Agenda Recap Survey Methods  Types of survey Methods  Advantages and Disadvantages  Criteria for Choosing  Increasing Response Rates Observation Methods  Advantages and Disadvantages Examples Break Group time

What are Surveys and how do they differ from qualitative methods such as focus groups and depth interviews?

Types of Surveys  Telephone interviews  in-home interviews  Mall intercept interviews  Computer assisted personal interviews  Mail interviews  Mail panels  Electronic surveys

What criteria will influence the type of survey method used?  Flexibility of data collection  Diversity of questions  Use of Physical Stimuli  Sample Control  Control of the Data Collection Environment  Control of the Field Force  Quantity of Data  Response rate

 Perceived Anonymity  Social Desirability  Potential for Interviewer Bias  Speed  Cost

How Can Response Rates Be improved?

What does gathering data through Observation entail What are the advantages of observational data collection as opposed to surveys? What are the relative disadvantages of observational data collection as opposed to surveys?

Your company makes the new flip and fold device. You want to find out what consumers think about it and how much they are willing to pay. What sort of survey technique do you use and why. Who do you target in your survey

Your company has just launched a new brand of pancake syrup. In order to improve sales the marketing department would like to know why consumers but the brands and sizes they do. How would you go about collecting this information?

Calgary Transit would like to conduct a ridership survey. Funds are limited but they need a relatively large sample. How would you suggest they gather the information?