Marketing Research
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Transcript of Marketing Research
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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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