TUTORIAL 4 (CHAPTER 5)

1. Discuss some of the major advantages of online surveys.

● Less expensive per respondent than other survey methods. There is no cost of copying

surveys or buying postage, and no interviewer cost. Surveys are self-administered, and no

coding is necessary. Thus, the results are ready for statistical analysis almost immediately

● Collects data from hard-to-reach samples. Some market research firms maintain large

panels of respondents that can be used to identify specific targets, for example, allergy

sufferers, or doctors. Access to hard-to-reach samples is also possible through

community, blog, or social networking sites dedicated to specific demographic or interest

groups

● The ability to randomize the order of questions within a group, so that the effects of

question order on responses are removed.

● Missing data can be eliminated. Whenever respondents skip questions, they are

prompted to answer them before they can move to the next screen.

● Improved graphic capabilities. Scaling methods that previously were difficult to use are

much easier in an online format. Words that might describe the respondent’s personality,

a brand, a product, or a retailer can be animated to move from left to right, with the

respondent clicking on the appropriate words. Pictures and videos can be used, so that

full color 3D pictures and videos of store interiors, products, ads, or movie reviews can

be shown in the context of online surveys. Graphic improvements to survey design can

make tasks more realistic and more engaging for respondents although online survey

designers must carefully test the graphics to ensure they do not bias responses or add

unnecessary complexity

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 ● Companies can survey customers using email. Companies may survey their own

customers using their existing email lists to send out invitations to participate in surveys.

2. What are the main objectives of test marketing?

Test marketing, often referred to as a controlled field experiment, has three broad

applications in marketing research.

● First, test marketing has long been used to pilot test new product introductions or

product modifications. This approach tests a product on a small-scale basis with

realistic market conditions to determine if the product is likely to be successful in

a national launch.

● Second, test marketing is used to explore different options of marketing mix

elements. Different marketing plans, using different variations of marketing mix

elements are tested and evaluated relative to the likely success of a particular

product.

● Third, product weaknesses or strengths, or inconsistencies in the marketing

strategies are frequently examined in test marketing.

In sum, the main objectives of test marketing are to predict sales, identify possible

customer reactions, and anticipate adverse consequences of marketing programs. Test

marketing measures the sales potential of a product or service and evaluates variables in

the marketing mix.

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 3. Explain the causal research design.

● Causal research can be defined as a research method that is used to determine the cause

and effect relationship between two or more variables.

● It is also known as explanatory research.

● The concept of causality between independent variables (X) and one dependent

variable (Y) and stated: “If X, then Y”. A variation in an independent variable is

observed, which is assumed to be causing changes in the dependent variable. The changes

in the independent variable are measured due to the variation taking place in the

dependent variable.

● It requires data to be collected using the experimental designs. For example, in an

experiment, the researchers manipulate independent variables and measure the effect on a

dependent variable, controlling other variables.

● The questions examining the causal relationship are framed with the focus being on the

specific impact one variable causes on another variable.

● Examples of causal research :

To check the performance or effectiveness of a new advertising campaign to decide

whether to continue it or not.

4. Discuss the types of errors in surveys.

● Sampling error. Difference between the findings based on the sample and the true values

for a population. However, it can be reduced by increasing the sample size and using

appropriate sampling methods (if increasing too much will lead to a bias result).

● Nonsampling error. Error occurs in survey design which is not related to sampling.

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 ○ Respondent error. Occurs when respondents cannot be reached, are unwilling to

participate or respond untruthfully.

○ Measurement or Questionnaire design error. Errors in the survey observations

that may be caused by interviewers, respondents, data processors, and other

survey personnel. The causes of measurement errors are poor questions or

questionnaire design, inadequate personal training or supervision, and insufficient

quality control.

○ Incorrect problem definition. Refers to the problem being identified wrongly.

○ Project administration error. There are potentially countless errors that can

affect the project, cause inaccurate data, and in some cases, cause the project to

fail completely. For example, assigning the wrong person to manage the project,

who lacks experience can expect the possibility of failure for the project.

5. Discuss the different types of survey methods.

Type of Survey Method Description

Data collection techniques that require the

1. Person-Administered
presence of a trained human interviewer
who asks questions and records the
subject’s answers

In-home Interview An interview takes place in the

respondent’s home or, in special situations,
within the respondent’s work environment

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 (in-office).

Mall-intercept Interview Shopping patrons are stopped and asked for

feedback during their visit to a shopping
mall.

Question-and-answer exchanges that are

2. Telephone-Administered
conducted via telephone technology

Traditional telephone interview An interview takes place over the

telephone. Interviews may be conducted
from a central telephone location or the
interviewer’s home.

Computer-assisted telephone interview A computer is used to assist in a telephone

(CATI) interview.

Wireless phone surveys (mobile phone Wireless phones are used to collect data.
surveys) The surveys may be text-based or web-
based

A data collection technique in which the

3. Self-Administered
respondent reads the survey questions and
records his or her own answers without the
presence of a trained interviewer.

Mail survey Questionnaires are distributed to and

returned from respondents via the postal
service or overnight delivery.

Online surveys The Internet is used to ask questions and

record responses from respondents

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 Mail panel survey Surveys are mailed to a representative
sample of individuals who have agreed in
advance to participate.

Drop-off survey Questionnaires are left with the respondent

to be completed at a later time. The surveys
may be picked up by the researcher or
returned via mail.

GROUP PRESENTATION
Each group is required to conduct a presentation on the conceptual model of your group
assignment.

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