营销调研Survey Research.ppt

Bangor Transfer Abroad Programme Marketing Research SURVEY RESEARCH Based on simple idea: “”… the best way to find out what consumers think is to ask them.” Zikmund Survey Research A method of collecting primary data by communicating with a representative sample of people Survey Research Design ? The way the environment is controlled or organized ? Environmental variables to control When the survey is given How the survey is given ? The sample size ? Number of groups ? The more environmental control, the more accurate the results will be What questions do you have? Selecting a survey research design should be based on the survey question(s) you are trying to answer Properly conducted Surveys can be: Quick Inexpensive Efficient Accurate Flexible Problems with Surveys come from: Nonresponse error Response bias Administrative error NonResponse Error The difference between a survey that includes only respondents and a perfect survey that also includes nonrespondents Response Bias Where respondents answer survey questions with a bias that misrepresents truth Administrative Error - data processing error - sample selection error - interviewer error - interviewer cheating Types of Sampling: Personal Interviews Intercepts Telephone interviews Self administered questions Mail questionnaires Email Bangor Transfer Abroad Programme Marketing Research