Chapter+6

Chapter 6


 * 3.1 - What are the major factors to be considered in the choice of the survey method?**

There are four major factors to be considered which are the time frame, budget, incidence rate and cultural/infrastructure.

The Survery Data Collection Time Horizon
 * Sometimes data must be collected within a very short time frame.
 * Online Survey's are exceptionally fast and can accommodate all but physical handling of research objects.

The Survey Data Collection Budget
 * Mail Surveys are a very inexpensive method of collecting data, although it has a low response rate.
 * Online Surveys are also relatively inexpensive.
 * If neither mail or online surveys work, telephone surveying is the next least expensive method.

Incidence Rate
 * incidence rate is the percentage of the population that possesses some characteristic necessary to be included in a survey.
 * Ex: some surveys may only be targeted only to registered voters.
 * Sometimes the incidental rate is very low.
 * Desirable data collection methods for incidence rates are ones that can be easy and inexpensive. These include online surveys, telephone surveys, and to a lesser extent, mall surveys.

Cultural/ Infrastructure Considerations
 * Cultural diversity has increasingly become an important issue as more and more marketing research companies
 * Ex: Scandinavia residents are uncomfortable allowing strangers into their homes. Therefore telephone and online surveying is more popular than door to door interviewing.


 * 3.2 - Car Parts Inc. is a fictional retail chain specializing in stocking and selling both domestic and foreign automobile parts. The company is interested in learning about it's customers, so the marketing director sends instructions to all 2000 store managers telling them that whenever a customer makes a purchase of $150 or more, they are to write down a description of the customer who made that purchase on a separate sheet of paper. At the end of the week, they are to send all sheets to the marketing director. Comment on this data collection method.**

It is a bad method.

The advantages are:
 * it only takes a week
 * it is inexpensive

The disadvantages are:
 * it is going to be very time consuming for the marketing director has to look at all of those sheets of paper from 5000 store managers
 * since they are selling automobile parts, it is likely there is going to be a lot of purchases that are over $150.
 * the "description of the customer" can be very vague and random.
 * some of the customers could have been making only that one purchase because a part on their car broke. It doesn't mean they are likely to return again in the future.


 * 3.3 - Discuss the feasibility of each of the types for survey modes for the following cases:**

product. || for some responses. ||
 * || **a)** Faberge Inc. wants to test a new fragrance called "Lime Brut" || **b)** Kelly Services needs to determine how many businesses expect to hire temporary support staff to replace secretaries who go on vacation during the summer months || **c)** The //Encyclopedia Britannica// requires information on the degree to which mothers of elementary school-aged children see encyclopedias as worthwhile purchases for their children || **d)** Rogers is considering an iPhone "stick" modem and wants to know people's reaction to it ||
 * **In-Home**
 * Interview** || Not appropriate || Not appropriate || Appropriate - Interviewer can ask detailed questions and play off of what the respondent is saying. || Not appropriate ||
 * **Mall-Intercept**
 * Interview** || Appropriate - quickly ask passerby what they think of the new scent || Not appropriate || Not appropriate || Not appropriate ||
 * **In-Office**
 * Interview** || Not appropriate || Not appropriate || Not appropriate || Not appropriate ||
 * **Central Location**
 * Telephone**
 * Interview** || Not appropriate || Not appropriate || Appropriate - Cheaper than in-home, but may not provide the same quality of answers || Not appropriate ||
 * **CATI** || Not appropriate || Not appropriate || Not appropriate || Appropriate - pitch the idea on the phone and ask specific questions. ||
 * **Fully Computerized**
 * Interview** || Not appropriate || Not appropriate || Not appropriate || Not appropriate ||
 * **Online Questionnaire** || Not appropriate || Appropriate - Kelly Services most likely has the emails of the companies she wishes to survey and can easily send a link to the online survey. || Not appropriate || Appropriate - A simple poll on the Rogers website asking if consumers would purchase the
 * **Group Self-Administered**
 * Survey** || Not appropriate || Not appropriate || Not appropriate || Not appropriate ||
 * **Drop-off Survey** || Not appropriate || Appropriate - Might take a little bit longer than online, but the idea that someone will be coming by to pick up the completed survey will encourage companies to actually complete it. || Not appropriate || Not appropriate ||
 * **Mail Survey** || Not appropriate || Not appropriate || Not appropriate || Appropriate - send survey in large numbers and hope

Non-appropriate as this is a serious matter that all mangers need to be well informed of and the head of the company must be able to judge that they all understand the concept visually and mentally. This type of interview would lack to ability to answer direct concerns from the employees as this is an all computerized interview put together before hand. Another reasoning why this would be inappropriate in this situation is having technical skills required if employees are unable to operate the equipment it may read false data.
 * 3.4 Compu-Ask Corporation has developed a stand-alone computerized interview system that can be adapted to almost any type of survey. The respondent directly answers questions once the interviewer has turned on the computer and started up the program. Indicate the appropriateness of this interviewing system in each of the following cases, giving reasons for your answers:**
 * a) A survey of plant managers concerning a new type of hazardous-waste disposal system**

Some what appropriate, as all teachers have access to a computer lab room they can all answer the questions in one sitting after previewing the video tapes. This process would be quick and easy and they are able to put their honest opinion without being judged by the principal or school board. The disadvantage would be the high set up costs required depending on the school board it may not be able an affordable option. This survey type would be very appropriate as there is no need to have an interview conducted in a face to face format; it is straight forward personal answers to clear cut questions. This survey is based off opinion therefore computerized questions and answers would be effective and quick result for interviewer.
 * b) A survey of high school teachers to see if they are interested in a company’s videotapes of educational public broadcast television programs**
 * c) A survey of consumers to determine their reactions to a non-refrigerated variety of yogurt**


 * 3.5 A researcher is pondering what survey mode to use for a client who markets a home security system for apartment dwellers. The system comprises sensors that are pressed onto all windows and magnetic strips that are glued to each door. Once plugged into an electric socket and activated with a switch box, the system emits a loud alarm and simulates a barking guard dog when an intruder trips one of the sensors. The client wants to know how many apartment dwellers in Canada are aware of the system, what they think of it, and how likely they are to buy it in the coming year. Which survey method should be used and why?**

The target market the researcher is trying to reach is “apartment dwellers” it is assumed that they do not leave their apartments therefore the best fitting survey to use would be tradition telephone interview. Telephone Interviews would be the most cost effective method when researching across Canada, and also because this is a survey is based on a service there is no need for the interviewee to see the product. Not everyone in Canada has access to the internet, so the telephone survey is the best possible method as it is direct and specific for the need to answer if they have heard of the service, what they think of it and are they willing to purchase.