Market Reaserch Chapter 7 - Survey Reaserch

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Respondents

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People who verbally answer an interviewer's question or provide answers to written questions

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Survey

Back 2

A Method of collecting primary data based on communication questions and answers with a representative sample of respondents

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Sample survey

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a formal term for a survey - a snapshot at a given point in time

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Survey Objectives

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Attempt to describe what is happening, what people believe, what tehy are like, or to learn the reasons for ap articular marketing activity. Can be both quanitiative and quantitative. Survey reaserch is descriptive reaserch as it identifies characteristics of target markets, measures consumer attitudes and describes consumer purchasing patterns

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Survey Advantages

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Quick
Inexpensive
Efficient
Accurate

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Survey Disadvantages

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Potential problems --- poor design and improper execution

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Random Sampling Error

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A statistical fluctuation that occurs because of chance variation in the elements selected for a sample

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Systematic Error

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Error resulting from some imperfect aspect of research design that causes respondent error or from a mistake in the execution of the research

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Sample Bias

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A persistent tenancy for the results of a sample to deviate in one direction from the true value of the population paramater

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Respondent Error

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A category of sample bias resulting from some respondent action or inaction such as nonresponse or response bias

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response error

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a category of sample bias resulting from some respondent action or inaction such as non response or response bias

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Non-response error

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the statistical differences between a survey that includes only those who responded and a perfect survey that would also include those who failed to respond

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Nonrespondents

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People who are not contacted or who refuse in the reaserch.

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No Contacts:

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People who are not at home or who are otherwise inaccessible on the first and second contact

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Refusals:

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People who are unwilling to participate in a research project

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Self-Selection Bias

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A bias that occurs because people who feel strongly about a subject are more likely to respond to survey questions than people who feel indifferent about it

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Reasons for Deliberate Falsification:

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To appear intelligent
To Conceal personal information
To Avoid Embarrassment
Average person hypothesis

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Average Person Hypothesis

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Individuals may prefer to be viewed as average, so they alter their responses to conform more closely to their perception of the average person

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Unconscious Misrepresentation

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When a respondent is conciously tring to be truthful and cooperative, response bias can arise from the question format, the question content, or some other stimulus that affects their response to a question

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Sources of Misrepresentation

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Misunderstanding the qeustion
Unable to recall details
Unprepared response to an unexpected question
After event underroprting

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Acquiescence Bias

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a tendency to agree with all or most questions. Most prominent in new product research.

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Extremity Bias

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The tendency of some individuals to use extremes

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Interviewer Bias

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The presence of the interviewer influences respndents' answers

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Social Desirability Bias

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Bias in responses caused by respondent's desire, either to gain prestige or appear in a different social role

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Social Desirability Bias

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Bias in responses caused by respondent's desire, either to gain prestige or appear in a different social role

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Administrative Error

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An error caused by the improper administration or execution of the research task. Includes data processing error, sample selection error, interviewer error and interviewer cheating

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Data Processing Error

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Incorrect data entry, incorrect programming, or other procedural errors during data analysis

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Sample Selection Error

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Improper Sample Design or Sampling procedure execution

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Interviewer Error:

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Mistakes made by interviewers failing to record survey responses correctly.

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Selective Perception

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Part of Interviewer Error. Causes interviewers to mis-record data that does not support their own attitudes and opinions

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Interviewer Cheating

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Filling fake answers or falsifying questionnaires by an interviewer

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Curb Stoning

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Interviewers filling in responses for respondents that do not actually exist

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Structured Quesiton:

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Imposes a limit on the number of allowable responses

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Undisguised (Direct) Questions

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Assume the respondent is willing to answer

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Disguised (Indirect) Questions

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Assume the purpose of the study must be hidden from the respondent

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Temporal Classification

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Classification of the length of time a survey is taken over. Includes Cross Sectional and Longitudinal

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Cross Sectional Study

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Various segments of a population are sampled and data are collected at a single moment in time

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Longitudinal Study

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Respondents are questioned at multiple points in time, thus allowing analysis of response continuity and changes over time

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Tracking Study:

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Uses successive samples to compare trends and identify changes in variables such as consumer satisfaction, brand image, or advertising awareness

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Consumer Panel

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A survey of the sample of individuals or households to record (in a diary) their attitudes, behaviors or purchasing habits over time