Survey Research; the profound impact of the internet

Survey research is the use of a questionnaire to gather facts, opinions, and attitudes; it is the most popular way to gather primary data.

Surveys have a high rate of usage in marketing research compared to other means of collecting primary data, for some very good reasons.

1. The Need to know whyWhy people do or do not do something. It doesn’t mean to imply that surveys can prove causation, only that they can be used to develop some idea of the causal forces at work.

2. The need to know howTo understand the process consumers go through before taking some action. How did they make the decision?

3. The need to know whoTo know who the person is, from a demographic or lifestyle perspective. Information on age, income, occupation, marital status, stage in the family life cycle, education, and other factors is necessary for the identification and definition of market segments.

For the Myanmar Indobest Company (MIB) distributes consumer product (FMCG) and coffee mix (Sunday Coffee and Rich coffee)The company have conducting survey to know why sales volume from city area is less than countries area even population in city area is concentrated. They need to know how to increase sales revenue from targeting different level of market segments, and they need to identify which outlets can provide more sales revenue so that efficient and effective distribution channel could be identified.

Two types of errors in Survey Research1. Random or Random sampling error

Error that result from chance of variation. The difference between the sample value and the true value of the population mean. This error cannot be eliminated, but it can be reduced by increasing the sample size.

2. Systematic ErrorSystematic error, or bias, results from mistakes or problems in the research design or from flaws in the execution of the sample design. It includes all sources of error except those introduced by the random sampling process. Therefore, systematic errors are sometimes called no sampling errors. The non-sampling errors that can systematically influence survey answers can be categorized as sampling design error and measurement error.

2.1 Sampling design error; it results from an error in the sample design or sampling procedures. This includes Frame Errors, Population specification errors, and selection errors.

2.1.1 Frame ErrorThe sampling frame is the list of population elements or members from which units to be sampled are selected. Frame error results from using an incomplete or inaccurate sampling frame.

2.1.2 Population Specification ErrorPopulation specification error results from an incorrect definition of the population or universe from which the sample is to be selected.

2.1.3 Selection ErrorSelection Error can occur even when the analyst has a proper sampling frame and has defined the population correctly. Selection error occurs when sampling procedures are incomplete or improper or when appropriate selection procedures are not properly followed.

2.2 Measurement ErrorMeasurement error occurs when there is variation between the information being sought (true value) and the information actually obtained by the measurement process. Various type of error may be caused by numerous deficiencies in the measurement process. These errors include surrogate information error, interviewer error, measurement instrument bias, processing error, nonresponse bias, and response bias.a) Surrogate information errorError that results from a discrepancy between the information needed to solve a problem and that sought by the researcher.b) Interviewer error or interviewer biasError that results from the interviewer’s influencing consciously or unconsciously- the answers of the respondent. c) Measurement instrument biasError that results from the design of the questionnaire bias.d) Processing errorError that results from the incorrect transfer of information from survey document to a computer.e) Nonresponse biasError that results from a systematic difference between those who do and those who do not response to a measurement instrument.f) Response biasError that results from the tendency of people to answer a question incorrectly through either deliberate falsification or unconscious misrepresentation. Deliberate falsification occurs when people might knowingly misrepresent information in a survey.

Type of Surveys

1. Door to Door interviews

2. Executive Interviews

3. Mall-Intercept interviewsInterviews conducted by intercepting mall shoppers and interviewing them face to face.

4. Telephone interviewsAdvantages

a. Inexpensiveb. High quality sampling

Disadvantages

a. Respondents cannot be shown anything in a typical telephone interview.b. Unable to make the various judgments and evaluations that can be made by in

home interviewers (e.g., evaluations concerning income, based on what the respondent’s home looks like and other outward signs of economic status)

c. It limits the quality and types of information that can be obtained.d. The potential for personality bias in phone surveys.

The most appropriate method for MIB Company to conduct survey (Sunday and Rich Coffee Mix) is door to door interview by asking retail and whole sales outlet in the market area. To minimize the error in survey research, MIB need to consider overall market size, population and sample frame. Careful preparation of questionnaires and selection of sample outlet are important factors in conducting surveys.

For MIB (Mandalay) branch, coverage outlet areas are

1. Mandalay area2. Ma Tha yar area3. Sainging area4. Shwe Bo area5. Myin Chan area6. Pyin Oo Lwin7. Moe Goat area8. Myit Thar area9. Tha Da Oo area

To ensure sample result is representative of the population as a whole, sample size is 30 percentage of total outlet areas.

Survey Research on the internet

Most companies today face shorter product life cycles, increased competition, and a rapidly changing business environment. Management decision makers are having to make complex, rapid fire decision, and internet research can help by providing timely information. The specific advantages of online surveys include the following.

1. Rapid deployment, real-time reporting2. Dramatically reduced costs3. Ready personalization4. High response rates5. Ability it contact the hard to reach6. Simplified and enhanced panel management7. Profitability for research firms

Disadvantage of Online surveys

1. Internet users are not representative of the population as a whole.2. Problem with security on the internet.3. Unrestricted internet sample; a self-selected sample group consisting of anyone

who wishes to complete and internet survey.

Online survey is the efficient means of conducting surveys in term of cost, sample size and administrative work. However, online survey is only effective for city area rather country side areas because of availability of internet service. MIB use online survey to make market research for FMCG products.

Total Number of outlets(Email) Response Non Response5400 3444 1956

64% 36%Total duration; 15 days

To attract respondent to fill out questionnaires, the company use lucky draw program in the period of surveys.

Conducting Online Surveys

The questionnaire; the questionnaire is prepared like a simple email message and sent to a list of known email addresses. The respondent fills in the answers and emails the form with his or her or his replies back to the research organization. A computer program is typically used to prepare the questionnaire and the email address list and to extract the data from the responses.

Email questionnaires are simple to construct and fast to distribute.

Creating online questionnaires

The simplest way to create an internet survey is to use a survey design web site.

Determination of the Survey Method (Factors affecting the choice of survey method)

1. Sampling Precision; the greater the accuracy in the study is needed, the more rigorous and expensive sampling procedures may be appropriate

2. Budget3. Quality and reliable of data requires4. Length of questionnaire5. Incidence rate6. Time available to complete survey

Online questionnaires need to be simple and easy to answer because respondents cannot be explained if they don’t understand the questions. It should not too long to answer.Market research is now important for company in competitive environment.

To make sure long term relation of customer is more profitable than crating new customers. Company needs to know what the customer like and dislike.The choice on offering products to customers are crucial for business success.For the MIB company, on time delivery is an essential part of operational strategy. The survey result indicate which products need to be withdraw or promote, which outlet areas need to be attention or protected from competitors.