1、Exploring Marketing ResearchWilliam G. Zikmund,Chapter 8: Survey Research,Surveys,Surveys ask respondents for information using verbal or written questioning,Respondents,Respondents are a representative sample of people,Gathering Information via Surveys,QuickInexpensiveEfficientAccurateFlexible,Prob
2、lems,Poor DesignImproper Execution,Totalerror,Systematicerror (bias),Random samplingerror,Tree Diagram of Total Survey Error,Random Sampling Error,A statistical fluctuation that occurs because of change variation in the elements selected for the sample,Systematic Error,Systematic error results from
3、some imperfect aspect of the research design or from a mistake in the execution of the research,Systematicerror (bias),Administrativeerror,Respondenterror,Tree Diagram of Total Survey Error,Sample Bias,Sample bias - when the results of a sample show a persistent tendency to deviate in one direction
4、from the true value of the population parameter,Respondenterror,Nonresponseerror,Responsebias,Tree Diagram of Total Survey Error,Respondent Error,A classification of sample bias resulting from some respondent action or inactionNonresponse BiasResponse Bias,Nonresponse Error,Nonrespondents - People w
5、ho refuse to cooperateNot-at-homesSelf-selection biasOverrepresents extreme positionsUnderrepresents indifferent,Tree Diagram of Total Survey Error,Responsebias,Unconsciousmisrepresentation,Deliberatefalsification,Response Bias,A bias that occurs when respondents tend to answer questions with a cert
6、ain slant that consciously or unconsciously misrepresents the truth,Acquiescence bias,Extremity bias,Interviewer bias,Auspices bias,Social desirability bias,Tree Diagram of Total Survey Error,Acquiescence Bias,A category of response bias that results because some individuals tend to agree with all q
7、uestions or to concur with a particular position.,Extremity Bias,A category of response bias that results because response styles vary from person to person; some individuals tend to use extremes when responding to questions.,Interviewer Bias,A response bias that occurs because the presence of the i
8、nterviewer influences answers.,Auspices Bias,Bias in the responses of subjects caused by the respondents being influenced by the organization conducting the study.,Social Desirability Bias,Bias in responses caused by respondents desire, either conscious or unconscious, to gain prestige or appear in
9、a different social role.,Systematicerror (bias),Administrativeerror,Respondenterror,Tree Diagram of Total Survey Error,Administrative Error,Improper administration of the research taskBlundersConfusionNeglectOmission,Data processing error,Sample selection error,Interviewer error,Interviewer cheating
10、,Tree Diagram of Total Survey Error,Administrative Error,Interviewer cheating - filling in fake answers or falsifying interviewers Data processing error - incorrect data entry, computer programming, or other procedural errors during the analysis stage.Sample selection error -improper sample design o
11、r sampling procedure execution.Interviewer error - field mistakes,Time Period for Surveys,Cross-SectionalLongitudinal,Cross-Sectional Study,A study in which various segments of a population are sampled Data are collected at a single moment in time.,Longitudinal Study,A survey of respondents at diffe
12、rent times, thus allowing analysis of changes over time.Tracking study - compare trends and identify changes consumer satisfaction,Consumer Panel,A longitudinal survey of the same sample of individuals or households to record (in a diary) their attitudes, behavior, or purchasing habits over time.,To
13、tal Quality Management and Customer Satisfaction Surveys,Total quality management -A business philosophy that emphasizes market-driven quality as a top organizational priority.,Stages in Tracking Quality Improvement,Commitmentand Exploration,Bench-marking,Initialqualityimprove-ment,ContinuousQuality
14、Improvement,Commitment and Exploration Stage,Management makes a commitment to total quality assurance Marketing researchers explore external customers needs and problems.Marketing researchers explore internal customers needs, beliefs, and motivations.,Benchmarking Stage,Research establishes quantita
15、tive measures as benchmarks or points of comparison Overall satisfaction and quality ratings of specific attributesEmployees actual performance and perceptions,Initial Quality Improvement Stage,Tracking wave 1 measures trendsEstablishes a quality improvement process within the organization. Translat
16、e quality issues into the internal vocabulary of the organization.Establish performance standards and expectations for improvement.,Continuous Quality Improvement,Consists of many consecutive waves with the same purposeto improve over the previous period. Quality improvement management continues.,De
17、terminants of the Quality of Goods,Performance Features Conformance with specificationsReliabilityDurability ServiceabilityAesthetic design,Determinants of Service Quality,AccessCommunicationCompetenceCourtesyReliabilityCredibility,谢 谢,22.9.155:52:375:525:5222.9.1522.9.155:52,5:525:52:3722.9.1522.9.155:52:37,2022年9月15日星期四5时52分37秒,演讲完毕，谢谢观看！,
