Marketing Research

1. Marketing Research Aaker, Kumar, Day Ninth Edition Instructor’s Presentation Slides

2. Chapter Eight Information from Respondents: Issues in Data Collection Marketing Research 10th Edition http://www.drvkumar.com/mr10/

3. Information From Surveys Used 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 Marketing Research 10th Edition http://www.drvkumar.com/mr10/

4. Sources of Survey Error Marketing Research 10th Edition http://www.drvkumar.com/mr10/

5. Sources of Error in Information from Respondent Ambiguity of question Interviewer error Sample Question Answer POPULATION RESPONDENT INTERVIEWER • Inaccuracy in response • Inability to • formulate a • response • Unwillingness • to respond Non-response due to refusals or not-at-home Ambiguity of answer Sampling error Marketing Research 10th Edition http://www.drvkumar.com/mr10/

6. Non-response Errors Due to Refusals Refusals could also occur due to: • Hostility towards sponsor • Personal bias • Characteristics of the data collection procedure (e.g., Presidential polls) • Nature of questions and place • Subject of no interest to the respondent • Fear • Invasion of privacy Marketing Research 10th Edition http://www.drvkumar.com/mr10/

7. Inaccuracy in Response Some of these problems can be solved by Aided-recall techniques Marketing Research 10th Edition http://www.drvkumar.com/mr10/

8. Unwillingness to Respond Accurately Due to: • Concern about invasion of privacy • Time pressure and fatigue • Prestige seeking and social desirability response bias • Courtesy bias • Uninformed response bias • Response style Marketing Research 10th Edition http://www.drvkumar.com/mr10/

9. http://www.drvkumar.com/mr9/ Interviewer Error This Depends On: • Respondent’s Impression of the Interviewer • Questioning, Probing, and Recording • Fraud and Deceit Solved by: • Improving Interviewer Quality Marketing Research 10th Edition http://www.drvkumar.com/mr10/

10. http://www.drvkumar.com/mr9/ Methods of Data Collection • Personal Interview • Telephone Interview • Mail Survey • Fax Survey • E-mail Survey • Web-based Survey Marketing Research 10th Edition http://www.drvkumar.com/mr10/

11. http://www.drvkumar.com/mr9/ 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 10th Edition http://www.drvkumar.com/mr10/

12. http://www.drvkumar.com/mr9/ 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 10th Edition http://www.drvkumar.com/mr10/

13. http://www.drvkumar.com/mr9/ 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 10th Edition http://www.drvkumar.com/mr10/