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Marketing
Research
Aaker, Kumar, Day
Seventh Edition
Instructor’s Presentation
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Chapter Ten
Information from Respondents:
Survey Methods
Collecting Data
Guidelines:
 Reviewing
data
 Getting started
 Setting the feedback objective
 Customer presentation
 Sharing responsibility
 Handling issues you cannot fix
 Working the issue resolution with your
account
Marketing Research 7th Edition
© Aaker, Kumar, Day
Basic Survey Methods
Personal Interview
Telephone Interview
Mail Survey
Marketing Research 7th Edition
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Personal Interviews
There Are Four Entities Involved:
Researcher
Interviewer
Interviewee
The Interview Environment
Marketing Research 7th Edition
© Aaker, Kumar, Day
Personal Interviews (Contd.)
Methods:
Door to Door Interviewing
Executive Interviewing
Mall Intercept Surveys
Self Administered Interviews
Purchase Intercept Technique (PIT)
Omnibus Surveys
Marketing Research 7th Edition
© Aaker, Kumar, Day
Personal Interviews (Contd.)
Advantages:
Can arouse and keep interest
Can build rapport
Ask complex questions with the help of visual and other
aids
Clarify misunderstandings
High degree of flexibility
Probe for more complete answers
Accurate for neutral questions
Do not need an explicit or current list of households or
individuals
Marketing Research 7th Edition
© Aaker, Kumar, Day
Personal Interviews (Contd.)
Disadvantages:
Bias of Interviewer
Response Bias

Embarrassing/personal questions
Time Requirements
Cost Per Completed Interview Is High
Marketing Research 7th Edition
© Aaker, Kumar, Day
Telephone Interviewing
The Important Aspects of Telephone Interviewing:
Selecting telephone numbers

Pre-specified list

A directory

Random dialing procedure

Random digit dialing

Systematic random digit dialing (SRDD)
Call outcomes
The introduction
When to call
Call reports
Marketing Research 7th Edition
© Aaker, Kumar, Day
Telephone Interviewing
(Contd.)
Advantages:
Central location, under supervision, at own hours
More interviews can be conducted in a given time

Travelling time is saved
More hours of the day are productive
Repeated call backs at lower cost
Absence of administrative costs
Lower cost per completed interview
Intrusiveness of the phone and ease of call backs

Less sample bias
Marketing Research 7th Edition
© Aaker, Kumar, Day
Telephone Interviewing
(Contd.)
Limitations:
Inability to employ visual aids or complex tasks
Can't be longer than 5-10 min. or they get boring
Amount of data that can be collected is relatively
less
A capable interviewer essential
Sample bias

As all people do not have phones, or are not listed
Marketing Research 7th Edition
© Aaker, Kumar, Day
Mail Surveys
Requires a broad identification of the individuals to be
sampled before data collection begins
Some Decisions That Need to Be Taken Are:
Type of Return Envelope
Postage
Method of Addressing
Cover Letter
The Questionnaire Length, Layout, Color, Format Etc
Method of Notification
Incentive to Be Given
Marketing Research 7th Edition
© Aaker, Kumar, Day
Mail Surveys (Contd.)
Advantages:
Lower cost
Better results, including a shorter response
time
Reliable answers as no inhibiting
intermediary
Survey answered at respondents discretion
Marketing Research 7th Edition
© Aaker, Kumar, Day
Mail Surveys (Contd.)
Disadvantages:
The identity of the respondent is
inadequately controlled
No control over whom the respondent
consults before answering the questions
The speed of the response can't be
monitored
No control on the order in which the
questions are exposed or answered
Marketing Research 7th Edition
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Mail Surveys (Contd.)
Disadvantages (Contd.):
The respondent may not clearly understand
the question and no opportunity to clarify
No long questionnaires
Subject to availability of a mailing list
Response rate is generally poor
Number of problems such as obsolescence,
omissions, duplications, etc
Marketing Research 7th Edition
© Aaker, Kumar, Day
Factors Affecting the
Response Rate
Perceived amount of work required, and the
length of the questionnaire
Intrinsic interest in the topic
Characteristics of the sample
Credibility of the sponsoring organization
Level of induced motivation
Marketing Research 7th Edition
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Factors Affecting the
Response Rate (Cont.)
Coping with non-response:
Include monetary incentive
Send a follow-up letter
Include return envelope
Alternatives:
Mail Panels
Fax Surveys
Marketing Research 7th Edition
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Combination of Survey
Methods
The Telephone Pre-notification
Approach
The Lockbox Approach
The Drop-off Approach
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Comprehensive Advantages
of Various Methods
Survey Method: Personal Interviewing
The best way to implement some sample
designs
Most effective way of enlisting cooperation.
Advantages of interview questions-probing for
adequate answers, accurately following complex
instructions or sequences are realized.
Marketing Research 7th Edition
© Aaker, Kumar, Day
Comprehensive Advantages of
Various Methods (Cont.)
Multi-method data collection are feasible
Rapport and confidence building are
possible.
Probably longer interviews can be done
in person.
Marketing Research 7th Edition
© Aaker, Kumar, Day
Comprehensive Disadvantages
of Various Methods
Survey Method: Personal Interviewing
It is likely to be more costly than alternatives.
A trained staff of interviewers that is
geographically near the sample is needed.
The total data collection period is likely to be
longer than for most procedures.
Some samples may be more accessible by some
other mode.
Marketing Research 7th Edition
© Aaker, Kumar, Day
Comprehensive Advantages of
Various Methods
Survey Method: Telephone Interviewing
Lower costs than personal interviews.
Random Digit-Dialing (RDD) sampling of
general population.
Better access to certain populations
Shorter data collection periods.
Marketing Research 7th Edition
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Comprehensive Advantages of
Various Methods (Cont.)
The advantages of interviewer administration
(In contrast to mail surveys).
Interviewer staffing and management easier
than personal interviews-smaller staff
needed, not necessary to be near sample,
supervision and quality control potentially
better.
Likely better response rate from a list sample
than from mail
Marketing Research 7th Edition
© Aaker, Kumar, Day
Comprehensive Disadvantages
of Various Methods
Survey Method: Telephone Interviewing
Sampling limitations, especially as a result of
omitting those without telephone
Nonresponse associated with RDD sampling is
higher than with interviews
Questionnaires or measurement constraints
Possibly less appropriate for personal or sensitive
questions if no prior contact
Marketing Research 7th Edition
© Aaker, Kumar, Day
Comprehensive Advantages
of Various Methods
Survey Method: Self-Administration
Ease of presenting questions requiring
visual aids.
Asking questions with long or complex
response categories is facilitated.
Asking batteries of similar questions is
possible.
Marketing Research 7th Edition
© Aaker, Kumar, Day
Comprehensive
Disadvantages of Various
Methods
Especially careful questionnaire design is
needed.
Open questions usually are not useful.
Good reading and writing skills are needed
by respondents.
The interviewer is not present to exercise
quality control with respect to answering all
questions, meeting questions objectives, or
the quality of answers provided.
Marketing Research 7th Edition
© Aaker, Kumar, Day
Comprehensive Advantages
of Various Methods
Survey Method: Mail Procedures
Relatively low cost
Can be accomplished with minimal staff
and facilities.
Provides access to widely dispersed
samples.
Respondents have time to give
thoughtful answers, look up records, or
consult others.
Marketing Research 7th Edition
© Aaker, Kumar, Day
Comprehensive
Disadvantages of Various
Methods
Ineffective as a way of enlisting
cooperation.
Various disadvantages of not having
interviewer involved in data collection.
Need for good mailing addresses for
sample.
Marketing Research 7th Edition
© Aaker, Kumar, Day
Comprehensive Advantages
of Various Methods
Survey Method: Drop-off questionnaire
The interviewer can explain the study,
answer questions, and designate a
respondent.
Response rates tend to be like those of
personal interview studies.
There is more opportunity to give thoughtful
answers and consult records.
Marketing Research 7th Edition
© Aaker, Kumar, Day
Comprehensive
Disadvantages of Various
Methods
Costs about as much as personal
interviews.
A field staff is required.
Marketing Research 7th Edition
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Comprehensive Advantages
of Various Methods
Survey Method: Fax Surveys
Relatively low cost
Can be accomplished with minimal staff and
facilities
Provides access to widely dispersed samples.
Respondents have time to give thoughtful
answers.
Telephone charges are decreasing.
Marketing Research 7th Edition
© Aaker, Kumar, Day
Comprehensive Advantages
of Various Methods (Cont.)
Local faxes are free.
Administrative costs are fixed.
It is fast.
Technology is improving.
List management is easy.
Can send and receive by computer.
More reliable than mail in some countries.
Marketing Research 7th Edition
© Aaker, Kumar, Day
Comprehensive
Disadvantages of Various
Methods
Survey Method: Fax Surveys
Higher fixed costs for computer/fax equipment,
multiple phone lines.
Costs increase with minutes.
Cost varies by time on line, time of day, distance,
and telephone carrier.
Currently limited to organizational populations.
Loss of anonymity.
Marketing Research 7th Edition
© Aaker, Kumar, Day
Trends in Survey Methods
Computer Interactive Interviewing
Fax Surveys
Electronic Mail Surveys
Marketing Research 7th Edition
© Aaker, Kumar, Day
Surveys in the International
Context
Personal

Dominant mode of data collection outside the US
Telephone

Low levels of telephone ownership in some
countries

Poor communication network in some countries
Mail

Absence of mailing lists

Poor mail services in some countries
Marketing Research 7th Edition
© Aaker, Kumar, Day