09 Survey Types

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Exploring

Marketing Research

William G. Zikmund

Chapter 9:

Survey Research:

Basic Communication Methods


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Copyright 2000 by Harcourt, Inc. All rights reserved.

Surveys

Surveys as a respondent for information

using verbal or written questioning


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Communicating with Respondents

Personal Interviews

Door-to-Door

Shopping Mall Intercepts

Telephone Interviews

Self-Administered Questionnaires


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Personal I nterviews


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Good Afternoon, my name is

_________. I am with _________

survey research company. We areconducting a survey on_________



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Door-to-Door Personal Interview

Speed of Data Collection Moderate to fast

Geographical Flexibility Limited to moderate

Respondent Cooperation Excellent

Versatility of Questioning Quite versatile


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Questionnaire Length Long

Item Nonresponse Low

Possibility of Respondent Lowest

Misunderstanding

Degree of Interviewer High

Influence of Answer

Supervision of Interviewers Moderate



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Anonymity of Respondent Low

Ease of Call Back or Follow-up Difficult

Cost Highest

Special Features Visual materials may beshown or demonstrated;

extended probing possible



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Mall Intercept Personal Interview

Speed of Data Collection Fast

Geographical Flexibility Confined, urban bias

Respondent Cooperation Moderate to low

Versatility of Questioning Extremely versatile

Questionnaire Length Moderate to Long


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Item Nonresponse Medium

Possibility of Respondent LowestMisunderstanding

Degree of Interviewer Highest

Influence of Answers

Supervision of Interviewers Moderate to high


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Anonymity of Respondent Low

Ease of Call Back or DifficultFollow-up

Cost Moderate to high

Special Features Taste test, viewing

of TV Commercials

possible


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Telephone Surveys


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Speed of Data Collection Very fast

Geographical Flexibility High

Respondent Cooperation Good

Versatility of Questioning Moderate

Telephone Surveys


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Questionnaire Length Moderate

Item Nonresponse Medium

Possibility of Respondent Average

Misunderstanding

Degree of Interviewer ModerateInfluence of Answer

Supervision of Interviewers High, especially with central

location WATS interviewing

Telephone Surveys


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Anonymity of Respondent Moderate

Ease of Call Back or Follow-up Easy

Cost Low to moderate

Special Features Fieldwork and supervision

of data collection aresimplified; quite adaptable

to computer technology

Telephone Surveys


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Telephone Surveys

Central Location Interviewing

Computer-Assisted Telephone Interviewing

Computerized Voice-Activated Interviews


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Most Unlisted Markets

Sacramento, CA

Oakland, CA

Fresno, CA

Los Angles/Long Beach, CA


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Mail Surveys


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Mail Survey

Speed of Data Collection Researcher has no control

over return of questionnaire; slow

Geographical Flexibility High

Respondent Cooperation Moderate--poorly designed

questionnaire will have low

response rate

Versatility of Questioning Highly standardized format


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Mail Survey

Questionnaire Length Varies depending on incentive

Item Nonresponse High

Possibility of Respondent Highest--no interviewer

Misunderstanding present for clarification

Degree of Interviewer None--interviewer absentInfluence of Answer

Supervision of Interviewers Not applicable


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Mail Survey

Anonymity of Respondent High

Ease of Call Back or Follow-up Easy, but takes time

Cost Lowest


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How to Increase Response Rates for Mail Surveys

Write a Sales Oriented 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


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Increasing Response Rates

Effective Cover Letter

Money Helps

Interesting Questions

Follow-Ups

Advanced Notification

Survey Sponsorship

Keying Questionnaires


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Self-Administered Questionnaires

Mail

Place of Business

Drop-Off

Computerized

E-mail Internet

Other Variations


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I nternet Surveys

Speed of Data Collection

Instantaneous

Geographic Flexibility

worldwide

Respondent Cooperation

varies depending on web site


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I nternet Surveys

Versatility of questioning

extremely versatile

Questionnaire Length

modest

Item Nonresponse

software can assure none


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I nternet 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


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I nternet Surveys

Item Nonresponse

software can assure none

Possibility for Respondent misunderstanding

high

Degree of Interviewer Influence of Answers

none

Supervision of Interviewers

none


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I nternet 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


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There is no best form

of survey; each hasadvantages and

disadvantages.


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Selected Questions to Determine the

Appropriate Technique: Is the assistance of an interviewer

necessary? Are respondents interested in the issues

being investigated?

Will cooperation be easily attained?


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How quickly is the information needed? Will the study require a long and complex

questionnaire?

How large is the budget?

Selected Questions to Determine the

Appropriate Technique:


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Pretesting

A trial run with a group of respondents to

iron out fundamental problems in the

instructions of survey design

09 Survey Types

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