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Survey Method: Descriptive Research, Study notes of Marketing Research

University of PlymouthMarketing Research

What are Survey Methods, Advantages, Disadvantages and Types of survey methods

Typology: Study notes

2020/2021

Available from 01/29/2022

RehashaHaily
RehashaHaily 🇱🇰

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Module Code: MKT216SL
Business And Market Research
University Of Plymouth
Survey methods
Survey'Method:'Descriptive'Research!
• A structured questionnaire given to a sample of a population and designed to get
specific information from respondents.
• Respondents are asked a variety of questions regarding their behavior, intentions,
attitudes, awareness, motivations, and demographic and lifestyle characteristics.
• These questions may be asked verbally, in writing, or via computer, and the
responses may be obtained in any of these forms.
• In structured data collection, a formal questionnaire is prepared and the questions
are asked in a prearranged order; thus the process is also direct.
• Fixed-alternative questions - Questions that require respondents to choose from a
set of predetermined answers.
!!
Survey'Method':'Advantages!
• Questionnaire is simple to administer.
• The data obtained are reliable
• Reduces the variability in the results that may be caused by differences in
interviewers
• Coding, analysis, and interpretation of data are relatively simple
!!
Survey'Method':'Disadvantages!
• Respondents may be unable or unwilling to provide the desired information.
• Structured questions and fixed-response alternatives may result in loss of validity.
• Due to the busy schedule of people, its hard to get answers from them.
Types'of'survey'methods!
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pf4

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Module Code: MKT216SL Business And Market Research University Of Plymouth

Survey methods

Survey Method: Descriptive Research

  • A structured questionnaire given to a sample of a population and designed to get specific information from respondents.
  • Respondents are asked a variety of questions regarding their behavior, intentions, attitudes, awareness, motivations, and demographic and lifestyle characteristics.
  • These questions may be asked verbally, in writing, or via computer , and the responses may be obtained in any of these forms.
  • (^) In structured data collection , a formal questionnaire is prepared and the questions are asked in a prearranged order ; thus the process is also direct.
  • (^) Fixed-alternative questions - Questions that require respondents to choose from a set of predetermined answers.

Survey Method : Advantages

  • (^) Questionnaire is simple to administer.
  • The data obtained are reliable
  • (^) Reduces the variability in the results that may be caused by differences in interviewers
  • Coding, analysis, and interpretation of data are relatively simple

Survey Method : Disadvantages

  • Respondents may be unable or unwilling to provide the desired information.
  • Structured questions and fixed-response alternatives may result in loss of validity.
  • Due to the busy schedule of people , its hard to get answers from them.

Types of survey methods

Traditional Telephone Interviews

  • (^) Traditional telephone interviews involve phoning a sample of respondents and asking them a series of questions.
  • The interviewer uses a paper questionnaire and records the responses with a pencil.
  • Interviews tend to be short in duration and have questions with few options as answers. These questions are short and on point.
  • Consequently, the use of local telephone interviewing has decreased in recent years.

Computer-Assisted Telephone Interviewing (CATI)

  • (^) Computer-assisted telephone interviewing (CATI) uses a computerized questionnaire administered to respondents over the telephone.
  • The computer replaces a paper and pencil questionnaire, and the mini-headset substitutes for a telephone.
  • Interviewing time is reduced , data quality is enhanced , and the laborious steps in the data collection process of coding questionnaires and entering the data into the computer are eliminated.
  • Because the responses are entered directly into the computer, interim and update reports on data collection or results can be provided almost instantaneously.
  • (^) Commonly used in B2B industry.

Personal In-Home Interviews

  • Respondents type the answers to either closed-ended or open-ended questions at designated places and click on “reply.”
  • Given the technical limitations of most email systems, questionnaires cannot utilize programmed skip patterns, logic checks, or randomization.

Internet Interviews

  • In contrast to email surveys, Internet or Web surveys use hypertext markup language (HTML), the language of the Web, and are posted on a Web site.
  • (^) Respondents may be recruited over the Internet, from potential respondent databases maintained.
  • Respondents are asked to go to a particular Web location to complete the survey.
  • Many times, respondents are not recruited; they happen to be visiting the Web site where the survey is posted and they are invited to participate in the survey.