MARKETING MARKETING RESEARCHRESEARCH

Week 3Week 3Session BSession B

IBMS Term 2, 2008-09IBMS Term 2, 2008-09

Today:

•Lecture: Surveys & Data Collection (Ch 9)

•Class Activity: Review Questions & Case

Survey-Data Collection Methods

4

Surveys

• A survey involves interviews with a large number of respondents using a predesigned questionnaire.

• Four basic survey methods:

– Person-administered surveys

– Computer-assisted surveys

– Self-administered surveys

– Mixed-mode (hybrid) surveys

5

Advantages of Surveys

• Standardization

• Ease of administration

• Ability to tap the “unseen”

• Suitability to tabulation and statistical analysis

• Sensitivity to subgroup differences

6

Four Alternative Data Collection Modes

• Person-administered

• Computer-administered

• Self-administered

• Mixed Mode

7

Person-Administered Surveys(Without Computer Assistance)• A person-administered survey =

interviewer reads questions, either face-to-face or over the telephone, to the respondent and records his or her answers.

a) In-Home Interviewsb) Mall Intercept Interviewsc) In-Office Interviewsd) Central Location Telephone Interview

8

Person-Administered Surveysa) In-Home Interview

• Key Advantages: – Conducted in the home, which facilitates

interviewer-respondent rapport• Key Disadvantages:

– Cost per interview can be high– Interviewers must travel to respondent’s

home• Comment: Often much information per

interview is gathered

9

Person-Administered Surveysb) Mall-Intercept Interview

• Key Advantage: – Fast and convenient data collection

method• Key Disadvantages:

– Only mall patrons are interviewed– Respondents may feel uncomfortable

answering the questions in the mall• Comment:

– Mall-intercept company often has exclusive interview rights for that mall

10

Person-Administered Surveysc) In-Office Interview

• Key Advantage: – Useful for interviewing busy executives

• Key Disadvantages: – Relatively high cost per interview– Gaining access is sometimes difficult

• Comment: – Useful when respondents must examine

prototypes or samples of products

11

Person-Administered Surveysd) Central Location Telephone Interview• Key Advantages:

– Fast turnaround– Good quality control– Reasonable cost

• Key Disadvantage: – Restricted to telephone communication

• Comment: – Long-distance calling is not a problem

12

Computer-Administered Surveys

• A computer-assisted survey is one in which computer technology plays an essential role in the interview work.

a) CATIb) Fully Computerizedc) Online/Internet Interviews

13

Computer-Administered Surveysa) CATI

• Computer-Assisted Telephone Interview• Key Advantages:

– Eliminates interviewer error– Simultaneous data input– Good quality control

• Key Disadvantage: – Setup costs can be high

• Comment: – Losing ground to online surveys and

panels

14

Computer-Administered Surveysb) Fully Computerized Surveys

• Key Advantages: – Respondent responds at his or her own

pace– Computer data file results

• Key Disadvantage: – Respondent must have access to a

computer or be computer literate• Comment:

– Many variations and an emerging data collection method with exciting prospects

15

Computer-Administered Surveysc) Online Questionnaire

• Key Advantages: – Ease of creating and posting– Fast turnaround– Computer data file results

• Key Disadvantage: – Respondent must have access to the

Internet• Comment:

– Fastest growing data collection method; very flexible; online; analysis available

16

Self-Administered Surveys

• A self-administered survey is one in which the respondent completes the survey on his or her own.

• Traditional “paper & pencil” survey1. Group Self-Administered

2. Drop-Off

3. Mail Survey

17

Self-Administered Surveysa) Group Self-Administered Survey

• Key Advantages:

• Cost of interviewer eliminated– Economical to work with groups

• Key Disadvantage: – Must find groups and secure

permission to conduct the survey• Comment:

– Good for pretests or pilot tests

18

Self-Administered Surveysb) Drop-Off Survey

• Key Advantages:

– Cost of interviewer eliminated

– Appropriate for local market surveys

• Key Disadvantage:

– Generally not appropriate for large-scale national survey

• Comment:

– Many variations exist with respect to logistics and applications

19

Self-Administered Surveysc) Mail Survey

• Key Disadvantages:

– Low response rates

– Self-selection bias

– Slow

• Comment:

– Many strategies to increase response rate exist

20

Self-Administered Surveys

• Advantages:

– Reduced cost

– Respondents control pace at which they answer

– No interview-evaluation apprehension

21

Self-Administered Surveys

• Disadvantages:

– Respondent controls the survey; do not send in on time, do not send in!

– Lack of monitoring: no one to explain or encourage respondents

– High questionnaire requirements…it must be perfect!

22

Mixed-Mode (Hybrid) Surveys

• Mixed-mode surveys use multiple data collection methods.

• Example: May use online surveys to quickly reach portion of population with Internet access and may use telephone calling to reach those without Internet access.

23

Ways to Gather Data

24

Choice of Survey Method

• In selecting a data collection mode, the researcher balances quality against:

– Time available

– Resources

– Budget

25

Bias

• Nonresponse bias = questionnaires that are not returned. – i.e. 53 out of 400 surveys are not returned.

Therefore the results have a 13.25% nonresponse bias.

• Self-selection bias = people that do complete are not representative of the original sample– A researcher sending out the survey only to

friends of theirs, rather than a random selection method

26

Self Selection Bias• Instructions. You pick up your mail, and you find a mail

survey in it. How likely would you be to take 15 minutes to fill out the questionnaire and return it if it concerned each of the following topics?

• Would you fill out the survey and send it back? Topic Definitely Would Definitely Would Unsure

Not• Automobile maintenance _________ __________ ____

___• Dental hygiene _________ __________ ____

__• Personal safety on campus_________ __________ ____ ___• Baby care _________ __________ ___ ___• Recycling _________ __________ ____ ___• Foreign trade with Chile _________ __________ __ _

___

27

Review Questions

• Group 1

• Group 2