Chapter 9 - Marketing Research
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Chapter 9 - Marketing Research

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    Chapter 9 - Marketing Research Chapter 9 - Marketing Research Presentation Transcript

    • Marketing Research Aaker, Kumar, Day Eighth EditionInstructor’s Presentation Slides Marketing Research 8th Edition Aaker, Kumar, Day
    • Chapter NineInformation from Respondents: Issues in Data Collection Marketing Research 8th Edition Aaker, Kumar, Day
    • Information From Surveys Used to Capture a Wide Variety of Information: Attitude Decisions  Focus on process and not the results Measuring the relationship between actions & needs, desires, preferences, motives and goals Marketing Research 8th Edition Aaker
    • Sources of Survey ErrorThe Results Will Be Meaningful If: Population has been defined correctly Sample is representative of the population Respondents selected are able and willing to cooperate Questions are understood by the respondents Respondents have the knowledge, opinions, attitudes, or facts required Interviewer correctly understands and records the response Marketing Research 8th Edition Aaker
    • Sources of Survey Error Ambiguity Interviewer of question error Sample QuestionPOPULATION RESPONDENT INTERVIEWER Answer Inaccuracy in response Nonresponse Ambiguity due to refusals •Inability to of answer or not-at-home formulate a Sampling error response •Unwillingness to respond Marketing Research 8th Edition Aaker
    • Non-response Errors Due to RefusalsRefusals Could Occur Due to: Nature of questions and place Subject of no interest to the respondent Fear Invasion of privacy Hostility towards sponsor Personal bias Characteristics of the data collection procedure (e.G., Presidential polls) Marketing Research 8th Edition Aaker
    • Non-response Errors Due to Refusals (Cont.) Phenotypic Source  Characteristics of the data collection procedure  Question asked  How question is asked  Length of interview Genotypic Source  Indigenous characteristics of the respondents  Age  Sex  Occupation Marketing Research 8th Edition Aaker
    • Inaccuracy in Response Inability to respond Telescoping Averaging Omission Cannot formulate an adequate answerSome of these problems can be solved by: Aided-recall techniques Marketing Research 8th Edition Aaker
    • Unwillingness to Respond Accurately This Could Arise Due to the Following Reasons: Concern about invasion of privacy Time pressure and fatigue Prestige seeking and social desirability response bias Courtesy bias Uninformed response bias Response style Marketing Research 8th Edition Aaker
    • Interviewer ErrorThis Depends On: Respondent’s Impression of the Interviewer Questioning, Probing, and Recording Fraud and Deceit Improving Interviewer Quality Marketing Research 8th Edition Aaker
    • Methods of Data Collection Personal Interview Telephone Interview Mail Survey Fax Survey E-mail Survey Web-based Survey Marketing Research 8th Edition Aaker
    • Factors Affecting the Choice of a Survey Method Sampling Type of Population Question Form Question Content Response Rate Costs Available Facilities Length of Data Collection Marketing Research 8th Edition Aaker
    • Ethical Issues in Data Collection Misrepresentation of Data Collection Process Stems From: Representation of a marketing activity other than research as research Abuse of respondents rights during the data collection process, under the rationale of providing better quality research. E.G.,  Use of survey for selling purposes  Use of survey to obtain names and addresses of prospects for direct marketing Marketing Research 8th Edition Aaker
    • Ethical Issues in Data Collection (Contd.) The Rights of the Respondents Can Be Violated By: Disguising the purpose of a particular measurement Deceiving the prospective respondent as to the true duration of the interview Misrepresenting the compensation in order to gain cooperation Marketing Research 8th Edition Aaker
    • Ethical Issues in Data Collection (Contd.) The Rights of the Respondents Can Be Violated By: Not mentioning to the respondent that a follow up interview will be made Using projective tests and unobtrusive measures to circumvent the need for a respondents consent Using hidden tape recorders Not debriefing the respondent Conducting simulated product tests in which identical product is tried by respondent except for variations in color Marketing Research 8th Edition Aaker