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Primary Research Techniques

SURVEY RESEARCH

Chapter - 6

Basit AfzalBasit AfzalBasit AfzalBasit Afzal 2

Basic Means of Obtaining

Primary Data

Degree of Directness

Degree of Structure

Method of Administration

OBSERVATION COMMUNICATION

Personal

Telephone

Mail Direct Indirect Structured Unstructured

Quantitative and qualitative

• Research can be:

– Quantitative—this is where

quantifiable information is

gathered by asking many people specially-structured

questions.

– Typical answers are either

“Yes” or “No” or numerical (closed-ended questioning).

Quantitative and qualitative

• Qualitative—This is

where a question is asked for an in-depth

answer (open-ended

questioning). The objective of the

survey is to collect more insightful or

complex information.

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Communication techniques classified by

Structure & Directness

Unstructured Structured

�Focus Group

�Depth Interview

�Survey

�questionnaire

Performance of

Objective Task

Techniques

�Thematic apperception

�Cartoon Completion

�Word association

�Sentence Completion

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C T

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D I

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C T

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Survey Research ...

• is a method of descriptive research used for

collecting primary data based on verbal or

written communication with a representative

sample of individuals or respondents from

the target population.

• It requires asking the respondents for

information either face-to-face or using the

telephone interview, or through mail, fax or

Internet.

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Survey Research

• Objectives:

– Most survey research studies attempt to identify

and explain a particular marketing activity.

Marketing surveys typically have multiple

objectives.

• Although surveys are generally conducted to quantify certain

factual information, certain aspects of surveys may also be

qualitative.

– For example, testing and refining new product concepts is often

a qualitative objective in a new product development.

• Has non-business application as well. [e.g. donor research]. 8

Types of information generally obtained

through PRIMARY DATA

• Demographic / Socioeconomic

Characteristics

• Attitudes / Opinions

• Awareness / Knowledge

• Intensions

• Motivation

• Behavior

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ATTITUDE Respondent’s Views or Feelings

towards some phenomenon

OPINION Verbal Expression of Attitude

AWARENESS What Respondents Do and Do Not

know about some objects

INTENTION Person’s anticipated and Planned Future

future behavior

definite intention to buy

a probable intention to buy

definite intention not to buy 10

Survey Research

• Advantages

– Broad coverage of the respondent population

– Can be employed in virtually any setting

– Can obtain virtually any kind of information

• Disadvantages

– Only limited information can be obtained from

each respondent

– Might not be as objective as observation

/recording methods

Person administered surveys

1. Direct, face-to-face Interview:

• Interviewer and interviewee see and talk to each other

face-to-face. Includes

– In-home/In-office Interview

• Appointment first,

• Face to face Interview

• Needs Skill

– Mall Intercept Interview

• Interview outside home, in supermarkets, departmental

stores, other public places 12

Face to face interview

• Advantages

– Direct interaction

– Clarity and display of

exhibits

– Better quality and

quantity of data

– Higher response rate

– No sequence bias

– Identifying respondents

– Unstructured

• Disadvantages

– High cost

– Longer time

– Interviewer bias

– Anonymity not

maintained

– Interviewer cheating

– Time bias exists

– Field control needed

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Person Administered Surveys

2. Indirect, non- face-

to-face Interview:

• The interviewer and the

interviewee do not see

but talk direct to each

other.

– Telephone Interview

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Telephone Interview

• Advantages

– Faster Results

– Inexpensive

– Better geographical coverage

– Irresistibility

– Reaching hard-to-reach people

– Timing: early or late OK

– Privacy and better control

– Coincidental data: immediate feedback.

• Disadvantages

– No exhibits

– Long interview not

possible

– Inability to make

judgment

– Answering machines

and caller

identification device

– Sampling problem

• Obsolete directory:

poor sampling frame

• Advantages – Wide geographical

coverage

– Providing thoughtfu answers

– Ability to ask

sensitive questions

– No interviewer bias

– Inexpensive

– Better control

– Anonymity

– Clarity

• Disadvantages

– Mailing list problem

– Unidentifiable

respondent

– Questionnaire

exposure

– Data limitation

– No interviewer

assistance

– Assumed literacy

– Poor response rate

– Longer time

Survey through Internet has similar advantages and problems

SPECIFICATION 1 2 3 4 5

Information Collection P T M I W

Sampling Quality P T M W I

Time T I W P M

Cost W M I T P

Opportunity for Clarification P I T W M

Response Rate P T I M W

Respondents’ Convenience W M T I P

Comparison of Survey Methods

1: Best 5: Worst

P: Personal I: Intercept T: Telephone M: Mail W: Web

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WHY DO PEOPLE COOPERATE ?

People are willing to be helpful – Just act of Friendliness, politeness or desire to help the Interviewer. Such

willingness is increased by an interest In Topic

A Chance for a Social Interaction

Curiosity

For a Reward or Benefit

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WHY THEY DO NOT ?

Increase Crimes

Invasion in Privacy

Hostility towards Interviewer or Sponsor or subject

Phenotypic / Genotypic

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INACCURACY IN RESPONSE

Inability to Respond

Ignorance

Forgetfulness

Inarticulate