Pay respondents for their time
Send out a huge number of mail surveys and see what comes back
Pay interviewers extra compensation for completing over a certain number
6. Describe the survey method selection phase of a recent survey with which you have been
involved. Describe the survey’s circumstances, what modes were considered, and how the
final selection was made.
7. Privacy issues continually challenge marketing researchers who conduct surveys. Students
protect their privacy just as do typical consumers. Ask students to identify the various ways
they protect their telephone privacy (such as answering machines, caller identification, etc.),
and for each one have them discuss the challenge(s) posed to marketing researchers. What
can researchers do to entice consumers to take part in surveys? This topic can quickly
degenerate to telemarketer bashing, so be prepared to divert the discussion toward what
strategies ethical marketing researchers might consider in order to increase response rates.
Related to this topic is the National “Do Not Call” Registry (www.donotcall.gov). Ask how
many students are registered and whether or not they have noticed a decrease in
telemarketing phone calls. Most students will mistakenly believe that marketing research
calls are blocked by the Do Not Call system; however, they will be mistaken as bona fide
marketing research companies are not blocked.
8. Computer-assisted interview and web-based formats are steadily advancing and evolving.
There may be articles in the Marketing News, Quirk’s Marketing Research Review, or other
marketing research practitioner literature that describe variations or the pros and cons of the
various types. Alternatively, students can do a simple Internet search and find companies
with these products and services. Most have extensive descriptions of their capabilities and
many offer trial usage. Have students share their findings either with short presentations or in
a discussion format.
9. In this edition, we did not include “traditional telephone interview” as this method is rarely
used. If students inquire about the omission, this is the answer. Alternatively, you might ask
them to add traditional telephone interviews. The key advantage is fast turnaround relative to
face-to-face or mail alternatives, whereas the key disadvantage is control as interviewers
cannot be monitored or supervised while working. A comment is that traditional telephone
interviewing is an option when other telephone data collection methods are unavailable or
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