1、Exploring Marketing ResearchWilliam G. Zikmund,Chapter 9: Survey Research: Basic Communication Methods,Surveys,Surveys as a respondent for information using verbal or written questioning,Communicating with Respondents,Personal Interviews Door-to-Door Shopping Mall Intercepts Telephone Interviews Sel

2、f-Administered Questionnaires,Personal Interviews,Good Afternoon, my name is _. I am with _ survey research company. We are conducting a survey on_,Door-to-Door Personal Interview,Speed of Data CollectionModerate to fast Geographical FlexibilityLimited to moderate Respondent CooperationExcellent Ver

3、satility of QuestioningQuite versatile,Questionnaire LengthLong Item NonresponseLow Possibility of RespondentLowest Misunderstanding Degree of InterviewerHigh Influence of Answer Supervision of InterviewersModerate,Door-to-Door Personal Interview,Anonymity of RespondentLow Ease of Call Back or Follo

4、w-upDifficult CostHighest Special FeaturesVisual materials may be shown or demonstrated; extended probing possible,Door-to-Door Personal Interview,Mall Intercept Personal Interview,Speed of Data Collection Fast,Geographical Flexibility Confined, urban bias Respondent Cooperation Moderate to low Vers

5、atility of Questioning Extremely versatile Questionnaire Length Moderate to Long,Mall Intercept Personal Interview,Item Nonresponse Medium Possibility of Respondent Lowest Misunderstanding Degree of Interviewer Highest Influence of Answers Supervision of Interviewers Moderate to high,Mall Intercept

6、Personal Interview,Anonymity of Respondent Low Ease of Call Back or Difficult Follow-up Cost Moderate to high Special Features Taste test, viewing of TV Commercials possible,Telephone Surveys,Speed of Data CollectionVery fast Geographical FlexibilityHigh Respondent CooperationGood Versatility of Que

7、stioningModerate,Telephone Surveys,Questionnaire LengthModerate Item NonresponseMedium Possibility of RespondentAverage Misunderstanding Degree of InterviewerModerate Influence of Answer Supervision of InterviewersHigh, especially with central location WATS interviewing,Telephone Surveys,Anonymity o

8、f RespondentModerate Ease of Call Back or Follow-upEasy CostLow to moderate Special FeaturesFieldwork and supervision of data collection are simplified; quite adaptable to computer technology,Telephone Surveys,Telephone Surveys,Central Location Interviewing Computer-Assisted Telephone Interviewing C

9、omputerized Voice-Activated Interviews,Most Unlisted Markets,Sacramento, CA Oakland, CA Fresno, CA Los Angles/Long Beach, CA,Mail Surveys,Mail Survey,Speed of Data CollectionResearcher has no control over return of questionnaire; slow Geographical FlexibilityHigh Respondent CooperationModerate-poorl

10、y designed questionnaire will have low response rate Versatility of QuestioningHighly standardized format,Mail Survey,Questionnaire LengthVaries depending on incentive Item NonresponseHigh Possibility of RespondentHighest-no interviewer Misunderstandingpresent for clarification Degree of Interviewer

11、None-interviewer absent Influence of Answer Supervision of InterviewersNot applicable,Mail Survey,Anonymity of RespondentHigh Ease of Call Back or Follow-upEasy, but takes time CostLowest,How to Increase Response Rates for Mail Surveys,Write a “Sales Oriented” Cover Letter Money Helps - As a token o

12、f appreciation - For a charity Stimulate Respondents Interest with Interesting Questions Follow Up - Keying questionnaires with codes Advanced Notification Sponsorship by a Well-known and Prestigious Institution,Increasing Response Rates,Effective Cover Letter Money Helps Interesting Questions Follo

13、w-Ups Advanced Notification Survey Sponsorship Keying Questionnaires,Self-Administered Questionnaires,Mail Place of Business Drop-Off Computerized E-mail Internet Other Variations,Internet Surveys,Speed of Data Collection Instantaneous Geographic Flexibility worldwide Respondent Cooperation varies d

14、epending on web site,Internet Surveys,Versatility of questioning extremely versatile Questionnaire Length modest Item Nonresponse software can assure none,Internet Surveys,Possibility for Respondent misunderstanding high Interviewer Influence of Answers none Supervision of Interviewersnone,Internet

15、Surveys,Anonymity of Respondent Respondent can be anonymous or known Ease of Callback or Follow-up difficult Cost low Special Features allows graphics and motion,Internet Surveys,Item Nonresponsesoftware can assure none Possibility for Respondent misunderstanding high Degree of Interviewer Influence

16、 of Answers none Supervision of Interviewers none,Internet Surveys,Anonymity of Respondent Respondent can be anonymous or known Ease of Callback or Follow-up difficult Cost low Special Features allows graphics and motion,There is no best form of survey; each has advantages and disadvantages.,Selected Questions to Determine the Appropriate Technique:,Is the assistance of an interviewer necessary? Are respondents interested in the issues being investigated? Will cooperation be easily attained?,How quickly is the information needed? Will the study require a long and complex questionna