Structure & Disguise Structure: –degree of standardization for the data collection instrument Disguise: –the amount of knowledge about the purpose of a study communicated to the respondents

UNDISGUISEDDISGUISED STRUCTURED 1. STRUCTURED- UNDISGUISED 3. STRUCTURED- DISGUISED UNSTRUCTURED 2. UNSTRUCTURED- UNDISGUISED 4. UNSTRUCTURED- DISGUISED

1. Structured-Undisguised Closed-response questions (fixed responses) Respondent knows purpose of study Simple to administer Easy to code, tabulate & analyze Reliable Most commonly used

2. Unstructured-Undisguised Open-ended response (free choice of words) Respondent knows the purpose of the study Depth Interview (def.) –Freedom in questioning –Careful probing –Difficult to analyze & interpret

3. Unstructured-Disguised Open-ended response (free choice of wds) Respondent does not know the purpose of the study Word Association Sentence Completion Storytelling

4. Structured-Disguised Closed-response questions (fixed responses) Respondent does not know the purpose of the study Easy to code, tabulate & analyze Seldom used in Marketing

Methods of Administering Questionnaires 1.Personal interview 2.Telephone interview 3.Mail questionnaire 4.Faxed Survey 5. Survey

Points to Consider: Sampling Control Information Control Administrative Control

Sampling Control Whether or not the researcher can direct the inquiry to the designated respondent & secure cooperation from that respondent

Information Control Pertains to the amount & accuracy of information that can be obtained from respondents

Administrative Control Refers to the speed, cost, & control of the relies afforded by the mode of administration