marketing research aaker, kumar, day ninth edition instructors presentation slides
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Marketing ResearchAaker, Kumar, DayNinth EditionInstructor’s Presentation Slides
Chapter Eight2
Information from Respondents:Issues in Data Collection
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Information From SurveysUsed to Capture a Wide Variety of Information:
▫ Attitude▫ Decisions – Focus on process and not the results
▫ Measuring the relationship between actions & needs, desires, preferences, motives and goals
3
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Sources of Survey Error4
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
5
Sources of Error in Information from Respondent
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
POPULATION RESPONDENT INTERVIEWERSample
Question Answer
Sampling error
Non-response due to refusals or
not-at-home
Ambiguity of question
Interviewer error
Ambiguity of answer
Inaccuracy in response
• Inability to formulate a response• Unwillingness to respond
Non-response Errors Due to Refusals
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/
• Nature of questions and place• Subject of no interest to the
respondent• Fear• Invasion of privacy
• Hostility towards sponsor• Personal bias• Characteristics of the data collection
procedure (e.g., Presidential polls)
Refusals could also occur due to:
Inaccuracy in Response7
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Some of these problems can be solved by Aided-recall techniques
Unwillingness to Respond AccuratelyDue to:
▫ Concern about invasion of privacy▫ Time pressure and fatigue▫ Prestige seeking and social desirability response
bias▫ Courtesy bias▫ Uninformed response bias▫ Response style
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Interviewer Error
This Depends On:•Respondent’s Impression of the
Interviewer•Questioning, Probing, and Recording•Fraud and DeceitSolved by:•Improving Interviewer Quality
Marketing Research 9th Edition Aaker, Kumar, Day
http://www.drvkumar.com/mr9/
9
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Methods of Data Collection
•Personal Interview•Telephone Interview•Mail Survey •Fax Survey•E-mail Survey•Web-based Survey
Marketing Research 9th Edition Aaker, Kumar, Day
http://www.drvkumar.com/mr9/
10
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Factors Affecting the Choice of a Survey Method
• Sampling• Type of Population• Question Form• Question Content• Response Rate• Costs• Available Facilities• Duration of Data Collection
Marketing Research 9th Edition Aaker, Kumar, Day
http://www.drvkumar.com/mr9/
11
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Ethical Issues in Data Collection
Misrepresentation of Data Collection Process Stems From:
•Representation of a marketing activity other than research as research
•Abuse of respondents’ rights during the data collection process, under the rationale of providing better quality research. E.g.,
Use of survey for selling purposes Use of survey to obtain names and addresses of prospects for direct marketing
Marketing Research 9th Edition Aaker, Kumar, Day
http://www.drvkumar.com/mr9/
12
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Ethical Issues in Data Collection (Contd.)
The Rights of the Respondents Can Be Violated By:
• Disguising the purpose of a particular measurement • Deceiving the prospective respondent as to the true duration of
the interview• Misrepresenting the compensation in order to gain cooperation• Not mentioning that a follow-up interview will be made• Using projective tests and unobtrusive measures to circumvent
the need for a respondent’s consent• Using hidden tape recorders
Marketing Research 9th Edition Aaker, Kumar, Day
http://www.drvkumar.com/mr9/
13
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
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