Lecture 9: Survey Research
Cristiana Lages ©
FEEDBACK ON PRESENTATIONS
1. Mostly good in terms of marketing research problem
definition→ revisit the concept of MRP if I mentioned
it.
2. Some groups had very clear research objectives while
others confused it with marketing research problem →
revisit the concept of research objectives.
3. Secondary data presentation was good for most
groups!
4. Literature review was only done by a few groups!!!
→ catch-up on the literature review by this
Thursday!
REVIEW: Literature
• Different to secondary data
• It includes the data, analysis and findings; i.e., there is an element
of analysis and interpretation
• Relies on Journals, Articles and Books
• The findings in journals and the conclusions can be included –
USE REFERENCES!
• Direct quotes from the discussion and conclusions (with page
number)
• Not limited to the raw data
Tip: Find literature reviews, meta-analysis on the topic! And
then look at the references at the end of these papers.
Review: Literature Review in Practice
• University library e-resources (revisit Lecture 4!)
• Academic journals: scholarly peer-reviewed journals
• ABS ranking list:
Academic Journal Guide 2021 - Chartered Association of
Business Schools (charteredabs.org)
1.
2.
3.
4.
5.
Annals of Tourism Research
Tourism Management
Journal of Travel Research
International Journal of Hospitality Management
International Journal of Contemporary Hospitality
Management
Literature Review: Work in groups?
1.
Where are you now?
•
How many books, scientific articles, newspapers articles, etc did
you actually read?
•
How many of those are meta-analysis or systematic literature
reviews on a relevant topic? Have you checked the references of
these meta-analysis or systematic literature reviews papers?
2. Where do you need to be to design a survey?
•
You need to know which key concepts you want to include in the
survey.
•
You need the definition of each of these key concepts.
•
You need to know how to measure those concepts (scales, items,
etc) as questions in the questionnaire.
Presentation 2:
Final
Presentation
+ Test
Communicating
Research Findings
Quantitative Research Techniques: survey
design; Measurement, Sampling; Analysis
Marketing Research Curricular Unit
Presentation 1:
Pitch
Qualitative Research Techniques
Qualitative Research:
Nature, Approaches
Ethics in Research
Secondary Research
Marketing Research Problems from
Management Decision Problems;
Research Design
Marketing Research Process
Introduction to Marketing Research
Learning Outcomes
• Understand mixed methods research.
• Classify different survey methods.
• Understand online surveys.
Know exactly what you want to measure – and then
select a survey or observation technique that
creates cooperative participants, willing to think and
be honest.
Nunan et al. (2020)
Survey: Definition
Def.: “Surveys are interviews with a large number of participants using a
questionnaire.”
Sample: for your coursework, you need to have at the end at least 100
responses.
Nunan et al. (2020)
Mixed Methods Research
Research combines qualitative and quantitative research.
 Exploratory sequential design
QUALITATIVE
Acts as preparation
for
QUANTITATIVE
Qualitative research facilitates quantitative
• Providing hypotheses
• Aiding measurements
Findings
How?
Classification of Survey Methods
E.g.
Qualtrics/Prolific
How are you
planning to do
it?
Nunan et al. (2020)
Reasons for the Decrease in Survey
Response Rates (not allowed to use all@eeg!)
• Survey designers’ lack of empathy with participants’
survey experiences
• No clear benefits from participating in a survey
• Wrong mode chosen to conduct the survey – context
not seen as appropriate by participants
• Concerns about confidentiality
• Length of the survey
• Relevance of questions
• Number of requests
Comparative Evaluation of Survey
Techniques
Work in Groups: Which survey technique will you use for
your coursework?
Nunan et al. (2020)
Advantages and Disadvantages
of Online Surveys
Advantages:
• speed
• cost
• no interviewer bias
• contact with certain target groups
• data quality
• quality of response
Disadvantages:
• sampling frames
• access to the web
• technical problems
Criteria for Evaluating Survey Methods
Obtaining sensitive information
• Sensitive information may mean an issue that is personally
sensitive, such as the way in which a participant may be classified
(race; age; marital status; etc). What may be deemed ‘sensitive’
varies enormously between different types of participant! It is
suggested to be included at the end of the survey!
Low incidence rate
• Percentage of persons eligible to participate in a study.
Participant control
• I.e. control over when to respond to the survey and the flexibility
to answer in parts at different times and even via different modes.
Next lecture:
Measurement and Scaling