Global Motors
Global Motors hired CMG Research to perform research, and Cory Rogers, vice president of CMG, presents his interpretations of the focus groups he had subcontracted for Nick Thomas, CEO of Global Motors. Nick is impressed with the amount of information that was collected from just a few focus groups. "Of course," Cory notes, "we have to take all of this information as tentative because we talked with so few folks, and there is a good chance that they are just a part of your target market. But we do have some good exploratory research that will guide us in the survey." Nick agrees with Cory's assessment and asks, "What's next?"
Cory says, "I need to think about how we will gather the survey data. That is, in order to make an informed decision as to the type(s) of new automobile models to manufacture and market, it is important to understanding the worries and preferences of potential automobile buyers. We need to survey prospective automobile purchasers, and it is time to start thinking about the method of data collection." While specifics are still to be hammered out, Global Motors executives and the marketing research team agree that the survey should reach 1,000 to 2,000 American households.
Again, with the details to come, the survey will include 30 to 40 questions on a variety of topics, including household demographics, beliefs about global warming and gasoline's contribution to global warming, reactions to the various "new technology" automobiles, and any other questions identified in the research project objectives. The survey will be directed to either the male or the female head of the household, aiming for equal gender representation. Other than this factor, the overriding objective of the survey method decision is to choose a method that will ultimately yield a respondent profile that reflects the demographic and automobile ownership profile of the American public.
It is possible to purchase lists of American households in just about any quantity desired-hundreds, thousands, or even tens of thousands. These lists can be in the form of mailing addresses, email addresses, telephone numbers, or any combination. Here are some of the questions Cory Rogers must answer:
1. If a mail survey is used, what would be the pros, cons, and special considerations associated with achieving the overriding objective of the survey?
2. Many telephone data collection companies offer national coverage. Some have centralized telephone interview facilities, and some offer CATI services. If one of these companies is selected to conduct a telephone survey, what would be the pros, cons, and special considerations associated with achieving the overriding objective of the survey?
3. The following data collection methods are not likely to achieve the overriding objective. For each one, indicate why not.
a. Drop-off survey
b. Group-administered survey
c. Mall-intercept survey
4. Compare the use of an in-home method to the use of an online method for Global Motors survey. What are the relevant pros and cons of each one? Indicate which one you would recommend and why.