Lecture Marketing research - Chapter 5: Survey research: The profound impact of the internet

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Upon completion of this lesson, the successful participant will be able: To understand the reasons for the popularity of survey research, to learn the types of error in survey research, to learn about the types of surveys, to understand the advantages and disadvantage of online surveys,... Inviting you refer.

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Nội dung Text: Lecture Marketing research - Chapter 5: Survey research: The profound impact of the internet

Learning Objectives CHAPTER Five Survey Research: The Profound Impact of the Internet Copyright © 2004 John Wiley & Sons, Inc.
Learning Objectives Learning Objectives 1. To understand the reasons for the popularity of survey research. 2. To learn the types of error in survey research. 3. To learn about the types of surveys. 4. To understand the advantages and disadvantage of online surveys.
Learning Objectives Learning Objectives 5. To gain insight into the ways online surveys can be conducted. 6. To learn about recruiting sources for online surveys. 7. To recognize the special issues that arise in designing online questionnaires. 8. To gain insight into the factors that determine the choice of particular survey methods.
Learning Objectives Popularity of Surveys To understand the reasons for the popularity of surveys. Reasons for Collecting Primary Data by Survey Research 1. The need to know why To understand why people do or do not do something? 2. The need to know how To understand the process consumers go through before taking action 3. The need to know who To know who the person is from a demographic or lifestyle perspective
Table 5.1 Learning Objectives Types of Survey Error Total survey error Systematic error Random sampling error Sample Measuremen design t error error Surrogate Processin informatio g error Selection Frame n error error error Interviewe Response r error error Population
Learning Objectives Types Of Error To learn about the types of error in survey research. Sampling Error (Bias) • Random: chance variation • The difference between the sample value and the true value of the population mean Systematic Error (Bias) • Mistakes in the research design • Flaws in the execution of the sample design Frame error: using an incomplete or inaccurate sampling frame
Learning Objectives Types Of Error To learn about the types of error in survey research. Population Specification Error • an incorrect definition of the population Selection Error • sampling procedures are incomplete Measurement Error Variation between the true value and the information actually obtained
Learning Objectives Types Of Error To learn about the types of error in survey research. Surrogate Information Error A discrepancy between the information actually required and the information being sought by the researcher Interviewer Error Interactions between the interviewer and respondent may influence answers Measurement Instrument Bias Problems with the measurement instrument or questionnaire
Learning Objectives Types Of Error To learn about the types of error in survey research. Processing Error Mistakes when entering information from the survey documents Nonresponse Bias Are those who did respond different from those who did not respond? Response Bias A tendency for people to answer a particular question in a certain way • deliberate falsification • unconscious misrepresentation
Learning Objectives Types Of Surveys To learn about the types of surveys. Door-to-Door Interview • Interviewer completes survey in respondent’s home Executive Interviewing • Interview industrial product user Mall Intercept • Shoppers intercepted in public areas
Learning Objectives Types Of Surveys To learn about the types of surveys. • Telephone Interviewing – Advantages – Disadvantages – Central-Location Telephone Interviewing – Conducted from a facility • Completely Automated Telephone Surveys – Use interactive voice response (IVR) technology reads the questions and keys responses – Open-ended responses are recorded on tape – Outbound CATS – InBound CATS
Learning Objectives Types Of Surveys To describe the types of surveys. • Self-Administered Questionnaires – Filled out by respondents with no interviewer present – Advantages – Disadvantages – Point-of-service Touch Screen • Kiosks with touch screen monitors • Mail Surveys – Ad Hoc (one-shot) • Mail Panels – Precontracted and Prescreened – Longitudinal Study – Gratuities – Higher response rate
Learning Objectives Survey Research To understand the advantages and disadvantages of online surveys on the Internet Advantages of Online Surveys • Rapid Deployment, Real Time Reporting • Dramatically Reduced Costs • Readily Personalized • High response rates • Contact the Hard-to-Reach • Simplified and Enhanced Panel Management • Profitability for Research Firms
Learning Objectives Survey Research To understand the advantages and disadvantages of online surveys. On the Internet Disadvantages of Online Surveys • Internet users are not representative of the population as a whole • Security and privacy on the Internet • Unrestricted Internet sample
Learning Objectives Methods of Conducting To gain insight into the ways online Internet Surveys surveys can be conducted. E-mail Questionnaires • Like an e-mail message Converted CATA Systems • Software translates questionnaires for distribution over the Web. Web Survey Systems • Software for Web questionnaire construction and delivery
Learning Objectives Methods of Conducting To gain insight into the ways online Internet Surveys surveys can be conducted. Bulletin Boards • Invite people to a specific Web site where a discussion topic is posted Downloadable Surveys • Surveys are downloaded from the Web and then run on previously installed software provided by the researcher Survey Design Web Sites • Allows the research to design a survey online without loading design software
Learning Objectives The Internet Has Changed To understand the advantages and disadvantages of online surveys. Survey Research Internet Samples Screened Internet Samples • Adjust for unrepresentitiveness of the self-selected respondents • Use a branching or skip pattern Recruited Internet Samples • To target populations in surveys that require more control of the sample
Learning Objectives Methods of Conducting To learn about recruiting sources for Internet Surveys online surveys. Recruiting Sources for Online Surveys • Recruited Panels • Opt-in List Rental • Opt-in Panels Random Web Site Intercepts Web Data Capture of Visitors Creating Internet Questionnaires • Use a survey design Web site • Make it easy
Learning Objectives Methods of Conducting To recognize the special issues that arise in designing online Internet Surveys questionnaires. The Interactive Marketing Research Organization (IMRO) • A confederation of world leaders in interactive marketing research • Representatives from 13 Internet marketing suppliers •Modalis Research Technologies •Greenfield Online •Market Facts • Will discuss spamming and misuse
Learning Objectives The Choice of Particular To gain insight into the factors that Survey Methods determine the choice of survey methods. Sampling Precision Budget Available Requirements for Respondents Reaction Quality of Data Required Length of Questionnaire Incidence Rate Structure of the Questionnaire Time Available to Complete the Survey