Exploring Marketing Research

William G. Zikmund

Chapter 10 & 11: Survey Research: Basic Communication Methods & Observation

Survey Methods

Telephone Interviewing

Mail Interviewing

Traditional

Computer Assisted In-Person

Mail

Mail Panel

Electronic Interviewing

Mall Intercept

Computer Assisted

E-mail

Internet

Surveys
Surveys as a respondent for information using verbal or written questioning

Communicating with Respondents

Personal Interviews Door-to-Door Shopping Mall Intercepts Telephone Interviews Self-Administered Questionnaires

Personal Interviews

Pen & Paper

Door to door

Mall Intercept


____________ _______ !

Door-to-Door Personal Interview

Speed of Data Collection

Moderate to fast

Geographical Flexibility
Respondent Cooperation

Limited to moderate
Excellent

Versatility of Questioning

Quite versatile

Door-to-Door Personal Interview

Questionnaire Length
Item Nonresponse

Long
Low

Possibility of Respondent Misunderstanding

Degree of Interviewer Influence of Answer

Lowest

High

Supervision of Interviewers Moderate

Door-to-Door Personal Interview

Anonymity of Respondent Ease of Call Back or Follow-up Cost Special Features

Low Difficult Highest Visual materials may be shown or demonstrated; extended probing possible

Mall Intercept Personal Interview

Speed of Data Collection Geographical Flexibility Respondent Cooperation

Fast

Confined, urban bias Moderate to low

Versatility of Questioning
Questionnaire Length

Extremely versatile
Moderate to Long

Mall Intercept Personal Interview

Item Nonresponse
Possibility of Respondent Misunderstanding Degree of Interviewer Influence of Answers Supervision of Interviewers

Medium
Lowest

Highest

Moderate to high

Mall Intercept Personal Interview

Anonymity of Respondent
Ease of Call Back or Follow-up Cost

Low
Difficult

Moderate to high

Special Features

Taste test, viewing of TV Commercials possible

Telephone Surveys

Computer assisted Personal Interview (CAPI)

Computer assisted Telephonic Interview (CATI)

Telephone Surveys

Speed of Data Collection Geographical Flexibility Respondent Cooperation Versatility of Questioning

Very fast High Good Moderate

Telephone Surveys Questionnaire Length Item Nonresponse Possibility of Respondent Misunderstanding Degree of Interviewer Influence of Answer Moderate Medium Average

Moderate

Supervision of Interviewers High, especially with central location WATS interviewing

Telephone Surveys

Anonymity of Respondent
Ease of Call Back or Follow-up

Moderate
Easy

Cost
Special Features

Low to moderate
Fieldwork and supervision of data collection are simplified; quite adaptable to computer technology

Telephone Surveys
Central Location Interviewing Computer-Assisted Telephone Interviewing Computerized Voice-Activated Interviews

Mail Surveys

Mail Survey

Speed of Data Collection

Researcher has no control over return of questionnaire; slow

High Moderate--poorly designed questionnaire will have low response rate

Geographical Flexibility Respondent Cooperation

Versatility of Questioning

Highly standardized format

Mail Survey Questionnaire Length Item Nonresponse Possibility of Respondent Misunderstanding Degree of Interviewer Influence of Answer Varies depending on incentive High Highest--no interviewer present for clarification None--interviewer absent

Supervision of Interviewers Not applicable

Mail Survey

Anonymity of Respondent Ease of Call Back or Follow-up Cost

High Easy, but takes time Lowest

Self-Administered Questionnaires
Mail Place of Business Drop-Off Computerized E-mail Internet Other Variations

Internet Surveys
Speed of Data Collection
Instantaneous

Geographic Flexibility
worldwide

Respondent Cooperation
varies depending on web site

Internet Surveys
Possibility for Respondent misunderstanding
high none

Interviewer Influence of Answers

Supervision of Interviewers none

There is no best form of survey; each has advantages and disadvantages.

Selected Questions to Determine the Appropriate Technique:

Is the assistance of an interviewer necessary? Are respondents interested in the issues being investigated? Will cooperation be easily attained?

Selected Questions to Determine the Appropriate Technique:

How quickly is the information needed? Will the study require a long and complex questionnaire? How large is the budget?

Pretesting
A trial run with a group of respondents to iron out fundamental problems in the instructions of survey design

Practice is the best of all instructors. Publius Syrus

Observation

Scientific Observation Is Systematic

YOU SEE, BUT YOU DO NOT OBSERVE. Sherlock Holmes

What Can Be Observed?

Physical actions Verbal behavior Expressive behavior Spatial relations and locations Temporal patterns Verbal and pictorial records

What Can Be Observed

Phenomena Example

Human behavior or physical Shoppers movement action pattern in a store Verbal behavior Statements made by airline travelers who wait in line Facial expressions, tone of voice, and other form of body language

Expressive behavior

What Can Be Observed

Phenomena Spatial relations and locations Example How close visitors at an art museum stand to paintings

Temporal patterns

How long fast-food customers wait for their order to be served

What brand name items are stored in consumers pantries Bar codes on product packages

Physical objects

Verbal and Pictorial Records

Categories of Observation
Human versus mechanical Visible versus hidden Direct Contrived

Observation of Human Behavior Benefits

Communication with respondent is not necessary Data without distortions due to self-report (e.g.: without social desirability) Bias No need to rely on respondents memory Nonverbal behavior data may be obtained

Observation of Human Behavior Benefits

Certain data may be obtained more quickly Environmental conditions may be recorded May be combined with survey to provide supplemental evidence

Observation of Human Behavior Limitations

Cognitive phenomena cannot be observed Interpretation of data may be a problem Not all activity can be recorded Only short periods can be observed Observer bias possible Possible invasion of privacy

Mechanical Observation
Traffic Counters Web Traffic Scanners Peoplemeter Physiological Measures

Physiological Reactions
Eye tracking Pupilometer Psychogalvanometer Voice pitch

Eye Tracking Monitors

Record how the subject actually reads or views an advertisement Measure unconscious eye movements

Pupilometer
This device observes and records changes in the diameter of the subjects pupils.

Psychogalvanometer
Measures galvanic skin response Involuntary changes in the electrical resistance of the skin Assumption: physiological changes accompany emotional reactions

Voice Pitch Analysis

Measures emotional reactions through physiological changes in a persons voice

Thank You