当代市场调研10E全套配套课件中英文PPTch06.ppt 16页

6-1ChapterSix WhyisSurveyResearchsoPopular?6-2KeyTerms&DefinitionsTheneedtoknowwhy.Forexample,whydidtheybuyornotbuyaparticularbrand?Whatdidtheylikeordislikeaboutit?Whoorwhatinfluencedthem?Theneedtoknowhow.Howdidtheymakethedecision?Whattimeperiodpassed?Whatdidtheyexamineorconsider?Whenandwherewasthedecisionmade?Whatdotheyplantodonext?Theneedtoknowwho.Whoistheperson,andwhoplayedaninfluencingroleinthedecisionmakingprocess,fromademographicorlifestyleperspective? SurveyResearchError6-3KeyTerms&Definitions RandomErrororRandomSamplingError:Errorthatresultsfromchancevariation.ChanceVariation:Thedifferencebetweenthesamplevalueandthetruevalueofthepopulationmean.SystematicErrororBias:Errorthatresultsfromproblemsorflawsintheexecutionoftheresearchdesign;Sometimescallednon-samplingerror.SampleDesignError:Systematicerrorthatresultsfromanerrorinthesampledesignorsamplingprocedures.SurveyResearchErrorKeyDefinitions6-4KeyTerms&Definitions PopulationSpecificationError:Errorthatresultsfromincorrectlydefiningthepopulationoruniversefromwhichasampleischosen.SelectionError:Errorthatresultsfromincompleteorimpropersamplingproceduresornotfollowingappropriateprocedures.MeasurementError:Systematicerrorthatresultsfromavariationbetweentheinformationbeingsoughtandwhatisactuallyobtainedbythemeasurementprocess.SurrogateInformationError:Errorthatresultsfromadiscrepancybetweentheinformationneededtosolveaproblemandthatsoughtbytheresearcher.SurveyResearchErrorContinued6-5KeyTerms&Definitions InterviewerErrororInterviewerBias:Errorthatresultsfromtheinterviewer’sinfluencing–consciouslyorunconsciously–theanswersoftherespondent.MeasurementInstrumentError:Errorthatresultsfromthedesignofthequestionnaireormeasurementinstrument;alsoknownasquestionnairebias.InputError:Errorthatresultsfromtheincorrecttransferofinformationfromasurveydocumenttoacomputer.SurveyResearchErrorContinued6-6KeyTerms&Definitions NonresponseBias:Errorthatresultsfromasystematicdifferencebetweenthosewhodoandthosewhodonotrespondtothemeasurementinstrument.RefusalRate:Percentageofpersonscontactedwhorefusetoparticipateinasurvey.Thisistheoppositeofthecooperationrate.ResponseBias:Errorthatresultsfromthetendencyofpeopletoansweraquestionincorrectlythrougheitherdeliberatefalsificationorunconsciousmisrepresentation.SurveyResearchErrorContinued6-7KeyTerms&Definitions Door-to-Door:Interviewsconductedfacetofacewithcustomersintheirhomes.Pros-directcustomercontact,candemonstrateproducts,responsesratesstillgood.Cons-expensive,badimage,liability,safetyissues.ExecutiveInterviews:Industrialequivalentofdoor-to-doorinterviewing.Pros-talkingwithdecisionmakerisvaluable,canhavecomplicatedquestioning.Cons-hardtogetdecisionmaker,mightnotbereflectiveofthepopulation.Mall-InterceptInterviews:Face-to-faceinterviewsconductedbyinterceptingpeopleathightrafficlocations.Pros-directcustomercontact,cantestproducts,humaninteraction.Cons-expensive,notalwaysrepresentativeofthepopulation,badimage.SurveyTypes6-8KeyTerms&Definitions CrossSectionalSurveys:AreonetimesnapshotsofpopulationUsethesamesurvey&differentsampleLongitudinalSurveys:IdentifymarkettrendsUsethesamesurvey&samesampleUsetrackingpanels&groupsSurveyTypesCrossSectionalvs.Longitudinal6-9KeyTerms&Definitions CallCenterTelephoneInterviews:Interviewsconductedbycallingrespondentsfromacentrallocation.Pros-goodsegmentation,canverifyrespondentasrightperson.Cons-cost,responseratesslipping,needtohaveshortsurveys.ComputerAssistedTelephoneInterviews(CATI):Central-locationtelephoneinterviewsinwhichinterviewersenterrespondents’answersdirectlyintoacomputer.Pros-datacanbedirectlyenteredintocomputer,canhavecomplicatedskippatterns,dataentryerrorsrare.Cons-computerglitches,needinterviewertraining,theequipmentcanbeexpensive.SurveyTypesContinued6-10KeyTerms&Definitions SelfAdministeredQuestionnaires:Questionnairesfilledoutbyrespondentswithnointerviewerpresent.Pros-respondentscantaketheirtime,goodresponserates.Cons-respondentsoftentakealongtime,researchermightovercomplicatethesurveysincerespondentshavemoretime.MailSurveys:Adhoc/crosssectionalandmailpanels/longitudinal-(Seefollowingslide).Pros-nottooexpensive,cangettargetedmailinglists,canhavelongerquestionnaires.Cons-lowresponserates,mailinglistoftenoutofdate,notsurewhocompletedthesurvey,manualdataentrycommon.E-mail-Internet:Pros-cheap,directaccess,cangetquickinformation,candownloadresultscancontacthard-to-reachpeople,goodresponsesratesforweb.Cons-responserateslow(ore-mail);can’tverifyresponder;securityissuesnotalwaysrepresentativeofthepopulation.SurveyTypesContinued6-11KeyTerms&Definitions StrengthsandWeaknessesofSurveyMethods6-12KeyTerms&Definitions Whichmethodshouldweuse?6-13KeyTerms&Definitions HowCanWeIncreaseResponseRates?6-14KeyTerms&Definitions Thepercentageofpeopleorhouseholdsinthegeneralpopulationthatfitthequalificationstobesampled.Thepercentageofqualifiedpersonscontactedwhoagreetocompletethesurvey.IncidenceRate:CooperationRate:AccessingthePopulationTwoCriticalConcepts6-15KeyTerms&Definitions 6-16KeyTerms&DefinitionsSurveyResearchErrorOverviewRandom(Sampling)ErrorChanceVariationSystematicErrororBiasSampleDesignErrorSamplingFrameFrameErrorPopulationSpecificErrorSelectionErrorMeasurementErrorSurrogateInformationErrorInterviewErrororBiasMeasurementInstrumentBiasInputErrorLinksandbuttonareactivewhenin“SlideShowMode”KeyTerms&DefinitionsNonresponseBiasRefusalRateResponseBiasDoor-to-doorInterviewsExecutiveInterviewsMallInterceptInterviewsCentralLocationTelephoneNumbersComputerAssistedTelephoneInterviewsSelfAdministeredQuestionnairesAdHocMailSurveysMailPanelsDeterminationoftheSurveyMethodCrossSectionalandLongitudinalStudiesIncidenceandCooperationRate