1 / 13

Understanding Issues in Data Collection: Insights from Marketing Research

This resource delves into the intricacies of data collection in marketing research, covering essential aspects such as survey errors, sources of inaccuracies, and the impacts of respondent biases. Explore various data collection methods, including personal and web-based surveys, while understanding the factors that influence the selection of the most appropriate method. Additionally, the ethical considerations surrounding data collection practices are emphasized, highlighting the importance of maintaining respondent rights and transparency in the research process.

dawn-austin
Télécharger la présentation

Understanding Issues in Data Collection: Insights from Marketing Research

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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/

More Related