Exploring Marketing Research

William G. Zikmund

Chapter 9: Survey Research: Basic Communication Methods

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

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Communicating with Respondents

Personal Interviews
Door-to-Door Shopping Mall Intercepts

Telephone Interviews Self-Administered Questionnaires

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Personal Interviews

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Good Afternoon, my name is _________. I am with _________ survey research company. We are conducting a survey on_________

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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

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Door-to-Door Personal Interview

Questionnaire Length Item Nonresponse Possibility of Respondent Misunderstanding

Long Low Lowest

Degree of Interviewer Influence of Answer

Supervision of Interviewers

High

Moderate
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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

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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
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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
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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

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Telephone Surveys

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Telephone Surveys

Speed of Data Collection

Very fast

Geographical Flexibility
Respondent Cooperation

High
Good

Versatility of Questioning

Moderate

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Telephone Surveys

Questionnaire Length
Item Nonresponse

Moderate
Medium

Possibility of Respondent Misunderstanding

Degree of Interviewer Influence of Answer Supervision of Interviewers

Average

Moderate

High, especially with central location WATS interviewing

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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

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

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Most Unlisted Markets

Sacramento, CA Oakland, CA Fresno, CA Los Angles/Long Beach, CA

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Mail Surveys

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Mail Survey

Speed of Data Collection Researcher has no control over return of questionnaire; slow
Geographical Flexibility High

Respondent Cooperation Moderate--poorly designed questionnaire will have low response rate

Versatility of Questioning

Highly standardized format

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

Not applicable
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Mail Survey

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

High Easy, but takes time Lowest

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How to Increase Response Rates for Mail Surveys Write a Sales Oriented Cover Letter Money Helps - As a token of appreciation - For a charity Stimulate Respondents Interest with Interesting Questions Follow Up - Keying questionnaires with codes Advanced Notification Sponsorship by a Well-known and Prestigious Institution

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Increasing Response Rates

Effective Cover Letter Money Helps Interesting Questions Follow-Ups Advanced Notification Survey Sponsorship Keying Questionnaires
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Self-Administered Questionnaires
Mail Place of Business Drop-Off Computerized E-mail Internet Other Variations
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Internet Surveys
Speed of Data Collection
Instantaneous

Geographic Flexibility
worldwide

Respondent Cooperation
varies depending on web site

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Internet Surveys
Versatility of questioning
extremely versatile

Questionnaire Length
modest

Item Nonresponse
software can assure none

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Internet Surveys
Possibility for Respondent misunderstanding
high

Interviewer Influence of Answers

none

Supervision of Interviewers none

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Internet Surveys
Anonymity of Respondent
Respondent can be anonymous or known

Ease of Callback or Follow-up

difficult

Cost
low

Special Features
allows graphics and motion
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Internet Surveys
Item Nonresponse software can assure none Possibility for Respondent misunderstanding
high

Degree of Interviewer Influence of Answers

none

Supervision of Interviewers
none
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Internet Surveys
Anonymity of Respondent
Respondent can be anonymous or known

Ease of Callback or Follow-up

difficult

Cost
low

Special Features
allows graphics and motion
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There is no best form of survey; each has advantages and disadvantages.

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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?

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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?

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

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Practice is the best of all instructors. Publius Syrus

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