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Lecture 6

MKT 473 Lecture 6: MKT 473 Chapter 6 Notes

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MKT 473

MKT 473 Chapter 6 Notes Different Types of Surveys You May Use Why is Survey Research So Popular? • The need to know WHY: For example, why did they buy or not buy a particular brand? What did they like or dislike about it? Who or what influenced them? • The need to know HOW: How did they make the decision? What time period passed? What did they examine or consider? When and where was the decision made? What do they plan to do next? • The need to know WHO: Who is the person, and who played an influencing role in the decision making process, from a demographic or lifestyle perspective? Survey Types • Door-to-Door/Face-to-Face Interviews: ➢ Interviews conducted face to face with customers in their homes ➢ Pros – direct, consumer contact, can demonstrate products, response rates still good ➢ Cons – hard to get decision maker, might not be reflective of the population • Executive Interviews: ➢ Industrial equivalent of door-to-door interviewing ➢ Pros – talking with the decision maker is valuable, can have complicated questioning ➢ Cons – hard to get decision maker, might not be reflective of the population • Mall-Intercept Interviews: ➢ Face-to-face interviews conducted by intercepting people at high traffic locations ➢ Pros – direct consumer contact, can test products, human interaction ➢ Cons – expensive, not always representative of the population, follow-up is difficult • Call Center Telephone Interviews: ➢ Interviews conducted by calling respondents from a central location ➢ Pros – good segmentation, can verify respondent as right person, inexpensive ➢ Cons – cost, response rates slipping, need to have short surveys • Computer Assisted Telephone Interviews (CATI): ➢ Central-location telephone interviews in which interviewers enter respondents’ answers directly into a computer ➢ Pros – data can be directly entered into computer, can have complicated skip patterns, data entry errors rate ➢ Cons – computer glitches, need interviewer training, the equipment can be expensive • Self Administered Questionnaires: ➢ Questionnaires filled out by respondents with no interviewer present ➢ Pros – respondents can take their time, decent response rates, eliminates interviewer bias ➢ Cons – respondents often take a long time, researcher might overcomplicate the
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