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MKT 3010C Marketing Research

Survey Research Process


Fall 2016

Content
0. Marketing in the Internet Era
1.Survey Planning
2.Targeted Respondents
3.Survey methods
4.Questionnaire Design
5.Sampling
6.Pilot Study
7.Fieldwork
8.Fieldwork Validation
9.Computerization and Coding
10.Analysis
11.Report

0. Marketing in the Internet Era

App
O2O Channel

Network
Marketing

WOM Adv

Big Data

Insight

CHINA

business model

C2B

Effective Promotion

Human
Touch

1. Survey Plan
a
b.
c.
d.
e.

Objectives
Budget
Schedule
Field work
Presentation of findings

2. Targeted respondents
a. demographic profile
b. socioeconomic profile
c. product usage
d. relationship

3. Data Collection Methods


a. Personal interview
(i) in-home interview
(ii) executive interview
(iii) mall intercept interview
(iv) purchase intercept interview
b. Mail survey
c. Telephone survey(e.g., CATI, CATS)
d. Self-administered survey
e. Fax survey
f. Email survey
g. Internet survey
h. Panel survey (e.g.TV rating analysis)
i. Observational survey (e.g. Video data collected by CCTV)
j. Mysterious Shopper

k. Focus Group (Qualitative Survey)


(i) Recruit around 10 participants with similar background.
(ii) The group interview is around one to two hours.
(iii) The moderator well prepares the discussion material and
conducts the group interview in a relaxed and
comfortable environment
(iv) The group interview is recorded.
(v) Researchers can observe the group interview through
the one way mirror.
(VI) Do multiple focus groups if budget allows.
(VII) The findings of the focus group can be the basis to draft
the questionnaire in a quantitative survey.
l. Experiments (e.g., taste test)

4.

Questionnaire Design
a.
b.
c.
d.
e.

information to be collected
question wording
response wording
question ordering
sensitive questions

5. Sampling
a. sampling units
b. sampling frames
c. probability or non-probability sampling
d. sample size
e. Manage the non-response

6. Pilot Study
a. do respondents understand what they are being
asked ?
b. establish completion ratio
c. measure interview time
d. estimate response rate
7.

Fieldwork
a. recruit fieldworkers
b. train fieldworkers
c. monitor fieldworkers

8. Fieldwork Validation
a. Quantity
Cost and time
Response rate
b. Quality
Quality of interviewing
Quality of data
c. Validation
Check questionnaires
Monitor the interview process
9. Coding and computerization
a. develop coding scheme
b. assign code to open-ended questions
c. validate the data and the code

10. Analysis
a. summary statistics
b. simple tabulations
c. hypothesis testing
d. correlation analysis
e. causation analysis
f. clustering analysis
11. Report
a. project Title
b. executive summary
c. introduction
d. research design and procedures
e. data analysis and findings
f. conclusions and recommendations
g. appendixes