MR2300 MARKETING RESEARCH WITH PAUL TILLEY Unit 5: Primary Research - Survey Research.
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Transcript of MR2300 MARKETING RESEARCH WITH PAUL TILLEY Unit 5: Primary Research - Survey Research.
MR2300MARKETING RESEARCHWITH PAUL TILLEY
Unit 5: Primary Research -
Survey Research
IN THIS VIDEO WE WILL:
Part 1 Define Primary research Discuss the nature of surveys in primary Market research. Understand the advantages and disadvantages of surveys Identify the various types of survey error
Part 2 Discuss the different ways to conduct Market research
surveys and the relative advantages and relative disadvantages of each way.
Discuss possible strategies to improve survey response rates
Stages of the Research Process
1.Problem Discoveryand DefinitionExploratory Research
Secondary Data Research
2. ResearchDesign
Primary Research
3. Sampling4. Data
Gathering
5. Data Processingand Analysis
6. Conclusions andReporting
and so on
PRIMARY RESEARCH
Primary research is any type of research that you go out and collect yourself for the purposes of helping to address a particular research problem. Primary data is usually collected through surveys, observations, and experiments.
PRIMARY RESEARCH
PRIMARY RESEARCH: SURVEYS
This unit will focus on Survey Research. Surveys ask respondents for information using verbal or written questioning
RESPONDENTS Respondents the people
that we survey. They are a representative sample of people in the population.
GATHERING INFORMATION VIA SURVEYS: ADVANTAGES
Quick
Inexpensive
Efficient
Accurate
Flexible
GATHERING INFORMATION VIA SURVEYS: DISADVANTAGESThe reliability of survey data may depend on the following factors:
Respondents may not feel encouraged to provide accurate, honest answers
Respondents may not feel comfortable providing answers that present themselves in a unfavorable manner.
Respondents may not be fully aware of their reasons for any given answer because of lack of memory on the subject, or even boredom.
Data errors due to question non-responses may exist. The number of respondents who choose to respond to a survey question may be different from those who chose not to respond, thus creating bias.
Survey question answer options could lead to unclear data because certain answer options may be interpreted differently by respondents.
Customized surveys can run the risk of containing certain types of errors
SURVEY PROBLEMS
Survey Sample Error
Poor Design/Improper Execution
RANDOM SAMPLING ERROR A statistical fluctuation that
occurs because of change variation in the elements selected for the sample
SYSTEMATIC ERROR
Systematic error results from some imperfect aspect of the research design or from a mistake in the execution of the research
RESPONDENT ERROR
A classification of sample bias resulting from some respondent action or inaction
Nonresponse bias
Response bias
NONRESPONSE ERROR Nonrespondents - people who refuse to
cooperate
Not-at-homes
Self-selection bias Over-represents extreme positions
Under-represents indifference
RESPONSE BIAS
A bias that occurs when respondents tend to answer questions with a certain slant that consciously or unconsciously misrepresents the truth
A category of response bias that results because some individuals tend to agree with all questions or to concur with a particular position.
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.
EXTREMITY BIAS
A response bias that occurs because the presence of the interviewer influences answers.
INTERVIEWER BIAS
AUSPICES BIAS Bias in the responses of subjects caused by the respondents being influenced by the organization conducting the study.
SOCIAL DESIRABILITY BIAS
Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role.
ADMINISTRATIVE ERROR
Improper administration of the research task
Blunders
Confusion Neglect Omission
ADMINISTRATIVE ERROR
Data processing error - incorrect data entry, computer programming, or other procedural errors during the analysis stage.
ADMINISTRATIVE ERROR
Sample selection error -improper sample design or sampling procedure execution.
ADMINISTRATIVE ERROR
Interviewer error - field mistakes
ADMINISTRATIVE ERROR
Interviewer cheating - filling in fake answers or falsifying interviewers
PART 2
Conducting the Survey
CONDUCTING MARKETING RESEARCH:COMMUNICATING WITH RESPONDENTS
Personal interviews Door-to-door
Shopping mall intercepts
Telephone interviews
Self-administered questionnaires
PERSONAL INTERVIEWS
Good Afternoon, my name is
_________. I am with _________
survey research company. We are conducting a survey on_________
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
DOOR-TO-DOOR PERSONAL INTERVIEW Questionnaire length
Long
Item nonresponse Low
Possibility of respondent misunderstanding Lowest
DOOR-TO-DOOR PERSONAL INTERVIEW
Degree of interviewer influence of answer High
Supervision of interviewers Moderate
Anonymity of respondent Low
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
MALL INTERCEPT PERSONAL INTERVIEW
Speed of data collection Fast
Geographical flexibility Confined, urban bias
Respondent cooperation Moderate to low
Versatility of questioning Extremely versatile
MALL INTERCEPT PERSONAL INTERVIEW
Speed of Data Collection Fast
Geographical Flexibility Confined, urban bias
Respondent Cooperation Moderate to low
Versatility of Questioning
Extremely versatile
MALL INTERCEPT PERSONAL INTERVIEW Questionnaire length
Moderate to long
Item nonresponse Medium
Possibility of respondent misunderstanding Lowest
MALL INTERCEPT PERSONAL INTERVIEW
Degree of interviewer influence of answers Highest
Supervision of interviewers Moderate to high
Anonymity of respondent Low
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
TELEPHONE SURVEYS
TELEPHONE SURVEYS
Speed of Data Collection Very fast
Geographical Flexibility High
Respondent Cooperation Good
Versatility of Questioning Moderate
TELEPHONE SURVEYS
Questionnaire Length Moderate
Item Nonresponse Medium
Possibility of Respondent Misunderstanding Average
Degree of Interviewer Influence of Answer Moderate
TELEPHONE SURVEYS
Supervision of interviewers High, especially with central location WATS interviewing
Anonymity of respondent Moderate
Ease of call back or follow-up Easy
TELEPHONE SURVEYS
Cost Low to moderate
Special features Fieldwork and supervision of data collection are simplified; quite
adaptable to computer technology
TELEPHONE SURVEYS
Central location interviewing
Computer-assisted telephone interviewing
Computerized voice-activated interviews
MAIL SURVEYS
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
MAIL SURVEYS
Versatility of questioning Highly standardized format
Questionnaire length Varies depending on incentive
Item nonresponse High
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
MAIL SURVEYS Anonymity of respondent
High
Ease of call back or follow-up Easy, but takes time
Cost Lowest
INCREASING RESPONSE RATES
Effective cover letter
Money helps
Interesting questions
Follow-ups
Advanced notification
Survey sponsorship
Keying questionnaires
E-MAIL QUESTIONNAIRE SURVEYS
Speed of data collection Instantaneous
Geographic flexibility worldwide
Cheaper distribution and processing costs
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”
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.
INTERNET SURVEYS Speed of data collection
Instantaneous
Cost effective
Geographic flexibility worldwide
Visual and interactive
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.
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
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.
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.
INTERNET SURVEYS Possibility for respondent misunderstanding
High
Interviewer influence of answers None
Supervision of interviewers not required
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
THERE IS NO BEST FORM OF SURVEY; EACH HAS ADVANTAGES AND DISADVANTAGES.
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? How quickly is the information needed?
Will the study require a long and complex questionnaire?
How large is the budget?
PRETESTING
A trial run with a group of respondents to iron out fundamental problems in the instructions of survey design
“PRACTICE IS THE BEST OF ALL INSTRUCTORS.”
PUBLIUS SYRUS