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Chapter. 9. Survey Data Collection Methods. Advantages of Surveys. Standardization Ease of administration Ability to tap the “unseen” Suitability to tabulation and statistical analysis Sensitivity to subgroup differences. Three Alternative Data Collection Modes.

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Chapter 5133073

Chapter

9

Survey Data Collection Methods


Chapter 5133073

Advantages of Surveys

  • Standardization

  • Ease of administration

  • Ability to tap the “unseen”

  • Suitability to tabulation and statistical analysis

  • Sensitivity to subgroup differences


Chapter 5133073

Three Alternative Data Collection Modes

  • Person-administered: an interviewer reads questions, either face-to-face or over the telephone, to the respondent and records his or her answers – personal interview, telephone

  • Computer-administered: computer technology plays an essential role in the interview work

  • Self-administered: the respondent completes the survey on his or her own – mail, online survey


Chapter 5133073

Person-Administered Surveys

In-Home Interview

  • Key Advantages:

    • Conducted in the privacy of the home, which facilitates interviewer-respondent rapport

  • Key Disadvantages:

    • Cost per interview can be high

    • Interviewers must travel to respondent’s home

  • Comment:

    • Often much information per interview is gathered


Chapter 5133073

Person-Administered Surveys

Mall-Intercept Interview

  • Key Advantage:

    • Fast and convenient data collection method

  • Key Disadvantages:

    • Only mall patrons are interviewed – sample representativeness

    • Respondents may feel uncomfortable answering the questions in the mall

  • Comment:

    • Mall-intercept company often has exclusive interview rights for that mall


Chapter 5133073

Person-Administered Surveys

In-Office Interview

  • Key Advantage:

    • Useful for interviewing busy executives

  • Key Disadvantages:

    • Relatively high cost per interview

    • Gaining access is sometimes difficult

  • Comment:

    • Useful when respondents must examine prototypes or samples of products


Chapter 5133073

Person-Administered Surveys

Central Location Telephone Interviews

  • Key Advantages:

    • Fast turnaround

    • Good quality control

    • Reasonable cost

  • Key Disadvantage:

    • Restricted to telephone communication

  • Comment:

    • Long-distance calling is

    • not a problem


Chapter 5133073

Computer-Administered Surveys

CATI

  • Key Advantages:

    • Computer eliminates human interviewer error

    • Simultaneous data input to computer file

    • Good quality control

  • Key Disadvantage:

    • Setup costs can be high

  • Comment:

    • Losing ground to online surveys and panels


Chapter 5133073

Computer-Administered Surveys

Computer-Assisted Interview Types (not online)

  • Key Advantages:

    • Respondent responds at his or her own pace

    • Computer data file results

  • Key Disadvantage:

    • Respondent must have access to a computer or be computer literate

  • Comment:

    • Many variations and an emerging data collection method with exciting prospects


Chapter 5133073

Computer-Administered Surveys

Online Questionnaire

  • Key Advantages:

    • Ease of creating and posting (SurveyPro, Web Surveyor )

    • Fast turnaround

    • Computer data file results

  • Key Disadvantage:

    • Respondent must have access to the Internet

  • Comment:

    • Fastest growing data collection method; very flexible; online; analysis available


Chapter 5133073

Self-Administered Surveys

Group Self-Administered Survey

  • Key Advantages:

    • Cost of interviewer eliminated

    • Economical for assembled groups of respondents

  • Key Disadvantage:

    • Must find groups and secure permission to conduct the survey

  • Comment:

    • Prone to errors or self-administered surveys good for pretests or pilot tests


Chapter 5133073

Self-Administered Surveys

Drop-off Survey

  • Key Advantages:

    • Cost of interviewer eliminated

    • Appropriate for local market surveys

  • Key Disadvantage:

    • Generally not appropriate for large-scale national survey

  • Comment:

    • Many variations exist with respect to logistics and applications


Chapter 5133073

Self-Administered Surveys

Mail Survey

  • Key Advantages:

    • Economical method

    • Good listing companies exist

  • Key Disadvantages:

    • Low response rates

    • Self-selection bias

    • Slow

  • Comment:

    • Many strategies to increase response rate exist


Chapter 5133073

Choice of a Particular Survey Method

  • The survey data collection time horizon

  • The survey data collection budget

  • Special considerations


Case 9 3 the hobbit s choice

Please read Case 9.3 on p.266.

Analyze the case and then answer questions 1, 2, and 3.

Case 9.3 The Hobbit’s Choice


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