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Primary Research Techniques

SURVEY RESEARCH

Basic Means of Obtaining

Primary Data

OBSERVATION

Chapter - 6

COMMUNICATION

Method of
Administration

Personal

Mail

Degree of
Directness

Direct

Degree of
Structure

Indirect Structured Unstructured

Telephone

Basit Afzal

Communication means of PRIMARY DATA

Unwillingness

Inability
DISADVANTAGES

Biased
Questioning Process

ADVANTAGES

Versatility

Speed

Cost

Quantitative and qualitative

Research can be:
Quantitativethis is where
quantifiable information is
gathered by asking many
people specially-structured
questions.
Typical answers are either
Yes or No or numerical
(closed-ended questioning).

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Communication techniques classified by

Structure & Directness

Quantitative and qualitative

QualitativeThis is
where a question is
asked for an in-depth
answer (open-ended
questioning). The
objective of the
survey is to collect
more insightful or
complex information.

Structured
D
I
R
E
C
T

Survey

questionnaire

I
N
D
I
R
E
CT

Performance of
Objective Task
Techniques

Unstructured

Focus Group

Depth Interview

Thematic apperception

Cartoon Completion

Word association

Sentence Completion

Survey Research
Survey Research ...
Objectives:
Most survey research studies attempt to identify
and explain a particular marketing activity.
Marketing surveys typically have multiple
objectives.

is a method of descriptive research used for

collecting primary data based on verbal or
written communication with a representative
sample of individuals or respondents from
the target population.

It requires asking the respondents for

information either face-to-face or using the
telephone interview, or through mail, fax or
Internet.

Although surveys are generally conducted to quantify certain

factual information, certain aspects of surveys may also be
qualitative.
For example, testing and refining new product concepts is often
a qualitative objective in a new product development.

Has non-business application as well. [e.g. donor research].

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Types of information generally obtained

through PRIMARY DATA

Demographic / Socioeconomic
Characteristics
Attitudes / Opinions
Awareness / Knowledge
Intensions
Motivation
Behavior

ATTITUDE

Respondents Views or Feelings

towards some phenomenon

OPINION

Verbal Expression of Attitude

AWARENESS What Respondents Do and Do Not

know about some objects
INTENTION

Survey Research

Persons anticipated and Planned

future behavior

Future

definite intention to buy

a probable intention to buy
definite intention not to buy

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Survey and Consumer Research

Advantages
Broad coverage of the respondent population
Can be employed in virtually any setting
Can obtain virtually any kind of information

Disadvantages
Only limited information can be obtained from
each respondent
Might not be as objective as observation
/recording methods
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Information of consumers can be classified into

the following three categories:
State of Being
(e.g. demographics)

State of Mind

Behavior

Survey research is used to obtain all three

types of information, especially, by using
attitudes measurement,
information on the State of Mind.
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Person administered surveys

Face to face interview

Advantages
Direct interaction
Clarity and display of
exhibits
Better quality and
quantity of data
Higher response rate
No sequence bias
Identifying respondents
Unstructured

1. Direct, face-to-face Interview:

Interviewer and interviewee see and talk to each other
face-to-face. Includes
In-home/In-office Interview
Appointment first,
Face to face Interview
Needs Skill

Mall Intercept Interview

Interview outside home, in supermarkets, departmental
stores, other public places

Disadvantages
High cost
Longer time
Interviewer bias
Anonymity not
maintained
Interviewer cheating
Time bias exists
Field control needed

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Telephone Interview

Person Administered Surveys

2. Indirect, non- faceto-face Interview:
The interviewer and the
interviewee do not see
but talk direct to each
other.
Telephone Interview

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Advantages
Disadvantages
Faster Results
No exhibits
Inexpensive
Long interview not
Better geographical
possible
coverage
Inability to make
Irresistibility
judgment
Reaching hard-to Answering machines
reach people
and caller
Timing: early or late
identification device
OK
Sampling problem
Privacy and better
Obsolete directory:
control
poor sampling frame
Coincidental data:
immediate feedback.

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A questionnaire
[also called research instrument]
Advantages

Disadvantages

Wide geographical
coverage
Providing thoughtfu
answers
Ability to ask
sensitive questions
No interviewer bias
Inexpensive
Better control
Anonymity
Clarity

Mailing list problem

Unidentifiable
respondent
Questionnaire
exposure
Data limitation
No interviewer
assistance
Assumed literacy
Poor response rate
Longer time

Survey through Internet has similar advantages and problems

Data collection instrument used for gathering data;

A formalized schedule of an assembly of a carefully
formulated questions;

Six important functions

Converts research objectives
into specific questions
Standardizes the questions
Keeps respondents motivated
to complete the research
Serve as a permanent record
Speed-up the process of data analysis
Reliability and validity purposes

Comparison of Survey Methods

SPECIFICATION

Information Collection

Sampling Quality

Time

Cost

Opportunity for Clarification

Response Rate

Respondents Convenience

1: Best

5: Worst

P: Personal

I: Intercept

T: Telephone

M: Mail

W: Web

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WHY DO PEOPLE COOPERATE ?

People are willing to be helpful Just act of Friendliness,

politeness or desire to help the Interviewer. Such
willingness is increased by an interest In Topic
A Chance for a Social Interaction

Increase Crimes

Invasion in Privacy
Hostility towards Interviewer or Sponsor or subject

Curiosity

For a Reward or Benefit

WHY THEY DO NOT ?

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Phenotypic / Genotypic

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