Marketing Research: Chapter 7- Evaluating Survey Data Collection Methods

Person-administered survey
an interviewer reads questions, either face-to-face or over the telephone, to the respondent and records his or her answers without the use of a computer
Computer-assisted survey
the interviewer basically verbalizes the questions while relying to some degree on computer technology to facilitate the interview work
Self-administered survey
the respondent completes the survey on his or her own with no agent administering the interview
Computer-administrated survey
a computer plays an integral role in posing the questions and recording respondents’ answers; online survey in which respondents are directed to a website that houses the questionnaire
Mixed-mode survey
hybrid surveys; use multiple data collection modes
In-home survey
conducted by an interviewer who enters the home of the respondent
Mall-intercept survey
the respondent is encountered and questioned while he or she is visiting a shopping mall
In-office surveys
take place in person while the respondent is in his or her office or perhaps in a company lounge area
Central location telephone survey
involves a field data collection company installing several telephone lines at one location from which interviewers make calls
Computer-assisted telephone interviews (CATI)
the most advanced telephone interview companies have computerized the central location telephone interviewing process with these systems
Fully automated survey
the survey is administered by a computer but not online
Completely automated telephone survey (CATS)
a computer dials a phone number and recording is used to introduce the survey; the respondent uses the push buttons on his or her telephone to make responses, thereby interacting directly with the computer
Internet-based questionnaire
the respondent answers questions online; industry standard for surveys in virtually all high-internet-penetration countries
Group self-administered survey
administering a questionnaire to respondents in groups rather than individually for convenience and to gain economies of scale
Drop-off survey
the survey representative approaches a prospective respondent, introduces the general purpose of the survey to the prospect, and leaves it with the respondent to fill out on his or her own
Mail survey
the questions are mailed to prospective respondents who are asked to fill them out and return them to the researcher by mail
questionnaires that are not returned
Self-selection bias
those who do respond are probably different from those who do not fill out the questionnaire and return it; the sample gained through this method is nonrepresentative of the general population
Incidence rate
the percentage of the population that possesses some characteristic necessary to be included in the survey
Basic survey modes
1. person-administered survey
2. computer-assisted survey
3. computer-administered survey
4. self-administered survey
5. mixed-mode/hybrid
Five advantages of using survey methods:
1. standardization
2. ease of administration
3. ability to tap the “unseen”
4. suitability to tabulation and statistical analysis
5. sensitivity to subgroup differences
Advantages of person-administered surveys
1. feedback
2. rapport
3. quality control
4. adaptability
Disadvantages of person-administered surveys
1. humans make errors
2. slow speed
3. high cost
4. fear of interview evaluation
advantages of computer-assisted surveys
1. speed
2. relatively error-free interviews
3. use of pictures, videos, and graphics
4. quick capture of data
Disadvantages of computer-assisted surveys
1. technical skills may be required
2. setup costs can be high
Advantages of self-administered surveys
1. reduced cost
2. respondent control
3. no interviewer-evaluation apprehension
disadvantages of self-administered surveys
1. respondent control
2. lack of monitoring
3. high questionnaire requirements
Advantages of computer-administered surveys
1. Breadth of User-Friendly features
2. relatively inexpensive
3. reduction of interview evaluation concern in respondents
Disadvantage of computer-administered surveys
Requires computer-literate and internet-connected respondents
Advantage of mixed-mode surveys
multiple avenues to achieve data collection goal
disadvantages of mixed-mode survey
1. the survey mode may affect response
2. additional complexity
Types of Person-Administered/Computer Assisted surveys
1. in-home survey
2. mall-intercept survey
3. in-office survey
4. telephone survey
Types of computer-administered surveys
1. fully automated survey
2. online survey
Types of self-administered surveys
1. group self-administered survey
2. drop-off survey
3. mail survey
Considerations when deciding on a survey data collection mode
1. How much time is there for data collection?
2. How much money is there for data collection?
3. What type of respondent interaction is required?
4. What is the incidence rate?
5. Are there cultural and/or infrastructure considerations?
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