Marketing Research

Aaker, Kumar, Day

Ninth Edition
Instructors Presentation Slides

Chapter Nine
Information from Respondents:
Issues in Data Collection

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Marketing Research 10th Edition

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

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Marketing Research 10th Edition

Sources of Survey Error

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Marketing Research 10th Edition

Sources of Error in
Information from Respondent
Ambiguity of
question

Sample
POPULATION

RESPONDENT

Question
Answer

Inaccuracy in
response
Non-response
Inability to
due to refusals or
formulate a
not-at-home
response
Unwillingness
Sampling error
to respond

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Interviewer
error

INTERVIEWER

Ambiguity of
answer

Marketing Research 10th Edition

Non-response Errors Due to Refusals

Refusals could also occur due to:

Nature of questions and place

Subject of no interest to the respondent
Fear
Invasion of privacy

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Hostility towards sponsor

Personal bias
Characteristics of the data collection
procedure (e.g., Presidential polls)
Marketing Research 10th Edition

Inaccuracy in Response

Some of these problems can be solved by Aided-recall techniques

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Marketing Research 10th Edition

Unwillingness to Respond Accurately

Due to:

Concern about invasion of privacy

Time pressure and fatigue
Prestige seeking and social desirability response bias
Courtesy bias
Uninformed response bias
Response style

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Marketing Research 10th Edition

Interviewer Error

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Marketing
Research 9th
Edition
Aaker,
Kumar, Day

This Depends On:

Respondents Impression of the Interviewer
Questioning, Probing, and Recording
Fraud and Deceit
Solved by:
Improving Interviewer Quality

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Marketing Research 10th Edition

10

Methods of Data Collection

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Marketing
Research 9th
Edition
Aaker,
Kumar, Day

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

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Marketing Research 10th Edition

11

Factors Affecting the Choice of a Survey Method

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Marketing
Research 9th
Edition
Aaker,
Kumar, Day

Sampling
Type of Population
Question Form
Question Content
Response Rate
Costs
Available Facilities
Duration of Data Collection
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Marketing Research 10th Edition

12

Ethical Issues in Data Collection

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Marketing
Research 9th
Edition
Aaker,
Kumar, Day

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
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Marketing Research 10th Edition

13

Ethical Issues in Data Collection

(Contd.)
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Marketing
Research 9th
Edition
Aaker,
Kumar, Day

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
Not mentioning 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

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Marketing Research 10th Edition