Marketing Research

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Marketing Research

  1. 1. Advantages of Survey Methods <ul><li>Ability to accommodate large samples sizes at relatively low cost. </li></ul><ul><li>Ease of administration </li></ul><ul><li>They collect quantitative data ripe for advanced statistical analysis. </li></ul><ul><li>Ability to tap into factors or concepts that are not directly observable </li></ul>
  2. 2. Disadvantages of Survey Methods <ul><li>Possibility of systematic error increases </li></ul><ul><li>Limited use of probing questions </li></ul><ul><li>It can be difficult to know whether the selected respondents are being truthful </li></ul><ul><li>The statistical techniques selected may introduce very subtle and insidious levels of subjectivity </li></ul>
  3. 3. Types of surveys interview <ul><li>Person Administered </li></ul><ul><li>In home interview </li></ul><ul><li>Executive interview </li></ul><ul><li>Mall intercepted interview </li></ul><ul><li>Purchase interview </li></ul><ul><li>Telephone Administered </li></ul><ul><li>Telephone interview </li></ul><ul><li>Computered assisted Telephone interview (answers by pushing buttons on their phones) </li></ul>
  4. 4. Types of surveys interview <ul><li>Self Administered </li></ul><ul><li>Mail panel interview </li></ul><ul><li>Drop off survey </li></ul><ul><li>Mail survey </li></ul><ul><li>Computer assisted on line </li></ul><ul><li>Fax survey </li></ul><ul><li>E Mail survey </li></ul><ul><li>Internet surveys </li></ul>
  5. 5. Factors for selecting the appropriate survey method <ul><li>Situational Characteristics </li></ul><ul><li>Budgets </li></ul><ul><li>Competition time frame </li></ul><ul><li>Quality requirement of the data </li></ul><ul><li>Task Characteristics </li></ul><ul><li>Difficulty of the task </li></ul><ul><li>Stimuli needed to elicit a response </li></ul><ul><li>Amount of information needed </li></ul><ul><li>Research topic sensitivity </li></ul>
  6. 6. Factors for selecting the appropriate survey method <ul><li>Respondent Characteristics </li></ul><ul><li>Diversity </li></ul><ul><li>Incidence rate </li></ul><ul><li>Degree of survey participation </li></ul>
  7. 7. Overview of the types of errors in survey research methods <ul><li>Non response errors </li></ul><ul><li>Response errors </li></ul><ul><li>Measurements and designs errors sources </li></ul><ul><li>Scaling Measurements error </li></ul><ul><li>Survey instruments designs error </li></ul><ul><li>Data analysis error </li></ul><ul><li>Misinterpretation error </li></ul>
  8. 8. Overview of the types of errors in survey research methods <ul><li>Administrative error source </li></ul><ul><li>Data processing error </li></ul><ul><li>Interview error </li></ul><ul><li>Sample design error </li></ul><ul><li>Non sampling error </li></ul><ul><li>Respondent error </li></ul><ul><li>Researcher ’s measurements design error </li></ul><ul><li>Faulty problem definitions </li></ul><ul><li>Researchers administration problems </li></ul>

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