营销调研Survey ResearchPPT.pptVIP

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;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