Basic Marketing Research with Excel

Business

Quiz 6 :

Data Collection Methods

Quiz 6 :

Data Collection Methods

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Why are telephone surveys popular?
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Telephone survey involves the method of data collection with the help of telephonic interviews. It is one of the most common modes of interview due to the following reasons:
• Time consumption of telephone survey is less.
• Expenses involved in this survey are very less, as it does not require extra cost of travelling or training for specific skills.
• This survey yields good quality of results due to effective control of an interviewer.
• It does not involve any confusion or misunderstanding, as respondents can clear their doubts with the help of an interviewer.
• Even sensitive questions can be handled comfortably by an interviewer over the telephone.
Hence, it can be concluded that telephone survey helps to provide an inexpensive, early and effective result.

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What are the advantages of person-administered surveys over computer-administered ones?
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Advantages of person-administered surveys over computer- administered surveys are as follows :
• Person administered surveys are more transparent and obtain relevant result because of one-to-one interaction.
• Interviewer can analyze body language of interviewee to determine validity of his responses.
• Personal interviewers facilitate choosing respondents according to specific criteria required to be assessed.
• It facilitates investigation about the topic in depth.
• Responses of interviewee are not influenced by peers.

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What advantages do online surveys have?
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Online survey is the questionnaire distributed to the respondents over the internet to get the feedback about a particular product or task.
Advantages of online surveys are as mentioned below:
• The Internet based online survey is very fast.
• It is easy for respondent to access and give responses.
• It is cost effective to develop and gather responses.
• It is easy to modify the survey available over internet
• Online survey leads to more reliable responses.
• It is easier to use online survey responses for study and research purposes.

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Is a telephone interview inappropriate for a survey that has as one of its objectives a complete listing of all possible advertising media a person was exposed to in the last week? Why or why not?
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With a telephone survey, when a potential respondent refuses to take part or is found to have changed his or her telephone number or moved away, it is customary to simply try another prospect until a completion is secured. It is not standard practice to report the number of refusals or noncontacts. What are the implications of this policy for the reporting of nonresponse?
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What factors are affecting how marketing researchers conduct surveys?
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What is interview evaluation, and which survey mode is most likely to produce it?
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What are the major disadvantages of a mail survey?
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What is the "best" data collection method?
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What doesCATI stand for? What doesCATS stand for?
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What are the major factors to be considered in the choice of the survey method?
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Discuss the feasibility of each of the types of survey modes for each of the following cases: a. Faberge Inc. wants to test a new fragrance called "Lime Brut." b. Kelly Services needs to determine how many businesses expect to hire temporary secretaries to replace secretaries who go on vacation during the summer months. c. The Encyclopedia Britannica requires information on the degree to which mothers of elementaryschool-aged children see encyclopedia DVDs as worthwhile purchases for their children. d. AT T Wireless is considering a television screen wireless phone application and wants to know people's reaction to it.
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NAPA Car Parts is a retail chain that specializes in stocking and selling automobile parts. It is interested in learning about its customers, so 100 questionnaires are sent to each of the 2,000 store managers with instructions that they are to give them to "the next" 100 customers. The customer is instructed to answer the questions and to place the completed questionnaire in the mail in a self-addressed envelope. There is a $500 NAPA coupon random drawing for a lucky respondent who returns the completed survey. What data collection method is being used, and what are its pros and cons in this situation?
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What are the four basic survey modes?
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What is a survey?
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What controls are possible with central location telephone interviewing?
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How does a drop-off survey differ from a mail survey?
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Indicate the differences among (a) in-home interviews, (b) mall-intercept interviews, and (c) in-office interviews. What do they share in common?
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Discuss why a researcher would or would not use a mixed-mode survey. Give an example to illustrate your points.
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Discuss the advantages and disadvantages of selfadministered surveys.
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