Professional Documents
Culture Documents
Boyce, J. (2007), Marketing Research, 2nd ed., McGraw Hill, Australia. Fletcher, R., & Crawford, H. (2011), International Marketing: an Asia-Pacific Perspective, 5th ed., Pearson Australia., Chapter 6. Malhotra, N., Hall J., Shaw, M., & Oppelheim, P. (2007), Essentials of Marketing Research: An Applied Orientation, 2nd ed., Pearson Education, Australia; Olatundun, I.O. (2009). What is Cross-Cultural Research, International Journal of Psychological Studies, Vol. 1 (2)., pp. 82-95
Salciuviene, L., Auruskeviciene, V., & Lydeka, Z. (2005). As Assessment of Various Approaches for Cross-Cultural Consumer Research. Problems & Perspectives in Management, Vol. 3, pp. 147-159.
Watkins, L (2010) The Cross-cultural appropriateness of survey-based value(s) research, International Marketing Review, Vol. 27 (6).
Survey method
Quantitative method Survey
Produces a large number of responses suitable for statistical analysis A structured questionnaire given to a sample of a population to elicit specific information from respondents. Formal questionnaire; Questions in a prearranged order.
Surveys
Personal interviewing using a structured questionnaire: Face-to-face
Door-to-door Streets Shopping malls
Telephone Door-to-door
Surveys
Advantages Simple to administer (coded, fixed alternative) Straightforward analysis Large sample Low cost Suitable for statistical analysis Geographic flexibility Disadvantages Inability to probe Lack of flexibility due to structured responses Difficulty in designing a good questionnaire
Source of this and next ppt: Essentials of Marketing Research, 2e; Malhotra, Hall, Shaw, Oppenheim 2007 Pearson Education Australia, Figure 5.1 & 5.2, Chapter 5
Disadvantages The cost Interviewers must be well trained Interviewer bias Not anonymous
Telephone Interviewing
Advantages: Quick Lower cost per interview People are used to telephone calls from strangers Response rate No security problems Disadvantages: Silent numbers No visuals Harder to establish rapport Falling achievement rates % of refusals are rising Voice-mails Mobile phones cause sampling problems Mobile phones:
Inconvenience (timing & location)
CATS
Computer automated telephone systems (CATS)
Computer-synthesised voices are used to ask questions over the phone
Advantages
Respondents select numbers on the telephone keypad to answer questions Voice recognition is likely to be used in the future to record and count responses
Disadvantages
Not appealing to respondents High refusal
Self-completion questionnaires
Advantages Usually low total cost of survey Can cover people over a wide area Respond at their own time Disadvantages Little control of time frame and respondent identity Low & slow response More response errors are likely answers may be influenced by the content of all questionnaire
Response errors
Omitted questions Misunderstood questions Misread instructions Incomplete answers Insufficient reply to open-ended questions
Respondent bias
Social bias: telling what it is believed the interviewer wants to hear; Taboo topics.
Difference in response style may account for up to 6% variance of the data Likert-scales tend to be most problematic
Response bias
Non-response bias
Respondents are reluctant to answer (may perceive the questions as culturally sensitive)
Qualitative Quantitative
Essentials of Marketing Research, 2e; Malhotra, Hall, Shaw, Oppenheim 2007 Pearson Education Australia, Chapter 6, figure 6.5
Email surveys
Uses system of personal addresses with the questions sent to potential respondents
Direct email survey: Survey questions are distributed in the body of the message Download email attachment: download and print questionnaire and return by email, fax or mail. Visitor lists : visitors to web-site Opt-in lists : customers asked to participate Purchased lists : from list suppliers
Email surveys
Advantages Disadvantages
Cannot use skip patterns Inappropriate respondent replies cannot be blocked More post-survey data cleaning required Email system may be limited
Internet surveys
Accessed from a website and the responses entered and added directly to the researchers web site or service Respondents recruited online or by traditional methods Passwords may be necessary to limit access to once only Usually conducted by using an Internet panel
Pre-recruited panels
Challenge is to recruit panel that reflects the population Researcher tends to set quotas
Screened panels:
Variation of pre-recruited panel. Participants selected on specific relevant criteria
Technical issues
May be regarded as SPAM
intrusive use, may create sample bias Genuine survey regarded as spam may slow down response