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Marketing Research

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

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  1. Marketing Research Aaker, Kumar, Day Ninth Edition Instructor’s Presentation Slides

  2. Chapter Nine Information from Respondents: Issues in Data Collection Source:semanticstudios.com http://www.drvkumar.com/mr9/

  3. 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/

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

  5. 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/

  6. 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/

  7. 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/

  8. 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/

  9. 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/

  10. 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/

  11. 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/

  12. Methods of Data Collection • Personal Interview • Telephone Interview • Mail Survey • Fax Survey • E-mail Survey • Web-based Survey http://www.drvkumar.com/mr9/

  13. 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/

  14. 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/

  15. 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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