Professional Documents
Culture Documents
Chapter 9
Chapter 9
Chapter 9
Chapter Nine
Attitude
Decisions
Measuring the relationship between actions & needs, desires, preferences, motives and goals
Sample
POPULATION RESPONDENT
Question Answer
INTERVIEWER
Sampling error
Ambiguity of answer
Fear
Invasion of privacy Hostility towards sponsor
Personal bias
Characteristics of the data collection procedure Presidential polls)
Marketing Research 8th Edition Aaker, Kumar, Day
(e.G.,
Phenotypic Source
Genotypic Source
Inaccuracy in Response
Omission
Cannot formulate an adequate answer Aided-recall techniques
Marketing Research 8th Edition Aaker, Kumar, Day
Concern about invasion of privacy Time pressure and fatigue Prestige seeking and social desirability response bias Courtesy bias Uninformed response bias Response style
Marketing Research 8th Edition Aaker, Kumar, Day
Interviewer Error
This Depends On:
Personal Interview Telephone Interview Mail Survey Fax Survey E-mail Survey
Web-based Survey
Marketing Research 8th Edition Aaker, Kumar, Day
Question Content
Response Rate Costs Available Facilities Length of Data Collection
Marketing Research 8th Edition Aaker, Kumar, Day
Representation of a marketing activity other than research as research Abuse of respondents rights during the data collection process, under the rationale of providing better quality research. E.G.,
Use of survey for selling purposes Use of survey to obtain names and addresses of prospects for direct marketing
Disguising the purpose of a particular measurement Deceiving the prospective respondent as to the true duration of the interview Misrepresenting the compensation in order to gain cooperation
Not mentioning to the respondent that a follow up interview will be made Using projective tests and unobtrusive measures to circumvent the need for a respondents consent Using hidden tape recorders Not debriefing the respondent Conducting simulated product tests in which identical product is tried by respondent except for variations in color
Marketing Research 8th Edition Aaker, Kumar, Day