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ExploringMarketing Research

William G. Zikmund

Chapter 10 & 11:Survey Research:

Basic Communication Methods

& Observation

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TelephoneInterviewing

Traditional ComputerAssisted

In-Person

Mall InterceptComputerAssisted

Mail Interviewing

Mail Mail Panel ElectronicInterviewing

E-mail Internet

2

Survey Methods

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Surveys

Surveys as a respondent for informationusing verbal or written questioning

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Communicating with Respondents

Personal Interviews

Door-to-Door

Shopping Mall Intercepts

Telephone Interviews

Self-AdministeredQuestionnaires

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Personal Interviews

Pen & Paper Door to door Mall Intercept

http://2.bp.blogspot.com/_3RkSqd-T1ws/SC76PciY3kI/AAAAAAAAAAU/l1EkQim5aU4/s1600-h/mall1.jpghttp://irritatedtulsan.files.wordpress.com/2009/05/door-to-door.jpeg

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! ___________________

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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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Questionnaire Length Long

Item Nonresponse Low

Possibility of Respondent Lowest

Misunderstanding

Degree of Interviewer HighInfluence 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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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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Telephone Surveys

Computer assistedPersonal Interview

(CAPI)

Computer assistedTelephonic Interview

(CATI)

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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 Moderate

Influence of Answer

Supervision of Interviewers High, especially with

central location WATS

interviewing

Telephone Surveys

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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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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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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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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

Possibility forRespondentmisunderstanding high

Interviewer Influence ofAnswers none

Supervision ofInterviewers

none

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There is no best form of

survey; each has advantages

and disadvantages.

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Selected Questions to Determine theAppropriate Technique:

Is the assistance of an interviewer necessary?

Are respondents interested in the issues beinginvestigated?

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 theAppropriate Technique:

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Pretesting

A trial run with a group of respondents toiron out fundamental problems in the

instructions of survey design

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Practice is the best of

all instructors.Publius Syrus

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Observation

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YOU SEE, BUT YOU

DO NOT OBSERVE.

Sherlock Holmes

Scientific Observation Is Systematic

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What Can Be Observed?

Physical actions

Verbal behavior

Expressive behavior

Spatial relations and locations

Temporal patterns

Verbal and pictorial records

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Phenomena Example

Human behavior or physical Shoppers movement

action pattern in a store

Verbal behavior Statements made by

airline travelers who wait

in line

Expressive behavior Facial expressions, tone ofvoice, and other form of

body language

What Can Be Observed

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Phenomena Example

Spatial relations How close visitors at an

and locations art museum stand to paintings

Temporal patterns How long fast-food customers

wait for their order to be served

Physical objects What brand name items are

stored in consumers pantries

Verbal and Pictorial Bar codes on product packages

Records

What Can Be Observed

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Categories of Observation

Human versus mechanical

Visible versus hidden

Direct Contrived

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Observation of Human Behavior

Benefits Communication with respondent is not

necessary

Data without distortions due to self-report (e.g.:without social desirability) Bias

No need to rely on respondents memory

Nonverbal behavior data may be obtained

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Observation of Human Behavior

Benefits Certain data may be obtained more quickly

Environmental conditions may be recorded

May be combined with survey to providesupplemental evidence

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Observation of Human Behavior

Limitations Cognitive phenomena cannot be observed

Interpretation of data may be a problem

Not all activity can be recorded

Only short periods can be observed

Observer bias possible

Possible invasion of privacy

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Mechanical Observation

Traffic Counters

Web Traffic

Scanners Peoplemeter

PhysiologicalMeasures

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Physiological Reactions

Eye tracking

Pupilometer

Psychogalvanometer Voice pitch

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Eye Tracking Monitors Record how the subject actually reads or views

an advertisement

Measure unconscious eye movements

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Pupilometer This device observes and records changes in

the diameter of the subjects pupils.

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Psychogalvanometer Measures galvanic skin response

Involuntary changes in the electrical resistance

of the skin

Assumption: physiological changes accompanyemotional reactions

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Voice Pitch Analysis Measures emotional reactions through

physiological changes in a persons voice

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Thank You