Marketing Research
Aaker, Kumar, Day
Ninth Edition
Instructor’s Presentation Slides
2
Chapter Nine
Information from Respondents:
Issues in Data Collection
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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
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4
Sources of Survey Error
Population has
been defined
correctly
Respondents
have the
knowledge,
opinions,
attitudes, or
facts required
Respondents
selected are
able and
willing to
cooperate
Meaningful
Results
Interviewer
correctly
understands
and records
the response
Questions are
understood by
the
respondents
Sample is
representative
of the
population
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Sources of Error in
Information from Respondent
Ambiguity of
question
Sample
POPULATION
RESPONDENT
Question
Answer
Inaccuracy in
response
Non-response
• Inability to
due to refusals or
formulate a
not-at-home
response
• Unwillingness
Sampling error
to respond
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Interviewer
error
INTERVIEWER
Ambiguity of
answer
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Non-response Errors Due to Refusals
• Characteristics of
the data collection
procedure
• Question asked
• How question is asked
• Length of interview
Phenotypic
Source
• Indigenous
characteristics of
the respondents
• Age
• Sex
• Occupation
Genotypic
Source
Refusals could also occur due to:
•
•
•
•
Nature of questions and place
Subject of no interest to the respondent
Fear
Invasion of privacy
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• Hostility towards sponsor
• Personal bias
• Characteristics of the data collection
procedure (e.g., Presidential polls)
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Inaccuracy in Response
Inability to
respond
Cannot
formulate
an
adequate
answer
Omission
Telescoping
Inaccuracy
in
Response
Averaging
Some of these problems can be solved by Aided-recall techniques
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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
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Interviewer Error
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Aaker,
Kumar, Day
This Depends On:
• Respondent’s Impression of the Interviewer
• Questioning, Probing, and Recording
• Fraud and Deceit
Solved by:
• Improving Interviewer Quality
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Methods of Data Collection
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Kumar, Day
• Personal Interview
• Telephone Interview
• Mail Survey
• Fax Survey
• E-mail Survey
• Web-based Survey
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Factors Affecting the Choice of a Survey Method
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• Sampling
• Type of Population
• Question Form
• Question Content
• Response Rate
• Costs
• Available Facilities
• Duration of Data Collection
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Ethical Issues in Data Collection
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Kumar, Day
Misrepresentation of Data Collection Process
Stems From:
• Representation of a marketing activity other
than research as research
• Abuse of respondents’ rights during the data
collection process, under the rationale of
providing better quality research. E.g.,
 Use of survey for selling purposes
 Use of survey to obtain names and addresses of
prospects for direct marketing
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Ethical Issues in Data Collection
(Contd.)
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Kumar, Day
The Rights of the Respondents Can Be Violated By:
• Disguising the purpose of a particular measurement
• Deceiving the prospective respondent as to the true duration of the interview
• Misrepresenting the compensation in order to gain cooperation
• Not mentioning that a follow-up interview will be made
• Using projective tests and unobtrusive measures to circumvent the need for
a respondent’s consent
• Using hidden tape recorders
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