Hofacker Exam 2 Chapter 9 Surveys The workhorse of marketing research Versatile and adaptable to various markets and research objectives Very useful to make marketing decision better Cons hard to capture price Captures a lot of data at one time o o o o o Knowledge Attitudes Behavior Preference Classification Variables ex Demographics age sex income etc Necessary Preconditions for a Successful Survey Population defined correctly Representative sample chosen Respondents are willing and able to respond Respondents understand the questions Respondents have the requisite information Interviewer understands and records the answers correctly Sources of Error from Surveys Nonresponse due to refusal Fear of consequences Invasion of privacy o o o Anxiety about the subject Inability to respond o o o Ignorance don t know Forgetting can t recall Lack of access can t articulate answer don t know why they do it so they make up an answer Unwillingness to respond Privacy concerns will distort answer such as income Time pressure answers are not as accurate because respondent is hurried Fatigue answers are not as accurate because respondent is tired Pressure seeking social desirability Putting yourself in the best light Courtesy Bias limit answers to pleasantries o o o o o o Uninformed response error Expects the respondent to have an answer o Response style People that tend to disagree with everything you say shoot down anything you say People that tend to agree with everything you say goes along with what you say Prestige seeking social desirability putting yourself in the best light Courtesy Bias limit answers to pleasantries Interviewer error Respondent s impression of the interviewer o o Questioning Probing o Fraud Deceit Which Error Do We Fear the Most Personal Interview o o o o Telephone Interview Time pressure and fatigue Easy to ignore due to Caller ID Mail Survey o Don t know who s filling it out o Easy to throw out E mail Web Survey Easy to delete o o Don t know who is filling it out How Do We Choose a Type of Survey Errors that might be relevant Sampling plan Can t observe the market population must observe the sample in most cases Type of population People who are not interested have a tendency to not return a survey by mail Response rates Personal interviews have high response rate Cost and time Automated calls and mail survey are relatively cheap Facilities availability Direct sugging The use of surveys techniques for selling purposes is unethical Indirect sugging obtaining names Disguise deceit and misrepresentation of the compensation in order to gain cooperation Hidden microphones and cameras used without permission The use of surveys techniques for selling purposes is unethical Question form Question content Ethical Considerations Extras Not one single technique is perfect many techniques are better than the other for certain purposes Phenotypic characteristics of the data collection which questions were asked how they were asked Genotypic indigenous characteristics of respondents age sex occupation Omission leaves out an event or some aspect of an experience Averaging something is reported as more like the usual the expected or the norm Chapter 10 Personal Interview Telephone Interview Mail Survey Door to door public space mall intercept self administered and purchase intercept Advantages highest response rate it s difficult for people to say no visual aids flexibility in asking questions if so questions follow ups check characteristics without asking flexibility in sampling Disadvantages time cost is high because you need to hire people in the field logistical issues demand characteristics Phone sample such as yellow white pages RDD and plus one dialing random digit dialing pre specified list o Takes longer because of calling unused numbers Advantages speed reaching people reduce sample bias with callbacks low logistic and administrative problems extension of a computer WATS and CATI technology Disadvantages limits to complexity time limits per call difficult to get sample not everyone has a listed number or phone call screening due to technology lack of vision to show pictures graphs Increase response rates by direct marketing putting a physical stamp instead of no postage required You can conclude something about the non responders by comparing the trends from the early vs late responders Advantages cost ability to ask sensitive questions Disadvantages lack of control who answered sequence and order speed no follow ups if respondent doesn t understand Internet Web Survey Provide URL using email or social Qualtrics Survey Monkey Mechanical Turk Form of self administration the respondent fills it out themselves Advantages no social prestige seeking allows visual presentation Disadvantages not everyone has access Extras Pick a method based on the trade offs The size of the sample doesn t help to get around bias Systematically people that do participate are different the people who do not participate There are as many surveys as there are different forms of communication Mental shortcuts for the emotions Mental states used by individuals to structure the way they perceive their environment and guide the way Stored emotional response just comes right out Chapter 11 Attitude they respond to it Components of Attitude Affect o How people feel o Cognitive o o Behavior Measurement Scaling Person s overall feeling toward an object situation or person Knowledge Existence of the object beliefs about the characteristics attributes of the object o What they are going to do or will do o Person s expectation of future behavior toward an object Survey function as a measuring instrument A way of signing numbers to properties or characteristic of the objects of interest Often deals with numbers Point scales like 5 or 10 Interval and Ratio Form of measurement where the numbers act like numbers that we can do math with Not all numbers act like numbers Assigning a number to a gender male 1 or female 2 Levels of Measurement Nominal identity preserving o Naming produces numbers but the numbers mean nothing just another name Ex What religion do you belong to Protestant Catholic Jewish Muslim o Ordinal order preserving Rankings Lowest level of measurement o o o Order of the number is valid preserved o o o Cannot do computations greater than and less than are usable Ex How do you prefer steak Rare medium rare medium medium well well Ex Ford is an innovative company 1 2 3 4 5 6 7 Interval difference
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