09 Survey Types
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Transcript of 09 Survey Types
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Exploring
Marketing Research
William G. Zikmund
Chapter 9:
Survey Research:
Basic Communication Methods
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Copyright 2000 by Harcourt, Inc. All rights reserved.
Surveys
Surveys as a respondent for information
using verbal or written questioning
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Copyright 2000 by Harcourt, Inc. All rights reserved.
Communicating with Respondents
Personal Interviews
Door-to-Door
Shopping Mall Intercepts
Telephone Interviews
Self-Administered Questionnaires
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Copyright 2000 by Harcourt, Inc. All rights reserved.
Personal I nterviews
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Good Afternoon, my name is
_________. I am with _________
survey research company. We areconducting a survey on_________
Copyright 2000 by Harcourt, Inc. All rights reserved.
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Copyright 2000 by Harcourt, Inc. All rights reserved.
Door-to-Door Personal Interview
Speed of Data Collection Moderate to fast
Geographical Flexibility Limited to moderate
Respondent Cooperation Excellent
Versatility of Questioning Quite versatile
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Copyright 2000 by Harcourt, Inc. All rights reserved.
Questionnaire Length Long
Item Nonresponse Low
Possibility of Respondent Lowest
Misunderstanding
Degree of Interviewer High
Influence of Answer
Supervision of Interviewers Moderate
Door-to-Door Personal Interview
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Anonymity of Respondent Low
Ease of Call Back or Follow-up Difficult
Cost Highest
Special Features Visual materials may beshown or demonstrated;
extended probing possible
Door-to-Door Personal Interview
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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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Copyright 2000 by Harcourt, Inc. All rights reserved.
Mall Intercept Personal Interview
Item Nonresponse Medium
Possibility of Respondent LowestMisunderstanding
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 DifficultFollow-up
Cost Moderate to high
Special Features Taste test, viewing
of TV Commercials
possible
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Copyright 2000 by Harcourt, Inc. All rights reserved.
Telephone Surveys
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Copyright 2000 by Harcourt, Inc. All rights reserved.
Speed of Data Collection Very fast
Geographical Flexibility High
Respondent Cooperation Good
Versatility of Questioning Moderate
Telephone Surveys
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Questionnaire Length Moderate
Item Nonresponse Medium
Possibility of Respondent Average
Misunderstanding
Degree of Interviewer ModerateInfluence of Answer
Supervision of Interviewers High, especially with central
location WATS interviewing
Telephone Surveys
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Copyright 2000 by Harcourt, Inc. All rights reserved.
Anonymity of Respondent Moderate
Ease of Call Back or Follow-up Easy
Cost Low to moderate
Special Features Fieldwork and supervision
of data collection aresimplified; quite adaptable
to computer technology
Telephone Surveys
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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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Copyright 2000 by Harcourt, Inc. All rights reserved.
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
questionnaire will have low
response rate
Versatility of Questioning Highly standardized format
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Copyright 2000 by Harcourt, Inc. All rights reserved.
Mail Survey
Questionnaire Length Varies depending on incentive
Item Nonresponse High
Possibility of Respondent Highest--no interviewer
Misunderstanding present for clarification
Degree of Interviewer None--interviewer absentInfluence 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 Lowest
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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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Copyright 2000 by Harcourt, Inc. All rights reserved.
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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I nternet Surveys
Speed of Data Collection
Instantaneous
Geographic Flexibility
worldwide
Respondent Cooperation
varies depending on web site
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I nternet Surveys
Versatility of questioning
extremely versatile
Questionnaire Length
modest
Item Nonresponse
software can assure none
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Copyright 2000 by Harcourt, Inc. All rights reserved.
I nternet 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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Copyright 2000 by Harcourt, Inc. All rights reserved.
I nternet 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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Copyright 2000 by Harcourt, Inc. All rights reserved.
I nternet 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 hasadvantages 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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How quickly is the information needed? Will the study require a long and complex
questionnaire?
How large is the budget?
Selected Questions to Determine the
Appropriate Technique:
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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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Copyright 2000 by Harcourt Inc All rights reserved
Practice is the best
of all instructors.Publius Syrus