Survey data collection methods

Marketing Research
Chapter 8.
Survey data collection methods – step 6.

Marketing Research
Chapter 8.
Survey data collection methods
Advantages of Surveys
Standardization
Ease of administration
Suitability to tabulation and statistical analysis
Sensitivity to subgroup differences

Marketing Research
Chapter 8.
Survey data collection methods
There are 3 major ways to collect information from respondents:
Have a person ask the questions, either face-to-face or voice-to-voice without any assistance from a computer
Have a computer assist or direct the questioning
Allow respondents to fill out the questionnaire themselves, without computer assistance

Marketing Research
Chapter 8.
Survey data collection methods
1. Person-administered surveys (without computer assistance)

Marketing Research
Chapter 8.
Survey data collection methods
2. Computer-administered surveys

Marketing Research
Chapter 8.
Survey data collection methods
3. Self-administered surveys

Marketing Research
Chapter 8.
Survey data collection methods
Discussion question:
What aspects of computer-administered surveys make them attractive to marketing researchers?

Marketing Research
Chapter 8.
Survey data collection methods
Descriptions of representative data collection models

Marketing Research
Chapter 8.
Survey data collection methods
Person-administered interviews
1.1 In-home interviews – are conducted in the security and comfort of respondents’ homes.
1.2 Mall-intercept interviews – are conducted in large shopping malls, and they are less expensive per interview then are in-home interviews.

1.3 In-office interviews – for B2B market.
1.4 Telephone interview
Traditional Central location
telephone telephone
interviewing interviewing
Marketing Research
Chapter 8.
Survey data collection methods

2. Computer-Administered Interviews
2.1 Computer-Assisted Telephone interview (CATI)
2.2 Fully computerized interview - eliminates the need for a human interviewer
2.3 Online Interviews
Marketing Research
Chapter 8.
Survey data collection methods

Marketing Research
Chapter 8.
Survey data collection methods
Online data collection methods have significant advantages, but they have some drawbacks too

Marketing Research
Chapter 8.
Survey data collection methods
3. Self-administered surveys
3.1 Group self-administered survey – entails administering a questionnaire to respondents in group, rather than individually, for convenience or to gain certain economies.
3.2 Drop-off survey
3.3 Mail survey – the questions are mailed to prospective respondents who are asked to fill them out and return them to the researcher by mail.

Marketing Research
Chapter 8.
Survey data collection methods
2 major problems are related with mail survey:
Nonresponse
Self-selection bias – means respondents who return surveys by mail may differ from the original sample
!

Marketing Research
Chapter 8.
Survey data collection methods
Researchers have tried various tactics to increase the response rate.

Marketing Research
Chapter 8.
Survey data collection methods
Choice of a particular survey method
Each data collection method has unique advantages, disadvantages and special features.
In selecting a data collection mode, the researcher balances quality against cost and time

Marketing Research
Chapter 8.
Survey data collection methods
The survey data collection time horizon
A short deadline may dictate which data collection method to use.
By their very nature, some survey data collection methods take longer than others.
The survey data collection budget
Budget constraints may disallow consideration of the more expensive data collection methods.

Marketing Research
Chapter 8.
Survey data collection methods
Special considerations
May be task such card sorting
Examining an ad portfolio
May be great many questions
Children have short attention spans
Elderly consumers have difficulty with written instructions
Recent immigrants may have language barriers
Internet shoppers may rarely visit a shopping mall

Marketing Research
Chapter 8.
Survey data collection methods
Quality, time and budget are usually combined in the objective,
“ What data collection method will generate the most complete and generalizable information within the time horizon and without exceeding the allowable expenditure for data collection”.