Marketing Research-Exploratory Research design-survey research

Surveys are commonly used in research.  We often use them to understand why our customers use or products or services, how they use or products and services and who actually buys ours products or services.
There are different types of error associated with survey research.  These are:

1. Sampling error (random sampling error, systematic error, frame error, population specification error, selection error,
2. Measurement error(surrogate error, interviewer error, measurement instrument bias, non-response bias and response bias.

Type of surveys.

(a) Door to door.  Used to be a popular method however, in recent times it has decline becuase:

1. Changes in availability
2. Deteriorating co-operation rates
3. Unsafe neighbourhoods
4. Lacks of hands on control of interviewers
5. Interviewer tolerance
6. Cheating or fudging of answers
7. Slow and expensive process

(b) Shopping centre interviews

(c) Executive interviews

(d) Telephone interviews

(e) Computer assisted telephone interviews

(f) Direct computer interview

(g) Self administered interviews

(h) postal surveys


There are a number of factors that determine which choice of survey method will be chosen.  These are:

1. The sampling precision required
2. Budget available
3. The need to expose the respondent to various stimuli
4. The validity and reliability of the data is often decided by the survey method used.
5. The need for the respondent to perform specialised tasks
6. The length of the questions may constrain the survey method used.