MARK205 Marketing Research & Consumer

Insights
Autumn Semester, 2023
Week 4
AGENDA:
• Quick recap from Week 3
• Survey Methods (Chapter 7) & Literature Review
• Mid-Term Exam Discussion
REVISIT: Categories of Research
• Quantitative research: research involving the use of structured questions in
which response options have been predetermined and a large number of
respondents involved.
• Qualitative research: research involving collecting, analyzing, and
interpreting data by observing what people do and say.
• Mixed method research: combination of both quantitative and qualitative
research methods in order to gain the advantages of both

Qualitative Research
Techniques

Marketing
Research
Observation Focus
Focus Groups
Groups Ethnography Others
Online
Communities
 Chapter 7:
Evaluating Survey
Data Collection
Methods
 Learning Objectives
In this chapter you will learn:

• The advantages and disadvantages of surveys

• The various modes of survey administration based on whether or not

an interviewer or a computer is present
• Descriptions of different methods of data collection

• Why marketing researchers work with panel companies to collect data

• Various considerations when selecting a specific method of data

collection
The Marketing Research Process: “WHERE WE
ARE”
Step 1: Establish the need for
Step 7: Design data collection forms
marketing research

Step 2: Define the Problem Step 8: Determine the sample plan

and size

Step 3: Establish research objectives Step 9: Collect data

Step 4: Determine the research design Step 10: Analyze data

Step 5: Identify information types and Step 11: Prepare and present the final
sources research report

Step 6: Determine methods of

accessing data
Surveys and Respondents
 Survey method: Collecting primary data in
which information is gathered by questioning
a large number of respondents using a
predesigned questionnaire.
- Identify characteristics of target markets
- Measure consumer attitudes
- Describe consumer purchasing patterns

 Respondent: Person who verbally answers

an interviewer’s questions or provides
answers to written questions
 Perhaps the biggest issue researchers face is
how to motivate respondents to candidly
answer their questions.

Most often associated with quantitative findings

Five Advantages of Surveys
Advantage Description
Provides All respondents react to questions worded identically and presented in
standardization the same order. Response options (scales) are the same, too.
Is easy to Interviewers read questions to respondents and record their answers
administer quickly and easily. In many cases, the respondents read and respond
to the questionnaires themselves.
Gets “beneath While not as detailed as in-depth interviews or focus groups, it is
the surface” common to ask questions about motives, circumstances, sequences of
events, or mental deliberations, none of which are available
in observation studies.
Is easy to Standardization and computer processing allow for quick tallies, cross
analyze tabulations, and other statistical analyses despite large sample sizes.
Reveals Respondents can be divided into segments or subgroups (e.g., users
subgroup vs. nonusers or age-groups) for comparisons in the search for
differences meaningful differences.
https://doi-org.ezproxy.uow.edu.au/10.1080/17457300.2018.1431940
 Advantages of Disadvantages of
Surveys Surveys
• Ease. Questionnaires are • Respondents may be unable or
relatively easy to administer. unwilling to provide the desired
• Reliability. Using fixed- information.
response (multiple-choice) • Structured data collection
questions reduces variability in involving a questionnaire with
the results that may be caused fixed-response choices may result
by differences in interviewers in loss of validity for certain types
and enhances reliability of the of data, such as beliefs and
responses. feelings.
• Simplicity. It also simplifies • Properly wording questions is not
coding, analysis, and easy.
interpretation of data.
The survey approach is by far the
most common method of primary data
collection in marketing research.
Copyright © (Malhotra) 2015 Pearson Education, Inc.
Computer technology has
dramatically changed data
collection in recent years.

Despite the impression

given by Figure 7.1 that
online surveys are
eclipsing all other
methods, data collection is
best envisioned as a blend
of traditional, or low-
technology, methods and
contemporary, or high-
technology, approaches.
Technology
Blank No Computer Computer
Interviewer Person administered Computer assisted
Interviewer reads Interviewer reads the questions
questions and records the and uses computer technology
answers on paper. to record the answers and/or
otherwise assist in the
interview.
No Self-administered Computer administered
interviewer Respondent reads the Computer communicates the
questions on a page and questions and records the
responds by writing on respondent’s answers.
the
questionnaire.
 Survey Methods Classification
 Four main methods:
1. Person administered (face-to-face dialogue)
2. Computer assisted
3. Computer administered
4. Self-administered (self-completion: no dialogue or immediate
feedback)
Person-Administered Surveys
• In person-administered surveys, an interviewer reads questions,
either face-to-face or over the telephone, to the respondent and
records his/her answers without the use of a computer.
• In recent years, the use of personal interviews has declined.

Advantages: Disadvantages:
• Feedback • Humans make errors
• Rapport • Slow speed
• Quality control • High cost
• Adaptability • Fear of interview evaluation (bias
due to the presence of the interviewer,
which might cause respondents to alter
their normal responses)
Computer-Assisted Surveys
• In these surveys, an telephone interviewer may read the questions and
record answers on a computer screen, or a personal interviewer may use
a tablet computer to record and encrypt answers.
• Computer technology assists the interviewer by making the interview
process more efficient and effective.

Advantages: Disadvantages:
• Speed • Technical skills may be required
• Relatively error-free • Setup costs may be high
interviews (data quality)
• Use of pictures,
audiovisuals and graphics
• Immediate capture of data
Self-Administered Surveys
• In self-administered surveys, the respondent has the sole
responsibility to complete the survey on his/her own without agent –
human or computer – administering the survey.
• NB: we are referring to the typical paper-and-pencil survey
• The questionnaire is under the control of the respondent.
• Respondent goes at his/her own pace, and often selects the place and
time to complete the survey

Advantages: Disadvantages:
• Reduced cost • Respondent control (no response,
• Respondent control incomplete, errors, untimely
(relaxed & unrushed) response)
• Reduced interview • Lack of monitoring
evaluation • High questionnaire requirements
apprehension (burden of understanding falls on
the questionnaire itself)
Computer-Administered Surveys
• In computer-administered surveys, a computer plays an integral role in
posing the questions and recording the respondents’ answers.
• an online survey in which respondents are directed to a website that
houses the questionnaire.
• some web-based questionnaires can qualify respondents, skip
questions, use quota systems for sample sizes, display various graphics
and audiovisuals.

Advantages: Disadvantages:
• Breadth of user-friendly features • Requires computer-literate
(respondent: easy, economical, & fun) and Internet-connected
• Highly efficient (ability to handle respondents
multiple respondents at one time) • Respondent
• Reduction of interview misrepresentation
evaluation concern in • Non-representative sample
respondents
Mixed-Mode Surveys
• Mixed-mode or hybrid surveys use multiple data collection methods.
• Two or more survey data collection modes are used to access a
representative sample.
• The realization that respondents must be treated as “customers” – meet
their preferences
• Online companies like Amazon/eBay use hybrid research to facilitate use
of both qualitative and quantitative techniques to do “deep dives” to
understand the buyer-seller trust relationship.

Advantages: Disadvantages:
• Multiple advantages to achieve • Survey mode may affect response –
data collection goal there might be differences in data
– Example: could use online collected.
survey to quickly reach portion • Additional complexity – wording
of population with Internet complications and problems with
access and telephone calling to integrating data from multiple sources
reach those without Internet into one compatible dataset.
access.
Various Ways to Gather Data
Method Description
In-home The interviewer conducts the interview in the respondent’s home. Appointments may be made
interview ahead by telephone.
Mall-intercept Shoppers in a mall are approached and asked to take part in the survey. Questions may be asked in
interview the mall or in the mall-intercept company’s facilities located in the mall.
In-office The interviewer makes an appointment with business executives or managers to conduct the
interview interview at the respondent’s place of work.
Telephone Interviewers work in a data collection company’s office using cubicles or work areas for each
interview interviewer, usually reading questions on a computer monitor. Often the supervisor has the ability
to “listen in” to interviews and to check that they are being conducted correctly.
Fully A computer is programmed to administer the questions. Respondents interact with the computer
automated and enter in their own answers by using a keyboard, by touching the screen, or by using some other
interview means.
Online survey Respondents answer a questionnaire that resides on the Internet.
Group self- Respondents take the survey in a group context. Each respondent works individually, but they meet
administered as a group, which allows the researcher to economize.
survey
Drop-off Questionnaires are left with the respondent to fill out. The administrator may return at a later time
survey to pick up the completed questionnaire, or it may be mailed in.
Mail survey Questionnaires are mailed to prospective respondents, who are asked to fill them out and return
them by mail.
Mall-Intercept Surveys
• The respondent is encountered and questioned while he/she is visiting a
shopping mall.
• The process involves stopping the shoppers, screening them for
appropriateness, and either administering the survey on the spot or inviting
them to a research facility located in the mall to complete the interview.
• While not representative of the population in general, shopping mall customers
do constitute a major share of the market for many products (especially, in
UAE).
Advantages: Disadvantages:
• Since mall-intercept • Sample representativeness
interviews are conducted may be an issue, as only
in large shopping malls mall patrons are
they are less expensive interviewed
per interview than are in- • Respondents may feel
home interviews. uncomfortable answering
the questions in the mall
Telephone Surveys
• Traditional telephone interviews involve phoning a sample of
respondents and asking them a series of questions.
• The interviewer uses a paper questionnaire and records the responses
with a pen/pencil.

Advantages: Disadvantages:
• Can get a • Respondents can’t be shown
representative sample anything or physically interact with
• Reasonable cost the research object
• Good quality control • Telephone doesn’t allow for
observation of body language or
• Fast turnaround
facial expression
• Limited in the quantity and types of
information obtainable
• Noncooperation from the public
Computer-Assisted Interviews
• Computer-Assisted Self-Interviewing (CASI): the respondents
answers questions without any human interviewer or assistance
such as an online survey.
• Computer-Assisted Personal Interviewing (CAPI): an interviewer
administers the questions and records the responses in a face-to-
face context with the aid of a computer.
• Computer-Assisted Telephone Interviewing (CATI): an interviewer
administers the questions and records the responses over the phone
with the aid of a computer.
Mail Surveys
• A mail survey is one in which the questions are mailed to prospective
respondents who are asked to fill them out and return them to the
researcher by mail.
• Mail surveys continue to be used because of their low cost compared to
other methods.

Advantages: Disadvantages:
• Geographic flexibility • Nonresponse: refers to
• Relatively inexpensive questionnaires that are not returned.
• More convenient for respondents • Self-selection bias: means that those
who do respond are probably
• Anonymity of respondent different from those who do not fill
• Absence of interviewer out the questionnaire and return it.
Panel Companies
• Recruit potential survey respondents who participate for compensation.
• Mail panels consist of a large and nationally representative sample of
individuals who have agreed to participate in periodic survey research.
• Incentives in the form of cash or gifts are often offered to the individuals
who agree to participate.
• Can be used for longitudinal studies

Advantages: Disadvantages:
• Fast turnaround • Not random samples
• High quality • Overused respondents
• Database information • Cost
• Access to targeted respondents • No control of respondent’s
• Integrated features: can offer other services environment
e.g., questionnaire design

https://www.triaba.com/ae
Top 22 Online Panel Companies
Online Surveys
 Internet and Email surveys
- Speed and cost-effectiveness
- Visual appeal and interactivity
- Respondent participation and cooperation
- Can be representative samples
- Accurate real-time data capture
- Email reminders
- Personalised and flexible questioning
- Higher response rates
- Enhanced security

 Essentially is a self-administered
questionnaire that use other forms of
distribution Source: http://www.formees.com/en/online-survey
 What’s the most appropriate survey
research design?
 There is no best form of survey; each has advantages and
disadvantages.
- For example, a researcher who must ask highly confidential
questions may use an online survey to avoid interviewer bias.
- Taste testing requires personal interviews
 In selecting a data collection mode, the researcher must consider:
- How fast is data collection?
- How much will data collection cost?
- How good is the data quality?
Relative Speed, Cost, and Data Quality of Common
Data Collection Methods*

Method Speed Cost Data Quality

In-home interview Slow High High
Mall-intercept interview Fast Medium Medium
In-office interview Slow High High
Telephone interview Fast Low Low
Fully automated interview Fast Medium Medium
Online survey Fast Medium Medium
Group self-administered survey Medium Low Low
Drop-off survey Fast Low Low
Mail survey Slow Low Low
 Criteria for Selecting a Survey Method
1. If complex and diverse questions have to 6. Low response rates make the use of
be asked, one of the personal methods cold mail and electronic methods
(in-home, mall intercept, or CAPI) is disadvantageous.
preferable. Internet surveys are an option 7. If social desirability is an issue, mail,
as well. mail-panel, fax, and Internet surveys
2. From the perspective of the use of are best.
physical stimuli, personal methods (in- 8. If interviewer bias is an issue, the use
home, mall intercept, or CAPI) are of mail (cold and panels), fax, and
preferable. electronic interviewing (e-mail and
3. If sample control is an issue, cold mail Internet) is favored.
(but not mail panel), fax, and electronic 9. Speed favors Internet, e-mail,
methods might not be appropriate. telephone, and fax methods.
4. Control of the data collection 10. Costs favor cold mail, fax, electronic
environment favours the use of central (e-mail and Internet), mail panels,
location (mall intercept and CAPI) telephone, mall intercept, CAPI, and
interviewing. in-home methods, in that order (most
5. High quantity of data favours the use of favorable to least favorable).
in-home and mail panels and makes the
use of telephone interviewing
inappropriate.
Copyright © (Malhotra) 2015 Pearson Education, Inc.
Other Considerations…
• Incidence rate: the percentage of the population that possesses some
characteristic necessary to be included in the survey. This affects the
decision about data collection mode.
– “targeting university students” vs “a cosmetics firms wanting to
interview women who were planning a facial cosmetic surgery in the
next year.”

• Situational factors: data collection can depend on some factors such as

cultural norms and/or communication systems. E.g.,
– Face-to face is most preferred mode by the Spaniards
– In Scandinavia, residents are uncomfortable allowing strangers in their
homes, hence prefer telephone and online modes
– In India, less than 10% have telephones and online access is small,
hence door-to-door is mostly used.
– In some countries, such as Japan, China, Thailand, Malaysia, and those
in Southeast Asia, telephone interviews are considered rude.
 Unethical Practices in Survey Data Collection
 Surveys often are used as a cover for a targeted sales effort. This practice, called “sugging”
in the trade language, is unethical.
 Another unethical practice is “frugging”- involves fundraising under the guise of research.
 Researchers often observe people’s behaviour without their consent, arguing that
informing the respondents might alter their behaviour. This can be considered an invasion
of the respondents’ privacy.
 Using details in survey to develop a prospect list.
 Respondents’ anonymity, is an important issue also in survey.
 The researcher has the responsibility to use the survey method in an ethical and legal way.
 The common practice of serving cookies on the Internet raises ethical concerns.

Copyright © (Malhotra) 2015 Pearson Education, Inc.

Next Week
CHAPTER 8: Measures and Questionnaire Design
 What the basic concepts of measurement are
 About the two types of measures used in marketing research
 Three interval scales that are commonly used in marketing research
 Reliability and validity of measurements
 What is involved with the design of a questionnaire
 How to develop questions including dos and don’ts
 The recommended organization of questions and sections of a
questionnaire
 How computer-assisted questionnaire design simplifies and expedites this
process
 What coding and pretesting entail
Copyright

Copyright © 2017, 2014, 2010 Pearson Education, Inc. All Rights Reserved.
 Literature Review
Examining secondary sources – “what
is known about the topic?”
What is a literature review?
A literature review is a critical analysis of published sources, or
literature, on a particular topic (Source: http://www.citewrite.qut.edu.au/write/litreview.jsp)

 Process of reviewing the existing literature

 What is already known?
 What is not known?
 What needs to be further developed?

 Why do you need to review the existing literature?

- you want to know what is already known & not simply ‘reinvent the
wheel’.
- The basis of your research
- A source of ideas: topics of research; Methodology, sampling, analysis
What is not a Literature Review?
• Large quantities of text copied from one source (plagiarism = fail)

• Large quantities of text put in quotes to make it look less like

plagiarism (not plagiarism but still fail).

• A simple description of what others have published, with no

additional synthesis of arguments or critique.

• Arguments lacking adequate support (one paragraph = one

reference)
How do you search for journal papers?
• Generate key words: They should be derived from your research
questions and objectives. Same as trying to find something on
Google. (e.g. if you want to search for Audi TT to buy here in Dubai
your keywords will be (Audi TT, Dubai, second hand).

• Google scholar: Google search specifically for relevant papers in

academic journals.
• Through your University library: Web of Science; Proquest; EBSCO

• You can search with your keywords within a (from a more narrow
(less results) to wider research (more results)) title, abstract, topic or
you can search by author.

http://scholar.google.com.au/
Finally – Referencing (in-text & list)
 Every time you paraphrase the argument or ideas of authors to form your own you
need to add in parenthesis (brackets) the surname of the authors and the year of
publication (e.g., Nyadzayo, Matanda & Ewing, 2011; Harris, 2011).

 If you take a direct quote out of the text then you put the quote in quotation marks
and at the end you include the authors’ surnames, the year and the page number of
the paper the quotation was taken from (e.g. Roper et al., 2008, p. 132).

 You then need to provide a reference list at the end of the dissertation where papers
are mentioned in an alphabetical order by author surname.

 Plagiarism is a serious form of academic misconduct

- Intellectual property theft
- Must acknowledge sources of ideas
- Occurs even if you don’t intend to.

 If it’s not your own idea/opinion – then simply cite!

Example of a critical literature review
Brand loyalty
“Brand loyalty refers to the degree of attachment a customer has for a particular brand (Liu, Li,
Mizerski, & Soh, 2012). Although brand loyalty is an important outcome variable in marketing literature
(De Villiers, 2015; He, Li, & Harris, 2012), its operationalisations and definitions vary across studies.
Some studies focus on attitudinal loyalty (e.g. Kressmann et al., 2006), while some focus on behavioural
loyalty by measuring buying frequency and share of category requirement (Romaniuk & Nenycz-Thiel,
2013). This study follows a study by Yoo and Donthu (2001), which captures the overall attitudinal
loyalty to a specific brand rather than directly measuring actual brand purchase behaviour. Attitudinal
loyalty covers the commitment a consumer has with the focal brand and intention to repurchase the
brand (Russell-Bennett et al., 2007). Brand loyalty is also important to services organisations, as loyal
customers have direct bearing on the constant current and future flow of sales revenues (Dwivedi,
2015).”

References:
• Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its impact on loyalty intentions. Journal of Retailing and Consumer
Services, 24, 100–109.
• Liu, F., Li, J., Mizerski, D., & Soh, H. (2012). Self-congruity, brand attitude, and brand loyalty: A study on luxury brands. European Journal of
Marketing, 46(7/8), 922–937.
• He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648–657.
• De Villiers, R. (2015). Consumer brand enmeshment: Typography and complexity modeling of consumer brand engagement and brand loyalty
enactments. Journal of Business Research, 68, 1953–1963.
• Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D. J. (2006). Direct and indirect effects of self-image congruence on brand
loyalty. Journal of Business Research, 59(9), 955–964.
• Romaniuk, J., & Nenycz-Thiel, M. (2013). Behavioral brand loyalty and consumer brand associations. Journal of Business Research, 66(1), 67–72.
• Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research,
52(1), 1–14. Leckie, C., Nyadzayo, M. W., & Johnson, L. W. (2016). Antecedents of consumer
brand engagement and brand loyalty. Journal of Marketing Management, 32(5-6), 558-
578.
WEEK 6: Mid Term Exam
• Date: 23 October 2023 (3:30 – 5:30PM)
• Venue: Classroom 4.46-4.47
• Chapters: 1, 3, 4, 5, 6, and 7
• 50 Multiple Choice Questions (MCQs) via online (Moodle)
• PLEASE BRING YOUR OWN FULLY-CHARGED DEVICE
– NOT an open-book exam (you CANNOT access any notes/text)
– No calculator needed
• Hints and Tips for answering MCQs
– Only ONE (1) answer is correct (most correct)
– Read the sentence multiple times
– Watch-out for tricky words that can change the meaning
– Use the elimination technique