Understanding+Market+Research-Fieldwork英文资料.pptVIP

* * * * * * * Chapter 18: Fieldwork FIELD- WORKERS FIELD INTERVIEWING SERVICE IN-HOUSE INTERVIEWERS BRIEFING SESSIONS MAKING INITIAL CONTACT PROBING RECORDING RESPONSES ASKING QUESTIONS TERMINATING INTERVIEWS “Good afternoon, my name is…” Foot-in-the-door Door-in-the-face Exactly as worded Read slowly Questions in the proper order Ask every question Repeat questions that are not understood Verbal attempts made by a field-worker when the respondent must be motivated to communicate his or her answers more fully Probes enlarge and clarify SILENT PROBE REPEAT REPLY NEUTRAL QUESTION REPEAT QUESTION How to close interview and exit household is important Reinterviewing may be required Select Train Supervise Control Filling in fake answers or falsifying interviews Verification by reinterview * ● Using focus groups to collect data - applications, recording and collecting data, reporting findings ● Using in-depth interviews to collect data - applications, recording and collecting data, reporting findings ● Using projective techniques to collect data - applications, recording and collecting data, reporting findings UNDERSTANDING MARKETING RESEARCH Copyright ? 2004 Pearson Education Australia (a division of Pearson Australia Group Pty Ltd) * ● Using surveys to collect data - face-to-face interviews – at home, workplace, central location - telephone interviews – traditional, CATI - self-completion – mail, fax, email, hand-out, drop-off ● Recording and collecting data from surveys ● Online surveys - email surveys - Internet interviews UNDERSTANDING MARKETING RESEARCH Copyright ? 2004 Pearson Education Australia (a division of Pearson Australia Group Pty Ltd) * ● Using observations to collect data - applications, recording and collecting data ● Using experiments to collect data - applications, recording and collecting data ● What is fieldwork? UNDERSTANDING MARKETING RESEARCH Copyright ? 2004 Pearson Education Australia