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Basic Marketing Research: Using Microsoft Excel Data Analysis, 3rd edition
Alvin C. Burns Louisiana State University
Ronald F. Bush University of West Florida
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2. Four Alternative Data Collection Modes
Use a person to ask the questions, either face-to-face or voice-to-voice, usually with some assistance from a computer
Use a computer to actively accomplish the questioning
Require respondents to fill out the questionnaire themselves, without computer assistance
Use some combination of two or more of the above modes
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3. Person-Administered Surveys
A person-administered survey is one in which an interviewer reads questions, either face-to-face or over the telephone, to the respondent and records the answers
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4. Person-Administered Surveys: Advantages
Person-administered surveys have four unique advantages. They offer:
Feedback
Rapport
Quality control
Adaptability
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5. Person-Administered Surveys: Disadvantages
There are drawbacks to using human interviewers including:
Human error
Slowness
Cost
Interview evaluation (respondent’s concerns that they are not answering “correctly”)
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6. Computer-Administered Surveys
A computer-administered survey is one in which computer technology plays an essential role in the interview work, often, but not always, completely eliminating the need for a personal interviewer.
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7. Computer-Administered Surveys: Advantages
There are five advantages of computer-administered surveys:
Speed
Error-free interviews
Use of pictures, videos, and graphics
Real-time capture of data
Reduction of anxieties caused by interview evaluation (respondent’s concerns that they are not answering “correctly”)
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8. Computer-Administered Surveys: Disadvantages
The primary disadvantages of computer-assisted surveys are:
They require some level of technical skill
Costs may be significant
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9. Self-Administered Surveys
A self-administered survey is one in which the respondent completes the survey completely on his or her own.
It is different from other survey methods in that there is no agent- human or computer- administering the interview
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10. Self-Administered Surveys: Advantages
Self-administered surveys have three important advantages:
Reduced cost
Respondent control
No interview-evaluation apprehension
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11. Self-Administered Surveys: Disadvantages
The disadvantages of self-administered surveys are:
Respondent errors
Lack of supervision
High questionnaire requirements
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Mixed-Mode Surveys
Mixed-mode surveys, sometimes referred to as “hybrid” surveys, use multiple data collection methods
It has become increasingly popular to use mixed-mode surveys in recent years due to efficiencies of computer-administered methods and the communication preferences of respondents
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13. Mixed-Mode Surveys: Advantage
The advantage of mixed-mode surveys is that researchers are able to use the disadvantages of each of the various modes to achieve a better data collection result
Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

14. Mixed-Mode Surveys: Disadvantage
The important disadvantage of using mixed-mode, or hybrid, data collection methods is that complexity will increase
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15. Descriptions of Data Collection Modes
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16. Descriptions of Data Collection Modes, Continued...
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17. Central Location Telephone Interviewers are well-trained professionals
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18. Descriptions of Data Collection Modes, Continued...
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19. Deciding Which Survey Method To Use
When deciding on a data collection method, most marketing researchers will ponder four questions:
How much time do I have for data collection?
How much money do I have for data collection?
What type of respondent interaction is required?
Are there special considerations to take into account?
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20. How Much Time Do I Have for Data Collection?
Traditionally, if the short time horizon is the overwhelming consideration, telephone surveys were often selected due to their speed
Today, online surveys are exceptionally fast and can accommodate all but physical handling of research objects
In-home personal interviews and mail surveys are poor choices when time is critical
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21. How Much Money Do I Have for Data Collection?
With technology costs dropping and Internet access becoming commonplace, online survey research options have become attractive when the data collection budget is austere
Other data collection methods that are relatively inexpensive include: central location telephone surveys, mail surveys, and other self-administered methods
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22. What Type of Respondent Interaction Is Required?
The type of interaction with the respondent affects the collection method decision. If respondents need only verbal communication, telephone interviewing will work.
If the respondent needs to view photos of a logo or magazine ad, mail surveys or online surveys may be considered.
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23. What Type of Respondent Interaction Is Required?, Continued...
If the respondent is required to handle, touch, feel, or taste a product, the mall-intercept company services are reasonable.
If a respondent is required to actually use a product in a realistic setting, in-home interviews may be the only data collection method that will work.
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24. Are There Special Considerations to Take into Account?
The incidence rate which is the percentage of the population that possesses some characteristic necessary to be included in the survey, i.e. registered voters
In low incidence situations a data collection method that can easily and inexpensively screen respondents is desired
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25. Are There Special Considerations to Take into Account?, Continued...
Data collection method choice is sometimes influenced by cultural norms and/or communication or other systems that are in place.
In Scandinavia, residents are uncomfortable allowing strangers in their homes. Therefore, telephone and online surveying is more popular than door-to-door interviewing.
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26. Advantages & Disadvantages of Data Collection Methods
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27. Advantages & Disadvantages of Data Collection Methods, Cont.
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28. Advantages & Disadvantages of Data Collection Methods, Cont.
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29. Choice of Survey Method
Choice of survey method can be made by answering the question, “What data collection method will generate the most complete and generalizable information within the time horizon and without exceeding the allowable expenditure for data collection?”
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