TAILIEUCHUNG - Lecture Marketing research (12th edition) - Chapter 9: Information from respondents

Chapter 9 - Information from respondents: Issues in data collection. In this chapter, the following content will be discussed: Information from surveys, sources of survey error, sources of error in information from respondent, nonresponse errors due to refusals,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides Chapter Nine 2 Information from Respondents: Issues in Data Collection Marketing Research 12th Edition Information From Surveys Used to Capture a Wide Variety of Information: Attitude Decisions – Focus on process and not the results Measuring the relationship between actions & needs, desires, preferences, motives and goals 3 Marketing Research 12th Edition Sources of Survey Error 4 Marketing Research 12th Edition 5 Sources of Error in Information from Respondent Marketing Research 12th Edition Nonresponse Errors Due to Refusals 6 Nature of questions and place Subject of no interest to the respondent Fear Invasion of privacy Hostility towards sponsor Personal bias Characteristics of the data collection procedure (., Presidential polls) Refusals could also occur due to: Marketing Research 12th Edition Inaccuracy in Response 7 Some of these problems can be solved by Aided-recall techniques

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