Or view a videotape and report their impressions

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Basic Marketing Research
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Chapter 8 / Exercise 3
Basic Marketing Research
Brown/Churchill
Expert Verified
or view a videotape and report their impressions. Shopping malls are frequently used because of their high volume of traffic. Other central locations such as a church meeting hall, hotel, or other facility might be used to conduct a large number of personal inter- views. When this method of personal interviewing is used, the respondents are generally Personal interviewing face- to-face method is employed when the survey is too long to conduct over the telephone or there might be material to show the respondent. TABLE 7.3 Advantages and Disadvantages of Mail Surveys Advantages Disadvantages 1. Cost-effective. 1. Low return rate. 2. Efficiency in reaching large samples. 2. Nonreturn bias; those who return a mail questionnaire may not represent the sample as a whole. 3. Access to hard-to-reach people. 3. No control of who fills out the questionnaire. 4. Self-administered/no interviewer bias. 4. No ability for sequential disclosure of information. 5. Limited use of exhibits is possible. 5. Slow response. 6. Hard to pretest. 7. Question limitations.
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Basic Marketing Research
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Chapter 8 / Exercise 3
Basic Marketing Research
Brown/Churchill
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Chapter 7 Primary Data Collection 137 recruited in advance. Shopping malls may be used as locations for prearranged interviews or involve “intercepts” where shoppers are recruited in the mall for the interviews. Executive and Professional Interviewing Interviewing of executives at their places of business is the business-to-business market- ing research equivalent to consumer door-to-door interviewing. Locating people of inter- est to the researcher by title or name can be expensive and time-consuming if an accurate list is not available from a list vendor. Once identified, respondents must be contacted, an appointment scheduled for the interview, and then the survey can be administered in person at the workplace. Highly trained interviewers who are appropriately dressed and knowledgeable about the topic are much more likely to be successful in obtaining re- sponse, so this type of interviewing can be costly. As is shown in Table 7.5, each of these data collection methods have strengths and weaknesses. These strengths and weaknesses must be considered when selecting a specific method. Computer or Fax Survey It is not uncommon for the computer to be used in telephone (CATI) interviewing, per- sonal interviews conducted at shopping malls, or at a central location. See Table 7.6 for a summary of the various ways the computer might be used in survey research. TABLE 7.4 Advantages and Disadvantages of Personal Interviewing Advantages Disadvantages 1. Exhibits such as ads, packages, pictures can be shown. 1. High cost. 2. Flexibility and versatility. 2. Interviewer bias. 3. Speed can be accomplished with multiple interviews being completed in multiple locations. 3. Administration/execution problems. 4. Sampling can be done in a very representative way. 5. Observation of the respondent allows for viewing behavior as well as asking questions. TABLE 7.5 Strengths and Weaknesses of Methods of Data Collection Interviewing Questionnaire Personal Telephone Self- Administered Mail Back Internet Fax Response Rate Moderate to High Moderate to High High

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