中山大学吴柏林教授 研究生课程“营销管理”绝密资料_CH09.pptVIP

Exploring Marketing ResearchWilliam G. Zikmund Chapter 9: Survey Research: Basic Communication Methods Surveys Surveys as a respondent for information using verbal or written questioning Communicating with Respondents Personal interviews Door-to-door Shopping mall intercepts Telephone interviews Self-administered questionnaires Personal Interviews  Good Afternoon, my name is _________. I am with _________ survey research company. We are conducting a survey on_________ Door-to-Door Personal Interview Speed of data collection Moderate to fast Geographical flexibility Limited to moderate Respondent cooperation Excellent Versatility of questioning Quite versatile Door-to-Door Personal Interview Questionnaire length Long Item nonresponse Low Possibility of respondent misunderstanding Lowest Door-to-Door Personal Interview Degree of interviewer influence of answer High Supervision of interviewers Moderate Anonymity of respondent Low Door-to-Door Personal Interview Ease of call back or follow-up Difficult Cost Highest Special features Visual materials may be shown or demonstrated; extended probing possible Mall Intercept Personal Interview Speed of data collection Fast Geographical flexibility Confined, urban bias Respondent cooperation Moderate to low Versatility of questioning Extremely versatile Mall Intercept Personal Interview Speed of Data Collection Fast Geographical Flexibility Confined, urban bias Respondent Cooperation Moderate to low Versatility of Questioning Extremely versatile Mall Intercept Personal Interview Questionnaire length Moderate to long Item nonresponse Medium Possibility of respondent misunderstanding Lowest Mall Intercept Personal Interview Degree of interviewer influence of answers Highest Supervision of interviewers Moderate to high Anonymity of respondent Low Mall Intercept Personal Interview Ease of call back or follow-up Difficult Cost Moderate to high Special features Taste test, viewing of TV commercials