files 2-lectures ch 08 overview of survey research

7/29/2019 Files 2-Lectures Ch 08 Overview of Survey Research

1/19

Overview of Survey Research


2/19

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


3/19

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


4/19

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:


5/19

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


6/19

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.


7/19

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


8/19

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.


9/19

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).


10/19

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


11/19

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


12/19

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.


13/19

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



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.


14/19

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


15/19

Categories of Survey Errors


16/19

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


17/19

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


18/19

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


19/19

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

files 2-lectures ch 08 overview of survey research

Documents