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Lecture 7

MARK312 Lecture Notes - Lecture 7: Costco, Focus Group, Computer-Assisted Telephone Interviewing


Department
Marketing
Course Code
MARK312
Professor
Webb Dussome
Lecture
7

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MARK 312 - MARKETING RESEARCH
CHAPTER 8 - SURVEY RESEARCH
REASONS FOR COLLECTING PRIMARY DATA
need to describe situation, process, purchase variables
need to know why (why people do what they do or do not do), how (process consumers go
through), who (demographics)
gives you confidence to describe the situation with facts
first break into primary and secondary - pick primary and then go into is it quantitative or
qualitative
Quantitative vs. Qualitative
bulk of surveys are quantitative (numbers based) - results can be stated with accuracy that is
known
mathematical and statistical type of things
can be used to measure and evaluate things
qualitative (word based) is best for gathering vocabulary and frank opinions (the things people
say about a brand)
can’t collect words and then attach numbers to them, can’t do qualitative research and present it
in a quantitative way
for evaluating concepts, ideas
can be helpful in exploratory research
e.g. research shows that Costco does well because people invest the money in a membership
and therefore will shop there - know that people are coming because of membership, so want to
find out something about their shopping experience, could explore the concept of expanding
Kirkland line into tires, etc. can have a focus group and throw ideas out
SURVEYS - OVERALL ADVANTAGES AND DISADVANTAGES
survey research is the use of a questionnaire to gather facts, opinions, and attitudes.
it is the most popular way to gather data
Advantages
lots of standardization but can accommodate very large sample sizes - can’t do that with a focus
group
in terms of administration, very easy because very standardized
can used very sophisticated technical techniques to give relationships between variables, etc
Disadvantages
response rates - continue to go down
don’t have control of what is going to happen after you send out the survey - don’t know if they
are going to respond or not
takes a certain amount of skill to write a questionnaire - not in the design in the question, but is
the question the right question? am I asking the right people the right questions?
probing - limited, can’t expand on someones response
self administered questionnaires
questionnaires filled out by respondents with no interviewer present
major disadvantage is that no one is present to explain things to the respondent, no probing

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MARK 312 - MARKETING RESEARCH
kiosk-based computer interviewing in relatively new an successful way of capturing data on
consumers’ recent experiences - less expensive and responses more honest
TYPES OF SURVEYS
Door-to-Door Interviews
interviews conducted face to face with consumers in their homes
participant is at ease and familiar, provides immediate feedback, can use visual contact
have virtually disappeared - expensive cost to pay interviewers and high refusal rates
Personal Interviews
IDI - in-depth interviews, take about 90 mins, one-on-one
the same as doing qualitative stuff with focus groups, but can also watch body language
conduct because want a expert opinion, or issues with confidentiality
e.g. can’t have a focus group with CEOs of competing companies because they wont reveal
any information, need to have one-on-one interviews
interceptive interviews - interviews conducted by intercepting mall shoppers (or shoppers in
other high-traffic locations) and interviewing them face to face
e.g. do interviews in the mall and offer gift card, in person interviews. has built in traffic. easy
way to get data
limitation - the stores that you are around and the time that you do the interviews dictate the
kind of people you are interviewing
less expensive than door-to-door, can try products on the spot
hard to get a sample representative of a large metro area from shoppers
high refusal rates
advantages
can get very in depth answers and information
can watch body language
executive interviewing - the industrial equivalent of door-to-door interviewing
looking for experts, get high quality data
interviewing experts at their office about industrial products or services
disadvantages
very expensive - have to be identified and located
long waits and cancellations are common
requires highly skilled interviewers
Call Centre: Central Location Telephone Interviewing (CATI)
interviews conducted by calling respondents from a centrally located marketing research facility
advantages
control - in terms of who answers questionnaire, can ask demographic questions to get the right
people to respond
gives ability to monitor well
location - can do surveys all over North America, for example, don’t need to send researchers
anywhere
relatively inexpensive and can produce high quality sample
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