Chapter 10 - Information from respondents: Survey methods. In this chapter, the following content will be discussed: Basic survey methods, personal interviewing, personal interview methods, telephone interviewing, self-administered surveys,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Ten 2 Information from Respondents: Survey Methods Marketing Research 12th Edition Basic Survey Methods 3 Marketing Research 12th Edition Personal Interviewing 4 Marketing Research 12th Edition Personal Interview Methods At Home or Work Interviewing Executive Interviewing Mall Intercept Surveys Purchase Intercept Technique (PIT) Omnibus Surveys 5 Marketing Research 12th Edition Personal Interviews (Contd.) 6 Marketing Research 12th Edition Personal Interviews (Contd.) 7 Marketing Research 12th Edition Comparative Indices of Direct Costs per Completed Interview* 8 *Includes travel and telephone charges, interviewer compensation, training, and direct supervision expenses Marketing Research 12th Edition Telephone Interviewing Selecting telephone numbers Pre-specified list A directory Random dialing procedure Random digit dialing Systematic random digit dialing (SRDD) Plus-one dialing | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Ten 2 Information from Respondents: Survey Methods Marketing Research 12th Edition Basic Survey Methods 3 Marketing Research 12th Edition Personal Interviewing 4 Marketing Research 12th Edition Personal Interview Methods At Home or Work Interviewing Executive Interviewing Mall Intercept Surveys Purchase Intercept Technique (PIT) Omnibus Surveys 5 Marketing Research 12th Edition Personal Interviews (Contd.) 6 Marketing Research 12th Edition Personal Interviews (Contd.) 7 Marketing Research 12th Edition Comparative Indices of Direct Costs per Completed Interview* 8 *Includes travel and telephone charges, interviewer compensation, training, and direct supervision expenses Marketing Research 12th Edition Telephone Interviewing Selecting telephone numbers Pre-specified list A directory Random dialing procedure Random digit dialing Systematic random digit dialing (SRDD) Plus-one dialing 9 Marketing Research 12th Edition Telephone Interviewing (Contd.) 10 Marketing Research 12th Edition Telephone Interviewing (Contd.) 11 Marketing Research 12th Edition Self-Administered Surveys This type of survey can be emailed, mailed, faxed or simply handed to the respondent No interviewer is involved This technique has one major disadvantage: There is no one present to explain things to the respondent and clarify responses to open-ended questions. Most of the open-ended questions being totally useless 12 Marketing Research 12th Edition Self-Administered Surveys (Contd) Some Decisions That Need to Be Taken Are: Method of addressing Cover letter Questionnaire length, content, layout, color, and format Method of notification; should there be a follow-up? Incentive to be given 13 Marketing Research 12th Edition 14 Marketing Research 12th Edition Self-Administered Surveys (Contd) 15 Marketing Research 12th Edition Self-Administered Surveys (Contd) Factors Affecting the Response Rate .
