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Marketing Research. Aaker, Kumar, Day Ninth Edition Instructor’s Presentation Slides. Chapter Nine. Information from Respondents: Issues in Data Collection. Source:semanticstudios.com. Information From Surveys. Used to Capture a Wide Variety of Information: Attitude Decisions

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marketing research

Marketing Research

Aaker, Kumar, Day

Ninth Edition

Instructor’s Presentation Slides

chapter nine
Chapter Nine

Information from Respondents:

Issues in Data Collection

Source:semanticstudios.com

http://www.drvkumar.com/mr9/

information from surveys
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

http://www.drvkumar.com/mr9/

sources of survey error
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

http://www.drvkumar.com/mr9/

slide6

Sources of Error in Information from Respondent

Ambiguity of question

Interviewer error

Sample

Question Answer

POPULATION

RESPONDENT

INTERVIEWER

  • Inaccuracy in response
  • Inability to
  • formulate a
  • response
  • Unwillingness
  • to respond

Non-response due to refusals or not-at-home

Ambiguity of answer

Sampling error

http://www.drvkumar.com/mr9/

non response errors due to refusals
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)

http://www.drvkumar.com/mr9/

non response errors due to refusals cont
Non-response Errors Due to Refusals (Cont.)
  • Phenotypic Source
    • Characteristics of the data collection procedure
      • Question asked
      • How question is asked
      • Length of interview
  • Genotypic Source
    • Indigenous characteristics of the respondents
      • Age
      • Sex
      • Occupation

http://www.drvkumar.com/mr9/

inaccuracy in response
Inaccuracy in Response
  • Inability to respond
  • Telescoping
  • Averaging
  • Omission
  • Cannot formulate an adequate answer

Some of these problems can be solved by:

  • Aided-recall techniques

http://www.drvkumar.com/mr9/

unwillingness to respond accurately
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

http://www.drvkumar.com/mr9/

interviewer error
Interviewer Error

This Depends On:

  • Respondent’s Impression of the Interviewer
  • Questioning, Probing, and Recording
  • Fraud and Deceit

Solved by:

  • Improving Interviewer Quality

http://www.drvkumar.com/mr9/

methods of data collection
Methods of Data Collection
  • Personal Interview
  • Telephone Interview
  • Mail Survey
  • Fax Survey
  • E-mail Survey
  • Web-based Survey

http://www.drvkumar.com/mr9/

factors affecting the choice of a survey method
Factors Affecting the Choice of a Survey Method
  • Sampling
  • Type of Population
  • Question Form
  • Question Content
  • Response Rate
  • Costs
  • Available Facilities
  • Duration of Data Collection

http://www.drvkumar.com/mr9/

ethical issues in data collection
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

http://www.drvkumar.com/mr9/

ethical issues in data collection contd
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
  • Not mentioning that a follow-up interview will be made
  • Using projective tests and unobtrusive measures to circumvent the need for a respondent’s consent
  • Using hidden tape recorders

http://www.drvkumar.com/mr9/

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