files 2-lectures ch 08 overview of survey research
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Overview of Survey Research
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Learning Objectives
At the end of this chapter you should be able to:1. define a survey and identify the key
characteristics of surveys
2. give examples of the use of surveys in appliedmarketing research
3. list the advantages and disadvantages of surveys
4. list and explain different categories of surveys5. list and explain the sources of potential errors in
survey research
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Definition of Survey Research
Survey: A method of primary data collection based on
communication with a representative sample of
individuals (called respondents).
Key Concepts in the Definition
1. Primary data
2. Communication
3. Sample
4. Representative
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General Purpose of the Survey Type of Data Gathered
New Product Testing Trial Purchase
Repeat Purchase
Market Tracking Brand Awareness
Product Category Usage
Brand Preference
Market Segmentation Demographics
PsychographicsLifestyle
Customer Satisfaction Satisfaction
Image Studies
Attitude Ratings
Likes / Dislikes
Uses of Surveys in Applied MarketingResearch
Description of marketing phenomena. For example:
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General Purpose of the Survey Type of Data Gathered
Product Evaluation Studies Likes / Dislikes
Perceived Benefits
Advertising Testing Awareness
Believability
Recall
Recognition
Positioning Studies
Media Exposure Studies TV Audience StudiesMagazine Readership
Shopping And Consumption
Behavior
Shopping Behavior
Reasons For Buying
Identifying unmet market needs
Examining current brand perceptions
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Advantages & Disadvantages of Surveys
Advantages:
SpeedFaster data collection than other methods
Cost - Relatively inexpensive data collection
AccuracySurvey data can be very accurate if sampling is
properly done
EfficiencyMeasured as a ration of accuracy to cost, surveysare generally very efficient data collection methods
Disadvantages:
Survey errorPotentially large sources of error in surveys
Communication Problems- Each of the differentcommunication survey methods has its own unique problems.
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Classifying Survey Research Methods
1. By method of communication.a) Personal Interviews
b) Telephone interviews
c) Self-administered interviews
2. By degree of structure and disguise.a) Structured disguised
b) Structured undisguised
c) Unstructured disguised
d) Unstructured undisguised
3. By time frame (Temporal classification).a) Cross-sectional surveys
b) Longitudinal surveys
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Classifying Surveys by Degree ofStructure and Disguise
Structured Unstructured
Undisguised
(Direct)
Example: Typical
descriptive survey
with straightforward,structured questions.
Example: survey with
open-ended questions
to discover newanswers.
Disguised
(Indirect)
Example: survey
interview to measure
brand As image versuscompetitive brands or
brand recall (unaided
recall).
Example: projection
techniques used
mostly for exploratoryresearch.
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Temporal Classification of Survey Research
1. Cross-sectional studies: studies in whichvarious segments of a population are sampledand data collected at a single point in time.
2. Longitudinal studies: studies in which dataare collected at different points in time using:
a) successive (different) samples in a tracking study
or cohort study.
b) the same sample in a panel study (consumer
panels, retailer panels, etc).
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Usefulness of Longitudinal Surveys: Examining Brand
Switching (Number of families in panel purchasing each brand)
Brand Purchase During first timeperiod, t1
During secondtime period, t2
A 200 250
B 300 270
C 350 330
D 150 150
Total 1,000 1,000
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Usefulness of Longitudinal Surveys: Examining Brand Switching(Number offamilies in panel purchasing each brand)
During second time period, t2
BoughtA
BoughtB
BoughtC
BoughtD
Total
During
first
timeperiod,
t1
Bought
A175 25 0 0 200
Bought
B0 225 50 25 300
Bought
C0 0 280 70 350
Bought
D75 20 0 55 150
Total 250 270 330 150 1,000
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Usefulness of Longitudinal Surveys: Cohort Analysis of Consumption
Trends (Per Capita consumption of soft drinks by various age categories)
Age Per Capita consumption, 1979
20-29 48 gallons
30-39 42 gallons
40-49 35 gallons
50+ 24 gallons
Source: Joseph O. Rents. Fred D. Reynolds, and Roy G. Stout,
Analyzing Changing consumption patterns with cohort
analysis,Journal of marketing research, 20 (February 1983),
p. 12. published by the American Marketing Association.
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Usefulness of Longitudinal Surveys: Consumption of soft drinks by various age
cohorts (percentage consuming on a typical day)
Age 1950 1960 1969 1979
8-19 52.9 62.6 73.2 81.0
20-29 45.2 60.7 76.0 75.8 C8
30-39 33.9 46.6 67.7 71.4 C7
40-49 28.2 40.8 58.6 67.8 C6
50+ 18.1 28.8 50.0 51.9 C5
C1 C2 C3 C4C1cohort born prior to 1900 C5cohort born 19311940
C2cohort born 19011910 C6cohort born 19401949
C3cohort born 19111920 C7cohort born 19501959
C4cohort born 19211930 C8cohort born 19601969
Source: Joseph O. Rents. Fred D. Reynolds, and Roy G. Stout, Analyzing Changing
consumption patterns with cohort analysis,Journal of Marketing Research, 20
(February 1983), p. 12. published by the American Marketing Association.
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Total Error
Random
Sampling
Error
Systematic
Error (Bias)
Admin
Error
Respondent
Error
Non
Response
Error
Response
Bias
Sample
Selection
Error
Data
Process
Error
Interviewer
Error
Interviewer
Cheating
Deliberate
Falsification
Unconscious
misrepresent
ation
Acquiescence
bias
Extremity
Bias
Interviewer
bias
Auspices
bias
Social
desirability
bias
Errors in Survey Research
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Categories of Survey Errors
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Categories of Survey Error
1. Random Sampling ErrorStatistical fluctuation due to
chance variations in elements selected for the sample.2. Systematic (Non-Sampling) ErrorError resulting
from:
imperfections in the research design that leads torespondent error, or
mistakes in executing the research.
Often leads tosample biasthe tendency of sampleresults to deviate in one particular direction
1. Respondent ErrorSample biases that result from therespondent action (response bias) or inaction (non-response bias)
2. Administrative ErrorError caused by improperadministration (execution) of the research tasks
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Categories of Respondent Error
1. Nonresponse ErrorThe statistical difference between theresults of a survey in which the sample includes only thosewho responded (answered the questions) and a survey thatwould include those who failed to respond. Reasons include:(a) not-at-home, (b) refusal, or c) self-selection
2. Response biasBias that occurs when those who respond
tend to answer questions in a way that misrepresents the truthconsciously (deliberate falsification) or unconsciously(unconscious misrepresentation)
Reasons for Deliberate falsification Reasons for unconscious misrepre.
1. To appear intelligent 1. Question format or content
2. To conceal personal information 2. Interview situation3. To avoid embarrassment 3. Misunderstanding the question
4. To get rid of the interviewer 4. Forgetting exact details
5. To please the interviewer 5. Unexpected question
6. Inability to express feelings
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Categories of Response Bias
1. Acquiescence biastendency to agree with
everything the interviewer says
2. Extremity biastendency to use extremes when
responding to questions
3. Interviewer biastendency of interviewers presenceto affect respondents answers
4. Auspices biastendency for knowledge of who is
sponsoring the research to affect respondents
answers
5. Social desirability biastendency for respondents to
give socially acceptable answers rather than the truth
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Categories of Administrative Error
1. Sample Selection ErrorError caused by improper
sample design or sampling procedure
2. Interviewer ErrorErrors caused by interviewers
making mistakes when performing their tasks
3. Interviewer CheatingErrors caused byinterviewers filling in fake answers to questions or
falsifying entire questionnaires
4. Data Processing ErrorErrors caused by incorrect
data entry, computer programming, or other
procedural errors during data analysis
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