Slide 1:PRESENTATION ON MARKETING RESEARCH TOPIC:- SURVEY


Slide 2:PRESENTATED KRUPA (13) HARSHA (16) JAGRUTI (22) ASHA (38) RICHA (40) SINTHASHA (46) BY


Surveys :Surveys Introduction :- Surveys ask respondents for information using verbal or written questioning Meaning of survey A research technique used to generate data by asking people questions and recording their responses on a questionnaire.


Gathering Information via Surveys :Gathering Information via Surveys Quick Inexpensive Efficient Accurate Flexible


Survey :Survey Data collection by asking people questions personal interview telephone survey mail survey Internet survey Advantages large size data, flexibility Disadvantages errors in questionnaire, expensive, response error Survey


Advantages of Survey Research :Advantages of Survey Research Ease: Questionnaires are relatively easy to administer. Reliability: Using fixed-response (multiple-choice) questions reduces variability in the results that may be caused by differences in interviewers and enhances reliability of the responses. Simplicity: It also simplifies coding, analysis, and interpretation of data.


Disadvantages of Survey Research :Disadvantages of Survey Research Respondents may be unable or unwilling to provide the desired information. Structured data collection involving a questionnaire with fixed-response choices may result in loss of validity for certain types of data, such as beliefs and feelings. Properly wording questions is not easy.


Collecting Data :Collecting Data 4-5


Slide 9:Survey Methods Telephone Personal Electronic Traditional Telephone Computer-Assisted Telephone Interviewing Mall Intercept In-Home E-Mail Internet Computer-Assisted Personal Interviewing Mail Mail Panel Mail/Fax Interview Classification of Survey Methods


Personal Interviews :Personal Interviews Form of direct communication in which an interviewer asks respondents questions face-to-face. Definition :- personal interviewing is a two way purpose conversation initiated by an interviewer to obtain information that is relevant to same researcher purpose. Interviewer Bias A response bias that occurs because the presence of the interviewer influences answers.


Advantages of Personal Interviews :Advantages of Personal Interviews Opportunity for Feedback. Flexibility. Better co-operation from respondents. Benefit of longer duration interview. Longer questionnaire can be discussed. Personal question can be asked. Better quality response. Product can be shown before recording response.


Disadvantages of Personal Interviews :Disadvantages of Personal Interviews Interviewer Influence. Lack of Respondent Anonymity. Costly method . Time consuming. Information supplied may not be accurate . Danger of personal bias. Long term planning require. Misc disadvantages of personal interview. Possibility of rush interview


Types of Personal Interviews :Types of Personal Interviews Door-to-Door (In-Home) Interviews Conducted at the respondent’s home or place of business Mall Intercept Interviews Personal interview conducted in a shopping mall or other high-traffic area


Aspects of Personal Interview :Aspects of Personal Interview Speed of data collection Slow to Moderate Geographical flexibility Limited to moderate Respondent cooperation Excellent Versatility of questioning Quite versatile Questionnaire length Long Item non response Low


Aspects of Personal Interview :Aspects of Personal Interview Possibility of respondent misunderstanding Lowest Degree of interviewer influence of answer High Supervision of interviewers Low to Moderate Anonymity of respondent Low Ease of call back or follow-up Difficult Cost Highest Special features Visual materials may be shown or demonstrated; extended probing possible


Panel Research :Panel Research Introduction: Panel studies measure the same sample of respondents at different points in time. Unlike trend studies, panel studies can reveal both net change and gross change in the dependent variable. Additionally, panel studies can reveal shifting attitudes and patterns of behavior that might go unnoticed with other research approaches. Depending on the purpose of the study, Meaning : panel means a group of consumer selected for the purpose of survey research work. Definition : panel consist of person, house holds or business firm who reports their purchasing activates at periodic intervals over time, and who are typically selected based on a combination of their willingness and representative ness.


Telephone Surveys :Telephone Surveys Meaning : telephone survey A personal interview conducted via the phone.


Telephone Surveys :Telephone Surveys Questionnaire Length SHORT!!!!!!!!!!!!!!!!!!! Item Non response Medium Possibility of Respondent Misunderstanding Average Degree of Interviewer Influence of Answer Moderate Speed of Data Collection Very fast Geographical Flexibility High Respondent Cooperation Poor Versatility of Questioning Moderate


Telephone Surveys( contd.) :Telephone Surveys( contd.) Supervision of interviewers High, especially with central location WATS interviewing Anonymity of respondent Moderate Ease of call back or follow-up Easy Cost Low to Moderate to High Special features Fieldwork and supervision of data collection are simplified; quite adaptable to computer technology


Tree Diagram of Total Survey Error :Data processing error Sample selection error Interviewer error Interviewer cheating Tree Diagram of Total Survey Error


Mail Surveys :Mail Surveys Meaning: mail survey is one of the method of data collection through field investigation. In mail survey, interviewer is not available for asking question for guiding respondent and for nothing the information. Mail/post office is used as a medium for the conduct of survey and hence it is rightly called mail survey. Definition: mail survey A survey in which respondents are sent the questionnaire, accompanied by a cover letter, and asked to respond by mail.


Mail Surveys :Mail Surveys 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 Questionnaire length Varies depending on incentive Varies depending on whether business or consumer respondents Item non response High


Mail Surveys :Mail Surveys Possibility of respondent misunderstanding Highest--no interviewer present for clarification Degree of interviewer influence of answer None--interviewer absent Supervision of interviewers Not applicable Anonymity of respondent High Ease of call back or follow-up Easy, but takes time Cost Moderate


Email Surveys :Email Surveys If the addresses are known, the survey can simply be mailed electronically to respondents included in the sample. Respondents key in their answers and send an e-mail reply. Typically, a computer program is used to prepare the questionnaire and email address list, and to prepare the data for analysis.


E-Mail Questionnaire Surveys :E-Mail Questionnaire Surveys Flexible, but Extensive differences in the capabilities of respondents’ computers and e-mail software limit the types of questions and the layout E-mails are not secure and “eavesdropping” can possibly occur Respondent cooperation Varies depending if e-mail is seen as “spam”


Internet Surveys :Internet Surveys Self-administered questionnaire posted on a site. Respondents answer questions displayed online by highlighting a phrase, clicking an icon, or keying in an answer. Many of the same advantages & disadvantages as E-Mail Surveys. Key differences between Internet & E-Mail surveys: Must rely on respondents coming to the site (and deciding to participate) Data collection can be much slower


Internet & E-Mail Surveys :Internet & E-Mail Surveys Never forget: Not all individuals in the general public have Internet access. Many respondents lack powerful computers with high-speed connections to the Internet. Many respondents’ computer skills will be relatively unsophisticated.


Slide 29:Respondent anonymity is difficult to maintain because a reply to an email message includes the sender’s address. Email surveys are especially suited to projects where the email lists are readily available, such as surveys of employees, institutional buyers, and consumers who frequently contact the organization via email (e.g., frequent fliers of an airline).


Tree Diagram of Total Survey Error :Acquiescence bias Extremity bias Interviewer bias Auspices bias Social desirability bias Tree Diagram of Total Survey Error


There is no best form of survey; each has advantages and disadvantages. :There is no best form of survey; each has advantages and disadvantages.


Slide 32:Methods of Improving Response Rates Prior Notification Incentives Follow-up Other Facilitators Monetary Nonmonetary Promised Prepaid Improving Response Rates


Slide 33:Quantitative Descriptive Research Methods of Obtaining Quantitative Data in Descriptive Research


Observation Research :Observation Research


Observational Research :Observational Research Advantages Eliminates bias from the interviewing process Does not relay on the respondent's willingness to provide data Disadvantages Data collection costs are high Subjective, unsolicited info is limited No insight on the problem that you didn’t think to consider


Observation MethodsStructured versus Unstructured Observation :Observation MethodsStructured versus Unstructured Observation For structured observation, the researcher specifies in detail what is to be observed and how the measurements are to be recorded, e.g., an auditor performing inventory analysis in a store. In unstructured observation, the observer monitors all aspects of the phenomenon that seem relevant to the problem at hand, e.g., observing children playing with new toys.


Slide 37:Figure 7.2 Survey and Observation: An Overview Survey Methods: Advantages and Disadvantages Survey Methods Classified by Mode of Administration Observation Methods Improving Survey Response Rate Fig 7.3 Fig 7.4 Tables 7.1, 7.2, 7.3 Fig 7.5 Telephone Personal Mail Electronic A Comparison of Survey and Observation Methods Personal Mechanical


Meaning of Observation Methods :Meaning of Observation Methods Observation method is one extensively used method of primary data collection. observation research means gathering of primary data by observing relevant, actions and situations. Observation method is more objective as it is based on accurate watching and nothing the details of behavior of consumers.


Features of observation method :Features of observation method 1) Observation means accurate watching and noting. 2) Observation method is reliable,accurate and scientific method useful for the collection of primary data. 3) Observation is always selective as consumer behavior relating to specific aspects will be studied 4) Observation may be physical or mental or both in character.


Observation Methods :Observation Methods A researcher observes actual behavior as it occurs. The observer does not attempt to manipulate the phenomenon being observed but merely records what takes place. For example, a researcher might record traffic counts and observe traffic flows in a department store.


Advantages of Observation :Advantages of Observation They permit measurement of actual behavior rather than reports of intended or preferred behavior. There is no reporting bias, and potential bias caused by the interviewer and the interviewing process is eliminated or reduced. Certain types of data can be collected only by observation. If the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods.


Disadvantages of Observation :Disadvantages of Observation The reasons for the observed behavior may not be determined, since little is known about the underlying motives, beliefs, attitudes, and preferences. Selective perception (bias in the researcher's perception) can bias the data. Observational data are often time-consuming and expensive, and it is difficult to observe certain forms of behavior. In some cases, the use of observational methods may be unethical, as in observing people without their knowledge or consent. It is best to view observation as a complement to survey methods, rather than as being in competition with them.


Slide 45:Thank you