 Person administered surveys  Self administered  Computer aided or administered 7/15/2016Marketing Research2

Face-to-face types: ◦ In-home, mall intercept, in office  advantages: ◦ Feedback, rapport, quality control, adaptability (probe, customize), good response rates  disadvantages: ◦ Time consuming, prone to human error, more expensive, geographic constraints, limited access to some populations 7/15/2016Marketing Research3

Telephone interview types: ◦ traditional, computer-assisted  advantages: ◦ no geographic constraints, better access to more affluent people, relatively inexpensive  disadvantages: ◦ usual time limit is 10 minutes, difficult to use many response alternatives, declining rates of cooperation, lack of visuals, lack of anonymity 7/15/2016Marketing Research4

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Self-administered types: ◦ Mail surveys ◦ Drop-off questionnaire ◦ Fax surveys  advantages: ◦ complex questions are possible, inexpensive, reduced demand effects, easy geographic coverage, relatively inexpensive  disadvantages: ◦ low response rates, more skipped questions, misunderstandings, mistakes 7/15/2016Marketing Research6

Computer administered types: ◦ survey ◦ Web survey  Advantages ◦ Fast, no data entry, use visuals, less prone to human (researcher) error, minimize demand effects, utilize skip patterns, anonymity (web),  Disadvantages ◦ Biased sample, can have high cost, requires technological competence 7/15/2016Marketing Research7