mktg research survey design UNC C市场调研的设计北C.pptVIP

* * * * * * * * * * * * * * * * * * * * * 5-* Descriptive and Causal Research Designs  Learning Objectives_1 Explain the purpose and advantages of survey research designs Describe the types of survey methods Discuss the factors influencing the choice of survey methods Learning Objectives_2 Explain experiments and the types of variables used in causal designs Define test marketing and evaluate its usefulness in marketing research Selecting a Descriptive Research Design Nature of problem Research questions Research objectives Goal of Survey Research Methods Provide facts and estimates that can be used to make accurate predictions about relationships between market factors and behaviors gain insights to understanding the relationships and differences verify or validate the existing relationships Advantages/Disadvantages of Survey Research Design Advantages Accommodates large sample sizes Generalizable to target population Easy to administer and record answers Facilitates advanced statistical analysis Disadvantages Questions that accurately measure variables can be difficult to develop In-depth data difficult to obtain Low response rates Errors in Surveys Sampling error Nonsampling error Forms of Nonsampling Error Respondent errors Nonresponse errors Response errors Types of Survey Research Methods Person- administered Telephone- administered Self- administered ? 2005 J.M.H. Interview Method Factors Sample Size Access Difficulty Response Rate Multimedia Speed Examples Unemployment Voting Soft Drinks Census Online Shopping Methods Face-to-Face Telephone Fax Mail Web Email Person-Administered Surveys Advantages Adaptability Rapport Feedback Response quality Disadvantages Possible recording errors Interaction errors High expense Mall Intercepts Telephone Surveys Advantages Interviewers or CATI technology Less expensive than face to face methods Geographic flexibility Callbacks possible Fast Suitable for large samples Disadvantages Difficult fo