Advanced Marketing Research Methods -...

Advanced Marketing

Research Methods™©Nicolae Teodorescu PhD

Marketing Professor

nicolaeteodorescu.ase.ro1

The Bucharest University of Economic Studies

Advanced Marketing

Research Methods™©

Prepared by:

Nicolae TEODORESCU PhD Supervisor

Advanced Marketing


Marketing Professor

nicolaeteodorescu.ase.ro

Content™©

SOLVING MARKETING PROBLEMS™©

The QUALITATIVEMARKETING RESEARCH™©

The QUANTITATIVEMARKETING RESEARCH™©

Advanced Marketing


Marketing Professor


References™© (alphabetical order, first author)

Aaker, David, V. Kumar and George Day (1995), Marketing Research, 8h

edition, John Wiley & Sons, New York

Bearden, William O., Richard Netemeyer, and Mary F. Mobley (1993),

Handbook of Marketing Scales: Multi-Item Measures for Marketing and

Consumer Behavior Research, Sage Publications, London

Iacob Cătoiu, Nicolae Teodorescu (2004), Comportamentul Consumatorului,

Ediţia a II a, revăzută şi adăugită, Ed. Uranus, Bucureşti

Gilbert A. Churchill and Dawn Iacobucci (2005), Marketing Research:

Methodological Foundations, Thomson South-Western Publishers, Ninth

edition, Mason (OH, United States)

Malhotra, Naresh (2004), Marketing Research: An Applied Orientation, 4th

edition, Pearson/Prentice Hall, London

Putler, D., S., Kalayanam, K., Hodges, J.S. (1996), A Bayesian Approach For

Estimating Target Market Potential With Limited Geodemographic

Information, Journal of Marketing Research, XXXIII, May 1996, USA, AMA

Teodorescu, Nicolae (2009), Metode Avansate de Marketing, Suport de curs,

Editura ASE, Bucureşti

Advanced Marketing


Marketing Professor


5Advanced Marketing


Nicolae Teodorescu PhD

Marketing Professor nicolaeteodorescu.ase.ro

SOLVING

MARKETING

PROBLEMS ™©

6Advanced Marketing




Real marketing operational

scenarios

No Information

/ Very Few

Information

The Available

Information Must

Be Developed

Extensive

Market Tests

Qualitative

Research

Qualitative

Research

Quantitative

Research

Quantitative

Research

+

7Advanced Marketing




Application

Types

BASIC POSSIBILITIES

TO SOLVE

MARKETING ISSUES

ONLY QUALITATIVE RESEARCH

ONLY QUANTITATIVE

RESEARCH

BOTH QUALITATIVE

AND QUANTITATIVE

RESEARCH

8Advanced Marketing




QUALITATIVE

MARKETING

RESEARCH™©

Advanced Marketing


Marketing Professor


1. Methodology2. Fieldwork

3. Analysis

and the

Research

Report

RESPONDENTS'

attributes

SCREENING

Questionnaire

DISCUSSION Guide

Using of the

adequate qualitative

techniques

The quality of the

field people

Financial resources

available

Professional

research personnel

Scale of the

research conducted

Research timing

ESSENTIAL

ASPECTS OF THE

QUALITATIVE

MARKETING

RESEARCH (Teodorescu™©)

Advanced Marketing


Marketing Professor


MARKETING

QUALITATIVE

RESEARCH

TECHNIQUES

Advanced Marketing


Marketing Professor


QUALITATIVE RESEARCH TECHNIQUES

THE INDIVIDUAL IN-

DEPTH INTERVIEWTHE GROUP DISCUSSION

THE ELICITATION

INTERVIEW

THE DECISION

PROTOCOL INTERVIEW

THE KELLY GRID

TECHNIQUE

THE MYSTERY

SHOPPING

TECHNIQUE

Advanced Marketing


Marketing Professor


PROBLEMS ENCOUNTERED

DURING THE QUALITATIVE

MARKETING RESEARCH

AND HOW THEY MAY BE

OVERCOME

Advanced Marketing


Marketing Professor


PROJECTIVE

TECHNIQUES

◼In order to overcome such difficulties that

can affect interview situations one can resort to

THE USE OF PROJECTIVE TECHNIQUES.

Essentially, these techniques:

◼take the subjects out of the field of

research

◼do not affect their personality

◼do not determine them to assess

values that they are not familiar with

◼Projective techniques, as their name

would suggest, allow the projection of a

real behavior, though this behavior is

attached to other situations or people.

PROBLEMS

ENCOUNTERED

DURING THE

QUALITATIVE

MARKETING

RESEARCH

Advanced Marketing


Marketing Professor


◼There are a lot of projective

techniques in the field of

qualitative research.

The following are the most important

in terms of their real performances.

◼Sentence Completion Tests

◼“People who don’t have bank

accounts are …”

◼“Women who use Dove soap are …”

PROBLEMS

ENCOUNTERED

DURING THE

QUALITATIVE

MARKETING

RESEARCH

PROJECTIVE

TECHNIQUES

Advanced Marketing


Marketing Professor


◼Word Association Tests

◼Free words association

◼Lists of words

◼“When I say … (a brand or a product), which

words come in your mind?”

◼“Which of the words from this List are the

best to describe … (a brand or a product)?

◼Fantasy Situations

The respondents may be asked to imagine that

they are a brand or a product, and describe their

feelings

PROJECTIVE

TECHNIQUES

PROBLEMS

ENCOUNTERED

DURING THE

QUALITATIVE

MARKETING

RESEARCH

Advanced Marketing


Marketing Professor


◼Cartoon Completion

◼The respondents is shown a cartoon with

‘balloons’ indicating speech. Usually, two

people are shown but only one balloon contains

speech

◼The respondent must fill the other balloon

with his/her idea … (what is missing)

◼Draw a Picture

◼The respondents may be asked to draw or

sketch a picture – i.e. the interior of a bank

◼The people with bank accounts draw a

friendly place, a nice girl, etc.

◼Whilst people without bank accounts tend

to draw rather grim interiors (weapons,

armor, etc.)

PROJECTIVE

TECHNIQUES

PROBLEMS

ENCOUNTERED

DURING THE

QUALITATIVE

MARKETING

RESEARCH

Advanced Marketing


Marketing Professor


◼Picture Interpretations

◼This technique is based upon

the Thematic Apperception Test

(TAT), and coming in marketing

research from clinical work.

◼The respondents are shown a

picture, an illustration, or

photograph that is ambiguous,

◼And asked what is going on, or

tell the suggested story …

PROJECTIVE

TECHNIQUES

PROBLEMS

ENCOUNTERED

DURING THE

QUALITATIVE

MARKETING

RESEARCH

Advanced Marketing


Marketing Professor


◼The Martian Test(applied to know the current market)

◼It is based on stimulating the

imagination of respondents, who are

developing creative abilities

◼Well suppose a Martian had landed in

the Romana Square, and wants to buy

a certain brand … How can we help

him? …

◼The respondents are describing the

current market, in terms of Strengths

and Weaknesses points …

PROJECTIVE

TECHNIQUES

PROBLEMS

ENCOUNTERED

DURING THE

QUALITATIVE

MARKETING

RESEARCH

Advanced Marketing


Marketing Professor


◼The Magician Test(applied to know the potential market)

◼This test is also based on stimulating the

imagination of respondents

◼The Magician can do everything …

◼The respondents may be asked to tell to

Magician what he must do … to create the

IDEAL product / service / brand …

◼Then we can ask respondents to do a

brand positioning … which brands are

closed to the ideal and why … which ones are

far from the ideal and why …

PROJECTIVE

TECHNIQUES

PROBLEMS

ENCOUNTERED

DURING THE

QUALITATIVE

MARKETING

RESEARCH

Advanced Marketing


Marketing Professor


◼Abelson’s ‘Role Rehearsal’

Technique

◼Role Rehearsal consists of asking

respondents to alter their behavior

pattern by offering an incentive …

◼In this way we can do an

evaluation of the loyalty of

consumers ..

◼This technique can be applied by

using computers, and simulated sales

by changing the level of the amount

of money …

PROJECTIVE

TECHNIQUES

PROBLEMS

ENCOUNTERED

DURING THE

QUALITATIVE

MARKETING

RESEARCH

Advanced Marketing


Marketing Professor


◼The Lists of Shopping Test

◼This technique is based on three

shopping lists:

◼The List 1 consists of usual items …

◼The List 2 is different by the List 1 in

order to test the respondents’ capacity

to do useful judgments …

◼The List 3 is different by the List 2

just for the item what is the aim of

research …

◼The respondents must describe the

person who would be the author of

each list … age, gender, social class …

PROJECTIVE

TECHNIQUES

PROBLEMS

ENCOUNTERED

DURING THE

QUALITATIVE

MARKETING

RESEARCH

Advanced Marketing


Marketing Professor


◼Projective: we could ask respondents to form two sub-

groups, each to create a quick collage from scrap art of

the “ideal” airtime supplier.

◼Our preference is to use scrap art rather than magazines

for speed and spontaneity. Please provide good digital

images of these collages as well as sending the originals

to us on completion of fieldwork.

◼This should be a quick exercise – pondered collages lack

dynamism.

◼each group to present their collage to the other

explaining what it represents

◼which of the airtime supplier of which they are

aware comes closest to fitting this ideal

◼which could most easily fit this ideal with some

changes – which

◼which is furthest away from this ideal and why

Collage

PROJECTIVE

TECHNIQUES

PROBLEMS

ENCOUNTERED

DURING THE

QUALITATIVE

MARKETING

RESEARCH

Advanced Marketing


Marketing Professor


◼The World of …

◼Projective: “The world of”…

Brand A and competitors.

◼Respondents would be asked to

imagine the world or planet of

Brand A and agreed competitors.

◼What sort of place is it. What is

it like to be there. Climate,

topography, population, activities

that are going on. What is the

Government like.

PROJECTIVE

TECHNIQUES

PROBLEMS

ENCOUNTERED

DURING THE

QUALITATIVE

MARKETING

RESEARCH

Advanced Marketing


Marketing Professor


◼Word exercise: taking Brand A and the agreed 1 or 2

competitive suppliers plus the ideal, we could deploy

a word exercise.

◼This would consist of a large number of

epithets higgledy-piggledy on a single sheet,

always including the Brand A values.

◼Respondents would be asked to complete one sheet

for each brand

◼underlining up to 10 words which applyto the brand,

◼crossing out any which definitely do not

apply to the brand

◼and circling the two which most apply to

the brands and ideal.

◼We would analyse this exercise for the report but

would use the sheets for Brand A for further probing

later in the discussion.

Word Exercise / Higgledy-piggledy

PROJECTIVE

TECHNIQUES

PROBLEMS

ENCOUNTERED

DURING THE

QUALITATIVE

MARKETING

RESEARCH

Advanced Marketing


Marketing Professor


Level 1 Opinion

Level 2 Opinion

Level 3 Opinion

Level 4 Opinion

Base Opinion

What do you think about..?

What do you have in

mind when stating …?

What words would

you use to describe…?

What does ...

mean to you?

◼Laddering techniques◼absolute novelty for the Romanian market

◼first applied in Romania in 2006 (by myself)

PROJECTIVE

TECHNIQUES

PROBLEMS

ENCOUNTERED

DURING THE

QUALITATIVE

MARKETING

RESEARCH

◼Fundamental principle for any marketing stimulus: from general

to an in-depth approach

◼Home exercises◼absolute novelty for the Romanian market

◼first applied in Romania in 2006 (by myself)

Advanced Marketing


Marketing Professor


Analysis and the

Research Report of

the Qualitative

Marketing Research

Advanced Marketing


Marketing Professor


The results of in-depth

interviews or those of the group

discussions can be viewedAs results of the communication

between the interviewer and the

respondents

Or, in the case of a group discussion,

the communication between

participants

This communication can be

analyzed with a well-known

technique called content

analysis

Content

Analysis

Analysis and

the Research

Report of the

Qualitative

Marketing

Research

Advanced Marketing


Marketing Professor


◼Berelson defines content analysis as a

technique to research objectives, a systematical

and quantitative description of the manifest

content of comunication.

◼This author describes 17 ways of using content

analysis that, in one way or another, quantify

content elements of communication such as:

◼Words used and the frequency of their use

◼Themes and the frequency with which they

appear

◼Characteristics that are relevant for the

chosen objective

◼Details that were approached during the

discussion

◼Measuring pauses within the subjects’

discourse, but also interpreting their meaning

Etc.

Content

Analysis

Analysis and

the Research

Report of the

Qualitative

Marketing

Research

29Advanced Marketing








QUANTITATIVE

MARKETING

RESEARCH™©





The scientific basis of the

statistical survey is the theory of

selection

Based on the location in which

they take place, statistical surveys

can be conducted:

at the respondent’s home;

at sales outlets;

at fairs and expos;

in research laboratories;

on the street or in public places, etc.

STATISTICAL

SURVEY

Practical

Issues





In essence, the statistical survey is based on

the theory of communication

the theory of selection

The best communication is obtained when

using interviewers, compared to surveys

conducted through the telephone or through

the mail, although this method is relatively

costly.

Regardless of the way in which information is

gathered from its bearer, the statistical survey

implies the study of a part of a whole (called a

sample), so that the obtained results can be

associated or generalized for the entire

population (universe).

STATISTICAL

SURVEY

Practical

Issues





Scientifically speaking, the statistical survey is based on

the law of large numbers, that was

formulated in the 18th century by swiss mathematician

Jacob BERNOULLI, in his famous book Ars

Conjectandi (published posthumously in 1713 by his nephew

Nicholas).

The law of large numbers postulates two observations that

are vital for conducting statistical sturveys:

the size of the sample can be set so that the desired

probability can be attained in order for the difference

between reality (general population) and the sample to

equal a value that has been set beforehand (margin of

error).

for a given probability, the differences of the results is

directly proportional with the square root of the

number of respondents.

in other words, in order to double the precision

of a sample, we must multiply that sample by 4

STATISTICAL

SURVEY

Practical

Issues





STATISTICAL

SURVEY

Practical

Issues





The method of gathering information

There is a number of posibilities for recording

the answers given by the people that were

interviewed:

Self-recording (or self-administering),

when the subject records his or her

answers

“Face to face” Survey (interviewer –

respondent),

when the answers are recorded by the

interviewer

A combination of self-administering and

“face to face” survey

when the interviewer asks the questions

and the respondent records the answers

STATISTICAL

SURVEY

Practical

Issues






Telephone survey, that requires adequate

equipment, the answers being recorded

either in writing, or automatically through the

use of computers.

This method is often used in developed

countries, with the help of automated answer

recording and processing systems. An example

of such system is the one known as CATI (Call

Automatic Telephone Interview).

Conducting a telephone survey is affected by

the population’s degree of telephone

ownership that can render this method

unusable when it’s necessary to ensure the

representativeness of the gathered

information.

STATISTICAL

SURVEY

Practical

Issues






Mail survey, that is a particular case of self-

administering.

This type of interview has many downsides,

especially due to the large rate of non-

responses that can not be controled

statistically.

Telematic survey, that requires adequate

terminals and a minimum of training on the

respondent’s part,

that see the questions on a computer screen

and have to type in the answers.

This method is often used in surveys that

are conducted at sales outlets, fairs, expos,

etc.

STATISTICAL

SURVEY

Practical

Issues






Internet Survey, is also a particular case

of self-administering.

This type of survey, similarly to mail

surveys, generate many downsides due

to the large rate of non-responses that

can not be controlled statistically.

Conducting Internet surveys is linked

to the construction and the updating of

adequate survey databases

The Internet’s degree of penetration

conditions the amount of applicability

that this method of gathering

information has

STATISTICAL

SURVEY

Practical

Issues





The Questionnaire

Questionnaires that are used in statistical surveys,

similarly to samples, are of the highest importance in

order to obtain the expected results.

In order to construct questionnaires, well established

theoretical bases must be used, such as:

conversation theory

the theory of probabilities

the theory of attitudes

analysis methods and techniques analysis and

the construction of models

but also outstanding experience.

The majority of companies that conduct

marketing researches and that conduct

quantitative researches have specialized teams

that create questionnaires according to the

objectives set by the research’s beneficiaries.

STATISTICAL

SURVEY

Practical

Issues





The Questionnaire

We must also note that when creating questionnaires that

are to be applied in statistical surveys, we must take

extreme care in order to avoid any recording error. If such

errors occur, its removal is either extremely difficult to

accomplish, or simply impossible. This aspect has to do with

the accuracy of the language that is used, language that has

to have the same meaning for all of the interviewers. The

problem is not that simple as it may seem at first glance,

considering that the majority of statistical surveys have

quite a large number of interviewers.

Aspects in need of solving when designing questionnaires

What words to use

Redacting the questions

The order of words and the length of the questions

Open-ended or closed-ended questions

The order and succession of questions

The length of the questionnaire

The graphical form, etc.

STATISTICAL

SURVEY

Practical

Issues





Conducting interviews and quality control

for the fieldwork

Interviewers and supervisors must be selected and

trained with great rigor, specialized practice offering

literal methodologies involving this operation.

Basically, interviewers and supervisors must benefit

from:

A basic training, that is comprised of all the

aspects of conducting surveys in the field;

A specific training, for each survey that is

conducted.

Finally, all the field work must be strictly controlled.

Quality control is conducted,

firstly, on the interviewer’s work,

but also on the way in which the supervisors

have completed their tasks.

STATISTICAL

SURVEY

Practical

Issues





Conducting surveys and quality control of fieldwork

Quality control of fieldwork can be of two types:

Primary control

that is done while conducting the surveys, this

control being usually done by local supervisors.

In this phase, it is desired that the control

includes approximately 50% of the interviews.

Secondary control

done after finishing fieldwork, usually, by

specialists that belong to the company that

conduct the research.

Secondary control is done randomly and must

includes approximately 15% of the total number of

interviews.

Secondary quality control is done in such a

manner that it includes all of the operators that

conduct surveys for the project.

STATISTICAL

SURVEY

Practical

Issues





Size and structure of the sample

The matter of samples is crucial for the success of

statistical surveys, which explains the extensive

literature on the subject.

Let’s examine some of the most important practical

aspects of samples and sampling

Detailed references to statistical mathematical

aspects regarding sampling will not be made,

they are assumed to already be known

Solving practical problems regarding samples used

during researches implies, in essence, the finding of

adequate solutions for:

Size or sample dimension;

Sample structure, or the way in which the

sampling must be made in order to obtain

representative results.

STATISTICAL

SURVEY

Practical

Issues






In order to determine the sample size of a statistical

survey, one must first have a solid statistical and

mathematical argumentation.

This is an useful starting point, followed by

other evaluations and iterations.

Of course, the size of a sample, beside its

theoretical bases, must answer to the concrete

objectives set for the planned research.

For example: “Literary Digest”, 1936

In practice, a thing of great importance, although

it is possible to set a sample size that ensures the

representativeness of all the information that is to

be gathered,

things are almost never done in the same way,

due to research costs.

STATISTICAL

SURVEY

Practical

Issues






A compromise between objectives and costs is accepted,

in the sense that the size that produces the best results at

a reasonable cost is chosen.

It has to do with obtaining the best ratio of “cost vs.

results”. This is possible through the proper “handling” of

two elements:

the quantity of information for which the sample

size is truly representative and

the error margin with which the results are

guaranteed.

These two aspects must be approached in a tight

relation with the concrete objectives of a

statistical survey, in the sense that, many times,

the quantity of necessary information and its

margin of error can be limited to fundamental

research aspects, without trying to uncover certain

details, an effort that is more likely to lead to

increased costs.

STATISTICAL

SURVEY

Practical

Issues






Regarding sampling, respectively the composing

of the sample, there are theoretical fundaments

such as

random sampling,

quota sampling, or

combinations of these two basic models.

The problem with sampling is, however, of a

much more practical nature.

Any sample of, let’s assume, 1,000 subjects has

the same theoretical margin of error, respectively

3,2%, but this does not mean that the sample

will also be representative, regardless of the

way in which it is composed.

STATISTICAL

SURVEY

Practical

Issues






The selection of a sample’s components is truly an

art form, that not only has to do with having a well

constructed survey base, but also with the practical

experience of the research team appointed for the

task.

proper Stratification of the population

laborious calculations for the allocation of the

sample set into sampling steps and

selection procedures in order to select

respondents (for example, The KISH Grid), are

only a few of the elements that assure a sampling

that can lead to representativeness of results.

Generally speaking, through sampling operations

researchers try to completely avoid systematical

errors, that later on can not be corrected and can only

by pointed out.

STATISTICAL

SURVEY

Practical

Issues





County URBAN RURAL

Towns

Respo

ndents

Sampling

pointsVilla

ges

Respon

dents

Sampling

points

Transylvania

Cluj Town 1 53 8

Villa

ge 1 29 5

Satu

Mare Town 1 34 5

Villa

ge 1 28 5

Sibiu Town 1 37 6

Villa

ge 1 28 5

Timiş Town 1 34 5

Villa

ge 1 28 5

Town 2 37 6

Villa

ge 2 28 5

STATISTICAL

SURVEY

Practical

Issues





County URBAN RURAL

Towns

Respo

ndents

Sampling

points

Villa

ges

Respon

dents

Sampling

points

Muntenia

Argeş Town 1 27 4

Village

1 32 6

Town 2 30 5

Village

2 32 6

Ialomiţa Town 1 27 4

Village

1 32 6

Town 2 30 5

Village

2 32 6

Village

3 33 6

Constanţ

a Town 1 51 8

Village

1 33 6

STATISTICAL

SURVEY

Practical

Issues





County URBAN RURAL

Towns

Respo

ndent

s

Sampling

points

Village

s

Respond

ents

Sampling

points

Moldova

Neamţ Town 1 40 7

Village

1 29 5

Village

2 29 5

Suceava Town 1 34 5

Village

1 29 5

Town 2 25 4

Village

2 29 5

Bucureşti Bucureşti 90 15

TOTAL 14 549 87 15 451 81

STATISTICAL

SURVEY

Practical

Issues





Sample

Distribution by

Regions

Number of

Counties by

Regions

Bucureşti 90

Transilvania 336 Transilvania 16

Muntenia 359 Muntenia 17

Moldova 215 Moldova 8

TOTAL 1.000

STATISTICAL

SURVEY

Practical

Issues





Size of settlement (inhabitants)1 Bucureşti

2 Over 200.000 4 towns

3 50.001 – 200.000 6 towns

4 Below 50.000 4 towns

5 Rural

In each sampling point

> a starting address by random

> random route

> mechanical step of 5

STATISTICAL

SURVEY

Practical

Issues





Sampling Method in

Household

Kish Grid

Lists of Respondents

One person per

household

STATISTICAL

SURVEY

Practical

Issues





No. Household

Address

Number

of 18+

persons

Name of the persons, in

alphabetical orderNumber of the

person to be

interviewed

1 2 3 4 5 6 1 2 3 4 5 6

1 3 A J Z 1 2 2 2 4 4

2 4 E T U V 1 1 3 3 5 5

3 5 C P S T U 1 2 1 4 1 6

4 2 B T 1 1 2 1 2 1

KISH GRID

2 4 3U

STATISTICAL

SURVEY

Practical

Issues





Other detailsFrom time to time there are

changes in terms of selected

counties, towns and villages

The above distribution has a

similar design for the other sizes of

the sample

The weighting factors are

calculated by

gender

and age groups of 5 years

STATISTICAL

SURVEY

Practical

Issues





Weighting the sample and

representativeness

Finally, another problem of utmost importance,

both for researchers and clients of quantitative

researches, alike, is that of the weighting of the

sample, with the purpose of ensuring its

representativeness.

This problem appears to be rather “occult” in a

way for the general public, although specialists are

very familiarized with it. The weighting of the

sample does not mean falsifying results (aspect

feared by the great public), but rather the opposite,

it means ensuring the validity of results.

Correcting and weighing the sample is absolutely

necessary, because only by chance can a sample be

composed identically with the structures of

statistical data.

STATISTICAL

SURVEY

Practical

Issues






representativeness

The correcting operation consists in the

proper weighting of certain variables, that have

greater or smaller values than the ones that

exist within the general population, population

to which calculations for expanding will be

made.

Of course, the operation of weighting the

sample is made before creating presentation

tables for the results of the statistical survey.

In addition, in order to offer the possibility of

a thorough analysis of the results, each table

must specify both the weighting basis of

calculation and the initial data of the sample,

both in the form of numbers.

STATISTICAL

SURVEY

Practical

Issues





Weighting the sample and representativeness

Statistics Total 21-24 yo 25-29 yo 30-34 yo

TOTAL 1000 45 62 59

Male 490 23 32 30

Female 510 22 30 29

Sample

TOTAL 1000 47 54 58

Male 484 21 24 26

Female 516 26 30 32

23

21

Male

Female

Weighting Factors

1.095

0.846

1.333 1.154

1.000 0.906

Weighting

22

26

=

STATISTICAL

SURVEY

Practical

Issues






representativeness

The weighing factors must be attached to all the

categories of information gathered through statistical

survey

The operation of the sample weighting MUST

NOT affect more than 15% of its size

– if this happens, ALL of the results lose their

credibility

For example, for a sample of 1,000

respondents, the sum of deviations, by addition

or by subtraction to the statistical situation

must not exceed 150 cases (absolute values are

taken into consideration), for each corrected

characteristic

STATISTICAL

SURVEY

Practical

Issues





Among the most important organizational

aspects of statistical surveys there are:

obtaining legal credentials

multiplying certain necessary materials

(questionnaires, lists etc.)

training interviewers and supervisors

organizing fieldwork for the gathering of

information

organizing and conducting quality control

constructing tables to present results

organizing and processing final

information

result analysis

writing the research report

presenting the report, etc.

STATISTICAL

SURVEY

Practical

Issues

Advanced Marketing Research Methods -...

Documents

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