Lecture Marketing research (12th edition) - Chapter 10: Information from respondents: Survey methods
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Marketing Research
Aaker, Kumar,
Leone and Day
Twelfth Edition
Instructor’s
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Chapter Ten
Information from Respondents:
Survey Methods
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Basic Survey Methods
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Personal Interviewing
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Personal Interview Methods
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At Home or Work Interviewing
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Executive Interviewing
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Mall Intercept Surveys
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Purchase Intercept Technique (PIT)
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Omnibus Surveys
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Personal Interviews (Contd.)
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Personal Interviews (Contd.)
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Comparative Indices of Direct Costs per Completed
Interview*
*Includes travel and telephone charges, interviewer compensation, training, and direct
supervision expenses
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Telephone Interviewing
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Selecting telephone numbers
▫Prespecified list
▫A directory
▫Random dialing procedure
Random digit dialing
Systematic random digit dialing (SRDD)
Plusone dialing
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Telephone Interviewing (Contd.)
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Telephone Interviewing (Contd.)
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SelfAdministered Surveys
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This type of survey can be emailed, mailed, faxed or
simply handed to the respondent
No interviewer is involved
This technique has one major disadvantage:
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There is no one present to explain things to the
respondent and clarify responses to openended
questions.
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Most of the openended questions being totally useless
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SelfAdministered Surveys (Contd)
Some Decisions That Need to Be Taken Are:
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Method of addressing
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Cover letter
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Questionnaire length, content, layout, color, and
format
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Method of notification; should there be a followup?
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Incentive to be given
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SelfAdministered Surveys (Contd)
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SelfAdministered Surveys (Contd)
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Factors Affecting the Response Rate
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Perceived amount of work required, length of the
questionnaire and ease of completion
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Intrinsic interest in the topic
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Characteristics of the sample
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Credibility of the sponsoring organization
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Level of induced motivation
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An increased unethical use of marketing research
to sell products
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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
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Response Rate Chart
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Combination of Survey Methods
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Recent Developments in Software and Hardware
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Trends in Survey Research
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Surveys in the International Context
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Personal interviewing
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Personal Interviewing (contd.)
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Telephone Interviewing
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