Marketing Research With Telephone Surveys: Is It Time to Change?

ABSTRACT

Telephone surveys have been an important mode for collecting primary data in the marketing field in recent decades. However, the scenario of telephone coverage is changing mainly due to a massive increase in mobile phone-only usage, which can put the quality of telephone survey estimates at risk. The advance of mobile phones as the preferred telecommunication is a global phenomenon occurring in every country, although at varying speeds. This article examines the relationship between telephone coverage and the coverage bias of telephone survey estimates in the current scenario of telephone coverage across European countries. Findings reveal that the capacity for fixed-line telephone-based sampling frames to represent the overall adult population is becoming critical, especially in countries with declining fixed-line-telephone penetration rates.     

An analysis of visitor movement patterns using travel networks in a large marine park, north-western Australia

Good management of tourist destinations can be enhanced by understanding the movement patterns of visitors. Different itinerary types and the concept of distance decay have been explored but there has been little application to within-destination movements or, more broadly, to protected areas. Coastal marine parks offer a challenging location for such research given the connectivity between the water and adjacent land components. The aim of the study was to describe, and quantify, within-destination movement patterns of visitors travelling for recreation throughout Ningaloo Marine Park, in north-western Australia, using various modes of travel. Data were collected using 1208 site-based interviews over a 12-month period. Results revealed visitors were highly dependent on the road network and, once at their accommodation, more than a third did not travel any further to participate in recreation. Conversely, some sites had such a strong attraction that respondents, especially first time and international visitors, travelled long distances for recreation at these sites. These findings contribute to a small, but growing, body of research on within-destination patterns. Such information is essential for protected area planning and to help managers efficiently allocate their often-limited resources.     

Patent Propensity in Small Technologybased Firms： Evidence from Zhongguancun Science Park

Using a survey administered in Zhongguancun Science Park in Beijing, China, this paper investigates the impact of R ＆D personnel-related intellectual property management practices on the patent propensity of small technology-based firms. It is found that R＆D personnel- related management practices, including training and reward mechanisms, are effective in enhancing a firm ＇s willingness to patent. In particular, we find that reward mechanisms can negatively moderate the effect of size on a firm ＇s willingness to patent. One implication that emerged from the analysis is that a small firm can counteract its size disadvantage in patenting by introducing a well-developed reward mechanism.     

Improving the Performance of Contingent Valuation Studies in Developing Countries

This paper discusses three main reasons why so many of the contingentvaluation studies conducted in developing countries are so bad. First,the contingent valuation surveys themselves are often poorly administeredand executed. Second, contingent valuation scenarios are often very poorlycrafted. Third, few CV studies conducted in developing countries aredesigned to test whether some of the key assumptions that the researchermade were the right ones, and whether the results are robust with respectto simple variations in research design and survey method. The paper concludesthat research on stated preference methods in developing countries iscritically important to the successful implementation of these methodsbecause (1) there is no empirical evidence to suggest that rapid,”streamlined” CV surveys yield reliable, accurate results, and (2)there is a significant risk that the current push for cheaper, simplerCV studies could discredit the methodology itself. Moreover, the policydebates to which CV researchers are asked to contribute are often oftremendous importance to the well-being of households in developingcountries. Because the costs of policy mistakes can prove tragic, itis critical that VC researchers push for excellence in this researchenterprise and that funding agencies think more carefully about thevalue of policy-relevant information in the fields in which thecontingent valuation method is being used to study household preferencesand behavior (e.g., water and sanitation services, urban air pollution,soil erosion, deforestation, biodiversity, watershed management,ecosystem valuation, vaccines for the poor).     

Unpaid household work and the distribution of extended income: The Norwegian experience

Measurement of unpaid household work is important in order to better understand income distribution as well as to give visibility to women's work and achieve more comprehensive estimates of the level of economic activity. This article surveys estimates of unpaid household work in Norway for use in national accounts and analysis of consumption possibilities. The latter are measured by extended income, defined as income after tax plus the value of unpaid household work. We find that extended income appears to be more evenly distributed than money income.     

Promoting healthy eating to children: a text message (SMS) feedback approach

The paper presents the design and results of a goal‐setting and feedback intervention aimed at increasing consumption of fruits and vegetables. The intervention involved 256 Danish adolescents (aged 12), and consisted of a nutrition education programme and an SMS‐based diary and feedback procedure that involved setting and modifying consumption goals. Effects were measured by comparing consumption goals and consumption data from the SMS diaries as well as from pre‐ and post‐intervention surveys. In addition to assessing the effects of the intervention on the consumption of fruits and vegetables, an objective of the study was to evaluate the intervention process in terms of attrition and goal accommodation behaviours. Based on the pre‐intervention survey, the sample was split into two groups consisting of pupils with low vs. high intake of fruits and vegetables. The diary and feedback design resulted in low attrition for both groups of pupils. Contrary to expectations, however, pupils with a high vs. low pre‐intervention intake were not less likely to reduce their intake goals during the intervention. For the pupils with low pre‐intervention intake, the intervention resulted in small but significant increases in consumption frequencies, whereas the partial effect of the SMS routines was only marginally positive. Unexpectedly, the pupils with a high pre‐intervention intake reduced their consumption of fruits and vegetables during the intervention.     

Disclosure risk for microdata stemming from official statistics

In the research project on data anonymity, the possibilities and difficulties of restoring the identity of respondents, whose data have been anonymized, were tested in realistic simulations. In this paper the results of an application of a) a matching procedure and of b) a method based on discriminate analysis are reported. In the experiments carried out, empirical data of a handbook about German scientists and scholars and the German microcensus were used. A check of the results by an independent data-trustee demonstrated that a real intruder has more difficulties achieving an identification than is frequently assumed.     

Randomized Response Techniques: A Review

Randomized response techniques (RRT) are well–known as tools to procure trustworthy survey data on confidential issues. A review is attempted here of mostly published accounts on RRT covering qualitative and quantitative characters. Conflicting criteria of efficient estimation and protection of privacy are discussed. Infinite hypothetical and concrete finite population set–ups are treated separately.     

The Effect of using Household as a Sampling Unit

The effect of sampling people through households is considered. Results on design effects for two stage surveys are reviewed and applied to give design effects of household samples. The main factors that determine the design effect are identified for the designs in which one person, or all people, are selected from each selected household. Within household correlation is one factor. We show that the relationships between household size and the mean and variance within households are also important factors. Census and survey data are used to empirically compare the design effects for a range estimators, variables and designs.     

Total cost/response rate trade-offs in mail survey research: impact of follow-up mailings and monetary incentives

This article reports results of a mail survey experiment in which several response-inducement methods were manipulated. The experiment assesses the impact of follow-up mailings and monetary incentives on total cost/response rate trade-offs. Experimental findings lead to a number of recommendations for researchers and managers who conduct mail surveys. First, follow-up mailings and monetary incentives should be used to maximize response rate. Second, given a limited budget for survey administration, follow-up mailings are preferred over monetary incentives. Third, if there is limited time for survey administration, monetary incentives may be preferred over follow-up mailings. Finally, follow-up mailings have the added benefit of enabling nonresponse bias estimation.