УПРАЖНЕНИЯ С ИСПОЛЬЗОВАНИЕМ INTERNET И КОМПЬЮТЕРА. 1. Попросите вашего преподавателя или кого-то из персонала факультета разрешить вам участвовать в CAPI в качестве респондента
1. Попросите вашего преподавателя или кого-то из персонала факультета разрешить вам участвовать в CAPI в качестве респондента. Затем заполните ту же самую анкету в распечатанном виде. Сравните оба метода.
2. Используйте электронные таблицы (Lotus 1-2-3 или Excel), любой подходящий персональный компьютер для проведения контент-анализа из вышеописанного задания 2.
3. Найдите в Internet опрос, в котором вы можете принять участие в качестве респондента. Как вы оценили бы этот опрос, исходя из критериев, перечисленных в табл. 6.2?
4. Найдите в Internet какой-либо Internet-опрос. Внимательно проанализируйте содержание анкеты. Каковы сравнительные преимущества и недостатки при заполнении такой анкеты методом CATI или при опросе в торговом центре?
5. Разработайте опрос по электронной почте для выяснения отношения студентов к кредитным карточкам. Разошлите его 10-ти студентам. Обобщите качественные характеристики полученных ответов. Позитивное или негативное отношение студентов к объекту исследования?
6. Зайдите на сайт института Гэллапа (www.gallup.com). Какие методы применял институт в последних опросах, размещенных на этом сайте? Почему выбраны именно эти методы?
КОММЕНТАРИИ
1. www.microsoft.com.
2. "A&W Plans 100 More Units thru Carousel Buy: A&W Restaurants Inc Intends to Add 100 Ne Fast-Food Stores over the Next Five Years through its Recent Acquisition of Carousel Snack Bars Minnesota", Nation's Restaurant News, August 18 1997, p. 136; Quirk's Marketing Research Review October-November 1987, p. 10, 36.
3. Karen Yates, "Canon Adopts Television Strategy", Campaign-London, May 24, 1996, p. 8; Johnr K.Johansson, Ikujiro Nonaka, "Market Research the Japanese Way", Harvard Business Revie] May-June 1987, p. 16-18.
4. Опросы широко используются в маркетинговых исследованиях, например, см. статью Vik Mittal, William Т. Ross, Jr., Patrick M. Baldasare, "The Asymmetric Impact of Negative and Positive Attribute-Level Performance on Overall Satisfaction and Repurchase Intentions", Journal Marketing, January 1998, p. 33-47.
5. Kevin Burden, "DEC Servers Grab Performance Ratings", Computerworld, October 9 1995, p. 114; ‘Digital Hears the Voice of the Market’, Marketing Research: A Magazine of Management and Applications, December 1992, p. 28-33.
6. "Forum Focuses on Future of Telephone Interviewing", Marketing News, May 20 1996, p. 34.
7. Sharon Munger, "Premium Medium", Marketing Research: A Magazine of Management and Applications, Spring 1996, p. 10-12.
8. Gail Gaboda, "For Business Travelers, There's No Place Like Home", Marketing News, September 15, 1997, p. 19, 21; Courtyard Hotels'Web-сайт (www. court-yard, com).
9. Thomas T. Semon, "Reality Is Unfair to Small Fry", Marketing News, November 18, 1996, p. 18.
10. "Cause Related Marketing Sends a Multiplicity of Messages", Entertainment Marketing Lette, February 1997, p. 6; Quirk's Marketing Research Review, February 1988, p. 57.
11. "Auto-Mania at the Mall", American Demographics (Marketing Tools Supplement), June 1997, p. 6+; AJ. Bush, J.F. Hair, Jr., "An Assessment of the Mail-Intercept as a Data Collection Method", Journal of Marketing Research, May 1985, p. 158—167.
12. Cyndee Miller, "And Baby Gets Brand", Marketing News, March 11, 1996, p. 18; "Research Basic to Baby-Wear Business", Marketing News, February 13, 1987, p. 26.
13. Laurence N. Gold, "Do-it-Yourself Interviewing", Marketing Research: A Magazine of Management & Applications, Summer 1996, p. 40-41; John P. Liefeld, "Response Effects in Computer-Administered Questioning", Journal of Marketing Research, November 1988, p. 405—409.
14. "Anytime, Anywhere, Anyhow: Retail Banking by 2005 Will be Different from Today with More Emphasis on Consumer Convenience Expected", Bank Marketing International, April 1996, p. 14; Nicolaos E. Synodinos, Jerry M. Brennan, "Computer Interactive Interviewing in Survey Research", Psychology and Marketing, Summer 1988, p. 117—138.
15. "Primary Results: Audits & Surveys (New York, NY) Proposes to Initiate Primary Audience Research Founded on Equal Sample Sizes from Any Given Magazine's Database of Subscribers and Newsstand Buyers", Inside Media, May 15 1996, p. 30; Jeffrey S. Conant, Denise T. Smart, Bruce J. Walker, "Mail Survey Facilitation Techniques: An Assessment and Proposal Regarding Reporting Practices", Journal of Market Research Society (UK), October 1990, p. 569-580.
16. O почтовых опросах см. статью H.L. Brossard, "Information Sources Used by an Organization during a Complex Decision Process: An Exploratory Study", Industrial Marketing Management, January 1998, p. 41-50.
17. Rob Yoegei, "List Marketers Head to Cyberspace", Target Marketing, August 1997, p. 54-55.
18. "SOFRES Group SA", Marketing News, August 18 1997, p. H7; Robert Amett, "Mail Panel Research in the 1990s", Applied Marketing Research, 1990, p. 8-10.
19. "YM Magazine Subscribes to Co-Op", Promo IX, June 1996, p. 19; Seventeen magazine, Retail Survey.
20. Jim Stevens, John Chisholm, "An Integrated Approach: Technology Firm Conducts Worldwide Satisfaction Research Survey Via E-Mail, Internet", Quirk's Marketing Research Review, October 1997, p. 12-13,64-65.
21. "Demonstrating Control: More Retailers Are Calling the Shots in Choosing Sampling and Demonstration Firms", Supermarket News (Brand Marketing Supplement), March 4, 1996, p. 1; Terry L. Childers, Steven J. Skinner, "Theoretical and Empirical Issues in the Identification of Surve-Respondents", Journal of the Market Research Society, January 1985, p. 39-53.
22. Wayne Smith, Paul Mitchell, Karin Attebo, Stephen Leeder, "Selection Bias from Sampling Frames: Telephone Directory and Electoral Rolls Compared to Door-to-Door Population Census: Results from the Blue Mountain Eye Study", Australian & New Zealand Journal of Public Health, April 1997, p. 127-133.
23. "One Less Hurdle for Caller ID in California", New York Times (National Edition) CXLV (50434), May 21 1996, p. C 17; Survey Sampling, Inc., "Sacramento is Top Unlisted Market", The Frame, February 1995, p. 1.
24. Scott Keeter, "Estimating Telephone Noncoverage Bias with a Telephone Survey", Public Opinion Quarterly, Summer 1995, p. 196-217.
25. C. Muntaner, P.E. Parsons, "Income, Social Stratification, Class, and Private Health Insurance — A Study of the Baltimore Metropolitan Area", International Journal of Health Services, April 1996, p. 655—671; Johnny Blair, Ronald Czaja, "Locating a Special Population Using Random Digit Dialing", Public Opinion Quarterly, Winter 1982, p. 585-590; E.L. Landon, Jr., S.K. Banks, "Relative Efficiency and Bias of Plus-One Telephone Sampling", Journal of Marketing Research, August 1977, p. 294-299.
26. David 0. Schwartz, "Mailing List Owners and the Millennium", Marketing News, May 26, 1997, p. 4; Paul M. Biner, Deborah L. Barton, "Justifying the Enclosure of Monetary Incentives in Mail
Survey Cover Letters", Psychology and Marketing, Fall 1990, p. 153-162; "Lists Make Targetii Easy", Advertising Age, July 9, 1984, p. 20.
27. Best Mailing Lists, Inc., Catalog 1998. Перепечатано с разрешения Best Mailing Lists, Inc.
28. Jenny Printz, Dwight Maltby, "Beyond Personalization: When Handwriting Makes a Difference Fund Raising Management, May 1997, p. 16-19; Jeffrey S. Conant, Denise T. Smart, Bru J. Walker, "Mail Survey Facilitation Techniques: An Assessment and Proposal Regarding Reportii Practices", Journal of Market Research Society (UK), October 1990, p. 569-580.
29. Jack Edmonston, "Why Response Rates are Declining", Advertising Age's Business Marketing September 1997, p. 12; Raymond Hubbard, Eldon L. Little, "Promised Contributions to Charity and Mail Survey Responses: Replications with Extension", Public Opinion Quarterly, Summer 198 p. 223-230; Paul L. Erdos, Robert Ferber (eds.), "Data Collection Methods: Mail Surveys Handbook of Marketing Research (New York: McGraw-Hill, 1974), p. 102.
30. Robert Grey, "Speeding Up the Process", Campaign-London (Information Interpretation), October 18, 1996, p. 7; Pamela G. Guengel, Tracy R. Berchman, Charles F. Cannell, General Interview Techniques: A Self-Instructional Workbookfor Telephone and Personal Interviewer Training (Ann Arbor, MI: Survey Research Center, University of Michigan, 1983).
31. Betsy V. Boze, Charles R. Patton, "The Future of Consumer Branding as Seen from the Picture Today", Journal of Consumer Marketing, April 1995, p. 20—41.
32. Karen Fletcher, "Jump on the Omnibus", Marketing, June 15, 1995, p. 25-28.
33. William L. Nicholls, H, "Highest Response", Marketing Research: A Magazine of Management Applications, Spring 1996, p. 5-7; JulieYu, Harris Cooper, "A Quantitative Review of Research Design Effects on Response Rates to Questionnaires", Journal of Marketing Research, February 198 p. 36-44. cm. также статью Jeannine James, Richard Bolstein, "The Effect of Monetary Incentivi and Follow-Up Mailings on the Response Rate and Response Quality in Mail Surveys", Public Opinion Quarterly, Fall 1990, p. 346-361.
34. Deniz Ones, Angelika D. Reiss, Chockalingam Viswesvaran, "Role of Social Desirability in Personality Testing for Personnel Selection: The Red Herring", Journal of Applied Psychology December 1996, p. 660-679.
35. Gerald Vinten, "The Threat in the Question", Credit Control, Winter 1997, p. 25-31; Priya Raghubir, Geeta Menon, "Asking Sensitive Questions: The Effects of Type of Referent an Frequency Wording in Counterbiasing Method", Psychology & Marketing, October 1996, p. 633
36. Chad Rubel, "Researcher Praises On-Line Methodology", Marketing News, June 3 1996, p. HI! Charles F. Cannell, Peter U. Miller, Lois Oksenberg, Samuel Leinhardt (eds.), "Research o Interviewing Techniques", Sociological Methodology (San Francisco: Jossey-Bass, 1981); Pete U. Miller, Charles F. Cannell, "A Study of Experimental Techniques for Telephone Interviewing' Public Opinion Quarterly, Summer 1982, p. 250-269.
37. "How the Survey Was Designed", Management Accounting, February 1998, p. 48; Arlene Fink., Survey Handbook (Thousand Oaks, CA: Sage Publications, 1995).
38. Также применяются комбинированные методы, например рассылка анкет на дискетах по почте. Метод приобретает там большую популярность, что он сочетает достоинства опроса с помощью компьютера и почтового опроса. "Disk-by-Mail Data Collection: A Researcher Notes", Sawtooth News, Winter 1994/1995, p. 30. cm. также статью David Chaudron, "The Righ Approach to Employee Surveys", HR Focus, March 1997, p. 9-10.
39. Ruth N. Bolton, "Covering the Maiket", Marketing Research: A Magazine of Management & Applications, Summer 1994, p. 30-35; Stanley L. Payne, "Combination of Survey Methods", Journc of Marketing Research, May 1964, p. 62.
40. Judann Pollack, "Oscar Mayer Plans Taco Bell-Branded Lunchables Products", Advertising Age, Jul 21 1997, p. 3, 37; Charlie Etmekjian, John Grede, "Marketing Research in a Team-Oriented Business: The Oscar Mayer Approach", Marketing Research: A Magazine of Management and Applications, December 1990, p. 6-12.
41. Stephen B. Wilcox, "Trust, But Verify", Appliance Manufacturer, January 1998, p. 8, 87; Langboume Rust, "How to Reach Children in Stores: Marketing Tactics Grounded in Observational Research", Journal of Advertising Research, November 1993, p. 67—72.
42. "Keeping Track of the Customer", Retail Business-Market Surveys, September 1997, p. 1—11; Cliff Scott, David M. Klein, Jennings Bryant, "Consumer Response to Humor in Advertising: A Series of Field Studies Using Behavioral Observation", Journal of Consumer Research, March 1990, p. 498— 501; Fred N. Keriinger, Foundations of Behavioral Research, 3rd ed. (New York: Holt, Rinehart & Winston, 1986), p. 538.
43. A.V. Seaton, "Unobtrusive Observational Measures as a Qualitative Extension of Visitor Surveys at Festivals and Events: Mass Observation Revisited", Journal of Travel Research, Spring 1997, p. 25— 30; E.J.Webb, D.T. Campbell, K.D. Schwarts, L. Sechrest, Unobtrusive Measures: Nonreactive Research In the Social Sciences (Chicago: Rand McNally, 1966), p. 113—114.
44. Keith Naughton, Emily Thornton, Kathleen Kerwin, Heidi Dawley, "Can Honda Build a World Car?", Business-Week, September 8, 1997, p. 100-108.
45. Laurence N. Gold, "Technology in Television Research: The Meter", Marketing Research: A Magazine of Management & Applications, Winter 1994, p. 57—58.
46. J. Edward Russo, France LeClerc, "An Eye-Fixation Analysis of Choice Processes for Consumer Nondurables", Journal of Consumer Research, September 1994, p. 274—290.
47. Об использовании психогальванометра см. статью Priscilla A. LaBarbera, Joel D. Tucciarone, "GSR Reconsidered: A Behavior-Based Approach to Evaluating and Improving the Sales Potency of Advertising", Journal of Advertising Research, September 1995, p. 33—53; Piet Vanden Abeele, Douglas L. MacLachlan, "Process Tracing of Emotional Responses to TV Ads: Revisiting the Warmth Monitor", Journal of Consumer Research, March 1994, p. 586—600.
48. S. Gregory, S. Webster, G. Huang, "Voice Pitch and Amplitude Convergence as a Metric of Quality in Dyadic Interviews", Language &. Communication, July 1993, p. 195—217; Glen A. Buckman, "Uses of Voice-Pitch Analysis", Journal of Advertising Research, April 1980, p. 69—73.
49. John N. Bassili, B. Stacey Scott, "Response Latency as a Signal to Question Problems in Survey Research", Public Opinion Quarterly, Fall 1996, p. 390-399; David A. Aaker, Richard P. Bagozzi, James M. Carman, James M. MacLachlan, "On Using Response Latency to Measure Preference", Journal of Marketing Research, May 1980, p. 237-244.
50. Howard Rachlin, "Can We Leave Cognition to Cognitive Psychologists? Comments on an Article by George Loewenstein", Organizational Behavior & Human Decision Processes, March 1996, p. 300— 304; David W. Stewart, "Physiological Measurement of Advertising Effects", Psychology and Marketing, Spring 1984, p. 43-48.
51. "Equal Spoonful Granulated Sweetener with NutraSweet", Lookout-Foods, February 11, 1997, p. 21; "Plenty of Prime Pickings in New-Package Potpourri", Packaging, February 1994, p. 234; Quirk's Marketing Research Review, October 1987, p. 6-8.
52. Sean Stokes, "Compaq Leapfrogs Over Rivals", Computing Canada, May 11, 1994, p. 26.
53. Peter A. Manickas h Linda J. Shea, "Hotel Complaint Behavior and Resolution: A Content Analysis", Journal of Travel Research, Fall 1997, p. 68-73; Rebecca Morris, "Computerized Content Analysis in Management Research: A Demonstration of Advantages and Limitations", Journal of Management, Winter 1994, p. 903-931; Richard H. Kolbe, Melissa S. Burnett, "Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity", Journal of Consumer Research, September 1991, p. 243-250.
54. Subir Sengupta, "The Influence of Culture on Portrayals of Women in Television Commercials: A Comparison between the United States and Japan", International Journal of Advertising, April 1995, p. 314—333; Charles S. Madden, Marjorie J. Caballero, Shinya Matsukubo, "Analysis of Information Content in U.S. and Japanese Magazine Advertising", Journal of Advertising, 1986, p. 38-45.
55. Ellen Messmer, "ISP Software Track Customers' Every Move", Network World, September 29 199' p. 17.
56. Gerald Berstell, Denise Nitterhouse, "Looking 'Outside the Box1", Marketing Research: A Magazin of Management & Applications, Summer 1997, p. 4—13.
57. Michael Hartnett, "In-Store Sign Systems Target Shopper Buying Decisions", Stores, July 199" p. 83-88; Marketing News, March 27, 1987, p. 38.
58. C.L. Hung, "Canadian Business Pursuits in the PRC, Hong Kong, and Taiwan and Chines Perception of Canadians as Business Partners", Multinational Business Review, Spring 1998, p. 73-82; C. Min Han, Byoung-Woo Lee, Kong-Kyun Ro, "The Choice of a Survey Mode in Countr Image Studies", Journal of Business Research, February 1994, p. 151—162.
59. Sarah Jones, "Re-Evaluating Reebok", Adweek (New England Ed.), October 27, 1997, p. 2.
60. Wade Leftwich, "How Researchers Can Win Friends and Influence Politicians", America Demographics, August 1993, p. 9.
61. Maria Royne Stafford, Thomas F. Stafford, "Participant Observation and the Pursuit of Truth Methodological and Ethical Considerations", Journal of the Market Research Society, January 1993 p. 63-76.
62. C.N. Smith, J.A. Quelch, Ethics in Marketing (Homewood, IL: Richard D. Irwin, 1993).
63. Brad Edmondson, "The Wired Bunch", American Demographics, June 1997, p. 10—15; Decisiv Technology Corp. Web-сайт, www. decisive . com
Глава 7
Причинно-следственное маркетинговое исследование: эксперимент