Marketing ResearchAaker, Kumar, Day, and LeoneTenth EditionInstructor’s Presentation Slides

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Chapter Ten2

Information from Respondents: Survey Methods

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Basic Survey Methods3

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Personal Interviewing4

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Personal Interview Methods•Door to Door Interviewing•Executive Interviewing•Mall Intercept Surveys•Self-Administered Interviews•Purchase Intercept Technique (PIT)•Omnibus Surveys

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Personal Interviews (Contd.)6

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Personal Interviews (Contd.)7

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Comparative Indices of Direct Costs per Completed Interview*

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

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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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Telephone Interviewing (Contd.)

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Mail Surveys• Requires a broad identification of the individuals to be

sampled before data collection begins

Some Decisions That Need to Be Taken Are:• Type of Return Envelope• Postage• Method of Addressing• Cover Letter• The Questionnaire Length, Layout, Color, Format etc• Method of Notification• Incentive to Be Given

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Mail Surveys (Contd.)13

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Mail Surveys (Contd.)14

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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

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Coping with Non-response to Mail 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 Chart17

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Combination of Survey Methods18

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Personal Interviewing19

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Personal Interviewing (contd.)20

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Telephone Interviewing21

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Telephone Interviewing22

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Self-Administration Surveys23

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Mail Procedures24

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Drop-off Questionnaire25

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Fax Surveys26

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Trends in Survey Research• Computer-Assisted Personal Interviewing• Computer-Assisted Self-interviewing• Fully Automated Self-interviewing• Computer-Assisted Telephone

Interviewing (CATI)• Computer Discs by Mail• Electronic Mail Survey• Computer-generated Fax Survey

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Surveys in the International Context

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