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1、Exploring Marketing Research William G. Zikmund,Chapter 9: Survey Research: Basic Communication Methods,Surveys,Surveys as a respondent for information using verbal or written questioning,Communicating with Respondents,Personal Interviews Door-to-Door Shopping Mall Intercepts Telephone Interviews Se
2、lf-Administered Questionnaires,Personal Interviews,Good Afternoon, my name is _. I am with _ survey research company. We are conducting a survey on_,Door-to-Door Personal Interview,Speed of Data Collection Moderate to fast Geographical Flexibility Limited to moderate Respondent Cooperation Excellent
3、 Versatility of Questioning Quite versatile,Questionnaire Length Long Item Nonresponse Low Possibility of Respondent Lowest Misunderstanding Degree of Interviewer High Influence of Answer Supervision of Interviewers Moderate,Door-to-Door Personal Interview,Anonymity of Respondent Low Ease of Call Ba
4、ck or Follow-up Difficult Cost Highest Special Features Visual materials may be shown or demonstrated; extended probing possible,Door-to-Door Personal Interview,Mall Intercept Personal Interview,Speed of Data Collection Fast,Geographical Flexibility Confined, urban bias Respondent Cooperation Modera
5、te to low Versatility of Questioning Extremely versatile Questionnaire Length Moderate to Long,Mall Intercept Personal Interview,Item Nonresponse Medium Possibility of Respondent Lowest Misunderstanding Degree of Interviewer Highest Influence of Answers Supervision of Interviewers Moderate to high,M
6、all Intercept Personal Interview,Anonymity of Respondent Low Ease of Call Back or Difficult Follow-up Cost Moderate to high Special Features Taste test, viewing of TV Commercials possible,Telephone Surveys,Speed of Data Collection Very fast Geographical Flexibility High Respondent Cooperation Good V
7、ersatility of Questioning Moderate,Telephone Surveys,Questionnaire Length Moderate Item Nonresponse Medium Possibility of Respondent Average Misunderstanding Degree of Interviewer Moderate Influence of Answer Supervision of Interviewers High, especially with central location WATS interviewing,Teleph
8、one Surveys,Anonymity of Respondent Moderate Ease of Call Back or Follow-up Easy Cost Low to moderate Special Features Fieldwork and supervision of data collection are simplified; quite adaptable to computer technology,Telephone Surveys,Telephone Surveys,Central Location Interviewing Computer-Assist
9、ed Telephone Interviewing Computerized Voice-Activated Interviews,Most Unlisted Markets,Sacramento, CA Oakland, CA Fresno, CA Los Angles/Long Beach, CA,Mail Surveys,Mail Survey,Speed of Data Collection Researcher has no control over return of questionnaire; slow Geographical Flexibility High Respond
10、ent Cooperation Moderate-poorly designed questionnaire will have low response rate Versatility of Questioning Highly standardized format,Mail Survey,Questionnaire Length Varies depending on incentive Item Nonresponse High Possibility of Respondent Highest-no interviewer Misunderstanding present for
11、clarification Degree of Interviewer None-interviewer absent Influence of Answer Supervision of Interviewers Not applicable,Mail Survey,Anonymity of Respondent High Ease of Call Back or Follow-up Easy, but takes time Cost Lowest,How to Increase Response Rates for Mail Surveys,Write a “Sales Oriented”
12、 Cover Letter Money Helps - As a token of appreciation - For a charity Stimulate Respondents Interest with Interesting Questions Follow Up - Keying questionnaires with codes Advanced Notification Sponsorship by a Well-known and Prestigious Institution,Increasing Response Rates,Effective Cover Letter
13、 Money Helps Interesting Questions Follow-Ups Advanced Notification Survey Sponsorship Keying Questionnaires,Self-Administered Questionnaires,Mail Place of Business Drop-Off Computerized E-mail Internet Other Variations,Internet Surveys,Speed of Data Collection Instantaneous Geographic Flexibility w
14、orldwide Respondent Cooperation varies depending on web site,Internet Surveys,Versatility of questioning extremely versatile Questionnaire Length modest Item Nonresponse software can assure none,Internet Surveys,Possibility for Respondent misunderstanding high Interviewer Influence of Answers none S
15、upervision of Interviewers none,Internet Surveys,Anonymity of Respondent Respondent can be anonymous or known Ease of Callback or Follow-up difficult Cost low Special Features allows graphics and motion,Internet Surveys,Item Nonresponse software can assure none Possibility for Respondent misundersta
16、nding high Degree of Interviewer Influence of Answers none Supervision of Interviewers none,Internet Surveys,Anonymity of Respondent Respondent can be anonymous or known Ease of Callback or Follow-up difficult Cost low Special Features allows graphics and motion,There is no best form of survey; each has advantages and disadvantages.,Selected Questions to Determine the Appropriate Technique:,Is
