Chapter Copyright 2004 John Wiley Sons, Inc. Chapter Six Copyright 2004 John Wiley Sons, Inc. Copyright 2004 John Wiley Sons, Inc. Chapter

Cha

pter

Copyright © 2004John Wiley & Sons, Inc.

Cha

pter

Six

Copyright © 2004John Wiley & Sons, Inc.Copyright © 2004John Wiley & Sons, Inc.

Cha

pter

Six Survey Research:

The Profound Impact of the

Internet

John Wiley & Son, Inc 2

Learning Objective

1. To understand the reasons for the popularity of survey research.

2. To learn the types of error in survey research.

3. To learn about the types of surveys.

4. To understand the advantages and disadvantage of online surveys.

Learning Objectives


Learning Objective

5. To gain insight into the ways online surveys can be conducted.

6. To learn about recruiting sources for online surveys.

7. To recognize the special issues that arise in designing online questionnaires.

8. To gain insight into the factors that determine the choice of particular survey methods.

Learning Objectives


Learning ObjectiveTo understand the reasons

for the popularity of surveys.

Popularity of Survey Research

• Reasons for Collecting Primary Data by Survey Research

• The need to know why– To understand why people do or do not do something?

• The need to know how– To understand the process consumers go through before

taking action

• The need to know who– To know who the person is from a demographic or lifestyle

perspective


Learning Objective

Selection error

Frame error

Processing error

Response error

Nonresponse bias

Instrument bias

Interviewer error

Surrogate informatio

n error

Random sampling

error

Population specification

error

Sample design error

Systematic error

Exhibit 6.1 Types of Survey Error Total

survey error

Measurement error


Learning ObjectiveTo learn about the types of error in survey research.

Types Of Error in Survey Research

• Sampling Error (Bias)– Random: chance variation

• The difference between the sample value and the true value of the population mean

• Cannot be eliminated but can be reduced by increasing sample size




• Systematic Error (Bias)– Mistakes or problems in the research design– Flaws in the execution of the sample design

• All sources of error except of those created by random sampling process




• Nonsampling Error (systematic errors)– Sample design error—problem in sample

design or sample procedures• Frame errors• Population Specification Error• Selection Error




– Measurement Error• Variation between the true value and the

information actually obtained – Surrogate Information Error– Interview Error or Interviewer Bias– Measurement Instrument Bias– Processing Error– Nonresponse Bias– Refusal Rate– Response Bias

» Deliberate falsification» Unconscious misrepresentation


Learning ObjectiveTo learn about the types of surveys.

Types Of Surveys

• Door-to-Door Interview– Interviewer completes survey in respondent’s

home• Advantages• Disadvantages

• Executive Interviewing– Interview industrial product user



Types Of Surveys

• Mall Intercept – Shoppers intercepted in public areas

• Advantages• Disadvantages

• Telephone Interviewing– Until 1990 most popular form of survey

• Advantages• Disadvantages



Types Of Surveys

• Central Location Telephone Interviews– Make calls from a company facility

• Computer-assisted telephone interviews (CATI• Cell Phone Surveys

– Advantages– Disadvantages



Types Of Surveys

• Self-Administered Questionnaires – Filled out by respondents with no interviewer

present• Advantages• Disadvantages

– Kioska-based Computer Interviewing• Multimedia, touch screen computers in freestanding

cabinets• Advantages



Types Of Surveys

• Mail Surveys– Ad Hoc (one-shot)– Suffer from

• High rate of nonresponse and attendant systematic error

• Probability of not replying– Those with more education– Those with high-level

occupations– Women– Those less interested in the

topic– students

• Mail Panels– Higher response rate– Precontracted and

Prescreened– Longitudinal Study

• One that questions the same respondents at different points in time


Learning ObjectiveTo understand the advantages and

disadvantages of online surveys

Survey Research on the Internet

• The Internet survey research is changed forever– Online research will account for 50% of all marketing

research revenue by 2005• Reason: Online population reflects general

population– Reflective of General population

• Gender• Martial status

– Approaching General population• Age distribution• Average online household income





• Advantages of Online Surveys– Rapid Deployment, Real Time Reporting– Dramatically Reduced Costs– Ready Personalized– High response rates– Ability to Contact the Hard-to-Reach– Simplified and Enhanced Panel Management– Profitability for Research Firms





• Disadvantages of Online Surveys– Internet users are not representative of the

population as a whole– Security and privacy on the Internet– Unrestricted Internet sample– Other problems include

• Lack of “callback” procedures• Potential for questionnaire programming errors• Lack of bandwidth


Learning ObjectiveTo gain insight into the ways online

surveys can be conducted


– Converted CATA Systems• Software translates questionnaires for distribution over

the Web.– Web Survey Systems

• Software for Web questionnaire construction and delivery

– Survey Design Web Sites• Allow researchers to design a survey and administer• http://www.perseusdevelopment.com

http://www.perseusdevelopment.com/


Learning ObjectiveTo learn about recruiting sources

for online surveys


– Screened Internet Samples • Self-selected respondents

– Recruited Internet Samples• To ensure representativeness of a target population• Sources of recruited Internet samples include:

– Recruited Panels– Renting Internet Panels– Random Web Site Intercepts– Data Capture of Visitors


Learning ObjectiveTo learn about recruiting sources

for online surveys

Decision Analyst’s Online Household Panels

• Decision Analyst– Progressive marketing

research firm– Expansion of online

consumer and business panels

• American Consumer Opinion

• Technology Advisory Board

• Executive Advisory Board

• Construction Advisory Boards

• Physicians Advisory Council

• Medical Advisory Board– Strategic platforms for

Proprietary research• CopyTrack• CopyTest• Conceptor• PromotionTest• PackageTest• NameScreen


Learning ObjectiveTo recognize the special issues that arise

in designing online questionnaires


• Creating Online Questionnaires– Issues unique to the Internet questionnaires

• Simplest way—use survey design Web sites such Pereus XP

• Surveys need to load quickly• Survey needs to be easy to respond to• Buttons are best when there are five or fewer

answers to choose from• Be aware of any default answers or making the first

answer the default• Online surveys should not be overly long


Learning ObjectiveTo recognize the special issues that arise

in designing online questionnaires


– The Interactive Marketing Research Organization (IMRO)

• A confederation of world leaders in interactive marketing research

• Representatives from 13 Internet marketing suppliers and 8 client companies such as

– Modalis Research Technologies, Greenfield Online, Market Facts

– Dell Computer, IBM, Intel, Time Warner• Initial efforts focus on spamming and misuse or

personal data• Publishes the Journal of Online Research


Learning ObjectiveTo gain insight into the factors that

determine the choice of survey methods.

Determination of the Survey Methods

• Sampling Precision • Budget Available• Requirements for Respondents Reaction• Quality of Data Required

– Validity– reliability

• Length of Questionnaire• Incidence Rate • Structure of the Questionnaire• Time Available to Complete the Survey


Learning Objective

– Interviewing is done under the direct supervision of a field service firms

• Interviewers– Work part-time at low wages– Minimum of training– High failure rate among first-time interviewers

• Interviews are main interface with consumers and a vital link

– Suggestions: developing and strengthening interviewers’ consumer interaction skills

Marketing Research Interviewer


Learning Objective

– Popularity of Survey Research– Types of Error in Survey Research– Types of Surveys– Survey Research on the Internet– Determination of the Survey Method– The Marketing Research Interviewer

SUMMARY


Learning Objective

The End

Copyright © 2004 John Wiley & Son, Inc

Documents

Chapter Copyright 2004 John Wiley Sons, Inc. Chapter Six Copyright 2004 John Wiley Sons, Inc. Copyright 2004 John Wiley Sons, Inc. Chapter