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Lecture Marketing research (12th edition) - Chapter 9: Information from respondents

Chapter 9 - Information from respondents: Issues in data collection. In this chapter, the following content will be discussed: Information from surveys, sources of survey error, sources of error in information from respondent, nonresponse errors due to refusals,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides Chapter Nine 2 Information from Respondents: Issues in Data Collection Marketing Research 12th Edition Information From Surveys Used to Capture a Wide Variety of Information: Attitude Decisions – Focus on process and not the results Measuring the relationship between actions & needs, desires, preferences, motives and goals 3 Marketing Research 12th Edition Sources of Survey Error 4 Marketing Research 12th Edition 5 Sources of Error in Information from Respondent Marketing Research 12th Edition Nonresponse Errors Due to Refusals 6 Nature of questions and place Subject of no interest to the respondent Fear Invasion of privacy Hostility towards sponsor Personal bias Characteristics of the data collection procedure (e.g., Presidential polls) Refusals could also occur due to: Marketing Research 12th Edition Inaccuracy in Response 7 Some of these problems can be solved by Aided-recall techniques | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides Chapter Nine 2 Information from Respondents: Issues in Data Collection Marketing Research 12th Edition Information From Surveys Used to Capture a Wide Variety of Information: Attitude Decisions – Focus on process and not the results Measuring the relationship between actions & needs, desires, preferences, motives and goals 3 Marketing Research 12th Edition Sources of Survey Error 4 Marketing Research 12th Edition 5 Sources of Error in Information from Respondent Marketing Research 12th Edition Nonresponse Errors Due to Refusals 6 Nature of questions and place Subject of no interest to the respondent Fear Invasion of privacy Hostility towards sponsor Personal bias Characteristics of the data collection procedure (e.g., Presidential polls) Refusals could also occur due to: Marketing Research 12th Edition Inaccuracy in Response 7 Some of these problems can be solved by Aided-recall techniques Marketing Research 12th Edition Unwillingness to Respond Accurately Due to: Concern about invasion of privacy Time pressure and fatigue Prestige seeking and social desirability response bias Courtesy bias Uninformed response bias Response style 8 Marketing Research 12th Edition Interviewer Error This Depends On: Respondent’s Impression of the Interviewer Questioning, Probing, and Recording Fraud and Deceit Solved by: Improving Interviewer Quality 9 Marketing Research 12th Edition Methods of Data Collection Personal Interview Telephone Interview Self-administered survey (e.g. mail, email, fax, etc.) 10 Marketing Research 12th Edition Factors Affecting the Choice of a Survey Method Sampling Type of Population Question Form Question Content Response Rate Costs Available Facilities Duration of Data Collection 11 Marketing Research 12th Edition Ethical Issues in Data Collection Misrepresentation of Data Collection Process Stems From: Representation of a marketing activity other than .