MARKETING RESEARCH

Chapter 6
DR NUR KAMARUL HAFIZ BIN JAMIL
FACULTY OF BUSINESS AND ACCOUNTANCY
LINCOLN UNIVERSITY COLLEGE
 TRADITIONAL SURVEY RESEARCH
Learning objectives:
• To understand the reasons for the popularity of survey research.
• To learn about the types of errors in survey research
• To learn about the types of surveys
• To gain insight into the factors that determine the choice of particular
survey methods
 What is Survey Research?
• The use of a questionnaire to gather facts, opinions, and attitudes; it is
the most popular way to gather primary data.

• In other words, Survey research is a quantitative method whereby a

researcher poses some set of predetermined questions to an entire
group, or sample, of individuals.
• Survey research is an especially useful approach when a researcher aims to
describe or explain features of a very large group or groups.
• This method may also be used as a way of quickly gaining some general
details about one’s population of interest to help prepare for a more focused,
in-depth study using time-intensive methods such as in-depth interviews or
field research.
• In this case, a survey may help a researcher identify specific individuals or
locations from which to collect additional data.
 Popularity of Survey Research
• Surveys have a high rate of usage in marketing research compared to other
means of collecting primary data, for some good reasons:

• The need to know why

• In marketing research, there is a critical need to have some idea about why people do or do not do
something.
• For example, why did younger people use TikToks more than Adults?
• The need to know how
• At the same time, the marketing researcher often finds it necessary to understand the process
consumers go through before taking some action.
• E.g. How did younger people make the decision to use TikTok?
• The need to know who
• The marketing researcher also needs to know who the person is, from a demographic or lifestyle
perspective.
• Information on age, income, occupation, marital status, education, etc, is necessary for the identification
and definition of market segments.
Types of Errors in Survey Research
 1. Sampling Error
• Sampling error refers to the discrepancy between a sample statistic
(such as the mean or proportion) and the true population parameter
it represents. It occurs because we typically collect data from only a
subset of the entire population rather than the entire population
itself.
• Sampling error can arise due to various factors, including the
sampling method used, the size of the sample relative to the
population, and random chance. It is important to understand and
account for sampling error when interpreting the results of a sample,
as it affects the accuracy and reliability of the conclusions drawn from
the data.
 1. Sampling Error (Cont’d)
• Even when all aspects of the sample are investigated properly, the
results are still subject to a certain amount of random error (or
random sampling error) because of chance variation.
• chance variation is the difference between the sample value and the true
value of the population means.

• This error can be eliminated but it can be minimized by increasing the

sample size.
• It is possible to estimate the range of random error at a particular
level of confidence.
 2. Systematic Error
• Error that results from problems or flaws in the execution of the
research design. Sometimes called non-sampling error.

• The non-sampling errors that can systematically influence survey

answers can be categorized as sample design error and measurement
error.
 2. Systematic Error:
(Sample Design Error)
• A systematic error that results from a problem in the sample design or
sampling procedures.
• Types of sample design errors include frame errors, population
specification errors, and selection errors.

• Frame error – the list of population elements or members from which units to be
sampled are selected. E.g. households listed in the phonebook.
• Population specification error – results from an incorrect definition of the
population or universe from which the sample is to be selected. E.g. the age of the
respondents selected.
• Selection error – error that results from incomplete or improper sample selection
procedures or not following appropriate procedures. E.g. door-to-door interviews
 2. Systematic Error:
(Measurement Error)
• Systematic error that results from a variation between the
information being sought (true value) and what is actually obtained
by the measurement process.

• It is often a much more serious threat to survey accuracy than is

random error. The main concern is the errors include surrogate
information error, interviewer error, measurement instrument bias,
processing error, non-response bias, response bias.
 Surrogate Information Error
• Error that results from a discrepancy between the information needed to
solve a problem and that sought by the researcher.

• It relates to general problem in the research design, particularly failure to

properly define the problem.

• E.g. Kellogg spent millions developing a line of 17 breakfast cereals that

featured ingredients that would help consumers cut down on their
cholesterol. However, the product failed miserably in the marketplace.
Consumers did not understand either the product line or the need to
consume it.
 Interviewer Error
• Error that results from the interviewer’s influencing – consciously or
unconsciously – the answers of the respondent.
• It also is known as “Interviewer Bias”, giving untrue or inaccurate answers.
• The dress, age, gender, facial expressions, body language, or tone of voice
of the interviewer may influence the answers given by some or all
respondents.
• This type of error is caused by problems in the selection and training of
interviewers or by the failure of interviewers to follow instructions.
• Interviewers must be properly trained and supervised to appear neutral at
all times.
 Measurement Instrument Bias
• Error that results from the design of the questionnaire or measurement
instrument; also known as questionnaire bias.
• Examples of problems include leading questions or elements of the
questionnaire design that make recording responses difficult and prone to
recording errors.
• A leading question is a type of question that suggests or implies a particular answer
or contains assumptions that may influence the respondent’s answers.
• E.g. “Don’t you agree that the new policy will greatly improve our productivity? Or
“Didn’t you find the movie to be incredibly boring?
• This type of problem can be avoided by paying careful attention to detail in
the questionnaire design phase and by using questionnaire pre-tests before
field interviewing begins.
 Processing Error
• Error that results from the incorrect transfer of information from a
survey document to a computer.
• E.g. a document may be scanned incorrectly or the items of
questionnaire were wrongly written in the Google Form or in the
MonkeySurvey.com.
 Non-Response Bias
• Error that results from a systematic difference between those who do
and those who do not respond to a measurement instrument.
• Non-response bias occurs when:
• A person cannot be reached at a particular time.
• A potential respondent is reached but cannot or will not participate at that
time (e.g. telephone survey)
• A person is reached but refuses to participate in the survey. This is the most
serious problem because it may be possible to achieve future participation in
the first two circumstances.
• Refusal rate – percentage of persons contacted who refused to participate in a survey.
 Response Bias
• Response bias refers to systematic errors or inaccuracies in the way respondents answer questions in surveys or
questionnaires. These errors can occur due to various factors, such as the wording of questions, the format of the
survey, or characteristics of the respondents themselves. Response bias can lead to misleading or inaccurate results
and can affect the validity of the findings.
Here are some examples of response bias:
• Social Desirability Bias: Respondents may provide answers that they perceive as socially acceptable or favorable,
rather than their true opinions or behaviors. For example, when asked about sensitive topics like drug use or illegal
activities, respondents may underreport their involvement due to fear of judgment or repercussions.
• Acquiescence Bias: Some respondents may have a tendency to agree with statements or questions regardless of
their true beliefs. This can result in inflated agreement rates and may skew the results of surveys.
• Confirmation Bias: Respondents may interpret questions in a way that confirms their existing beliefs or opinions,
leading to biased responses. For example, a person who strongly believes in climate change may interpret a survey
question about environmental issues in a way that supports their belief, even if the question is neutral.
• Memory Bias: Respondents may have difficulty accurately recalling past events or experiences, leading to
inaccuracies in their responses. Memory bias can affect retrospective surveys or questions about past behaviors.
 Types of Surveys
1. Door-to-Door Interviews
2. Executive Interviews
3. Mall-Intercept Interviews
4. Telephone Interviews
5. Self-Administered Questionnaires
6. Mail Surveys
 1. Door-to-Door Interviews
• Interviews conducted face-to-face with consumers in their homes.
• Door-to-door interview is a personal, face-to-face interaction with all
the attendant advantages
• immediate feedback from the respondents,
• the ability to explain complicated tasks,
• the ability to use special questionnaire techniques that require visual contact
to speed up the interview or
• improve data quality and
• the ability to show the respondent product concepts and other stimuli for
evaluation.
 2. Executive Interviews
• Industrial equivalent of door-to-door interviewing
• This survey involves interviewing businesspeople at their offices concerning industrial
products or services.
• It is an expensive approach because:
• Individuals involved in the purchasing decision for the product in question must be identified and
located.
• Sometimes lists can be obtained from various sources, but more frequently screening must be
conducted over the telephone.
• A particular company may indeed have individuals of the type being sought, but locating them
within a large organization can be expensive and time consuming.
• Once a qualified person is located, the next step is to get that person to agree to be interviewed
and to set a time for the interview. This is not usually as hard as it might seem because most
professionals seem to enjoy talking about topics related to their work.
• An interviewer must go to the particular place at the appointed time. Long waits are frequent:
cancellations are common.
• This survey requires highly skilled interviewers because they are frequently interviewing on topics
they know little about.
 3. Mall-Intercept Interviews
• Interviews conducted by intercepting mall shoppers (or shoppers in other high-traffic locations)
and interviewing them face to face.
• A very popular survey method for conducting personal interviews. It is relatively simple.
• Shoppers are intercepted in public areas of shopping malls and either interviewed on the spot or
asked to come to a permanent interviewing facility in the mall.
• Mall surveys are less expensive than door-to-door interviews because respondents come to the
interviewer rather than the other way around.
• Interviewers spend more of their time actually interviewing and less of their time hunting for
someone to interview.
• Mall interviewers do not have the substantial travel time and mileage expenses associated with
door-to-door interviewing.
• However, disadvantages are:
• Impossible to get a sample representative of a large metropolitan area from shoppers at a particular mall.
• The mall environment is not always viewed as a comfortable place to conduct an interview.
• The shoppers may be ill at ease, in a hurry, or preoccupied by various distractions outside the researcher’s control.
 4. Telephone Interviews
• Telephone interviewing has indeed undergone significant transformations over the years, particularly with
the advent of technology and changes in communication patterns among the populace.

1. Traditional Telephone Interviewing:

1. Before 1990, telephone interviewing was the primary method for survey research.
2. It was cost-effective and produced high-quality samples due to widespread phone ownership.
3. Random-digit sampling ensured inclusion of unlisted numbers and recent number changes.
2. Predictive Dialing:
1. Traditional random-digit dialing evolved into predictive dialing, aided by sophisticated software like SPSS mrDialer.
2. Predictive dialing aims for faster completion of projects, lower staff costs, and greater control over survey projects.
3. It leverages Voice Over Internet Protocol (VoIP) for efficiency and supports dispersed call centers.
3. Cell Phone Interviewing:
1. With nearly 40% of households reachable only via cell phones, researchers turned to cell phone interviewing to access
otherwise unreachable populations.
2. However, cell phone interviewing tends to be more expensive due to federal regulations, such as hand-dialing requirements
and reimbursement for respondents' minutes.
3. FCC proposals to allow automatic dialers face criticism from research associations due to potential negative impacts on
response rates, costs, and data security.
 4. Telephone Interviews
Disadvantages of Telephone Interviewing:
1. Limitations include the inability to show visual stimuli and constraints on the
quantity and types of information obtainable.
2. Respondents' patience is thinner over the phone, leading to higher likelihood of
hang-ups.
3. Screening devices like answering machines and caller ID increase the time and cost
of finding willing participants.
4. Telephone interviews are often unsuitable for in-depth or long interviews with open-
ended questions.
Centralization and Automation:
1. Most telephone interviews now occur in central-location call centers, with some
firms transitioning to completely automated surveys but only from landlines.
 4. Telephone Interviews
Call Centre Telephone Interviews
• Call center telephone interviews offer a structured and controlled environment for conducting surveys efficiently. Here's a
breakdown of the key points highlighted in the passage:
1. Control and Monitoring:
• Call center facilities provide control over the interviewing process. Supervisors can monitor interviews in real-time using monitoring equipment.
• Immediate feedback can be given to interviewers to correct any deficiencies or errors during the interview.
• Interviewers' performance can be closely supervised, and those who are not performing adequately can be addressed or terminated.
2. Computerized Process:
• Most research firms have adopted computer-assisted telephone interviewing (CATI) systems.
• Interviewers use computer terminals or personal computers to conduct interviews.
• The computer presents questions and answer options to the interviewer, guiding them through the interview process.
• CATI systems allow for customization of questionnaires based on respondent answers, ensuring relevance and efficiency.
• Computerized tabulations can be generated during the study, allowing for real-time analysis and adjustments to the survey instrument.
3. Advantages of CATI:
• CATI systems enable dynamic questionnaire customization based on respondent inputs.
• Preliminary tabulations help in identifying redundant questions or areas for further exploration, optimizing the survey process.
• Early reporting of survey results aids management in preliminary planning and strategy development.
4. Respondent Cooperation:
• The success of telephone interviews hinges on gaining respondent cooperation.
• Making a good first impression is crucial, as highlighted by Amanda Durkee, a senior project manager for Zanthus Research.
 5. Self-Administered Questionnaires
Self-administered questionnaires, whether distributed through mail or presented in person without an interviewer, offer unique
advantages and challenges in survey research. Here's a breakdown of the key points highlighted in the passage:
1. Disadvantages:
• The absence of an interviewer means there's no one to explain questions or clarify responses, especially for open-ended questions.
• Without probing, respondents may provide vague or unhelpful answers, limiting the usefulness of the data for managerial decision-making.
• Lack of probing may result in missed opportunities to gather deeper insights from respondents.
2. Advantages:
• Some argue that the absence of an interviewer reduces bias, as respondents are not influenced by the interviewer's appearance or demeanor.
3. Applications:
• Self-administered interviews are often conducted in malls, airports, or other central locations with a captive audience.
• Airlines, hotels, restaurants, and service businesses use questionnaires to gather feedback from patrons about their experiences.
4. Kiosk-Based Computer Interviewing:
• Kiosk-based computer interviewing is a recent development where multimedia touch-screen computers are used to administer surveys.
• Kiosks can present complex surveys, display images and videos, and collect data in various environments such as trade shows, conventions, and
retail settings.
• Compared to traditional interviews, kiosk-based interviewing tends to be less expensive and may elicit more honest responses from
respondents.
• Internal control is higher as the survey is preprogrammed, reducing the potential for interviewer bias.
 6. Mail Surveys
Mail surveys are a method of collecting survey data via postal mail, and they come
in two main types: ad hoc mail surveys and mail panels. Here's an overview of the
key points discussed in the passage:
1.Ad Hoc Mail Surveys:
• Researchers select a sample of names and addresses and mail questionnaires without prior
contact.
• Nonrespondents may receive multiple questionnaire mailings to improve response rates.
2.Mail Panels:
• Participants are pre-contacted by letter, explaining the purpose of the panel and offering a
gratuity.
• Initial contact includes filling out a background questionnaire to tailor subsequent surveys to
appropriate households.
• Participants receive questionnaires periodically over time, making mail panels a form of
longitudinal study.
 6. Mail Surveys
1. Advantages of Mail Surveys:
• No need to recruit, train, monitor, or pay interviewers, making them cost-effective.
• Entire study can be administered from a single location.
• Hard-to-reach respondents can be surveyed.
• Promise of anonymity, ensuring confidentiality of responses.
2. Challenges and Limitations:
• Lack of interviewer presence means no probing of responses to open-ended questions.
• Limited quantity of information compared to surveys with interviewers.
• Ad hoc mail surveys suffer from high nonresponse rates and systematic errors.
• Response rates vary widely depending on factors like questionnaire length, content, incentives, and surveyed
group.
3. Strategies to Enhance Response Rates:
• Various strategies exist to improve response rates, but their cost-effectiveness varies depending on the
situation.
4. Decline in Popularity:
• Mail surveying is becoming less popular in commercial marketing research, with many projects transitioning
to online surveys.