Term
| Types of Survey Methods(classified by how the data is collected) |
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Definition
| Telephone, In-Person, Mail interviewing, Electronic |
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Term
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Definition
| A structured questionnaire given to a population to find out information on behavior, intentions, attitudes, beliefs, awareness, motivations, demographics, and lifestyle characteristics |
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Term
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Definition
| easy to administer, reduces variability in the results from different interviewers and increases the reliability of the responses, simplifies coding, analysis and interpretation |
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Term
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Definition
| respondents might be unable or unwilling to provide info (they are not consciously aware of real reasons why they buy things or they don't want to reveal personal information); structured data collection can result in loss of validity for certain information (beliefs and feelings); it is hard to phrase questions |
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Term
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Definition
| most popular (computerized); traditional telephone vs. Computer-assisted telephone interviewing |
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Term
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Definition
| interviewers call people from a central location and record responses on a paper questionnaire; they are monitored by supervisors to control bias and data quality |
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Term
| Computer-Assisted telephone interviews |
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Definition
| computerized questionnaire instead of a paper, headset instead of a phone, the computer dials the telephone; more efficient and accurate, and instant reports of data, and the computer can control logically for incorrect answers which increases accuracy |
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Term
| Adv and Dis adv of Telephone |
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Definition
Adv - completed quickly b/c no travel time; sample control; supervise interviewers, response rate is good, not very expensive
Dis adv - no physical stimuli like demonstrations or ads; no complex questions; low quantity of data because people won't stay on the phone for long |
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Term
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Definition
| In-home, Mall Intercept, Computer assisted personal interviewing |
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Term
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Definition
| people are interviewed face-to-face in their homes; use has declined but are still used by syndicated firms |
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Term
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Definition
| allows for complex questions because the interviewer can clarify; can use physical stimuli (demonstrations, charts, etc.), good sample control, large quantity of data (longer survey), response rate is good, esp. if pre-notified |
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Term
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Definition
| Few people are home during the day; interviewer supervision and control is difficult; face-to-face contact results in the tendency of respondents to give answers that are socially desirable (social desirability); potential for interviewer bias; most expensive method; takes long; some areas are hard to access |
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Term
| Mall-intercept interviews |
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Definition
| The process involves stopping the shoppers, screening them for appropriateness and administering the survey either on the spot or in a research facility in the mall |
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Term
| Advantages of Mall intercepts |
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Definition
| More efficient because respondent comes to interviewer; complex questions can be asked; they can see, handle, or consumer the product before answering; good control of environment; response rate is high |
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Term
| Disadvantages of Mall intercepts |
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Definition
| Potential for social desirability and interviewer bias; moderate data collection; expensive |
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Term
| Computer Assisted Personal Interviewing |
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Definition
| Someone sits at a computer and answers questions on the screen; help screens and error messages; colorful to keep it interesting |
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Term
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Definition
Adv: complex questions can be asked; computer does the skip patterns and logic checks; can use physical stimuli; high control of environment; good response rate
Dis adv: high social desirability, moderate quantity of data, high cost |
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Term
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Definition
| sending a survey to people who have not been precontacted; usually comes with an incentive to improve response rates; fax surveys provide faster responses but are not good for household surveys only commercial and other institutional purposes |
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Term
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Definition
| Consists of a large, nationally representative sample of individuals who agree to participate in periodic surveys; often get incentives; |
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Term
| Adv and Dis Adv of Mail Surveys |
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Definition
Adv: Low cost and efficient; no interviewer bias or social desirability; mail surveys - moderate amount of data; mail panels - a lot of data
Dis Adv: non response bias, low sample control, low speed, no control over the process and environment |
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