Chapter 9 - Information from respondents: Issues in data collection. In this chapter, the following content will be discussed: Information from surveys, sources of survey error, sources of error in information from respondent, nonresponse errors due to refusals,...
Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Chapter Nine Information from Respondents: Issues in Data Collection Marketing Research 12th Edition 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 12th Edition Sources of Survey Error Marketing Research 12th Edition Sources of Error in Information from Respondent Marketing Research 12th Edition Nonresponse Errors Due to Refusals Refusals could also 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 12th Edition Inaccuracy in Response Some of these problems can be solved by Aidedrecall techniques Marketing Research 12th Edition Unwillingness to Respond Accurately Due to: ▫ 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 12th Edition Interviewer Error This Depends On: • Respondent’s Impression of the Interviewer • Questioning, Probing, and Recording • Fraud and Deceit Solved by: • Improving Interviewer Quality Marketing Research 12th Edition 10 Methods of Data Collection • Personal Interview • Telephone Interview • Selfadministered survey (e.g. mail, email, fax, etc.) Marketing Research 12th Edition 11 Factors Affecting the Choice of a Survey Method • • • • • • • • Sampling Type of Population Question Form Question Content Response Rate Costs Available Facilities Duration of Data Collection Marketing Research 12th Edition 12 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 12th Edition Ethical Issues in Data Collection (Contd.) 13 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 • Not mentioning that a followup interview will be made • • • • Using projective tests and unobtrusive measures to circumvent the need for a respondent’s consent Using hidden tape recorders to record personal interviews Conducting simulated product tests in which the identical product is tried by the respondent except for variations in characteristics, such as color, that have no influence on the quality of a product Not debriefing the respondent Marketing Research 12th Edition 14 End of Chapter Nine ...2 Chapter Nine Information from Respondents: Issues in Data Collection Marketing Research 12th Edition Information From Surveys Used to Capture a Wide Variety of Information: ▫ Attitude... needs, desires, preferences, motives and goals Marketing Research 12th Edition Sources of Survey Error Marketing Research 12th Edition Sources of Error in Information from Respondent Marketing Research 12th Edition Nonresponse Errors Due to Refusals... Duration of Data Collection Marketing Research 12th Edition 12 Ethical Issues in Data Collection Misrepresentation of Data Collection Process Stems From: • Representation of a marketing activity other than research as research