mktg research chapter 10

Advantages of Personal Interviews:

-Opportunity for Feedback -Probing Complex Answers -Length of Interview -Completeness ofQuestionnaire -Props and Visual Aids -High Participation

Suppose that a mail survey is sent to 220 people and 20 surveys are returned because they were mailed to the wrong address. If completed surveys are received from 60 people, the response rate for this study was _____.

30 percent

For mail surveys, the time period between the first mailing and the cut-off date after which no additional surveys will be analyzed is typically about _____.

6-8 weeks

Disadvantages of Personal Interviews:

-Interviewer Influence -cost -Lack of Anonymity of Respondent

Which of the following is FALSE regarding mobile phone interviews?

Telemarketing calls can be directed toward mobile phone numbers in the United States, but it is illegal to do so in Europe.

Which of the following has typically been shown to produce the highest response rates in mail surveys as an incentive for participation in the study?

a monetary incentive

Personal interviews conducted at respondents' doorsteps in an effort to increase the participation rate in the survey are referred to as _____ interviews.

door-to-door

Which of the following methods offers the lowest degree of geographic flexibility?

door-to-door personal interview

Which of the following survey research methods is the most expensive?

door-to-door personal interview

Which of the following has the highest item non-response rate?

mail survey

Which of the following survey research methods offers the lowest degree of respondent anonymity?

mall intercept interview

Interviews with respondents that take place in shopping malls are called _____.

mall intercept interviews

Carly was called by a researcher and asked a few questions about her driving habits. The researcher then asked her to go to a website to complete a more comprehensive survey. This type of study that employs a combination of survey methods is called a _____.

mixed-mode survey

For mail surveys, the ______ attempts made to try to obtain a returned survey from a potential respondent, the ______ their chance of their responding to the survey.

more; greater

Hale received a research questionnaire in the mail. He completed it and sent it back to the research company. Which type of survey approach is this research using?

noninteractive survey approach

Failure of a respondent to provide an answer to a survey question is called a(n) _____.

nonresponse

A trial run of a survey with a group of respondents who are representative of the target group for the survey is called a _____.

pretest

"Can you tell me more about what you mean by that?" is an example of a(n)_____.

probe

Mixed Mode Data Collection: The Case of Web and Telephone Surveys:

•A major criticism of web surveys is the low response rate. •A "sequential mixed-mode data collection" approach showed this to be true compared to telephone surveys. •But the information was the same and was obtained faster and more cost-effectively.

Personal Interviews:

•A personal interview is a form of direct communication in which an interviewer asks respondents questions face-to-face. •Versatile and flexible •Truly interactive

Internet Surveys:

•A self-administered questionnaire posted on a website. •Respondents provide answers to questions displayed online by highlighting a phrase, clicking an icon, or keying in an answer.

Fax Surveys:

•A survey that uses fax machines as a way for respondents to receive and return questionnaires.

•Computer-Assisted Telephone Interviewing (CATI):

•Allows answers to telephone interviews to be entered directly into a computer for processing.

callbacks:

•Attempts to recontact individuals selected for a sample who were not available initially.

Types of Telephone Interviews:

•Central Location Interviewing •Computer-Assisted Telephone Interviewing (CATI) •Computerized Voice-Activated Telephone Interview

•Computerized Voice-Activated Telephone Interview:

•Combining computerized telephone dialing and voice-activated computer messages to allow researchers to conduct telephone interviews without human interviewers.

•Central Location Interviewing:

•Conducting interviews from a central location allowing firms to hire a staff of professional interviewers and to supervise and control the quality of interviewing more effectively.

Increasing Response Rates for Mail Surveys:

•Cover letter •Money helps •Interesting questions •Follow-ups •Advance notification •Survey sponsorship •Other techniques •Keying mail questionnaires with codes

•Mixed-Mode Survey Research:

•Employs any combination of survey methods.

•Characteristics of Mail Questionnaires:

•Geographical flexibility •Cost •Respondent convenience •Anonymity of respondent •Absence of interviewer •Standardized questions •Time is money •Length of mail questionnaire

•Noninteractive Media:

•Those that do not facilitate two-way communication and are largely a vehicle by which respondents give answers to static questions. ◗Traditional questionnaires with less flexibility ◗Self-administered mail and Internet surveys

Personal Interviews •Global Considerations:

•Variations in willingness to participate ◗Sensitivity to interview subject matter ◗Beliefs about appropriate business conduct

All of the following are advantages of personal interviews EXCEPT _____. A. interviewer influence B. opportunity for feedback C. probing complex answers D. high participation rate

A. interviewer influence

All of the following are advantages of Internet surveys EXCEPT _____. A. random sampling B. speed C. visual appeal D. accurate real-time data capture

A. random sampling

A callback procedure should be used for all of the following situations EXCEPT _____. A. a busy signal B. a respondent who does not answer the phone C. a respondent who is not at home D. a respondent who answers but refuses to participate

D. a respondent who answers but refuses to participate

A disadvantage of personal interviews is ____. A. interviewer influence B. high cost C. lack of anonymity of respondent D. all of these choices

D. all of these choices

A personal interview may be conducted in which of the following locations? A. respondent's home B. shopping malls C. telephone D. all of these choices

D. all of these choices

Which of the following can be considered to be a pretest? A. screening the questionnaire with other research colleagues B. screening the questionnaire with a client or the research manager who ordered the research C. a trial run with data collected from a small number of respondents D. all of these choices

D. all of these choices

Which of the following is an advantage of including a questionnaire in an e-mail? A. lower distribution costs than a mail survey B. faster turnaround time than a mail survey C. faster speed of distribution D. all of these choices

D. all of these choices

Which of the following is an ethical issue in survey research? A. respondents' right to privacy B. respondents' right to be informed about the purpose of the research C. need for objectivity in reporting data D. all of these choices

D. all of these choices

All of the following are ways to increase response rates for mail surveys EXCEPT _____. A. cover letter B. interesting questions C. advance notification D. always revealing the sponsor of the research

D. always revealing the sponsor of the research

The cover letter for a mail survey should include all of the following EXCEPT _____. A. a description of the incentive for participating in the study B. a comment on the postage-paid reply envelope to use to return the survey C. a description of how the person was selected for the study D. names of other potential respondents

D. names of other potential respondents

A(n) _____ survey is a self-administered questionnaire posted on a website.

Internet

Susan completed a self-administered questionnaire on what attributes make up a good manager posted at Zoomerang.com. What type of survey did Susan complete?

Internet survey

Attempts to recontact individuals selected for a sample who were not available initially are known as _____.

callbacks

When a research agency conducts all telephone interviews from one location where they can hire a staff of professional interviewers and supervise and control the quality of interviewing more effectively, this is an example of _____.

central location interviewing

Call Interactive, Inc. is a telephone survey research firm. Telephone interviewers sit at computer monitors that display the questions one question at a time along with precoded possible responses for each question. The interviewer reads the question, and when the respondent answers, the interviewer enters his or her answers directly into the computer. This is an example of _____.

computer-assisted telephone interviewing

The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey is called _____.

response rate

Surveys in which the respondent takes the responsibility for reading and answering questions are called _____.

self-administered questionnaires

Which of the following has been considered the mainstay of commercial survey research for years?

telephone interviews

•Interactive Survey Approaches:

•Those that allow spontaneous two-way interaction between the interviewer and the respondent. •Can be either personal or electronic.

The Challenges of Assessing Adult Literacy:

•Illiteracy creates challenges for adults. •Also poses a challenge in understanding this population who may not or cannot respond to a questionnaire. •The National Adult Literacy Survey and the National Assessment of Adult Literacy developed one the most comprehensive personal interview and assessment programs ever.

•Mobile Phone Interviews

•In U.S., no telemarketing can be directed toward mobile phone numbers. •Recipient of call is even more likely to be distracted. •Area codes not necessarily tied to geography. •Phones have varying abilities.

Selecting the Appropriate Survey Approach •Questions to be answered::

•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 questionnaire? •How large is the budget?

•Text-Message Surveys:

•May use SMS (short-message service) or MMS (Multi-Media Service).

E-Mail Surveys •Disadvantage:

•Not all e-mail systems have the same capacity

Fax Surveys Disadvantages:

•Only respondents with fax machines who are willing to exert the extra effort will return questionnaires.

Door-to-Door Interviews:

•Personal interviews conducted at respondents' doorsteps in an effort to increase the participation rate in the survey. •Callbacks

•Telephone Interviews:

•Personal interviews conducted by telephone. •The mainstay of commercial survey research. •"No-call" legislation has limited this capacity.

Mall Intercept Personal Interview:

•Personal interviews conducted in a shopping mall. •Interviewers typically intercept shoppers at a central point within the shopping center or at the main entrance.

•Factors that Bias the Response Rate:

•Persons who will complete questionnaires versus those persons who will not. •Person filling out survey is not the intended subject.

•Kiosk Surveys:

•Placed in high-traffic locations (e.g., airports).

Fax Surveys Advantages:

•Reduce sender's printing and postage costs •Is quicker than traditional mail surveys

•Many ethical issues apply to survey research:

•Respondents' right to privacy •Use of deception •Respondents' right to be informed •Need for confidentiality •Need for honesty in collecting data •Need for objectivity in reporting data

Self-Administered Questionnaires:

•Response Rate •Factors that Bias the Response Rate

•Basic Ways to Pretest:

•Screen the questionnaire with other research professionals. •Have the client or the research manager review the finalized questionnaire. Collect data from a small number of respondents

•Pretesting:

•Screening procedure that involves a trial run with a group of respondents to iron out fundamental problems in the survey design.

Phone Interview Characteristics:

•Speed •Cost •Absence of face-to-face contact •Cooperation •Incentives to respond •Representative samples •Callbacks •Limited duration •Lack of visual medium

Internet Survey Characteristics:

•Speed and cost effectiveness •Visual appeal and interactivity •Respondent participation and cooperation •Representative samples •Accurate real-time data capture •Callbacks •Personalized and flexible questioning •Respondent anonymity •Response rates •Security concerns

Mall Intercept Interview Characteristics:

•Speed of data collection: fast •Geographical flexibility: confined, urban bias •Respondent cooperation: moderate to low •Versatility of questioning: extremely versatile •Questionnaire length: moderate to long •Item nonresponse: medium •Possibility of respondent misunderstanding: lowest •Degree of interviewer influence of answers: highest •Supervision of interviewers: moderate to high •Anonymity of respondent: low •Ease of call back or follow-up: difficult •Cost: Lower than door-to-door •Special features: taste tests, viewing of TV commercials possible

Door-to-Door Interview Characteristics:

•Speed of data collection: moderate to fast •Geographical flexibility: limited to moderate •Respondent cooperation: excellent •Versatility of questioning: quite versatile •Questionnaire length: long •Item nonresponse: low •Possibility of respondent misunderstanding: lowest •Degree of interviewer influence of answer: high •Supervision of interviewers: moderate •Anonymity of respondent: low •Ease of call back or follow-up: difficult •Cost: highest due to travel costs •Special features: visual materials may be shown or demonstrated; extended probing possible

Telephone Interview Recap:

•Speed of data collection: very fast •Geographical flexibility: high •Respondent cooperation: good •Versatility of questioning: moderate •Questionnaire length: moderate •Item nonresponse: medium •Possibility of respondent misunderstanding: average •Degree of interviewer influence of answer: moderate

E-Mail Surveys •Advantages:

•Speed of distribution •Lower distribution and processing costs •Faster turnaround time •More flexibility •Less handling of paper questionnaires

Telephone Interview Recap continued:

•Supervision of interviewers: high, especially with central location interviewing •Anonymity of respondent: moderate •Ease of call back or follow-up: easy •Cost: low to moderate •Special features: fieldwork and supervision of data collection are simplified; quite adaptable to computer technology

E-Mail Surveys:

•Surveys distributed through electronic mail. •Ways to contact respondents: -Include a questionnaire in the body of an e-mail. -Distribute questionnaire as an attachment. -Include a hyperlink within the body of an e-mail.

•Response Rate:

•The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey.