SURVEY RESEARCH 4/9/2020 Marketing Research 1 ACTIVITY • Small Mom & pop Gas Station • Large “volume” discounters move in • What QUESTIONS can you ask of customers that would help your strategy? 4/9/2020 Marketing Research 2 SURVEY RESEARCH Nature of survey research – People naturally do what they do; – you measure this through self-reports – most typically in the form of interviews or questionnaires 4/9/2020 Marketing Research 3 Types of questions Timing – Past (“Retrospective”) – Future (“Prospective”) Agent – Yourself (“Self Report”) – Others (“Informant”) 4/9/2020 Marketing Research 4 Typical questions 1. Measuring rates of occurrence Interest in a product, Product purchase, Media use 2. Examining relationships Between the cause (Independent Variable) and the outcome (Dependent Variable) 4/9/2020 Marketing Research 5 Strengths 1. You measure a natural phenomenon – people behave naturally, you merely measure that. 2. You can gather a good deal of data in a short time, on practically anything – not limited to existing data (secondary research) 3. You can gather qualitative or quantitative information – numbers or words 4/9/2020 Marketing Research 6 Weaknesses 1. Some people may not tell the truth – they may be unable or unwilling to provide the answers you want 2. Results are altered by the sample – sampling error makes it hard to "generalize" 3. Some people may not participate – nonresponses may also color results 4/9/2020 Marketing Research 7 Ways of collecting data 1. Personal interviews (face-to-face) door-to-door, mall intercepts • advantages: – good response rates, – ability to probe more deeply • disadvantages: – more expensive, – geographic constraints or travel costs, – limited access to more affluent respondents 4/9/2020 Marketing Research 8 Ways of collecting data 2. Telephone interviews • phone banks, interviewers enter data • advantages: – no geographic constraints – better access to more affluent people, • disadvantages: – usual time limit is 10 minutes – difficult to use many response alternatives, 4/9/2020 Marketing Research 9 4/9/2020 Marketing Research 10 Ways of collecting data 3. Self-administered – – – – Mail surveys Drop-off questionnaire Fax surveys Internet surveys • advantages: – complex questions are possible • disadvantages: – low response rates, – more skipped questions 4/9/2020 Marketing Research 11 The End 4/9/2020 Marketing Research 12