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Chapter 10

This chapter discusses survey research methods for communicating with respondents. It covers personal interviews, door-to-door and mall intercept interviews, telephone interviews, and self-administered questionnaires distributed through mail, email, websites, or kiosks. The advantages and disadvantages of each method are presented. The importance of pretesting questionnaires and considering ethical issues in survey research are also discussed.

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148 views14 pages

Chapter 10

This chapter discusses survey research methods for communicating with respondents. It covers personal interviews, door-to-door and mall intercept interviews, telephone interviews, and self-administered questionnaires distributed through mail, email, websites, or kiosks. The advantages and disadvantages of each method are presented. The importance of pretesting questionnaires and considering ethical issues in survey research are also discussed.

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saka hai
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We take content rights seriously. If you suspect this is your content, claim it here.
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CHAPTER 10:

SURVEY
RESEARCH Professor Dr. Muhammad
Mohsin Butt

COMMUNICATING Department of Marketing


School of Business Studies

WITH
RESPONDENTS
TEXTBOOK: BUSINESS RESEARCH METHODS, 8TH
EDITION, ZIKMUND, BABIN, CARR AND GRIFFIN
LEARNING OUTCOMES

1. Summarize ways researchers gather information through


interview.
2. Compare the advantages and disadvantages of door to door, mall
intercept, and telephonic interviews.
3. Evaluate the advantages and disadvantages of distributing
questionnaire through the mail, the internet, and by other means.
4. Discuss the importance of pretesting questionnaire.
5. Describe the ethical issue that arises in survey research.
INTRODUCTION

Evolution of survey research from very personal to impersonal process.


INTERVIEWS AS INTERACTIVE
COMMUNICATION

• Interviews are defined as two persons having a dialogue face to face or on telephone.
• Digital platform has allowed businesses and consumers to have a much higher level of
interactions and a two-way communication.
• Digital platforms have also given more control to todays consumers, empowering
them to a new level.
• The traditional paper and pencil survey sent via mail is an example of noninteractive
communication through a noninteractive media.
INTERVIEWS

• Personal interviews
• Door to door interviews and shopping mall intercepts
• Telephonic interviews
• Central location interviewing
• Computer assisted telephonic interviewing
• Computerized voice activated telephonic interview
PERSONAL INTERVIEW,
ADVANTAGES AND
DISADVANTAGES
A form of direct communication in which interviewer ask
respondent questions face to face.

Advantages: opportunity for feedback, probing complex answers,


favor lengthy questionnaire, compliance of questionnaire, props and
visual aids, high level of participation.
Disadvantages: interviewer influence, lack of respondent anonymity,
high cost.
DOOR TO DOOR INTERVIEWS
AND MALL INTERCEPT
• As the name suggest door to door interviews are conducted by visiting respondent home
or workplace.
• Advantages are increase participation and more representative sample, can be called
back.
• Disadvantage: more costly, may underrepresent a segment of population, is becoming a
thing of past.
• Conducting interviews by intercepting consumers in a shopping mall is called mall
intercept interview.
• Advantages: Less trave cost thus overall, less costly as compared to door-to-door
interviews, more interviews can be conducted in less time, more effective for
interviewing a specific segment. Can collect experiential data.
• Disadvantages: less likely to get a representative sample.
TELEPHONE INTERVIEWS
Historically landline telephonic interviews were carried.
Cell phones are different platforms not because they are cell phone,
but because, in many countries its completely illegal, you never know
the location of your respondent, it consider more intruding, not always
compatible.
Robocalls & Last week Tonight
Advantages: speed, cost, absence of face to face, can call back.
Disadvantages: A continuously dropping response rate and the roll of
technology in it. Increasing legislation against it, limited duration, lack
of visual medium.
CENTRAL LOCATION
INTERVIEWING
Telephone interviews conducted from a centralized location, such as a
call center.
Can enhance quality by proper employee training and supervision, and
cost of data collection reduced through economy of scale.
Computer assisted vs computerized voice activated telephone
interviews.

In first case a person is using computer to record the data, in second


human factor is eliminated and a computer program is conducting an
interview.
SELF ADMINISTRATED
QUESTIONNAIRE
Self administrated questionnaires can be printed on paper or created using electronic
sources.
MAIL QUESTIONNAIRE
Reached respondent via mail.
Advantages: can be sent simultaneously to several geographical locations, relatively
inexpensive form of data collection, offer convenience to respondents, offer high degree
of anonymity, absence of interviewer so respondents can be more open, highly
standardized.
Disadvantage: If time is short, not good for very lengthy questionnaire, usually a max
limit of six pages, increasingly low response rate.
How to increase response rate: Cover letter, money helps , interesting questions,
follow-ups, advance notification.
SELF ADMINISTRATIVE
QUESTIONNAIRE USING OTHER
METHODS
Fax Surveys : receive and/or response survey by fax machine. Limitation of method is
that it can be reached to people having access to fax machine.
Email Survey: a questionnaire is attached in an email, advantages include more
efficient, more privacy, low cost and can also be used as an invitation to participate in
internet survey, but at the same time, low response, going into junk, people considering
email not as safe.
Internet survey: a survey posted on a website, some examples of such specialized
websites is Amazon mechanical truck, google forms and Qualtrics. An IT department can
create one on its own website as well.
SELF ADMINISTRATIVE
QUESTIONNAIRE USING OTHER
METHODS
Advantages include being interactive, higher capacity to add visuals, can be used for
experimental design.
Usually, consumer panels are reached through internet surveys. Accurate real time data
captured, can call back, questionnaire can be programed for example to skip questions
when needed.
Security concerns and low response rate can be a big disadvantage.
Kiosk surveys: touch screen booths to capture customer response, now a days ATM
machines can be used to conduct surveys or invite customers for participating in a
survey.
PRETESTING AND ETHICAL
ISSUES IN SURVEY RESEARCH
1. Pretesting of questionnaire involve a trial run to identify potential problems and
mistakes in a questionnaire.
2. Ethical consideration for survey research include, respondent right to privacy, the
use of deception, respondent right to know about research purpose and the need of
honesty in data collection and reporting results.

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