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Lecture Marketing research essentials (9th Edition): Chapter 5 - McDaniel, Gates

Chapter 5 - Traditional survey research. What are the various types of survey research? As noted previously, not everyone is willing to participate in a survey. What kind of errors does that create? What are the other types of errors encountered in survey research? Why have Internet and mobile survey research become so popular, and what are their drawbacks? These questions are answered in this chapter. | 5-1 Chapter Five Popularity of Survey Research 5-2 Key Terms & Definitions The need to know why. For example, why did they buy or not buy a particular brand? What did they like or dislike about it? Who or what influenced them? The need to know how. How did they make the decision? What time period passed? What did they examine or consider? When and where was the decision made? What do they plan to do next? The need to know who. Who is the person, and who played an influencing role in the decision making process, from a demographic or lifestyle perspective? Types of Survey Error 5-3 Key Terms & Definitions Since the errors are so important and occur at many stages of the process, a short test over this section of the chapter might be considered. Random Error or Random Sampling Error: Error that results from chance variation. Chance Variation: The difference between the sample value and the true value of the population mean. Systematic Error or Bias: Error that results from problems | 5-1 Chapter Five Popularity of Survey Research 5-2 Key Terms & Definitions The need to know why. For example, why did they buy or not buy a particular brand? What did they like or dislike about it? Who or what influenced them? The need to know how. How did they make the decision? What time period passed? What did they examine or consider? When and where was the decision made? What do they plan to do next? The need to know who. Who is the person, and who played an influencing role in the decision making process, from a demographic or lifestyle perspective? Types of Survey Error 5-3 Key Terms & Definitions Since the errors are so important and occur at many stages of the process, a short test over this section of the chapter might be considered. Random Error or Random Sampling Error: Error that results from chance variation. Chance Variation: The difference between the sample value and the true value of the population mean. Systematic Error or Bias: Error that results from problems or flaws in the execution of the research design; Sometimes called non-sampling error. Sample Design Error: Systematic error that results from an error in the sample design or sampling procedures. Survey Research Error Key Definitions 5-4 Key Terms & Definitions Frame Error: Error that results from using an incomplete or inaccurate sampling frame Population Specification Error: Error that results from incorrectly defining the population or universe from which a sample is chosen. Selection Error: Error that results from incomplete or improper sampling procedures or not following appropriate procedures. Measurement Error: Systematic error that results from a variation between the information being sought and what is actually obtained by the measurement process. Survey Research Error Continued 5-5 Key Terms & Definitions Surrogate Information Error: Error that results from a discrepancy between the information needed to solve a problem and that sought by the researcher. Interviewer Error