1. Statistical investigations
[ S2.2 Extension Starter]
A small firm making plastic goods wants to see if there is a gap in the market for a new style of mobile phone skin.
Which would be the best survey method for the firm to find the information they need? Give some reasons for your choice.
Postal survey
Telephone survey
Face-to-face survey
Internet survey
Cost?
Target audience?
Speed?
Bias? and ??
Preamble
A general discussion or brainstorming session which will hopefully encourage some in-depth thinking about collecting survey data.
Possible content
Considering pros and cons of mail, face-to-face, telephone and online surveys.
Resources
None.
Solution/Notes
Mail surveys  Advantages: no interviewer bias, cheap, repeatable, often gain thoughtful answers. Disadvantages: doesn't ensure qualified respondent, low response rate, inability to gain further detail / probe. Telephone surveys  Advantages: ensure qualified respondent, ability to probe / gain further detail, fast turnaround time, good response rate. Disadvantages: distribution bias (difficult to reach certain segments), use of phone mail and answering machines, no absolute assurance of confidentiality, interviewer bias.
In-person or face-to-face surveys  Advantages: ensure qualified respondent, ability to probe and can show objects etc, good response rate, respondent involvement. Disadvantages: potential exists for interviewer bias, expensive due to travel and other costs, interviewer bias can be extreme, poor turnaround time.
Internet surveys  Advantages: low cost, no interviewer bias. Disadvantages: doesn't ensure qualified respondent, biased respondent demographics, inability to probe (can ask only a couple of questions), poor response rates – facility exists for survey to be terminated.
Original Material © Cambridge University Press 2010
Original Material © Cambridge University Press 2010