Lecture Marketing research (12th edition) - Chapter 10: Information from respondents: Survey methods

Chapter 10 - Information from respondents: Survey methods. In this chapter, the following content will be discussed: Basic survey methods, personal interviewing, personal interview methods, telephone interviewing, self-administered surveys,...

1 Marketing Research Aaker, Kumar,  Leone and Day  Twelfth Edition Instructor’s  Chapter Ten Information from Respondents: Survey Methods Marketing Research 12th Edition Basic Survey Methods Marketing Research 12th Edition Personal Interviewing Marketing Research 12th Edition Personal Interview Methods • At Home or Work Interviewing • Executive Interviewing • Mall Intercept Surveys • Purchase Intercept Technique (PIT) • Omnibus Surveys Marketing Research 12th Edition Personal Interviews (Contd.) Marketing Research 12th Edition Personal Interviews (Contd.) Marketing Research 12th Edition Comparative Indices of Direct Costs per Completed  Interview* *Includes travel and telephone charges, interviewer compensation, training, and direct supervision expenses Marketing Research 12th Edition Telephone Interviewing • Selecting telephone numbers ▫Pre­specified list ▫A directory ▫Random dialing procedure  Random digit dialing  Systematic random digit dialing (SRDD)   Plus­one dialing Marketing Research 12th Edition 10 Telephone Interviewing (Contd.) Marketing Research 12th Edition 14 Self­Administered Surveys (Contd) Marketing Research 12th Edition 15 Self­Administered Surveys (Contd) Marketing Research 12th Edition 16 Factors Affecting the Response Rate •  Perceived amount of work required, length of the  questionnaire and ease of completion •  Intrinsic interest in the topic •  Characteristics of the sample •  Credibility of the sponsoring organization •  Level of induced motivation • An increased unethical use of marketing research  to sell products Marketing Research 12th Edition 17 Coping with Non­response to Self­administered  Surveys To achieve high response rate: ▫ Include monetary incentive ▫ Send a follow­up letter ▫ Include return envelope Alternatives: ▫ Mail Panels ▫ Web surveys Marketing Research 12th Edition 18 Response Rate Chart Marketing Research 12th Edition 19 Combination of Survey Methods Marketing Research 12th Edition 20 Recent Developments in Software and Hardware Marketing Research 12th Edition 21 Trends in Survey Research Marketing Research 12th Edition 22 Surveys in the International Context Marketing Research 12th Edition 23 Personal interviewing Marketing Research 12th Edition 24 Personal Interviewing (contd.) Marketing Research 12th Edition 25 Telephone Interviewing Marketing Research 12th Edition 26 Telephone Interviewing Marketing Research 12th Edition 27 Self­Administration Surveys Marketing Research 12th Edition 28 End of Chapter Ten ...2 Chapter Ten Information from Respondents: Survey Methods Marketing Research 12th Edition Basic Survey Methods Marketing Research 12th Edition Personal Interviewing Marketing Research. .. Marketing Research 12th Edition 21 Trends in Survey Research Marketing Research 12th Edition 22 Surveys in the International Context Marketing Research 12th Edition 23 Personal interviewing Marketing. .. Alternatives: ▫ Mail Panels ▫ Web surveys Marketing Research 12th Edition 18 Response Rate Chart Marketing Research 12th Edition 19 Combination of Survey Methods Marketing Research 12th Edition 20 Recent Developments in Software and Hardware