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Survey Research
Survey Research
SURVEY RESEARCH
OBSERVATION
Chapter - 6
COMMUNICATION
Method of
Administration
Personal
Degree of
Directness
Direct
Degree of
Structure
Telephone
Basit Afzal
ADVANTAGES
Versatility
Speed
Cost
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Structured
D
I
R
E
C
T
Survey
questionnaire
I
N
D
I
R
E
CT
Performance of
Objective Task
Techniques
Unstructured
Focus Group
Depth Interview
Thematic apperception
Cartoon Completion
Word association
Sentence Completion
Survey Research
Survey Research ...
Objectives:
Most survey research studies attempt to identify
and explain a particular marketing activity.
Marketing surveys typically have multiple
objectives.
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Demographic / Socioeconomic
Characteristics
Attitudes / Opinions
Awareness / Knowledge
Intensions
Motivation
Behavior
ATTITUDE
OPINION
Survey Research
Future
10
Advantages
Broad coverage of the respondent population
Can be employed in virtually any setting
Can obtain virtually any kind of information
Disadvantages
Only limited information can be obtained from
each respondent
Might not be as objective as observation
/recording methods
11
State of Mind
Behavior
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Advantages
Direct interaction
Clarity and display of
exhibits
Better quality and
quantity of data
Higher response rate
No sequence bias
Identifying respondents
Unstructured
Disadvantages
High cost
Longer time
Interviewer bias
Anonymity not
maintained
Interviewer cheating
Time bias exists
Field control needed
14
Telephone Interview
15
Advantages
Disadvantages
Faster Results
No exhibits
Inexpensive
Long interview not
Better geographical
possible
coverage
Inability to make
Irresistibility
judgment
Reaching hard-to Answering machines
reach people
and caller
Timing: early or late
identification device
OK
Sampling problem
Privacy and better
Obsolete directory:
control
poor sampling frame
Coincidental data:
immediate feedback.
16
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A questionnaire
[also called research instrument]
Advantages
Disadvantages
Wide geographical
coverage
Providing thoughtfu
answers
Ability to ask
sensitive questions
No interviewer bias
Inexpensive
Better control
Anonymity
Clarity
Information Collection
Sampling Quality
Time
Cost
Response Rate
Respondents Convenience
1: Best
5: Worst
P: Personal
I: Intercept
T: Telephone
M: Mail
W: Web
20
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Increase Crimes
Invasion in Privacy
Hostility towards Interviewer or Sponsor or subject
Curiosity
21
Phenotypic / Genotypic
22