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Marketing Research

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  1. Marketing Research Aaker, Kumar, Day, and Leone Tenth Edition Instructor’s Presentation Slides

  2. Chapter Ten Information from Respondents: Survey Methods Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  3. Basic Survey Methods Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  4. Personal Interviewing Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  5. Door to Door Interviewing • Executive Interviewing • Mall Intercept Surveys • Self-Administered Interviews • Purchase Intercept Technique (PIT) • Omnibus Surveys Personal Interview Methods Marketing Research 10th Edition http://www.drvkumar.com/mr10/


  6. Personal Interviews (Contd.) Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  7. Personal Interviews (Contd.) Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  8. Comparative Indices of Direct Costs per Completed Interview* *Includes travel and telephone charges, interviewer compensation, training, and direct supervision expenses Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  9. Selecting telephone numbers • Pre-specified list • A directory • Random dialing procedure • Random digit dialing • Systematic random digit dialing (SRDD) • Plus-one dialing Telephone Interviewing Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  10. Telephone Interviewing (Contd.) Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  11. Telephone Interviewing (Contd.) Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  12. Requires a broad identification of the individuals to be sampled before data collection begins Some Decisions That Need to Be Taken Are: • Type of Return Envelope • Postage • Method of Addressing • Cover Letter • The Questionnaire Length, Layout, Color, Format etc • Method of Notification • Incentive to Be Given Mail Surveys Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  13. Mail Surveys (Contd.) Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  14. Mail Surveys (Contd.) Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  15. Perceived amount of work required, length of the questionnaire and ease of completion • Intrinsic interest in the topic • Characteristics of the sample • Credibility of the sponsoring organization • Level of induced motivation Factors Affecting the Response Rate Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  16. To achieve high response rate: • Include monetary incentive • Send a follow-up letter • Include return envelope Alternatives: • Mail Panels • Fax Surveys • Web surveys Coping with Non-response to Mail Surveys Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  17. Response Rate Chart Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  18. Combination of Survey Methods Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  19. Personal Interviewing Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  20. Personal Interviewing (contd.) Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  21. Telephone Interviewing Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  22. Telephone Interviewing Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  23. Self-Administration Surveys Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  24. Mail Procedures Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  25. Drop-off Questionnaire Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  26. Fax Surveys Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  27. Computer-Assisted Personal Interviewing • Computer-Assisted Self-interviewing • Fully Automated Self-interviewing • Computer-Assisted Telephone Interviewing (CATI) • Computer Discs by Mail • Electronic Mail Survey • Computer-generated Fax Survey Trends in Survey Research Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  28. Surveys in the International Context Marketing Research 10th Edition http://www.drvkumar.com/mr10/