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Lecture 9

MK 370 Lecture 9: Survey-Data Collection Methods

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Course Code
MK 370

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Anisha Manglani MK370*03 Chapter 9 (CN): Survey-Data Collection Methods September 18, 2014 Review • Dual Focus Groups: two moderators work together on multiple different topics. • Dueling Focus Groups: two moderators take different positions on one topic. • Structured Observation: plan ahead of what to observe in particular. • Unstructured Observation: no pre-determined list of what to observe. • Laddering Technique: given a brand, people talk about value and then attributes. Advantages of Surveys • Standardization – same set of questions for every person surveyed. • Ease of administration – read questions and record answers easily. • Ability to tap the “unseen.” – get beneath the surface; questions of motives, events, or thoughts. • Suitability to tabulation and statistical analysis – quick tallies, cross-tabulations, etc. • Sensitivity to subgroup differences – comparisons in the search for differences *Four Alternative Data Collection Modes (know definition, pros/cons, examples) • Survey (interviews with a large number of respondents using a predesigned questionnaire). • Person-Administered (interviewer reads questions, either face-to-face, or over the phone, to the respondent and records answers). o Similar to an interview, because it’s one-to-one. ▪ Different from an interview, because you can’t deviate from questions. o PROS: ▪ Feedback ▪ Rapport ▪ Quality Control ▪ Adaptability o CONS: ▪ Humans make errors. ▪ Slow speed. ▪ High cost. ▪ Interview evaluation apprehension o Example: ▪ In-Home Interview • PROS: conducted in privacy of own home which facilitates interviewer- respondent rapport, considerable information is gathered per interview. • CONS: cost per interview can be high, interviewers must travel to respondent’s home ▪ Mall-Intercept Interview • PROS: fast and convenient, exclusive interview rights for the mall. • CONS: only mall patrons, respondents may be uncomfortable answering questions. ▪ In-Office Interview • PROS: useful for interviewing busy execs, useful when respondents must examine samples of product. • CONS: relatively high cost per interview, gaining access can be difficult ▪ Telephone Interview • PROS: fast turnaround, good quality control, reasonable cost, long- distance calling is not a problem • CONS: restricted to phone communication • Computer-Administered (computer technology plays an essential role in the interview work). o PROS: ▪ Speed ▪ Error-Free ▪ Use of pics, vids, and graphics. ▪ Real-time capture of data. ▪ Reduction of interview evaluation concern in respondents o CONS: ▪ Technical skills required ▪ High set-up costs o Example: ▪ Computer-assisted telephone interview
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