TAILIEUCHUNG - Lecture Marketing research (12th edition) - Chapter 10: Information from respondents: Survey methods

Chapter 10 - Information from respondents: Survey methods. In this chapter, the following content will be discussed: Basic survey methods, personal interviewing, personal interview methods, telephone interviewing, self-administered surveys,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Ten 2 Information from Respondents: Survey Methods Marketing Research 12th Edition Basic Survey Methods 3 Marketing Research 12th Edition Personal Interviewing 4 Marketing Research 12th Edition Personal Interview Methods At Home or Work Interviewing Executive Interviewing Mall Intercept Surveys Purchase Intercept Technique (PIT) Omnibus Surveys 5 Marketing Research 12th Edition Personal Interviews (Contd.) 6 Marketing Research 12th Edition Personal Interviews (Contd.) 7 Marketing Research 12th Edition Comparative Indices of Direct Costs per Completed Interview* 8 *Includes travel and telephone charges, interviewer compensation, training, and direct supervision expenses Marketing Research 12th Edition Telephone Interviewing Selecting telephone numbers Pre-specified list A directory Random dialing procedure Random digit dialing Systematic random digit dialing (SRDD) Plus-one dialing

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