Shorter can be useful for point of pur chase survey

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

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.)


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


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


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).