This document discusses professional handling of surveys. It covers various types of surveys including exit polls, census, and feedback forms. It also discusses different survey methods like mail, telephone interviews, personal interviews, focus groups, observation, and online surveys. Each method has its own advantages depending on the objectives, budget, time, resources, and sample size. For example, mail surveys are best for a large and widely distributed sample with limited budget, while personal interviews are preferred when the budget is large and continuous interaction is needed. The document emphasizes that survey design, including the questionnaire, is an expert task and requires consideration of factors like structure, willingness of respondents to answer, and equitability.

1. Professional Handling of Surveys
Presentation by Vinit Khandelwal

2. Survey is the Back Bone of Marketing Research
• Why a Market Research?

3. Where do we see surveys happening?
• Exit polls during elections
• Census
• Restaurant feedback forms
• Google Forms
• PagalGuy Best B-Schools Survey

4. Skilled Labor
Routine affair
Non Routine
Specialized
Survey
Self
Professional

5. Not Solution.. But Information
• Mail
• Telephone Interviews
• Personal Interviews
• Focus Groups
• Observation
• Online
• Objectives
• Budget
• Time
• Resources

6. Why?
To direct
Purpose?
Find out Public
awareness
Public opinion
Objectives

7. Budget
• High > Costlier Survey Methods
• “However Big the Budget may be, it always fall
short of the expected level”

8. Time
• Availability decides
Survey Method
• Children’s preference
of food brand > Less Time
• Opinion towards
advertisement > More Time
– Reaching out time
– Collecting opinion time

9. Questionnaire Design
Questionnaire
Design
Consistent
Willingness to Answer
Easy to Administer
Communicating the meaning
Equitable Access to Information

10. Questionnaire designing: An expert Job
Structured
•Objective
•No confusion
Un Structured
•Subjective
•Follow-up
action
required

11. If the
Questionnaire
is complex
and the
respondants
require
continuous
guidance in
answering?

12. Answer
Personal Interview

13. If the
respondent
needs to carry
out a careful
pre-search of
various
information
sources
before
answering?

14. Answer
Mail

15. If
Questionnaire
needs to be
supplemented
by a lot of
visuals?

16. Answer
Online Interview

17. Sample Size : Sample Error
0
1
2
3
4
5
6
Size 1x Size 2x Size 3x Size 4x Size5x
High
Sample Error
Sample Error

18. If the sample
size is large
and widely
distributed
across a large
area?

19. Answer
Mail

20. If the sample
is small and
distributed
across a large
area and
respondent
anonymity is
the top
priority?

21. Answer
Online Interview

22. If sample size
is large and
respondent
prefers
privacy?

23. Answer
Telephone Interview

24. Sample Size : Resources
0
1
2
3
4
5
6
Size 1x Size 2x Size 3x Size 4x Size5x
High
Resources (Money, Time, People)
Resources
(Money, Time, People)

25. Survey Method : Time
• Response required immediately
– Telephone or Online <hidden answer>
Survey Method : Budget
• Budget is large & requires continuous personal
interaction with the respondent
– Personal Interview
Survey Method : People
• Large Human Resource & Large Sample
– Personal Interview
• Low Human Resource & Low Budget
– Mail or Telephone Interview

26. If the budget
is limited and
the sample
size is large
and spread
across a wide
area?

27. Answer
Mail

28. If the target
audience is
NOT poor
and is highly
time
conscious?

29. Answer
Telephone Interview

30. If the
questionnaire
is complex and
if the
interviewer
needs to assist
the
respondent in
understanding
the questions?

31. Answer
Personal Interview

32. Observation
• Close look at respondent & his/her
impressions WITH or WOTHOUT being aware
• Example, Product Trial at Malls

33. Mail
Sample is large
Spread across a wide area
Interviewer presence X
Respondent Free from Time constraint
Free from Pressure of interview environment
Most Economical
Objective + Subjective
Google Forms

34. Personal Interviews
• First Hand Information
• Personal Information
• Make understand and Answer
– Readymade Questionnaire
– Spontaneous

35. Telephone Interviews
• Time Constraint
• Reach Constraint
– Readymade Questionnaire
– Spontaneous
• Possibility of multiple calls
– To set appointment / find respondent
free
– Broken Interview
– Clarify answers
• Mood from Voice

36. Focus Groups
• Example, Improving features
of the products
• Qualitative Specialty Group
• Usually 10
• 2-3 hours
• Brainstorming – alternatives
1. Introduction of members
2. Moderator puts Question/Brief
• Example, to prepare Questionnaire

37. Online Interview
• Wide usage
• Geographical distances
• Simplified Questionnaire administration
• Respondent
– Time Convenience
– Pressure Convenience
– Thought Convenience

38. Limitations of Survey
• Surveys rely on Respondent’s
– Motivation
– Sincerity
– Responsiveness
– Memory
– Ability
• Complex Social Situations
• Self Selected Samples (Non-probability)

39. Survey Tool Suitability Matrix
Mail
Personal
Interview
Telephone
Interview Observation
Focus
Groups
Online
Interview
Interviewer Bias Less High High High High Medium
Economy Economic Costly Medium Economic Costly Economic
Geographical
Reach within a
time frame High Low High Low Low High
Response Rate Low High Medium High High Medium
Respondent
Freedom High Low High High High High
Ability to link with
other tools High High Low High High High
Respondent's
Obligation to
answer Low High Medium Low High Medium
Respondent's
ability to recollect High Low Low - High High

40. Thank You!