveys

• Anonymity of Respondent
• Respondent can be anonymous or known
• Ease of Callback or Follow-up
• difficult
• Cost
• low
• Special Features
• allows graphics and motion

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Internet Surveys

• Item Nonresponse software can assure none
• Possibility for Respondent misunderstanding
• high
• Degree of Interviewer Influence of Answers
• none
• Supervision of Interviewers
• none

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Internet Surveys

• Anonymity of Respondent
• Respondent can be anonymous or known
• Ease of Callback or Follow-up
• difficult
• Cost
• low
• Special Features
• allows graphics and motion

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There is no best form of survey each has
advantages and disadvantages.
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Selected Questions to Determine the Appropriate
Technique

• Is the assistance of an interviewer necessary?
• Are respondents interested in the issues being
  investigated?
• Will cooperation be easily attained?

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Selected Questions to Determine the Appropriate
Technique

• How quickly is the information needed?
• Will the study require a long and complex
  questionnaire?
• How large is the budget?

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Pretesting

• A trial run with a group of respondents to iron
  out fundamental problems in the instructions of
  survey design

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Practice is the best of all instructors.
Publius Syrus