Descriptive Research Questionnaire Construction

1. Marketing Research 340 Descriptive ResearchQuestionnaire Construction NOTE: PLEASE DOWNLOAD AND ALSO BRING TO CLASS THE FILES: QUESTIONNAIRE.DOC AND SURVEY.DOC

2. Descriptive Research • OBJECTIVE • To Make Inferences to a Population • PURPOSES • Assess Market size • Identify Market Segments • Diagnose Current Situation (situational analysis) • TYPES • Longitudinal - Panels • Cross Sectional - Surveys

3. Types of Panels

4. Commercial Consumer Panels • COMPANY HOUSEHOLDS • NFO 475,000 • 1.2 million people • MARKET FACTS 500,000 • STRATIFIED SAMPLES • GEOGRAPHIC REGION • MARKET SIZE • AGE OF HOUSEHOLD HEAD • ANNUAL HOUSEHOLD INCOME • SIZE OF HOUSEHOLD

5. Profile of NFO • PRESCREENED HOUSEHOLDS • Demographics 475,000 • Dog Owners 183,029 • Cat Owners 153,608 • Cellular Phone Users 85.036 • Denture Wearers 103,640 • RV Owners 33,913 • Health Club Members 64,184

6. Profile of NFO • CUSTOM SCREENING • Up to 250,000 • Hholds a Month • Buy by the Question

7. NFO European Panels • COUNTRY COUNTRY • FRANCE 40,000 • GERMANY 50,000 • U. K. 50,000 • SPAIN 15,000 • TOTAL 180,000

8. NFO European Panels • SAMPLES BALANCED BY: • GEOGRAPHIC REGION • MARKET SIZE • AGE OF HHOLD HEAD • HHOLD SIZE • HOUSEHOLD INCOME/OCCUPATION • PURCHASE SAMPLES IN INCREMENTS OF 5,000 • COST: • ONE A5 PAGE $8,400 (ABOUT 6 QUESTIONS)

9. Profile of Electronic Scanning Panels STORE PANELNIELSENIRISCANTRAKINFOSCAN STORES 3300 GROCERY 2700 GROCERY 500 DRUG 530 DRUG 600 MASS MERC 250 MASS MERC 100 CLUB EXPERIMENTAL COVERAGE 50 MAJOR MKTS 64 MAJOR MKTS DATA DOLLAR AND UNIT SALES PRICE PAID COUPON, DISPLAYS, NEWSPAPER ADS HOUSEHOLD PANELS SIZE 40.000 HHOLDS 60,000 HHOLDS COVERAGE 50 MAJOR MKTS 10 MAJOR MKTS 8 NON-METRO MKTS STORES ALL OUTLETS GROCERY DRUG MASS MERC METHOD HAND HELD WAND CARD AT STORE AT HOME

10. Profile of Electronic Scanning Panels • NIELSENIRISCANTRAKINFOSCAN • HOUSEHOLD PANELS • 'SINGLE SOURCE" • SIZE 24,000 HHOLDS • COVERAGE 8 NON-METRO MARKETS • PITTSFIELD, MA • MARION, IN • EAU CLAIRE, WI • MIDLAND, TX • GRAND JUNCTION, CO • CEDAR RAPIDS, IA • DATA DOLLAR AND UNIT SALES • PRICE PAID • COUPON, DISPLAYS, NEWSPAPER ADS • TELEVISION VIEWING • MAGAZINE READERSHIP • DEMOGRAPHICS

11. WHAT IF????? • YOUR OUTLETS AREN’T SERVED BY ELECTRONIC PANELS • CLOTHING • FINANCIAL SERVICES • TELECOMMUNICATIONS • INSURANCE • INDUSTRIAL INSTRUMENTS • HEATING AND AIR CONDITIONING • AGRICULTURAL FEEDS • ENTERTAINMENT • HOTELS • INDUSTRIAL PAINT PUMPS • CONSTRUCTION EQUIPMENT

12. USERS OF INTERNAL DATABASES - PANELS BLOCKBUSTER ENTERTAINMENT HARLEY DAVIDSON HOUSE OF SEAGRAM GENERAL MOTORS PHILIP MORRIS

13. Descriptive ResearchUsingCross Sectional Methods • MAIL SURVEYS • TELEPHONE INTERVIEWS • PERSONAL INTERVIEWS

14. Framework for Constructing a Questionnaire Specify What Information Will be Sought Identify Correct Respondent Determine Method of Administration Question Structure Question Wording Question Sequencing PRETEST and Revise Questionnaire

15. Specify What Information Will be Sought Identify Correct Respondent Determine Method of Administration Question Structure Question Wording Question Sequencing PRETEST and Revise Questionnaire

16. Identify CorrectRespondent • Key Informant Vs. Multiple Informant Methodology

17. Key Informant Vs. Multiple Informants • Consumer versus Business to Business • Decision making process & roles • What are the roles? • Who occupies those roles? • Autonomy of the roles? • Consistency of the roles? TYPICAL ROLES Intitator Influencer Decider Purchaser User

18. Key Informant Vs. Multiple Informants • Consumer versus Business to Business • Decision making process & roles • What are the roles? • Who occupies those roles? • Autonomy of the roles? • Consistency of the roles? INSURANCE FFO JOINT JOINT FFO JOINT TYPICAL ROLES Intitator Influencer Decider Purchaser User

19. Specify What Information Will be Sought Identify Correct Respondent Determine Method of Administration Question Structure Question Wording Question Sequencing PRETEST and Revise Questionnaire

20. 73% 8 0 7 0 P e r c e n t 6 0 e v e r 42% p a r t i c i p a t e d 5 0 Percent 4 0 P e r c e n t 3 0 p a r t i c i p a t e d 2 0 i n t h e p a s t y e a r 1 0 0 1 9 8 0 1 9 8 2 1 9 8 4 1 9 8 6 1 9 8 8 1 9 9 0 1 9 9 2 Participation in Surveys 76% 44% 1997 Year of Survey SOURCE: Walker Images Surveys SOURCE: Walker Images Surveys

21. Participation By Survey Method 46% 38% 9% 2% 1997

22. Methodologies Preferred by Survey Respondents 13%

23. European Data Collection Methods METHOD OF COUNTRY ADMINISTRATION FRANCE NETHERLANDS SWEDEN SWITZERLAND U.K. MAIL 4% 33% 23% 8% 9% TELEPHONE 15% 18% 44% 21% 16% CENTRAL LOCATION/ STREETS 52% 37% --- --- --- HOME/WORK ----- ----- 8% 44% 54% GROUPS 13% ----- 5% 6% 11% DEPTH INTERVIEWS 12% 12% 2% 8% ----- SECONDARY 4% ----- 4% 8% ----- SOURCE: "ESOMAR URGES CHANGES IN REPORTING DEMOGRAPHICS, ISSUES WORLDWIDE REPORT", MARKETING NEWS, JAN. 8, 1990, 24.

24. Determining the Appropriate Method of Administration • Control Over Administration • Sampling control • Directing the survey • Eliciting a response

25. Determining the Appropriate Method of Administration • Control over administration • Information control • Sequencing • Length • Complexity - Questions and Answers

26. Determining the Appropriate Method of Administration • Control over administration • Administrative control • Speed • Cost • Availability of Trained Personnel

27. Comparisonof Methods of Administration MAIL SURVEYS TELEPHONE INTERVIEWS PERSONAL INTERVIEWS

28. Summary Comparisonof Methods of Administration USE CAPABILITY Telephone Personal Mail Telephone Personal Mail MAIL SURVEYS TELEPHONE INTERVIEWS PERSONAL INTERVIEWS

29. GROWTH ININTERACTIVE TECHNOLOGY FOR OBTAINING BETTER CUSTOMER FEEDBACK INTERACTIVE KIOSKS DISK/CD ROM SURVEYS FAX SURVEYS E MAIL SURVEYS INTERNET SURVEYS INTERACTIVE TV

30. TECHNOLOGY ASSISTED SELF ADMINISTRATION (TASA) • TASA SURVEYS • HIGHER ENTERTAINMENT VALUE • NOVEL - LESS BORING • INCREASE PARTICIPATION • up to 1.5 hours • higher levels of participation • better quality answers • perceptions of time to complete are lower Source: MacElroy and Geissler October, (1994), Marketing News

31. WILLING TO PARTICIPATE IN FUTURE SURVEYS ? .7 64% .6 .5 percentage .4 32% .3 .2 ON-LINE TELEPHONE INTERNET SURVEYS ON-LINE USERSOPEN TO SURVEYS METHOD OF INTERVIEWING Source: “Stay Plugged in to New Opportunities”, J. Palmquist and A. Stueve, Marketing Research, Vol. 18(1), 1996, 13-15.

32. INTERACTIVE KIOSKS MULTIMEDIA KIOSK

33. INTERACTIVE KIOSKS MULTIMEDIA KIOSKSIN RESEARCH • BENEFITS • STORE LAYOUT TRACKING • CAPTURE EMOTIONS WHILE FRESH • REDUCE DISTORTIONS IN RECALL • INTERVIEW BY BRANCH OR LOCATION • INTERVIEW EFFICIENTLY WHEN LOW INCIDENCE POPULATION • REDUCE BIAS FROM FACE TO FACE CONTACT source: Schneider 1995, Marketing News article and author

34. DBM/CD ROM DISK/CD ROM IN THE MAIL BENEFITS OF USING MORE CONTROL OVER SKIPPING QUESTIONS PRESENTATION OF 1 QUESTION AT A TIME PRECLUDE CHANGING ANSWERS TO PRIOR QUESTIONS COLLECTION OF LATENT INFORMATION PREPROGRAMMING COMPLICATED BRANCHING INSTRUCTIONS BETTER ANSWERS TO SENSITIVE QUESTIONS

35. FAX SURVEYS FAX SURVEYS • 15 % OF US HHOLDS OWN FAXES - PROJECTED TO BE 25% BY 2000 • 85% OF BUSINESSES WITH 5 OR MORE EMPLOYEES OWN FAXES • CONSIDERATIONS • ADVANTAGES • FASTER DISTRIBUTION - DOMESTIC AND INTERNATIONAL • POTENTIAL LOWER COSTS COMMUNICATES A SENSE OF • URGENCY • IMPORTANCE • NOVELTY • DISADVANTAGES • LIMITED COVERAGE • LOSS OF ANONYMITY • LOSS OF GRAPHICS • LOSS OF INCLUDED INCENTIVES • HARDER TO PROVIDE PREPAID RETURN MECHANISM source: “Fax Surveys: Return Patterns and Comparison with Mail Surveys”, J. Dickson and D. MacLachlan, Journal of Marketing Research, February,1996, 108-113..

36. FAX SURVEYS FAX SURVEYS • TWO STUDIES • 450 BUSINESS SCHOOL DEANS • 346 CEOs OF FORTUNE 500 COMPANIES • RESULTS • FAX SURVEY RETURNED FASTER • 3.1 DAYS FASTER IN DEAN SURVEY • 3.9 DAYS IN CEO SURVEY • FAX SURVEY GENERATED HIGHER RETURN RATE • DEAN STUDY CEO STUDY • FAX SURVEY 50.2% 42% • MAIL SURVEY 42.9% 32.% • NO DIFFERENCE IN ANSWERS (BIAS) source: “Fax Surveys: Return Patterns and Comparison with Mail Surveys”, J. Dickson and D. MacLachlan, Journal of Marketing Research, February,1996, 108-113..

37. Benefits in the Use of the Internet/Web for Marketing Research Surveys • Access • 24 hours a day/7days a week • Interactivity • Customization by Customer/Respondent • Multi Media Capabilities • Text • Graphics • Sound • Full Motion Video • Instantaneous Feedback • Domestic and International INTERNET SURVEYS

38. INTERNET SURVEYS EXAMPLE SURVEYS INTERACTIVITY

39. INTERNET SURVEYS CUSTOMIZED INTERNATIONALLY

45. INTERNET SURVEYS ISSUES WITHINTERNET RESEARCH • PARTICIPANTS ARE VOLUNTARY • NO PROJECTABILITY OF RESULTS

46. INTERNET SURVEYS ISSUES WITHINTERNET RESEARCH • PARTICIPANTS ARE VOLUNTARY • NO PROJECTABILITY OF RESULTS • SAMPLE COMPOSITION BIASES

47. INTERNET SURVEYS ISSUES WITHINTERNET RESEARCH • PARTICIPANTS ARE VOLUNTARY • NO PROJECTABILITY OF RESULTS • SAMPLE COMPOSITION BIASES • TWO STRATEGIES • 1. FEEDBACK OR MONITORING MECHANISM • 2. USE AN ELECTRONIC INTERNET PANEL • FED-X SHIPPING PANEL • COMMERCIAL INTERNET PANEL

48. INTERNET SURVEYS COMMERCIAL INTERNETPANEL NFO//net.source 70,000 HOUSEHOLDS 175,000 INTERACTIVE CONSUMERS

49. Specify What Information Will be Sought Identify Correct Respondent Determine Method of Administration Question Structure Question Wording Question Sequencing PRETEST and Revise Questionnaire

50. Question Structure • Open-end questions • Closed-end questions • Unordered response categories • Ordered response categories • Partially closed-end questions