Survey data collection methods

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  Marketing Research
  Chapter 8
  
  Survey data collection methods
  

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  Marketing Research
  Chapter 8.
  Survey data collection methods – step 6.
  
  

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  Marketing Research
  Chapter 8.
  Survey data collection methods
  
  Advantages of Surveys
  
  Standardization
  Ease of administration
  Suitability to tabulation and statistical analysis
  Sensitivity to subgroup differences
  

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  Marketing Research
  Chapter 8.
  Survey data collection methods
  There are 3 major ways to collect information from respondents:
  Have a person ask the questions, either face-to-face or voice-to-voice without any assistance from a computer
  Have a computer assist or direct the questioning
  Allow respondents to fill out the questionnaire themselves, without computer assistance
  
  

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  Marketing Research
  Chapter 8.
  Survey data collection methods
  1. Person-administered surveys (without computer assistance)
  
  
  
  
  
  
  

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  Marketing Research
  Chapter 8.
  Survey data collection methods
  2. Computer-administered surveys
  
  

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  Marketing Research
  Chapter 8.
  Survey data collection methods
  3. Self-administered surveys
  
  

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  Marketing Research
  Chapter 8.
  Survey data collection methods
  Discussion question:
  
  What aspects of computer-administered surveys make them attractive to marketing researchers?
  

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  Marketing Research
  Chapter 8.
  Survey data collection methods
  Descriptions of representative data collection models
  

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  Marketing Research
  Chapter 8.
  Survey data collection methods
  Person-administered interviews
  1.1 In-home interviews – are conducted in the security and comfort of respondents’ homes.
  1.2 Mall-intercept interviews – are conducted in large shopping malls, and they are less expensive per interview then are in-home interviews.
  
  

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  1.3 In-office interviews – for B2B market.
  1.4 Telephone interview
  
  Traditional Central location
  telephone telephone
  interviewing interviewing
  Marketing Research
  Chapter 8.
  Survey data collection methods
  

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  2. Computer-Administered Interviews
  
  2.1 Computer-Assisted Telephone interview (CATI)
  2.2 Fully computerized interview - eliminates the need for a human interviewer
  2.3 Online Interviews
  Marketing Research
  Chapter 8.
  Survey data collection methods
  

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  Marketing Research
  Chapter 8.
  Survey data collection methods
  Online data collection methods have significant advantages, but they have some drawbacks too
  

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  Marketing Research
  Chapter 8.
  Survey data collection methods
  3. Self-administered surveys
  3.1 Group self-administered survey – entails administering a questionnaire to respondents in group, rather than individually, for convenience or to gain certain economies.
  3.2 Drop-off survey
  3.3 Mail survey – the questions are mailed to prospective respondents who are asked to fill them out and return them to the researcher by mail.
  

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  Marketing Research
  Chapter 8.
  Survey data collection methods
  2 major problems are related with mail survey:
  Nonresponse
  Self-selection bias – means respondents who return surveys by mail may differ from the original sample
  
  
  !
  

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  Marketing Research
  Chapter 8.
  Survey data collection methods
  Researchers have tried various tactics to increase the response rate.
  

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  Marketing Research
  Chapter 8.
  Survey data collection methods
  Choice of a particular survey method
  Each data collection method has unique advantages, disadvantages and special features.
  
  In selecting a data collection mode, the researcher balances quality against cost and time
  

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  Marketing Research
  Chapter 8.
  Survey data collection methods
  The survey data collection time horizon
  A short deadline may dictate which data collection method to use.
  By their very nature, some survey data collection methods take longer than others.
  The survey data collection budget
  Budget constraints may disallow consideration of the more expensive data collection methods.
  

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  Marketing Research
  Chapter 8.
  Survey data collection methods
  Special considerations
  May be task such card sorting
  Examining an ad portfolio
  May be great many questions
  Children have short attention spans
  Elderly consumers have difficulty with written instructions
  Recent immigrants may have language barriers
  Internet shoppers may rarely visit a shopping mall
  

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  Marketing Research
  Chapter 8.
  Survey data collection methods
  Quality, time and budget are usually combined in the objective,
  “ What data collection method will generate the most complete and generalizable information within the time horizon and without exceeding the allowable expenditure for data collection”.
  

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  Marketing Research
  Chapter 8.
  Survey data collection methods
  Setting Up Controls for a Telephone Interview
  Active Learning: Setting Up Controls for a Telephone Interview