SurveyResearch.ppt

ExploringMarketingResearchWilliamG.Zikmund,Chapter8:SurveyResearch,Surveys,Surveysaskrespondentsforinformationusingverbalorwrittenquestioning,Respondents,Respondentsarearepresentativesampleofpeople,GatheringInformationviaSurveys,QuickInexpensiveEfficientAccurateFlexible,Problems,PoorDesignImproperExecution,Totalerror,Systematicerror(bias),Randomsamplingerror,TreeDiagramofTotalSurveyError,RandomSamplingError,Astatisticalfluctuationthatoccursbecauseofchangevariationintheelementsselectedforthesample,SystematicError,Systematicerrorresultsfromsomeimperfectaspectoftheresearchdesignorfromamistakeintheexecutionoftheresearch,Systematicerror(bias),Administrativeerror,Respondenterror,TreeDiagramofTotalSurveyError,SampleBias,Samplebias-whentheresultsofasampleshowapersistenttendencytodeviateinonedirectionfromthetruevalueofthepopulationparameter,Respondenterror,Nonresponseerror,Responsebias,TreeDiagramofTotalSurveyError,RespondentError,AclassificationofsamplebiasresultingfromsomerespondentactionorinactionNonresponseBiasResponseBias,NonresponseError,Nonrespondents-PeoplewhorefusetocooperateNot-at-homesSelf-selectionbiasOverrepresentsextremepositionsUnderrepresentsindifferent,TreeDiagramofTotalSurveyError,Responsebias,Unconsciousmisrepresentation,Deliberatefalsification,ResponseBias,Abiasthatoccurswhenrespondentstendtoanswerquestionswithacertainslantthatconsciouslyorunconsciouslymisrepresentsthetruth,Acquiescencebias,Extremitybias,Interviewerbias,Auspicesbias,Socialdesirabilitybias,TreeDiagramofTotalSurveyError,AcquiescenceBias,Acategoryofresponsebiasthatresultsbecausesomeindividualstendtoagreewithallquestionsortoconcurwithaparticularposition.,ExtremityBias,Acategoryofresponsebiasthatresultsbecauseresponsestylesvaryfrompersontoperson;someindividualstendtouseextremeswhenrespondingtoquestions.,InterviewerBias,Aresponsebiasthatoccursbecausethepresenceoftheinterviewerinfluencesanswers.,AuspicesBias,Biasintheresponsesofsubjectscausedbytherespondentsbeinginfluencedbytheorganizationconductingthestudy.,SocialDesirabilityBias,Biasinresponsescausedbyrespondentsdesire,eitherconsciousorunconscious,togainprestigeorappearinadifferentsocialrole.,Systematicerror(bias),Administrativeerror,Respondenterror,TreeDiagramofTotalSurveyError,AdministrativeError,ImproperadministrationoftheresearchtaskBlundersConfusionNeglectOmission,Dataprocessingerror,Sampleselectionerror,Interviewererror,Interviewercheating,TreeDiagramofTotalSurveyError,AdministrativeError,Interviewercheating-fillinginfakeanswersorfalsifyinginterviewersDataprocessingerror-incorrectdataentry,computerprogramming,orotherproceduralerrorsduringtheanalysisstage.Sampleselectionerror-impropersampledesignorsamplingprocedureexecution.Interviewererror-fieldmistakes,TimePeriodforSurveys,Cross-SectionalLongitudinal,Cross-SectionalStudy,AstudyinwhichvarioussegmentsofapopulationaresampledDataarecollectedatasinglemomentintime.,LongitudinalStudy,Asurveyofrespondentsatdifferenttimes,thusallowinganalysisofchangesovertime.Trackingstudy-comparetrendsandidentifychangesconsumersatisfaction,ConsumerPanel,Alongitudinalsurveyofthesamesampleofindividualsorhouseholdstorecord(inadiary)theirattitudes,behavior,orpurchasinghabitsovertime.,TotalQualityManagementandCustomerSatisfactionSurveys,Totalqualitymanagement-Abusinessphilosophythatemphasizesmarket-drivenqualityasatoporganizationalpriority.,StagesinTrackingQualityImprovement,CommitmentandExploration,Bench-marking,Initialqualityimprove-ment,ContinuousQualityImprovement,CommitmentandExplorationStage,ManagementmakesacommitmenttototalqualityassuranceMarketingresearchersexploreexternalcustomersneedsandproblems.Marketingresearchersexploreinternalcustomersneeds,beliefs,andmotivations.,BenchmarkingStage,ResearchestablishesquantitativemeasuresasbenchmarksorpointsofcomparisonOverallsatisfactionandqualityratingsofspecificattributesEmployeesactualperformanceandperceptions,InitialQualityImprovementStage,Trackingwave1measurestrendsEstablishesaqualityimprovementprocesswithintheorganization.Translatequalityissuesintotheinternalvocabularyoftheorganization.Establishperformancestandardsandexpectationsforimprovement.,ContinuousQualityImprovement,Consistsofmanyconsecutivewaveswiththesamepurposetoimproveoverthepreviousperiod.Qualityimprovementmanagementcontinu