【正文】 ent only has to spend a little time finding out what the study is about8 the purpose should be described briefly8 stress the importance of the recipient’s participation8 mention any benefits to recipient8 explain the simplicity of the questionnaire (if true) and an estimate of the short time it will take to plete (if true)Mail Surveys (Methods of Increasing Response Rates) (1 of 2)38marketresearchbcCopyright169。 1998 Bain amp。 Company, Inc. Market Research ?In consumer surveys, include $1 or $2 as a sign of appreciation and make a ment such as “for a cup of coffee” or “give to a kid”?Usually the smaller the survey’s page size, the higher the return rate?Assuming that the pages are not cluttered by small print or small margins?Generally speaking, the fewer the pages, the higher the response rate?Always include postage paid return envelopes. Surveys should usually be returned to independent research pany for data entry, not to Bain amp。 CompanyMail Surveys (Methods of Increasing Response Rates) (2 of 2)39marketresearchbcCopyright169。 1998 Bain amp。 Company, Inc. Market ResearchAgenda ?First steps?Types of research methodology–Telephone surveys–Focus groups–Consumer intercepts–Mail surveys–Consumer panels–Omnibus studies?Types of samples?Market research vendors?Temps as phone interviewers?Questionnaire design?Data analysis?Research and Data Analysis Department40marketresearchbcCopyright169。 1998 Bain amp。 Company, Inc. Market Research A consumer panel is a continuing group that responds periodically to questioning.Description?Panels are divided into those used for syndicated offerings and those used for custom research–Custom: many research panies have custom research panels including: NFO (mixed mail and phone of over 1 million)。 Market Facts and the NPD group have panels of over 300,000–Syndicated: Nielsen and Arbitron television ratings。 Nielsen’s ScanTrack is a national panel of supermarketsConsumer Panels (1 of 2)41marketresearchbcCopyright169。 1998 Bain amp。 Company, Inc. Market Research Advantages?Lower costs?Can specify small segments by demographics or behavior for followup probes (additional custom research on select groups)?High response rates?Delicate subjectsDisadvantages?May be some bias in sample?Slower results for syndicated results or custom results from entire panelConsumer Panels (2 of 2)42marketresearchbcCopyright169。 1998 Bain amp。 Company, Inc. Market ResearchAgenda ?First steps?Types of research methodology–Telephone surveys–Focus groups–Consumer intercepts–Mail surveys–Consumer panels–Omnibus studies?Types of samples?Market research vendors?Temps as phone interviewers?Questionnaire design?Data analysis?Research and Data Analysis Department43marketresearchbcCopyright169。 1998 Bain amp。 Company, Inc. Market ResearchOmnibus Studies ?The survey consists of questions supplied by a number of firms?1,000 2,000 consumers are interviewed weekly ?Unlike a consumer panel, different consumers each study?Questions are added on an “as e” basis?Offered by several major firms Market Facts, Gallup, Bruskin, Opinion Research Center, and the Roper Organization An omnibus study is a nonspecific ongoing study in which proprietary questions can be asked. For example, if you want to know consumers’ image of a particular car but don’t want to do an entire survey, omnibus studies allow you to add your question to their survey.44marketresearchbcCopyright169。 1998 Bain amp。 Company, Inc. Market Research Advantages?Low cost (typically ~$1,000 per question)?Overnight (or close to) resultsLimits?Number of questions?Order bias?Cannot review entire surveyOmnibus Studies (Advantages and Disadvantages)45marketresearchbcCopyright169。 1998 Bain amp。 Company, Inc. Market ResearchAgenda ?First steps?Types of research methodology–Telephone surveys–Focus groups–Consumer intercepts–Mail surveys–Consumer panels–Omnibus studies?Types of samples?Market research vendors?Temps as phone interviewers?Questionnaire design?Data analysis?Research and Data Analysis Department46marketresearchbcCopyright169。 1998 Bain amp。 Company, Inc. Market ResearchTypes of Samples ?Client provides lists of customer names, addresses, and phone numbers. Often acpanied by behavioral data (., post spending)?Randomly selected phone numbers from desired locations selected by city, state, or zip code?Companies such as Survey Sampling, Inc. sell lists of names and phone numbers selected by specific behaviors (., own a puter)?Mail or phone surveys with a large number of US households who are recruited to be a panel memberClient Lists Random Digit Dialing Purchased Lists Consumer PanelsBain uses four sources for creating survey samples47marketresearchbcCopyright169。 1998 Bain amp。 Company, Inc. Market Research* Incidence is the percentage of people contacted who meet the survey qualificationsClient Lists?Pros:–can sometimes identify previous behavior (., heavy vs. light purchasers)–increase incidence?Cons:–not always as accurate as assumed–not projectable to full populationRandom Digit Dialing (RDD) (randomly selected phone numbers from desired locations)?Pros:–can project results out to entire population–purchasing the sample is relatively inexpensive–no bias?Cons:–low incidence* population (., Lambhini owners) studies will be very expensiveTypes of Samples Pros and Cons (1 of 2)48marketresearchbcCopyright169。 1998 Bain amp。 Company, Inc. Market Research Purchased Lists: (., product owner or magazine reader or panies with 50 employees)?Pros:–increases incidence, saving both time and money?Cons:–cannot be projected to entire population–risk of bias if list came from selfidenti