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Ch10 1 Presentation Transcript

  • 1. Business Research Methods William G. Zikmund Chapter 10:Survey Research: BasicCommunication Methods
  • 2. Copyright © 2000 by Harcourt, Inc. All rights reserved. Requests forpermission to make copies of any part of the work should be mailed to the following address: PermissionsDepartment, Harcourt, Inc., 6277 Sea Harbor Drive, Orlando, Florida 32887-6777.
  • 3. SURVEYSSURVEYS ASK A RESPONDENT FORINFORMATION USING VERBAL ORWRITTEN QUESTIONING Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 4. COMMUNICATING WITH RESPONDENTS• PERSONAL INTERVIEWS • DOOR-TO-DOOR • SHOPPING MALL INTERCEPTS• TELEPHONE INTERVIEWS• SELF-ADMINISTERED QUESTIONNAIRES Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 5. PERSONAL INTERVIEWS Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 6. Good Afternoon, my name is _________. I am with _________survey research company. We areconducting a survey on_________. Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 7. Door-to-Door Personal InterviewSpeed of Data Collection Moderate to fastGeographical Flexibility Limited to moderateRespondent Cooperation ExcellentVersatility of Questioning Quite versatile Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 8. Door-to-Door Personal InterviewQuestionnaire Length LongItem Nonresponse LowPossibility of Respondent LowestMisunderstandingDegree of Interviewer HighInfluence of AnswerSupervision of Interviewers Moderate Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 9. Door-to-Door Personal InterviewAnonymity of Respondent LowEase of Call Back or Follow-up DifficultCost HighestSpecial Features Visual materials may be shown or demonstrated; extended probing possible Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 10. Mall Intercept Personal Interview Speed of Data Collection FastGeographical Flexibility Confined, urban biasRespondent Cooperation Moderate to lowVersatility of Questioning Extremely versatileQuestionnaire Length Moderate to Long Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 11. Mall Intercept Personal InterviewItem Nonresponse MediumPossibility of Respondent LowestMisunderstandingDegree of Interviewer HighestInfluence of AnswersSupervision of Interviewers Moderate to high Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 12. Mall Intercept Personal InterviewAnonymity of Respondent LowEase of Call Back or DifficultFollow-upCost Moderate to highSpecial Features Taste test, viewing of TV Commercials possible Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 13. Telephone Surveys Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 14. Telephone SurveysSpeed of Data Collection Very fastGeographical Flexibility HighRespondent Cooperation GoodVersatility of Questioning Moderate Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 15. Telephone SurveysQuestionnaire Length ModerateItem Nonresponse MediumPossibility of Respondent AverageMisunderstandingDegree of Interviewer ModerateInfluence of AnswerSupervision of Interviewers High, especially with central location WATS interviewing Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 16. Telephone SurveysAnonymity of Respondent ModerateEase of Call Back or Follow-up EasyCost Low to moderateSpecial Features Fieldwork and supervision of data collection are simplified; quite adaptable to computer technology Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 17. TELEPHONE SURVEYS• Central Location Interviewing• Computer-Assisted Telephone Interviewing• Computerized Voice-Activated Interviews Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 18. MOST UNLISTED MARKETS• Sacramento, CA• Oakland, CA• Fresno, CA• Los Angeles/Long Beach, CA Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 19. MAIL SURVEYS Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 20. Mail SurveySpeed of Data Collection Researcher has no control over return of questionnaire; slowGeographical Flexibility HighRespondent Cooperation Moderate--poorly designed questionnaire will have low response rateVersatility of Questioning Highly standardized format Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 21. Mail SurveyQuestionnaire Length Varies depending on incentiveItem Nonresponse HighPossibility of Respondent Highest--no interviewerMisunderstanding present for clarificationDegree of Interviewer None--interviewer absentInfluence of AnswerSupervision of Interviewers Not applicable Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 22. Mail SurveyAnonymity of Respondent HighEase of Call Back or Follow-up Easy, but takestimeCost Lowest Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 23. How to Increase Response Rates for Mail Surveys• Write a “Sales Oriented” Cover Letter• Money Helps - As a token of appreciation - For a charity• Stimulate Respondents’ Interest with Interesting Questions• Follow Up - Keying questionnaires with codes• Advanced Notification• Sponsorship by a Well-known and Prestigious Institution Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 24. Increasing Response Rates• Effective Cover Letter• Money Helps• Interesting Questions• Follow-Ups• Advanced Notification• Survey Sponsorship• Keying Questionnaires Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 25. SELF-ADMINISTERED QUESTIONNAIRES• MAIL• PLACE OF BUSINESS• DROP-OFF• COMPUTERIZED• E-MAIL• INTERNET• OTHER VARIATIONS Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 26. INTERNET SURVEYS• Speed of Data Collection – instantaneous• Geographic Flexibility – worldwide• Respondent Cooperation – varies depending on web site Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 27. INTERNET SURVEYS• Versatility of questioning – extremely versatile• Questionnaire Length – modest• Item Nonresponse – software can assure none Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 28. INTERNET SURVEYS• Possibility for Respondent misunderstanding – high• Interviewer Influence of Answers – none• Supervision of Interviewers – none Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 29. INTERNET SURVEYS• Anonymity of Respondent – Respondent can be anonymous or known• Ease of Callback or Follow-up – difficult• Cost – low• Special Features – allows graphics and motion Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 30. INTERNET SURVEYS• Item Nonresponse software can assure none• Possibility for Respondent misunderstanding – high• Degree of Interviewer Influence of Answers – none• Supervision of Interviewers – none Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 31. INTERNET SURVEYS• Anonymity of Respondent • Respondent can be anonymous or known• Ease of Callback or Follow-up – difficult• Cost – low• Special Features – allows graphics and motion Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 32. There is no best form ofsurvey; each has advantages and disadvantages. Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 33. 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? Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 34. Selected Questions to determine the appropriate technique:• How quickly is the information needed?• Will the study require a long and complex questionnaire?• How large is the budget? Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 35. Pre-testing• A trial run with a group of respondents to iron out fundamental problems in the instructions or survey design Copyright © 2000 by Harcourt, Inc. All rights reserved.
  • 36. “Practice is the bestof all instructors.” Publilius Syrus Copyright © 2000 by Harcourt, Inc. All rights reserved.