Exploring Marketing Research

William G. Zikmund

Chapter 9: Survey Research: Basic Communication Methods

Surveys
Surveys as a respondent for information using verbal or written questioning

Communicating with Respondents

Personal interviews
Door-to-door Shopping mall intercepts

Telephone interviews Self-administered questionnaires

Personal Interviews

Good Afternoon, my name is _________. I am with _________ survey research company. We are conducting a survey on_________

Door-to-Door Personal Interview

Speed of data collection
Moderate to fast

Geographical flexibility
Limited to moderate

Respondent cooperation
Excellent

Versatility of questioning
Quite versatile

Door-to-Door Personal Interview

Questionnaire length
Long

Item nonresponse
Low

Possibility of respondent misunderstanding

Lowest

Door-to-Door Personal Interview

Degree of interviewer influence of answer
High

Supervision of interviewers
Moderate

Anonymity of respondent
Low

Door-to-Door Personal Interview

Ease of call back or follow-up
Difficult

Cost
Highest

Special features
Visual materials may be shown or demonstrated; extended probing possible

Mall Intercept Personal Interview

Speed of data collection
Fast

Geographical flexibility
Confined, urban bias

Respondent cooperation
Moderate to low Versatility of questioning
Extremely versatile

Mall Intercept Personal Interview

Speed of Data Collection
Fast

Geographical Flexibility
Confined, urban bias

Respondent Cooperation
Moderate to low Versatility of Questioning Extremely versatile

Mall Intercept Personal Interview

Questionnaire length
Moderate to long

Item nonresponse
Medium

Possibility of respondent misunderstanding

Lowest

Mall Intercept Personal Interview

Degree of interviewer influence of answers
Highest

Supervision of interviewers
Moderate to high

Anonymity of respondent
Low

Mall Intercept Personal Interview

Ease of call back or follow-up
Difficult

Cost
Moderate to high

Special features
Taste test, viewing of TV commercials possible

Telephone Surveys

Telephone Surveys
Speed of Data Collection
Very fast

Geographical Flexibility
High

Respondent Cooperation
Good

Versatility of Questioning
Moderate

Telephone Surveys
Questionnaire Length
Moderate

Item Nonresponse
Medium

Possibility of Respondent Misunderstanding

Average

Degree of Interviewer Influence of Answer

Moderate

Telephone Surveys
Supervision of interviewers
High, especially with central location WATS interviewing

Anonymity of respondent
Moderate

Ease of call back or follow-up

Easy

Telephone Surveys
Cost
Low to moderate

Special features
Fieldwork and supervision of data collection are simplified; quite adaptable to computer technology

Telephone Surveys
Central location interviewing Computer-assisted telephone interviewing Computerized voice-activated interviews

Most Unlisted Markets

Sacramento, CA Oakland, CA Fresno, CA Los Angles/Long Beach, CA

The Frame, November 2001 Published by Survey Sampling, Inc.

Self-Administered Questionnaires
SELF-ADMINISTERED QUESTIONNAIRES PAPER QUESTIONNAIRES ELECTRONIC QUESTIONNAIRES

MAIL

IN-PERSON DROP-OFF

INSERTS

FAX

E-MAIL

INTERNET WEB SITE

KIOSK

Mail Surveys

Mail Surveys
Speed of data collection
Researcher has no control over return of questionnaire; slow

Geographical flexibility
High

Respondent cooperation
Moderate--poorly designed questionnaire will have low response rate

Mail Surveys
Versatility of questioning
Highly standardized format

Questionnaire length
Varies depending on incentive

Item nonresponse
High

Mail Surveys
Possibility of respondent misunderstanding
Highest--no interviewer present for clarification

Degree of interviewer influence of answer

None--interviewer absent

Supervision of interviewers
Not applicable

Mail Surveys
Anonymity of respondent
High

Ease of call back or follow-up

Easy, but takes time

Cost
Lowest

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

Increasing Response Rates

Effective cover letter Money helps Interesting questions Follow-ups Advanced notification Survey sponsorship Keying questionnaires

E-Mail Questionnaire Surveys

Speed of data collection
Instantaneous

Geographic flexibility
worldwide

Cheaper distribution and processing costs

E-Mail Questionnaire Surveys

Flexible, but
Extensive differences in the capabilities of respondents computers and e-mail software limit the types of questions and the layout

E-mails are not secure and eavesdropping can possibly occur Respondent cooperation
Varies depending if e-mail is seen as spam

Internet Surveys
A self-administered questionnaire posted on a Web site. Respondents provide answers to questions displayed online by highlighting a phrase, clicking an icon, or keying in an answer.

Internet Surveys
Speed of data collection
Instantaneous

Cost effective Geographic flexibility

worldwide

Visual and interactive

Internet Surveys
Respondent cooperation
Varies depending on web site Varies depending on type of sample When user does not opt-in or expect a voluntary survey cooperation is low. Self-selection problems in web site visitation surveys - participants tend to be more deeply involved than the average person.

Internet Surveys
Versatility of questioning
Extremely versatile

Questionnaire length
Individualized base on respondent answers Longer questionnaires with panel samples

Item nonresponse
Software can assure none

Internet Surveys
Representative samples The quality of internet samples may vary substantially. A sample of those who visit a web page and voluntarily fill out a questionnaires can have self-selection error.

Internet Surveys
1) not all individuals in the general public have internet access 2) many respondents lack powerful computers with high-speed connections to the internet 3) many respondents computer skills will be relatively unsophisticated.

Internet Surveys
Possibility for respondent misunderstanding
High

Interviewer influence of answers

None

Supervision of interviewers not required

Internet Surveys
Anonymity of Respondent
Respondent can be anonymous or known

Ease of Callback or Follow-up

difficult unless e-mail address is known

Special Features
allows graphics and streaming media

Welcome Screen
Welcome Screen like a cover letter It contains the name of the research company and how to contact the organization if there is a problem or concern. "If you have any concerns or questions about this survey, or if you experience any technical difficulties, please contact (NAME OF RESEARCH ORGANIZATION).

Welcome Screen should ask for password and give instructions

Please enter your personal password from your invitation.Then, press the "enter" key to begin the survey or simply click on the right arrow at the bottom of the page to begin the survey (after you have read the remaining instructions): During the survey, please do not use your browser's FORWARD and BACK buttons. Use the arrows on the lower right to move backward and forward through the survey.

There is no best form of survey; each has advantages and disadvantages.

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?

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?

Pretesting
A trial run with a group of respondents to iron out fundamental problems in the instructions of survey design

Practice is the best of all instructors.

Publius Syrus