1. Types of Surveys:
A. Face-to-face Interviews.
Face-to face interviews are conducted between a market researcher and a respondent. Data is collected on a survey. Some surveys are very rigid or 'structured' and use closed questions. Data is easily compared. Other face-to-face interviews are more 'in depth,' and depend upon more open forms of questioning. The research will probe and develop points of interest.
Advantages of face-to-face interviews
They allow more 'depth'
Physical prompts such as products and pictures can be used
Body language can emphasize responses
Respondents can be 'observed' at the same time
Disadvantages of face-to-face interviews
Interviews can be expensive
It can take a long period of time to arrange and conduct.
Some respondents will give biased responses when face-to-face with a researcher
B. Mall-Intercept - Interview consumers in shopping malls or other high-traffic locations (usually done in public areas or interviewees may be taken to some nearby private area). Also used to screen people for
inclusion in focus groups. (this method is relatively simple, yet effective & efficient)
C. Executive Interview - Interviews conducted with business people about products or services. (Very expensive and time consuming.)
D. From-Home Telephone Interview - Interviewers use their home phones to interview respondents, who are usually consumers & industrial users of products.
Advantages of telephone interviews
Can be geographically spread
Can be set up and conducted relatively cheaply
Random samples can be selected
Cheaper than face-to-face interviews
Disadvantages of telephone interviews
Respondents can simply hang up
Interviews tend to be a lot shorter
Visual aids cannot be used
Researchers cannot behavior or body language
Central Location Telephone Interview - Interviewers make calls from a company facility to reach and interview respondents.
This allows the supervisor to unobtrusively monitor the interviewing while it is taking place, and can also facilitate the use of computer assisted interviewing capabilities [see next].
Computer Assisted Telephone Interview (CATI) - Central location telephone interviewing in which the interviewer enters answers directly into the computer.This allows the interviewer to input responses directly into the data set which avoids the cost and processing errors associated with manual coding and entering of data into the computer sometime after the interviews generated the raw input data on paper.
E. Direct Computer Interview - Consumers are intercepted in a mall and interviewed by a computer that asks questions and accepts responses from the consumer's (participant's/ subject's) own hand.
F. Self-Administered Questionnaire - A questionnaire filled out by the respondent with no interviewer present. Used in mall-intercepts, classrooms and mail surveys.
G. Mail Surveys - Questionnaires are mailed to a sample of consumers or industrial users, along with instructions, postage paid return envelopes, and cover letters. Respondents complete and return the questionnaires by mail. The most serious problem with mail surveys is that the response rates are often very low (e.g., often less than 10%).
a) Ad Hoc (one shot) Mail Surveys - Questionnaires are sent to selected names and addresses with no prior (no pretest) or posttest contact.
b) Mail Panel - Participants are precontacted and screened, then periodically sent questionnaires for completion to produce data for a series of studies.
H. The Internet
The Internet can be used in a number of ways to collect primary data. Visitors to sites can be asked to complete electronic questionnaires. However responses will increase if an incentive is offered such as a free newsletter, or free membership. Other important data is collected when visitors sign up for membership.
Advantages of the Internet
• Relatively inexpensive
• Uses graphics and visual aids
• Random samples can be selected
• Visitors tend to be loyal to particular sites and are willing to give up time to complete the forms
Disadvantages of the Internet
• Only surveys current, not potential customers.
• Needs knowledge of software to set up questionnaires and methods of processing data
• May deter visitors from your website.
A. Face-to-face Interviews.
Face-to face interviews are conducted between a market researcher and a respondent. Data is collected on a survey. Some surveys are very rigid or 'structured' and use closed questions. Data is easily compared. Other face-to-face interviews are more 'in depth,' and depend upon more open forms of questioning. The research will probe and develop points of interest.
Advantages of face-to-face interviews
They allow more 'depth'
Physical prompts such as products and pictures can be used
Body language can emphasize responses
Respondents can be 'observed' at the same time
Disadvantages of face-to-face interviews
Interviews can be expensive
It can take a long period of time to arrange and conduct.
Some respondents will give biased responses when face-to-face with a researcher
B. Mall-Intercept - Interview consumers in shopping malls or other high-traffic locations (usually done in public areas or interviewees may be taken to some nearby private area). Also used to screen people for
inclusion in focus groups. (this method is relatively simple, yet effective & efficient)
C. Executive Interview - Interviews conducted with business people about products or services. (Very expensive and time consuming.)
D. From-Home Telephone Interview - Interviewers use their home phones to interview respondents, who are usually consumers & industrial users of products.
Advantages of telephone interviews
Can be geographically spread
Can be set up and conducted relatively cheaply
Random samples can be selected
Cheaper than face-to-face interviews
Disadvantages of telephone interviews
Respondents can simply hang up
Interviews tend to be a lot shorter
Visual aids cannot be used
Researchers cannot behavior or body language
Central Location Telephone Interview - Interviewers make calls from a company facility to reach and interview respondents.
This allows the supervisor to unobtrusively monitor the interviewing while it is taking place, and can also facilitate the use of computer assisted interviewing capabilities [see next].
Computer Assisted Telephone Interview (CATI) - Central location telephone interviewing in which the interviewer enters answers directly into the computer.This allows the interviewer to input responses directly into the data set which avoids the cost and processing errors associated with manual coding and entering of data into the computer sometime after the interviews generated the raw input data on paper.
E. Direct Computer Interview - Consumers are intercepted in a mall and interviewed by a computer that asks questions and accepts responses from the consumer's (participant's/ subject's) own hand.
F. Self-Administered Questionnaire - A questionnaire filled out by the respondent with no interviewer present. Used in mall-intercepts, classrooms and mail surveys.
G. Mail Surveys - Questionnaires are mailed to a sample of consumers or industrial users, along with instructions, postage paid return envelopes, and cover letters. Respondents complete and return the questionnaires by mail. The most serious problem with mail surveys is that the response rates are often very low (e.g., often less than 10%).
a) Ad Hoc (one shot) Mail Surveys - Questionnaires are sent to selected names and addresses with no prior (no pretest) or posttest contact.
b) Mail Panel - Participants are precontacted and screened, then periodically sent questionnaires for completion to produce data for a series of studies.
H. The Internet
The Internet can be used in a number of ways to collect primary data. Visitors to sites can be asked to complete electronic questionnaires. However responses will increase if an incentive is offered such as a free newsletter, or free membership. Other important data is collected when visitors sign up for membership.
Advantages of the Internet
• Relatively inexpensive
• Uses graphics and visual aids
• Random samples can be selected
• Visitors tend to be loyal to particular sites and are willing to give up time to complete the forms
Disadvantages of the Internet
• Only surveys current, not potential customers.
• Needs knowledge of software to set up questionnaires and methods of processing data
• May deter visitors from your website.