SurveyResearchBasicCommunications.ppt

ExploringMarketingResearchWilliamG.Zikmund,Chapter9:SurveyResearch:BasicCommunicationMethods,Surveys,Surveysasarespondentforinformationusingverbalorwrittenquestioning,CommunicatingwithRespondents,PersonalInterviewsDoor-to-DoorShoppingMallInterceptsTelephoneInterviewsSelf-AdministeredQuestionnaires,PersonalInterviews,GoodAfternoon,mynameis_.Iamwith_surveyresearchcompany.Weareconductingasurveyon_,Door-to-DoorPersonalInterview,SpeedofDataCollectionModeratetofastGeographicalFlexibilityLimitedtomoderateRespondentCooperationExcellentVersatilityofQuestioningQuiteversatile,QuestionnaireLengthLongItemNonresponseLowPossibilityofRespondentLowestMisunderstandingDegreeofInterviewerHighInfluenceofAnswerSupervisionofInterviewersModerate,Door-to-DoorPersonalInterview,AnonymityofRespondentLowEaseofCallBackorFollow-upDifficultCostHighestSpecialFeaturesVisualmaterialsmaybeshownordemonstrated;extendedprobingpossible,Door-to-DoorPersonalInterview,MallInterceptPersonalInterview,SpeedofDataCollectionFast,GeographicalFlexibilityConfined,urbanbiasRespondentCooperationModeratetolowVersatilityofQuestioningExtremelyversatileQuestionnaireLengthModeratetoLong,MallInterceptPersonalInterview,ItemNonresponseMediumPossibilityofRespondentLowestMisunderstandingDegreeofInterviewerHighestInfluenceofAnswersSupervisionofInterviewersModeratetohigh,MallInterceptPersonalInterview,AnonymityofRespondentLowEaseofCallBackorDifficultFollow-upCostModeratetohighSpecialFeaturesTastetest,viewingofTVCommercialspossible,TelephoneSurveys,SpeedofDataCollectionVeryfastGeographicalFlexibilityHighRespondentCooperationGoodVersatilityofQuestioningModerate,TelephoneSurveys,QuestionnaireLengthModerateItemNonresponseMediumPossibilityofRespondentAverageMisunderstandingDegreeofInterviewerModerateInfluenceofAnswerSupervisionofInterviewersHigh,especiallywithcentrallocationWATSinterviewing,TelephoneSurveys,AnonymityofRespondentModerateEaseofCallBackorFollow-upEasyCostLowtomoderateSpecialFeaturesFieldworkandsupervisionofdatacollectionaresimplified;quiteadaptabletocomputertechnology,TelephoneSurveys,TelephoneSurveys,CentralLocationInterviewingComputer-AssistedTelephoneInterviewingComputerizedVoice-ActivatedInterviews,MostUnlistedMarkets,Sacramento,CAOakland,CAFresno,CALosAngles/LongBeach,CA,MailSurveys,MailSurvey,SpeedofDataCollectionResearcherhasnocontroloverreturnofquestionnaire;slowGeographicalFlexibilityHighRespondentCooperationModerate-poorlydesignedquestionnairewillhavelowresponserateVersatilityofQuestioningHighlystandardizedformat,MailSurvey,QuestionnaireLengthVariesdependingonincentiveItemNonresponseHighPossibilityofRespondentHighest-nointerviewerMisunderstandingpresentforclarificationDegreeofInterviewerNone-interviewerabsentInfluenceofAnswerSupervisionofInterviewersNotapplicable,MailSurvey,AnonymityofRespondentHighEaseofCallBackorFollow-upEasy,buttakestimeCostLowest,HowtoIncreaseResponseRatesforMailSurveys,Writea“SalesOriented”CoverLetterMoneyHelps-Asatokenofappreciation-ForacharityStimulateRespondentsInterestwithInterestingQuestionsFollowUp-KeyingquestionnaireswithcodesAdvancedNotificationSponsorshipbyaWell-knownandPrestigiousInstitution,IncreasingResponseRates,EffectiveCoverLetterMoneyHelpsInterestingQuestionsFollow-UpsAdvancedNotificationSurveySponsorshipKeyingQuestionnaires,Self-AdministeredQuestionnaires,MailPlaceofBusinessDrop-OffComputerizedE-mailInternetOtherVariations,InternetSurveys,SpeedofDataCollectionInstantaneousGeographicFlexibilityworldwideRespondentCooperationvariesdependingonwebsite,InternetSurveys,VersatilityofquestioningextremelyversatileQuestionnaireLengthmodestItemNonresponsesoftwarecanassurenone,InternetSurveys,PossibilityforRespondentmisunderstandinghighInterviewerInfluenceofAnswersnoneSupervisionofInterviewersnone,InternetSurveys,AnonymityofRespondentRespondentcanbeanonymousorknownEaseofCallbackorFollow-updifficultCostlowSpecialFeaturesallowsgraphicsandmotion,InternetSurveys,ItemNonresponsesoftwarecanassurenonePossibilityforRespondentmisunderstandinghighDegreeofInterviewerInfluenceofAnswersnoneSupervisionofInterviewersnone,InternetSurveys,AnonymityofRespondentRespondentcanbeanonymousorknownEaseofCallbackorFollow-updifficultCostlowSpecialFeaturesallowsgraphicsandmotion,Thereisnobestformofsurvey;eachhasadvantagesanddisadvantages.,SelectedQuestionstoDeterminetheAppropriateTechnique:,Istheassistanceofaninterviewernecessary?Arerespondentsinterestedintheissuesbeinginvestigated?Willcooperationbeeasilyattained?,Howquicklyistheinformationneeded?Willthestudyrequirealongandcomplexque