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Survey Collection Methods & Errors student version2

Survey Collection Methods & Errors student version2...

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© 2011 Robert H. Smith School of Business University of Maryland Questionnaire Methods & Errors Chapter 6 Professor Whitney Professor Whitney
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© 2011 Robert H. Smith School of Business University of Maryland Computer Assisted Telephone Interviews (CATI): Central-location telephone interviews in which interviewers enter respondents’ answers directly into a computer. Pros - data can be directly entered into computer, can have complicated skip patterns, data entry errors rare, quick, no visuals possible Cons - computer glitches, the equipment can be expensive, caller id makes it hard to get respondents, not representative sample (increasing number without landlines), short Cell Phone Surveys: Pros - not too expensive, where the market is evolving. Cons - dropped calls terminate survey, survey should be brief, low response rates Mall-Intercept Interviews: Face-to-face interviews conducted by intercepting people at high traffic locations. Pros - direct customer contact, can test products, cheap Cons - not often representative of the population, high refusal rate Survey Methods only discussing those most commonly used
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© 2011 Robert H. Smith School of Business University of Maryland Self Administered Questionnaires: Questionnaires filled out by respondents with no interviewer present. Pros - respondents can take their time, good response rates, longer survey possible Cons - eliminates bias of interviewer Mail Surveys (a type of self-administered): Pros - not too expensive, can get targeted mailing lists, can have longer surveys.
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