Survey & Questionnaire Design in Applied Marketing Research
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This lecture introduces the considerations for survey research. It also outlines some of the important elements for effective survey design.
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Survey & Questionnaire Design in Applied Marketing Research
- 1. Survey Design Week 5 (3) Dr. Kelly Page Cardiff Business School E: pagekl@cardiff.ac.uk T: @drkellypage T: @caseinsights FB: kelly@caseinsights.com
- 10. METHOD COMPARATOR Personal Intercept Telephone Postal Internet Highest flexibility in collecting data Best Best Ok Worst Ok Maximum diversity of questions Best Best Worst Worst Ok Best use of physical stimuli Best Best Worst Worst Good Effective sample control Best Best Good Worst Worst Controlling data collection environment Best Best Ok Worst Worst Restricting field interviewer effects Worst Worst Ok Best Best Maximising quantity of data Best Ok Worst Worst Ok Highest response rate Best Best Ok Worst Best Protecting respondent anonymity Worst Worst Ok Best Best Avoiding socially desirable answers Worst Worst Best Best Ok Keeping costs low Worst Ok Good Best Best Probing questions Best Best Worst Worst Ok Fast results Ok Ok Best Worst Best Building rapport with respondents Best Ok Ok Worst Worst
- 12. Questionnaire Design Week 5 (3) Dr. Kelly Page Cardiff Business School E: pagekl@cardiff.ac.uk T: @drkellypage T: @caseinsights FB: kelly@caseinsights.com
- 14. Questionnaire Design Process See ‘survey data collection methods’ in previous lecture notes
- 29. The content of this work is of shared interest between the author, Kelly Page and other parties who have contributed and/or provided support for the generation of the content detailed within. This work is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 2.0 UK: England & Wales. http://creativecommons.org/ Kelly Page (cc)
Notas del editor
- Personal Surveys In-home or place of work Advantages control/flexibility quality and level of response Disadvantages cost Used in b2b & other situations Appointments Structured/unstructured Intercept Surveys Public places Consumers/shoppers Low cost (high volume, minimal travel) Shopping centre approaches flexibility compromised by time pressures low co-operation rates sample bias Telephone Surveys Consumer and b2b research Sampling, random or Random Digit Dialling (RDD) Generally CATI (Computer Assisted Telephone Interviews) inflexible/invisible sample bias participation rates non-availability/ gatekeepers non participation legal issues
- Postal Surveys Cheap and quick advance warning - questionnaire - follow-up letter - telephone call short, closed questions only inflexible lack of control non-response bias literacy rates interest levels Email Surveys Advantages and uses are as for telephone interviews Will be self-completed Response rates may be low Target population must have access to e-mail Researchers must have access to e-mail addresses of target population