Survey research
DESCRIPTION
In marketing research, a method of collecting data about a certain population using a systematic approach for measurement.
In marketing research, a method of collecting data about a certain population using a systematic approach for measurement.
KEY INSIGHTS
Research involving surveys, also called questionnaires, can be conducted with varying levels of interaction with the subjects of interest. Examples are omnibus surveys, which are surveys covering a number of topics that can be answered by a national and general sample of the population; telephone surveys, which are typically calls to respondent’s residences and involve questioning the respondents over the phone; mail surveys, which are sent by mail to selected respondents to be filled out and sent back (or similarly, e-mail surveys sent via the internet); in-person or face-to-face surveys, which involve direct questioning by an interviewer. Questions asked can be very structured, especially in mail surveys, or less structured, which is often the case in face-to-face surveys. The data generated varies along a continuum of highly quantitative data for purposes of statistical analysis to highly qualitative data for sense making and exploratory interpretation.
Research involving surveys, also called questionnaires, can be conducted with varying levels of interaction with the subjects of interest. Examples are omnibus surveys, which are surveys covering a number of topics that can be answered by a national and general sample of the population; telephone surveys, which are typically calls to respondent’s residences and involve questioning the respondents over the phone; mail surveys, which are sent by mail to selected respondents to be filled out and sent back (or similarly, e-mail surveys sent via the internet); in-person or face-to-face surveys, which involve direct questioning by an interviewer. Questions asked can be very structured, especially in mail surveys, or less structured, which is often the case in face-to-face surveys. The data generated varies along a continuum of highly quantitative data for purposes of statistical analysis to highly qualitative data for sense making and exploratory interpretation.
KEYWORDS Data gathering, information, measurement, research
IMPLICATIONS
The use of surveys in marketing research has been a long-held method of conducting field studies. The choice of the specific method depends on the research question, the population of interest, and its accessibility. As all types of surveys involve a cost in collecting the information required, in terms of time, effort, and money, the detailed planning of survey questions and layout must be based not only on the research objectives but also on its means of administration (e.g. e-mail, mail, or face to face).
The use of surveys in marketing research has been a long-held method of conducting field studies. The choice of the specific method depends on the research question, the population of interest, and its accessibility. As all types of surveys involve a cost in collecting the information required, in terms of time, effort, and money, the detailed planning of survey questions and layout must be based not only on the research objectives but also on its means of administration (e.g. e-mail, mail, or face to face).
APPLICATION AREAS AND FURTHER READINGS
Marketing Research
Deshpande, Rohit (1983). ‘ “Paradigms Lost”: On Theory and Method in Research in Marketing,’ Journal of Marketing, 47(4), Autumn, 101–110.
Deshpande, Rohit (1983). ‘ “Paradigms Lost”: On Theory and Method in Research in Marketing,’ Journal of Marketing, 47(4), Autumn, 101–110.
Hunt, Shelby D., Sparkman, Richard D., Jr., and Wilcox, James B. (1982). ‘The Pretest in Survey Research: Issues and Preliminary Findings,’ Journal of Marketing Research, 19(2), May, 269–273.
Schwarz, N., and Sudman, S. (eds.) (1996). Answering Questions: Methodology for Determining
Cognitive and Communicative Processes in Survey Research. San Francisco: Jossey- Bass.
Cognitive and Communicative Processes in Survey Research. San Francisco: Jossey- Bass.
Sudman, S., and Bradburn, N. M. (1982). Asking Questions: A Practical Guide to Questionnaire Design. San Francisco: Jossey-Bass.
BIBLIOGRAPHY
Babbie, E. (1990). Survey Research Methods, 2nd edn. Belmont, Calif.: Wadsworth.
Babbie, E. (1990). Survey Research Methods, 2nd edn. Belmont, Calif.: Wadsworth.
Krosnick, Jon A. (1999). ‘Survey Research,’ Annual Review of Psychology, 50, 537–567.
Bagozzi, R. P. (1994). ‘Measurement in Marketing Research: Basic Principles of Questionnaire Design,’ in R. P. Bagozzi (ed.), Principles of Marketing Research. Malden, Mass.: Blackwell Publishers, 1–49.
sustainability see segmentation viability