shorterCan be useful for point-of-pur-chase survey if respondent co-op-eration is obtainedIn-office Inter-viewShares the advantages anddisadvantages of in-home interviewUseful for interviewing busy man-agersTable 7.3 Some Other Survey MethodsChapter 7 - 27
MethodAdvantages/DisadvantagesCommentCentral Loca-tion InterviewShares the advantages and disadvantages of mall interceptsExamples include trade shows, conferences, exhibitions, pur-chase interceptKiosk-based ComputerInterviewingShares the advantages anddisadvantages of CAPIVisit for more informationFax InterviewShares the advantages anddisadvantages of mail survey ex-cept it is faster with higher re-sponse rateUseful in some business surveysDrop-of Sur-veyShares the advantages anddisadvantages of mail surveys with higher costs and higher re-sponse ratesCan be useful for local market surveysChapter 7 - 28Table 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 MethodChapter 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).