Your SlideShare is downloading. ×
Chapter 10 - Markting Research
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Chapter 10 - Markting Research

821
views

Published on

Published in: Education

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
821
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
84
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Marketing Research Aaker, Kumar, Day Eighth EditionInstructor’s Presentation Slides Marketing Research 8th Edition Aaker, Kumar, Day
  • 2. Chapter TenInformation from Respondents: Survey Methods Marketing Research 8th Edition Aaker, Kumar, Day
  • 3. Collecting DataGuidelines:  Reviewing data  Getting started  Setting the feedback objective  Customer presentation  Sharing responsibility  Handling issues you cannot fix  Working the issue resolution with your account Marketing Research 8th Edition Aaker
  • 4. Basic Survey Methods Personal Interview Telephone Interview Mail Survey Marketing Research 8th Edition Aaker
  • 5. Personal InterviewsThere Are Four Entities Involved: Researcher Interviewer Interviewee The Interview Environment Marketing Research 8th Edition Aaker
  • 6. Personal Interviews (Contd.)Methods: Door to Door Interviewing Executive Interviewing Mall Intercept Surveys Self Administered Interviews Purchase Intercept Technique (PIT) Omnibus Surveys Marketing Research 8th Edition Aaker
  • 7. Personal Interviews (Contd.)Advantages: Can arouse and keep interest Can build rapport Ask complex questions with the help of visual and other aids Clarify misunderstandings High degree of flexibility Probe for more complete answers Accurate for neutral questions Do not need an explicit or current list of households or individuals Marketing Research 8th Edition Aaker
  • 8. Personal Interviews (Contd.)Disadvantages: Bias of Interviewer Response Bias  Embarrassing/personal questions Time Requirements Cost Per Completed Interview Is High Marketing Research 8th Edition Aaker
  • 9. Telephone InterviewingThe Important Aspects of Telephone Interviewing: Selecting telephone numbers  Pre-specified list  A directory  Random dialing procedure  Random digit dialing  Systematic random digit dialing (SRDD) Call outcomes The introduction When to call Call reports Marketing Research 8th Edition Aaker
  • 10. Telephone Interviewing (Contd.)Advantages: Central location, under supervision, at own hours More interviews can be conducted in a given time  Travelling time is saved More hours of the day are productive Repeated call backs at lower cost Absence of administrative costs Lower cost per completed interview Intrusiveness of the phone and ease of call backs  Less sample bias Marketing Research 8th Edition Aaker
  • 11. Telephone Interviewing (Contd.)Limitations: Inability to employ visual aids or complex tasks Cant be longer than 5-10 min. or they get boring Amount of data that can be collected is relatively less A capable interviewer essential Sample bias  As all people do not have phones, or are not listed Marketing Research 8th Edition Aaker
  • 12. Mail Surveys Requires a broad identification of the individuals to be sampled before data collection beginsSome 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 Marketing Research 8th Edition Aaker
  • 13. Mail Surveys (Contd.)Advantages: Lower cost Better results, including a shorter response time Reliable answers as no inhibiting intermediary Survey answered at respondents discretion Marketing Research 8th Edition Aaker
  • 14. Mail Surveys (Contd.)Disadvantages: The identity of the respondent is inadequately controlled No control over whom the respondent consults before answering the questions The speed of the response cant be monitored No control on the order in which the questions are exposed or answered Marketing Research 8th Edition Aaker
  • 15. Mail Surveys (Contd.)Disadvantages (Contd.): The respondent may not clearly understand the question and no opportunity to clarify No long questionnaires Subject to availability of a mailing list Response rate is generally poor Number of problems such as obsolescence, omissions, duplications, etc Marketing Research 8th Edition Aaker
  • 16. Factors Affecting the Response Rate Perceived amount of work required, and the length of the questionnaire Intrinsic interest in the topic Characteristics of the sample Credibility of the sponsoring organization Level of induced motivation Marketing Research 8th Edition Aaker
  • 17. Factors Affecting the Response Rate (Cont.)Coping with non-response: Include monetary incentive Send a follow-up letter Include return envelopeAlternatives: Mail Panels Fax Surveys Marketing Research 8th Edition Aaker
  • 18. Combination of Survey Methods The Telephone Pre-notification Approach The Lockbox Approach The Drop-off Approach Marketing Research 8th Edition Aaker
  • 19. Comprehensive Advantages of Various MethodsSurvey Method: Personal Interviewing The best way to implement some sample designs Most effective way of enlisting cooperation. Advantages of interview questions-probing for adequate answers, accurately following complex instructions or sequences are realized. Marketing Research 8th Edition Aaker
  • 20. Comprehensive Advantages of Various Methods (Cont.) Multi-method data collection are feasible Rapport and confidence building are possible. Probably longer interviews can be done in person. Marketing Research 8th Edition Aaker
  • 21. Comprehensive Disadvantages of Various MethodsSurvey Method: Personal Interviewing It is likely to be more costly than alternatives. A trained staff of interviewers that is geographically near the sample is needed. The total data collection period is likely to be longer than for most procedures. Some samples may be more accessible by some other mode. Marketing Research 8th Edition Aaker
  • 22. Comprehensive Advantages of Various MethodsSurvey Method: Telephone Interviewing Lower costs than personal interviews. Random Digit-Dialing (RDD) sampling of general population. Better access to certain populations Shorter data collection periods. Marketing Research 8th Edition Aaker
  • 23. Comprehensive Advantages of Various Methods (Cont.) The advantages of interviewer administration (In contrast to mail surveys). Interviewer staffing and management easier than personal interviews-smaller staff needed, not necessary to be near sample, supervision and quality control potentially better. Likely better response rate from a list sample than from mail Marketing Research 8th Edition Aaker
  • 24. Comprehensive Disadvantages of Various MethodsSurvey Method: Telephone Interviewing Sampling limitations, especially as a result of omitting those without telephone Nonresponse associated with RDD sampling is higher than with interviews Questionnaires or measurement constraints Possibly less appropriate for personal or sensitive questions if no prior contact Marketing Research 8th Edition Aaker
  • 25. Comprehensive Advantages of Various MethodsSurvey Method: Self-Administration Ease of presenting questions requiring visual aids. Asking questions with long or complex response categories is facilitated. Asking batteries of similar questions is possible. Marketing Research 8th Edition Aaker
  • 26. Comprehensive Disadvantages of Various Methods Especially careful questionnaire design is needed. Open questions usually are not useful. Good reading and writing skills are needed by respondents. The interviewer is not present to exercise quality control with respect to answering all questions, meeting questions objectives, or the quality of answers provided. Marketing Research 8th Edition Aaker
  • 27. Comprehensive Advantages of Various MethodsSurvey Method: Mail Procedures Relatively low cost Can be accomplished with minimal staff and facilities. Provides access to widely dispersed samples. Respondents have time to give thoughtful answers, look up records, or consult others. Marketing Research 8th Edition Aaker
  • 28. Comprehensive Disadvantages of Various Methods Ineffective as a way of enlisting cooperation. Various disadvantages of not having interviewer involved in data collection. Need for good mailing addresses for sample. Marketing Research 8th Edition Aaker
  • 29. Comprehensive Advantages of Various MethodsSurvey Method: Drop-off questionnaire The interviewer can explain the study, answer questions, and designate a respondent. Response rates tend to be like those of personal interview studies. There is more opportunity to give thoughtful answers and consult records. Marketing Research 8th Edition Aaker
  • 30. Comprehensive Disadvantages of Various Methods Costs about as much as personal interviews. A field staff is required. Marketing Research 8th Edition Aaker
  • 31. Comprehensive Advantages of Various MethodsSurvey Method: Fax Surveys Relatively low cost Can be accomplished with minimal staff and facilities Provides access to widely dispersed samples. Respondents have time to give thoughtful answers. Telephone charges are decreasing. Marketing Research 8th Edition Aaker
  • 32. Comprehensive Advantages of Various Methods (Cont.) Local faxes are free. Administrative costs are fixed. It is fast. Technology is improving. List management is easy. Can send and receive by computer. More reliable than mail in some countries. Marketing Research 8th Edition Aaker
  • 33. Comprehensive Disadvantages of Various MethodsSurvey Method: Fax Surveys Higher fixed costs for computer/fax equipment, multiple phone lines. Costs increase with minutes. Cost varies by time on line, time of day, distance, and telephone carrier. Currently limited to organizational populations. Loss of anonymity. Marketing Research 8th Edition Aaker
  • 34. Trends in Survey Methods Computer Interactive Interviewing Fax Surveys Electronic Mail Surveys Marketing Research 8th Edition Aaker
  • 35. Surveys in the International ContextPersonal  Dominant mode of data collection outside the USTelephone  Low levels of telephone ownership in some countries  Poor communication network in some countriesMail  Absence of mailing lists  Poor mail services in some countries Marketing Research 8th Edition Aaker