Market Research Essay Example
Market Research Essay Example

Market Research Essay Example

Available Only on StudyHippo
  • Pages: 6 (1472 words)
  • Published: January 20, 2018
  • Type: Essay
View Entire Sample
Text preview

There are three important advantages to conducting researcher-administered revues. First, if a research participant does not understand the meaning of a question, the researcher can help to clarify the misunderstanding. This will ensure that the question is understood correctly and will, therefore, result in more accurate research data. For example, a college student taking a survey might wonder if a question on yearly Income refers to their own or their family's Income.

A second advantage of this surveying method is that a researcher can encourage a participant to answer all the questions and complete the questionnaire. Research artisans may initially agree to take a survey because they do not want to seem rude when asked to participate.

However, once they have the questionnaire they may remember that they are In a hurry to g

...

et dinner on the table or to meet friends to see a movie. Because they are in a hurry, participants may skip any confusing questions or Just neglect to turn over the survey to finish the second page. Sing a researcher- administered method a researcher will notice these omissions and prompt the participants to answer all the questions on the form. In fact choosing helpful and encouraging administrators can increase response rates (Bloom et al. , 2007).

There are some groups of people who may distrust any form of marketing research. This would include those groups who may feel disenfranchised from mainstream society. As a result of this feeling of disenfranchisement and the distrust that follows, members of these groups are least likely to participate in surveys.

By having someone who is of a similar background personally conducting a survey, members

View entire sample
Join StudyHippo to see entire essay

of toys Advantages of researcher-administered surveys ; Clarify confusions and misunderstandings Prompt participants to complete all the questions in a survey ; Establish a rapport with difficult to reach groups of participants 13.

2 Researcher-Administered Survey Methods Researcher-administered surveys can be conducted personally or by using the telephone. In addition, personal surveys can be conducted using computer technology rather than paper questionnaire forms.

When in the field conducting interviews, the success of researcher-administered surveys will depend on being organized and treating everyone with respect. In fact, even the tone of voice used can effect whether people are willing to cooperate (Van Deer Apart et al.

, 2006). A well conducted survey can be repeated over the years to determine trends in consumer preference. An interesting example of this type of change is shown in the box below. Surveys Can Tell What A British Customer Believes Is Important A survey on customer satisfaction in the I-J ranked John Lewis stores as Number One.

The ranking may not have surprised those who shop at the store. After all, John Lewis has built a reputation on treating customers well. However, what is interesting s that this year's survey, in comparison to previous surveys, demonstrates that customers assess customer service differently. Ten years ago survey participants listed staff friendliness and helpfulness as important criteria when assessing the level of customer service. In the most recent survey, these attributes were not considered as important.

Does this mean that customers now do not mind rude staff? No, the answer is that customers now take for granted that staff will be friendly and helpful. Instead, the survey revealed that product knowledge is

now considered an important criterion of customer service. This is not surprising when one considers that customers can now come into a store with product information they have gathered online. No customer wants to be in a position of knowing more about the product than the sales staff 13. 2.

Personally-administered surveys Personal surveying is the predominate method of collecting data in Europe while in the USA it has not been so widely used (Brace, 2004). One of the reasons for its popularity in Europe may be that continent's more concentrated population centers. In the USA the population is more dispersed over a wide geographic area, making loophole surveying a more popular methodology. Personal surveying has important advantages over telephone surveying as a methodology. With personal surveying researchers are able to use prompt cards or other visual stimuli that will assist participants with their answers.

For example, if a question asks if participants have purchased a specific brand of shampoo, a picture visually, by remembering what the bottle looked like, than by remembering a specific brand name. If a survey is about consumer preference in the color or style of a product, researchers can have the product ready to view. For food products, participants could be given a sample to taste before they respond to the survey questions. If a research question involves consumer preferences for types of promotion, examples of print ads or video clips of broadcast ads can be shown.

3. 5 The Survey Process The survey process is similar for both researcher-administered and self- administered surveys. First the research question must be written. As with all forms of research this will be

a team effort between researchers and management. The research question will help to determine the profile of the sample that will be added to participate in the research.

The next step will be to decide upon the method of conducting the survey, whether the method is researcher-or self- administered. The survey will then be written and tested.

The times and locations for researcher-administered surveys must be chosen to meet the needs of participants. For self-administered surveys, the dates for mailing or emailing a survey will need to be decided.

For researcher-administered surveys the next step will be to identify staffing needs and hire and train the personnel who will conduct the survey. After the personnel are hired and trained, the survey can be conducted. For self-administered surveys, the survey is now mailed or the website is opened, after which a researcher will wait for the responses to be returned.

Once the data have been returned - either by the survey taker, through the mail or electronically - the results are then analyzed and the report is written (see Figure 13. 1 below).

13. 5. 1 Training survey takers The success of researcher-administered surveys depends on the skill of survey takers. These survey takers do not need to be professional researchers. Large corporations can use the services of a commercial call center.

Small businesses or research companies that only occasionally conduct surveys can hire employees by the hour.

This type of part-time Job could be attractive to college students or the retired. However, because these employees will not have experience in conducting surveys, it is important to conduct training before the survey process begins. From the

start training should inform the survey takers of the purpose of the research.

Survey takers will be more motivated to have participants complete a river if they understand the importance of the research question. The second step in the training is to explain the structure of the survey and the reasons for the questions.

The role of the supervisor or lead researcher should be explained, namely that they are there to assist with difficult participants and to provide general support. The survey takers should also be taught the general rules for conducting successful surveys. Survey on each other.

In addition, the supervisor should role-play uncooperative or rude potential participants so that survey takers learn how to diffuse such situations. Once survey takers are on the phone or out in the field, the first surveys should be supervised and monitored. Figure 13. The Survey Process Training survey takers ; Describe the research topic ; Explain the survey structure and the reasons for the questions ; Define the role of the survey taker and the supervisor or lead researcher ; Practice role playing survey taking ; Supervise and monitor first surveys 13. 5. 2 Conducting a survey The survey process for both phone and personal surveys should proceed through the same steps.

Survey takers should first be trained to introduce themselves and their organization. They then should explain the purpose of the research and the sample selection process.

This information will be from a script written by the researchers. The survey takers should next determine eligibility with one or two screening questions. These can be as simple as asking if the person speaking is head of a

household, or in a specific age range, or if they have children living in their household.

After eligibility has been determined survey takers should explain the length of the survey in terms of the time requirement, not the number of questions or pages. They just then obtain consent to proceed with the survey.

While the survey is being conducted, a survey taker should be prepared to explain confusing questions without leading a participant to provide any specific response. Finally, a survey taker should always sincerely thank a participant for their assistance.

The process of conducting researcher-administered surveys 1. Make the introduction 2. Explain the purpose and sample 3. Determine eligibility with a screening question 4.

Explain the time requirement 5. Obtain consent 6. Conduct the survey, clarifying questions when needed

Get an explanation on any task
Get unstuck with the help of our AI assistant in seconds
New