Chapter Ten - cool.ntu.edu.tw

Chapter Ten

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Information from Respondents:

Survey Methods

Marketing Research 11th Edition http://www.drvkumar.com/mr11/

Basic Survey Methods

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Personal Interview

Telephone Interview

Self-Administered Surveys


Personal Interviewing

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Researcher Interviewer IntervieweeInterview

Environment


Personal Interview Methods

• At Home or Work Interviewing

• Executive Interviewing

• Mall Intercept Surveys

• Purchase Intercept Technique (PIT)

• Omnibus Surveys

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Personal Interviews (Contd.)

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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


Personal Interviews (Contd.)

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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


Comparative Indices of Direct Costs per Completed

Interview*

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*Includes travel and telephone charges, interviewer compensation, training, and direct

supervision expenses


Telephone Interviewing

• Selecting telephone numbers

▫ Pre-specified list

▫ A directory

▫ Random dialing procedure Random digit dialing

Systematic random digit dialing (SRDD)

Plus-one dialing

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Telephone Interviewing (Contd.)

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Advantages

• 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


Telephone Interviewing (Contd.)

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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


Self-Administered Surveys

• This type of survey can be emailed, mailed, faxed or simply handed to the respondent

• No interviewer is involved

This technique has one major disadvantage:

• There is no one present to explain things to the respondent and clarify responses to open-ended questions.

• Most of the open-ended questions being totally useless

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http://www.free-graphics.com/clipart/Cartoon/Business/thumbnails3.shtml

Self-Administered Surveys (Contd)

Some Decisions That Need to Be Taken Are:

• Method of addressing

• Cover letter

• Questionnaire length, content, layout, color, and

format

• Method of notification; should there be a follow-up?

• Incentive to be given

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Advantages

• Lower cost

• Better results, including a shorter response time

• Reliable answers as no inhibiting intermediary

• Survey answered at respondents’ discretion



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Limitations

• The absence of an interviewer means that a large number of variables are controlled inadequately, including the following:• The identity of the respondent

• Whom the respondent consults for help in answering questions

• The speed of the response

• The order in which the questions are exposed and answered

• Respondent understanding of the questions



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’

• An increased unethical use of marketing research

to sell products

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Coping with Non-response to Self-administered

Surveys

To achieve high response rate:

▫ Include monetary incentive

▫ Send a follow-up letter

▫ Include return envelope

Alternatives:

▫ Mail Panels

▫ Fax Surveys

▫ Web surveys

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Response Rate Chart

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Combination of Survey Methods

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The Telephone

Pre-notification Approach

The Lockbox Approach

The Drop-off Approach


Recent Developments in Software and Hardware

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Surveys in the International Context

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• Dominant mode of data collection outside the US

Personal Interviewing

• Low levels of telephone ownership in some countries

• Poor communication network in some countries

Telephone Interviews

• Absence of mailing lists• Poor mail services in some countries

Self-Administration

Survey


Personal interviewing

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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.


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.

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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



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

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Self-Administration Surveys

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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.


Mail Procedures

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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.


Drop-off Questionnaire

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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.


Fax Surveys

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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.


Trends in Survey Research

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Computer-Assisted Telephone Interviewing (CATI)• Provides researchers with a way to

prevent many interviewer errors

• At its best, computer-controlled telephone interviewing can produce faster, more complete, data to the researcher.

Computer Interactive Interviewing.• In computer interactive

interviewing the respondent interacts directly with the computer

• Computer interactive interviewing has resulted in better responses from respondents and, in some instances, 30 to 40 percent cost savings.

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End of Chapter Ten

Chapter Ten - cool.ntu.edu.tw

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