shorter Can be useful for point of pur chase survey if respondent co op eration

Shorter can be useful for point of pur chase survey

This preview shows page 27 - 32 out of 59 pages.

shorter Can be useful for point-of-pur- chase survey if respondent co-op- eration is obtained In-office Inter- view Shares the advantages and disadvantages of in-home interview Useful for interviewing busy man- agers Table 7.3 Some Other Survey Methods Chapter  7 - 27
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Method Advantages/Disadvantages Comment Central Loca- tion Interview Shares the advantages and disadvantages of mall intercepts Examples include trade shows, conferences, exhibitions, pur- chase intercept Kiosk-based Computer Interviewing Shares the advantages and disadvantages of CAPI Visit for more information Fax Interview Shares the advantages and disadvantages of mail survey ex- cept it is faster with higher re- sponse rate Useful in some business surveys Drop-of Sur- vey Shares the advantages and disadvantages of mail surveys with higher costs and higher re- sponse rates Can be useful for local market surveys Chapter  7 - 28 Table 7.3 Some Other Survey Methods (Cont.)
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When evaluating the various survey methods within the context of a specific research project, one has to consider the salient factors relevant to data collection. Often, certain factors dominate, leading to a particular survey method as the natural choice. If no method is clearly superior, the choice must be based on an overall consideration of the advantages and disadvantages of the various methods. Often, in large projects these methods are combined to enhance the quality of data in a cost-effective manner. Criteria for Selecting a Survey Method Chapter 7  - 29
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If complex and diverse questions have to be asked, one of the personal methods (in-home, mall intercept, or CAPI) is preferable. Internet surveys are an option as well. From the perspective of the use of physical stimuli, personal methods (in-home, mall intercept, or CAPI) are preferable. If sample control is an issue, cold mail (but not mail panel), fax, and electronic methods might not be appropriate. Control of the data collection environment favors the use of central location (mall intercept and CAPI) interviewing. High quantity of data favors the use of in-home and mail panels and makes the use of telephone interviewing inappropriate. Criteria for Selecting a Survey Method (Cont.) Chapter 7  - 30
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Low response rates make the use of cold mail and electronic methods disadvantageous. Low response rates make the use of cold mail and electronic methods disadvantageous. If social desirability is an issue, mail, mail-panel, fax, and Internet surveys are best. If interviewer bias is an issue, the use of mail (cold and panels), fax, and electronic interviewing (e-mail and Internet) is favored. Speed favors Internet, e-mail, telephone, and fax methods. Costs favor cold mail, fax, electronic (e-mail and Internet), mail panels, telephone, mall intercept, CAPI, and in-home methods, in that order (most favorable to least favorable).
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