Essentials of Marketing Research William G. Zikmund

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Essentials of Marketing ResearchWilliam G.
Zikmund

• Chapter7
• Survey Research

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Surveys

• Surveys ask respondents for information using
  verbal or written questioning

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Respondents

• Respondents are a representative sample of people

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Gathering Information via Surveys

• Quick
• Inexpensive
• Efficient
• Accurate
• Flexible

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Problems

• Poor Design
• Improper Execution

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Tree Diagram of Total Survey Error
Random sampling error
Total error
Systematic error (bias)
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Random Sampling Error

• A statistical fluctuation that occurs because of
  change variation in the elements selected for the
  sample

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Systematic Error

• Systematic error results from some imperfect
  aspect of the research design or from a mistake
  in the execution of the research

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Tree Diagram of Total Survey Error
Administrative error
Systematic error (bias)
Respondent error
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Sample Bias

• Sample bias - when the results of a sample show a
  persistent tendency to deviate in one direction
  from the true value of the population parameter

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Tree Diagram of Total Survey Error
Nonresponse error
Respondent error
Response bias
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Respondent Error

• A classification of sample bias resulting from
  some respondent action or inaction
• Nonresponse bias
• Response bias

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Nonresponse Error

• Nonrespondents - people who refuse to cooperate
• Not-at-homes
• Self-selection bias
• Over-represents extreme positions
• Under-represents indifference

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Tree Diagram of Total Survey Error
Deliberate falsification
Response bias
Unconscious misrepresentation
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Response Bias

• A bias that occurs when respondents tend to
  answer questions with a certain slant that
  consciously or unconsciously misrepresents the
  truth

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Tree Diagram of Total Survey Error
Acquiescence bias
Extremity bias
Interviewer bias
Auspices bias
Social desirability bias
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Acquiescence Bias

• A category of response bias that results because
  some individuals tend to agree with all questions
  or to concur with a particular position.

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Extremity Bias

• A category of response bias that results because
  response styles vary from person to person some
  individuals tend to use extremes when responding
  to questions.

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Interviewer Bias

• A response bias that occurs because the presence
  of the interviewer influences answers.

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Auspices Bias

• Bias in the responses of subjects caused by the
  respondents being influenced by the organization
  conducting the study.

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Social Desirability Bias

• Bias in responses caused by respondents desire,
  either conscious or unconscious, to gain prestige
  or appear in a different social role.

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Tree Diagram of Total Survey Error
Administrative error
Systematic error (bias)
Respondent error
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Administrative Error

• Improper administration of the research task
• Blunders
• Confusion
• Neglect
• Omission

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Tree Diagram of Total Survey Error
Data processing error
Sample selection error
Interviewer error
Interviewer cheating
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Administrative Error

• Interviewer cheating - filling in fake answers or
  falsifying interviewers
• Data processing error - incorrect data entry,
  computer programming, or other procedural errors
  during the analysis stage.
• Sample selection error -improper sample design or
  sampling procedure execution.
• Interviewer error - field mistakes

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Time Period for Surveys

• Cross-sectional
• Longitudinal

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Communicating with Respondents

• Personal interviews
• Door-to-door
• Shopping mall intercepts
• Telephone interviews
• Self-administered questionnaires

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Personal Interviews
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• Good Afternoon, my name is
• _________. I am with _________
• survey research company. We are conducting a
  survey on_________

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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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Door-to-Door Personal Interview

• Questionnaire length
• Long
• Item nonresponse
• Low
• Possibility of respondent misunderstanding
• Lowest

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Door-to-Door Personal Interview

• Degree of interviewer influence of answer
• High
• Supervision of interviewers
• Moderate
• Anonymity of respondent
• Low

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Door-to-Door Personal Interview

• Ease of call back or follow-up
• Difficult
• Cost
• Highest
• Special features
• Visual materials may be shown or demonstrated
  extended probing possible

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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

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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

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Mall Intercept Personal Interview

• Questionnaire length
• Moderate to long
• Item nonresponse
• Medium
• Possibility of respondent misunderstanding
• Lowest

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Mall Intercept Personal Interview

• Degree of interviewer influence of answers
• Highest
• Supervision of interviewers
• Moderate to high
• Anonymity of respondent
• Low

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Mall Intercept Personal Interview

• Ease of call back or follow-up
• Difficult
• Cost
• Moderate to high
• Special features
• Taste test, viewing of TV commercials possible

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Telephone Surveys
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Telephone Surveys

• Speed of Data Collection
• Very fast
• Geographical Flexibility
• High
• Respondent Cooperation
• Good
• Versatility of Questioning
• Moderate

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Telephone Surveys

• Questionnaire Length
• Moderate
• Item Nonresponse
• Medium
• Possibility of Respondent Misunderstanding
• Average
• Degree of Interviewer Influence of Answer
• Moderate

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Telephone Surveys

• Supervision of interviewers
• High, especially with central location WATS
  interviewing
• Anonymity of respondent
• Moderate
• Ease of call back or follow-up
• Easy

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Telephone Surveys

• Cost
• Low to moderate
• Special features
• Fieldwork and supervision of data collection are
  simplified quite adaptable to computer technology

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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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The Frame, November 2001 Published by Survey
Sampling, Inc.
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Self-Administered Questionnaires
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Mail Surveys
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Mail Surveys

• 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

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Mail Surveys

• Versatility of questioning
• Highly standardized format
• Questionnaire length
• Varies depending on incentive
• Item nonresponse
• High

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Mail Surveys

• Possibility of respondent misunderstanding
• Highest--no interviewer present for clarification
• Degree of interviewer influence of answer
• None--interviewer absent
• Supervision of interviewers
• Not applicable

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Mail Surveys

• 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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Increasing Response Rates

• Effective cover letter
• Money helps
• Interesting questions
• Follow-ups
• Advanced notification
• Survey sponsorship
• Keying questionnaires

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E-Mail Questionnaire Surveys

• Speed of data collection
• Instantaneous
• Geographic flexibility
• worldwide
• Cheaper distribution and processing costs

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E-Mail Questionnaire Surveys

• Flexible, but
• Extensive differences in the capabilities of
  respondents computers and e-mail software limit
  the types of questions and the layout
• E-mails are not secure and eavesdropping can
  possibly occur
• Respondent cooperation
• Varies depending if e-mail is seen as spam

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Internet Surveys

• A self-administered questionnaire posted on a Web
  site.
• Respondents provide answers to questions
  displayed online by highlighting a phrase,
  clicking an icon, or keying in an answer.

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Internet Surveys

• Speed of data collection
• Instantaneous
• Cost effective
• Geographic flexibility
• worldwide
• Visual and interactive

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Internet Surveys

• Respondent cooperation
• Varies depending on web site
• Varies depending on type of sample
• When user does not opt-in or expect a voluntary
  survey cooperation is low.
• Self-selection problems in web site visitation
  surveys - participants tend to be more deeply
  involved than the average person.

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Internet Surveys

• Versatility of questioning
• Extremely versatile
• Questionnaire length
• Individualized base on respondent answers
• Longer questionnaires with panel samples
• Item nonresponse
• Software can assure none

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Internet Surveys

• Representative samples
• The quality of internet samples may vary
  substantially.
• A sample of those who visit a web page and
  voluntarily fill out a questionnaires can have
  self-selection error.

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Internet Surveys

• 1) not all individuals in the general public have
  internet access
• 2) many respondents lack powerful computers with
  high-speed connections to the internet
• 3) many respondents computer skills will be
  relatively unsophisticated.

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Internet Surveys

• Possibility for respondent misunderstanding
• High
• Interviewer influence of answers
• None
• Supervision of interviewers not required

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Internet Surveys

• Anonymity of Respondent
• Respondent can be anonymous or known
• Ease of Callback or Follow-up
• difficult unless e-mail address is known
• Special Features
• allows graphics and streaming media

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Welcome Screen

• Welcome Screen like a cover letter
• It contains the name of the research company and
  how to contact the organization if there is a
  problem or concern.
• "If you have any concerns or questions about this
  survey, or if you experience any technical
  difficulties, please contact (NAME OF RESEARCH
  ORGANIZATION).

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Welcome Screen should ask for password and give
instructions

• Please enter your personal password from your
  invitation.Then, press the "enter" key to begin
  the survey or simply click on the right arrow at
  the bottom of the page to begin the survey (after
  you have read the remaining instructions)
• During the survey, please do not use your
  browser's FORWARD and BACK buttons.
• Use the arrows on the lower right to move
  backward and forward through the survey.

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There is no best form of survey each has
advantages 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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Selected Questions to Determine the Appropriate
Technique

• How quickly is the information needed?
• Will the study require a long and complex
  questionnaire?
• How large is the budget?

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Cross-Sectional Study

• A study in which various segments of a population
  are sampled
• Data are collected at a single moment in time.

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Longitudinal Study

• A survey of respondents at different times, thus
  allowing analysis of changes over time.
• Tracking study - compare trends and identify
  changes
• consumer satisfaction

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Consumer Panel

• A longitudinal survey of the same sample of
  individuals or households to record (in a diary)
  their attitudes, behavior, or purchasing habits
  over time.