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Amity Business School

Descriptive Research Design: Survey and

Observation

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Surveys require asking people- calledrespondents- for information using either

verbal or written questions

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Objectives of Surveys:

Identifying characteristics of target markets Measuring consumers attitudes

Describing consumer purchasing patterns

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Example:A snowmobile manufacturer might conduct a

survey to determine whether consumers are

aware of the brand name and learn what

purchasers like and dislike about variousproduct features. Demographic information and

information on media expose might also be

collected in the survey to help plan market

segmentation strategy.

Common type of survey: consumer,

Dealers, retailers industrial buyers.

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Although most marketing surveys aredescriptive, they can also be designed to

provide insights about causal explanations

or to explore ideas.

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A Classification of Survey

Methods

TraditionalTelephone

Computer-AssistedTelephoneInterviewing

MailInterview

MailPanel

In-Home MallIntercept

Computer-AssistedPersonal

Interviewing

E-mail Internet

SurveyMethods

Telephone Personal Mail Electronic

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Amity Business SchoolCriteria forEvaluating Survey

MethodsFlexibility of Data Collection The flexibility of data collection is determined primarily by the extent

to which the respondent can interact with the interviewer and thesurvey questionnaire.

Diversity of Questions

The diversity of questions that can be asked in a survey dependsupon the degree of interaction the respondent has with theinterviewer and the questionnaire, as well as the ability to actuallysee the questions.

Use of Physical Stimuli

The ability to use physical stimuli such as the product, a productprototype, commercials, or promotional displays during theinterview.

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MethodsSample Control Sample control is the ability of the survey mode to reach the units

specified in the sample effectively and efficiently.

Control of the Data Collection Environment The degree of control a researcher has over the environment in

which the respondent answers the questionnaire.

Control of Field Force

The ability to control the interviewers and supervisors involved indata collection.

Quantity of Data

The ability to collect large amounts of data.

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MethodsResponse Rate Survey response rate is broadly defined as the percentage of the

total attempted interviews that are completed.

Perceived Anonymity

Perceived anonymity refers to the respondents' perceptions that

their identities will not be discerned by the interviewer or the

researcher.

Social Desirability/Sensitive Information

Social desirability is the tendency of the respondents to give

answers that are socially acceptable, whether or not they are true.

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Methods

Potential for Interviewer Bias

The extent of the interviewer's role determines the

potential for bias.

Speed

The total time taken for administering the survey to the

entire sample.

Cost

The total cost of administering the survey and collecting

the data.

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Phone/

CATI

In-Home

Interviews

Mall-

Intercept

InterviewsCAPI

Mail

Surveys

Mail

Panels E-Mail Internet

Flexibility of data

collection

Moderate

to high

High High Moderate

to high

Low Low Low Moderate

to high

Diversity of questions Low High High High Moderate Moderate Moderate Moderate

to high

Use of physical stimuli Low Moderateto high

High High Moderate Moderate Low Moderate

Sample control Moderate

to high

Potentially

high

Moderate Moderate Low Moderate

to high

Low Low to

moderate

Control of data collection

environment

Moderate Moderate

to high

High High Low Low Low Low

Control of field force Moderate Low Moderate Moderate High High High High

Quantity of data Low High Moderate Moderate Moderate High M oderate Moderate

Response rate Moderate High High High Low Moderate Low Very

Low

Perceived anonymity ofthe respondent

Moderate Low Low Low High High Moderate High

Social desirability Moderate High High Moderate

to High

Low Low Moderate Low

Obtaining sensitive

information

High Low Low Low to

moderate

High Moderate

to High

Moderate High

Potential for interviewer

bias

Moderate High High Low None None None None

Speed High Moderate Moderate

to high

Moderate

to high

Low Low to

moderate

High Very

high

Cost Moderate High Moderateto high

Moderateto high

Low Low tomoderate

Low Low

A Comparative Evaluation of Survey

Methods

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A Comparative Evaluation of Survey Methods for

International Marketing Research

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Criteria Telephone Personal Mail Electronic

High sample control + + - -

Difficulty in locating + - + +

respondents at home

Inaccessibility of homes + - + +

Unavailability of a large + - + +

pool of trained interviewers Large population in rural areas - + - -

Unavailability of maps + - + +

Unavailability of current - + - +

telephone directory

Unavailability of mailing lists + + - +

Low penetration of telephones - + + -

Lack of an efficient postal system + + - +

Low level of literacy - + - -

Face-to-face communication culture - + - -

Poor access to computers & Internet ? + ? -

Note: A (+) denotes an advantage, and a () denotes a disadvantage.

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Amity Business SchoolA Comparative Evaluation of Survey

Methods for International Marketing

ResearchCriteria Telephone Personal Mail ElectronicHigh sample control + + - -

Difficulty in locating + - + +

respondents at home

Inaccessibility of homes + - + +

Unavailability of a large + - + +pool of trained interviewers

Large population in rural areas - + - -

Unavailability of maps + - + +

Unavailability of current - + - +

telephone directory

Unavailability of mailing lists + + - +Low penetration of telephones - + + -

Lack of an efficient postal system + + - +

Low level of literacy - + - -

Face-to-face communication culture - + - -

Poor access to computers & Internet ? + ? -Note: A (+) denotes an advantage, and a () denotes a disadvantage.

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