Chapter 6- Survey Research Flashcards
What is cross-sectional research study?
Cross-sectional studies were conducted at a single point in time
What are longitudinal research studies?
Longitudinal studies ask the same question at different points in time
Who is the Canadian marketing research Pioneer?
Angus Reid
What is survey research?
The structured questionnaire given to us with the population and designed to elicit specific information from respondents
What are the six data collection alternatives (survey modes)?
Telephone surveys, face-to-face surveys, mail surveys, electronic/online surveys, other modes, and mixed modes
Other survey modes include…
Group self-administered, computerized
Mixed modes is…
Using more than one method
What is the best survey mode?
There is no best survey mode; each has advantages and disadvantages
What drives data collection alternatives?
Technology
What would be the average cost today of conducting a face-to-face interview? [Approximately half an hour]
$300
Why are customers who are surveyed better customers?
Because they feel valued
What are the three factors that affect which survey mode should be used?
Task factors, situational factors, respondent factors
The survey method selected should provide…
Data of the desired types, quality and quantity at the lowest cost and in the required time frame
What is a task factor?
Diversity of questions and flexibility, use of physical stimuli, sample control, quantitative data, response rate
What are situational factors?
Control of data collection environment, control of field force, potential for interviewer bias, speed, cost
What are respondent factors?
Perceived anonymity, social desirability/sensitive information, incidence rate, respondent control
What is an incident rate?
The percentage of persons or households out of the general population that fit the qualifications of people to be interviewed in a particular study
If the incident rate is high will it be hard or easy to find respondents?
Easy
If the incidence rate is low will it be hard or easy to find respondents?
Hard
What incidence rate will result in it being easy to find respondents?
High incidence rate
What incidence rate will it be hard to find respondents?
Low incidence rate
What percentage of households in Canada are phone only?
21%
What date did the do not call list come into affect?
September 30th 2008
What is always a potential problem for surveys in terms of respondent engagement?
Nonresponse error
What is nonresponse error?
A person who is not able to be contacted or who refuses to participate
What are techniques for raising response rates?
Properly targeted research
Incentives
Less boring, tedious, and soul-destroying questionnaires
Sweepstakes and draws
Pre notification
Greater use of mixed modes to obtain cooperation
Higher compensation to interviewers and respondents
Electronic surveys may displace telephone surveys (if biases can be minimized)
