Essentials of Marketing Research (Second

Edition)

Kumar, Aaker & Day

Instructor’s Presentation Slides

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 Chapter Eight

Information from Respondents:

Issues in Data Collection

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 Information From Surveys
Used to Capture a Wide Variety of Information
 Attitude
 Decisions
 Focus on process and not the results
 Measuring the relationship between actions & needs, desires,
preferences, motives and goals

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 Sources of error in information from
respondents
Ambiguity of Interviewer
question (see error
chapter 11)

Sample
POPULATION RESPONDENT Questio INTERVIEWER
n
Answer

Non Response
due to refusal or Inaccuracy in response Ambiguity of
not at home answer
• Inability to formulate
a response

Sampling error • Unwillingness to

(see Chapter 13) respond
Essentials of Marketing Research, Second Edition Kumar,
Aaker & Day
 Sources of Survey Error
The Results Will Be Meaningful If
 Population has been defined correctly
 Sample is representative of the population
 Respondents selected are able and willing to cooperate
 Questions are understood by the respondents
 Respondents have the knowledge, opinions, attitudes, or
facts required
 Interviewer correctly understands and records the response

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 Non-response Errors Due to Refusals
Refusals Could Occur Due to
 Nature of questions and place
 Subject of no interest to the respondent
 Fear
 Invasion of privacy
 Hostility towards sponsor
 Personal bias
 Characteristics of the data collection procedure (e.g., Presidential
polls)

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 Inaccuracy in Response

 Inability to respond
 Time lag between question asked and when it is answered

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 Unwillingness to Respond Accurately
This Could Arise Due to the Following Reasons
 Concern about invasion of privacy

 Time pressure and fatigue

 Prestige seeking and social desirability response bias

 Courtesy bias

 Uninformed response bias

 Response style

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 Interviewer Error
This Depends On
 Attitude of the interviewer
 Training to question, probe, and record
 Fraud and deceit

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 Methods of Data Collection

 Personal Interview
 Telephone Interview
 Mail Survey
 Fax Survey
 E-mail Survey
 Web-based Survey

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 Basic Survey Methods

 Personal Interview
 Telephone Interview
 Mail Survey

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 Personal Interviews

There Are Four Entities Involved

 Researcher
 Interviewer
 Interviewee
 The Interview Environment

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 Personal Interviews

Types
 Door to Door Interviewing
 Executive Interviewing
 Mall Intercept Surveys
 Purchase Intercept
Technique (PIT)
 Omnibus Surveys

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 Personal Interviews (Contd.)
Methods
 Door to Door Interviewing
 Executive Interviewing
 Mall Intercept Surveys
 Self Administered Interviews
 Purchase Intercept Technique (PIT)
 Omnibus Surveys

Essentials of Marketing Research, Second Edition Kumar,

Aaker & 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
Essentials of Marketing Research, Second Edition Kumar,
Aaker & Day
 Personal Interviews (Contd.)

Disadvantages
 Bias of Interviewer
 Response Bias
 Embarrassing/personal questions
 Time Requirements
 Cost Per Completed Interview Is High

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 Telephone Interviewing
The Important Aspects of Telephone Interviewing Are
 Selecting telephone numbers


Pre specified list

A directory
 Random dialing procedure

 Random digit dialing

 Systematic random digit dialing (SRDD)

 The introduction

 When to call

 Call reports

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 Unlisted Phone Numbers in the US

19. El Paso, TX
15. Portland, OR
6. San Diego, CA
5. San Jose, CA
4. Los Angeles, CA
3. Fresno, CA
2. Oakland, Ca
1. Sacramento, CA

0 20 40 60 80
% unlisted telephones

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 Telephone Interviewing (Contd.)
Advantages
 Central location, under supervision, at own hours
 More interviews can be conducted in a given time
Traveling 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
Essentials of Marketing Research, Second Edition Kumar,
Aaker & 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

Essentials of Marketing Research, Second Edition Kumar,

Aaker & 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

Essentials of Marketing Research, Second Edition Kumar,

Aaker & 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

Essentials of Marketing Research, Second Edition Kumar,

Aaker & 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

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 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

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 Factors Affecting the Choice of a Survey
Method
 Sampling
 Type of Population
 Question Form
 Question Content
 Response Rate
 Costs
 Available Facilities
 Length of Data Collection
Essentials of Marketing Research, Second Edition Kumar,
Aaker & 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

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 Combination of Survey Methods
 The Telephone Pre-notification Approach
 The Lockbox Approach
 The Drop-off Approach

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 Trends in Survey Methods
 Computer Interactive Interviewing
 Fax Surveys
 Electronic Mail Surveys

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 Comparative Evaluation
 Door-to door Mall Phone Mail
 Diversity of questions    
 Use of physical stimuli    
 Sample control    
 Field force control    
 Quantity of data per interview    
 Perceived anonymity    
 Potential for interviewer bias    
 Speed    
 Cost    

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 Internet Marketing Research
 Primary Data
 E-Mail surveys

 Online focus groups

 Online questionnaires

 Online experiments

 Online panel

 Discussion groups

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 The Power of E-Mail

Send out questionnaires via electronic mail and

receive responses via electronic mail

 No per-item charge
 Written trail of communication
 No intrusion
 Time to intelligently compose
 Instantaneous reach

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
Date: Thu, 12 Dec 1996 09:35:00 -0700
From: "Paul R. Messinger" <Paul.Messinger@UAlberta.CA>
Subject: Marketing College Values Your Opinion!
To: mktg@gpu.srv.ualberta.ca

The College on Marketing business meeting at the Fall INFORMS Conference in Atlanta voted to try a QUICK e-mail survey on two questions. Please take
a moment to answer.

1. What are your preferences regarding the timing of the Spring Marketing Science Conference?
Prefer Wouldn't Attend
a. Conference held in March __________ _______________
b. Conference held in May/June __________ _______________
c. Held Outside U.S. & Canada Every 3 Years __________ _______________
d. Held Outside U.S. & Canada Every 4 Years __________ _______________

2. Unlike the Spring Conference, where attendence has never been larger, participation in the Marketing Track at the Fall INFORMS Conference has
diminished in the last several years. Do you favor repositioning the Marketing Track at the Fall INFORMS conference somehow (e.g., as a specialized
mini-conference), leaving the Track as is, or abolishing the Track altogether? Please answer in no more than two sentences.
___________________________________________________________________________
___________________________________________________________________________

Happy Holidays! Ho Ho!

*******************************************************
Paul R. Messinger 403-492-3954; fax 403-492-3325
Department of Marketing; Faculty of Business; Univ. of Alberta Edmonton AB T6G 2R6; Canada

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 E-Mail Survey
Pro’s
 Greater speed of delivering and receiving

 Tremendous cost savings over regular mail

 No intermediaries - usually read only by recipient

 Asynchronous communication

Con’s
 Not completely confidential

 Limited to actual E-Mail users

 Creative Impulses (e.g. re-write scales)

 Typographical issues: ñ ¿

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 Advantages of On-line Surveys
 Extremely cost efficient
 High-speed
 No geographic boundaries
 Pre-screening of respondents possible
 Multimedia stimuli
 Automatic data entry check
 Sophisticated skip and branching patterns
 Instantaneous data access
 Easy to update
Essentials of Marketing Research, Second Edition Kumar,
Aaker & Day
 Limitations of On-line Surveys
 Only Internet demographics
(strong sample bias)
 Strong selection bias for respondents who are not pre-
screened
 User identity not ensured
 Users must find site

Essentials of Marketing Research, Second Edition Kumar,

Aaker & 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

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 Ethical Issues in Data Collection
Misrepresentation of Data Collection Process Stems From
 Representation of a marketing activity other than research as research
 Abuse of respondents rights during the data collection process, under
the rationale of providing better quality research. E.G.,

Use of survey for selling purposes
 Use of survey to obtain names and addresses

of prospects for direct marketing

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 Ethical Issues in Data Collection (Contd.)
The Rights of the Respondents Can Be Violated By
 Disguising the purpose of a particular measurement
 Deceiving the prospective respondent as to the true
duration of the interview
 Misrepresenting the compensation in order to gain
cooperation

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day
 Ethical Issues in Data Collection (Contd.)

The Rights of the Respondents Can Be Violated By

 Not mentioning to the respondent that a follow up interview will be
made
 Using projective tests and unobtrusive measures to circumvent the
need for a respondents consent
 Using hidden tape recorders
 Not debriefing the respondent
 Conducting simulated product tests in which identical product is tried
by respondent except for variations in color

Essentials of Marketing Research, Second Edition Kumar,

Aaker & Day