AKP-MKTG3710-Ch9

AKP-MKTG3710-Ch9 - Chapter9 SurveyDataCollection Methods...

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Chapter 9 Survey Data Collection  Methods MKTG 3710 Audhesh Paswan
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Advantages of Surveys Standardization Ease of administration Ability to tap the “unseen” Suitability to tabulation and statistical analysis Sensitivity to subgroup differences Quick, Inexpensive Efficient, Accurate Flexible
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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 Computer-administered: computer technology plays an essential role in the interview work Self-administered: the respondent completes the survey on his or her own
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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
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Person-Administered Surveys Mall-Intercept Interview Key Advantage: Fast and convenient data collection method Key Disadvantages: Only mall patrons are interviewed Respondents may feel uncomfortable answering the questions in the mall Comment: Mall-intercept company often has exclusive interview rights for that mall
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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
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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
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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
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Computer-Administered Surveys Computer-Assisted Interview Types (not online)
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AKP-MKTG3710-Ch9 - Chapter9 SurveyDataCollection Methods...

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