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3 Data Collection Methods and Questionnaire Design

3 Data Collection Methods and Questionnaire Design

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Published by eduson2013

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Published by: eduson2013 on Jul 23, 2013
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Applied Marketing(Market Research Methods)Topic 3:Data collection methodsand questionnaire design
Dr James Abdey
Data collection methods
Consideration should be given to the
The most common methods of contact areface-to-face interview, telephone interview andonline/postal/mail (so-called ‘self-completion’)interview
In most countries you can assume the following:
An interviewer-administered face-to-facequestionnaire will be the most expensive to carry out
Telephone surveys depend very much on whetheryour target population is on the telephone (and howgood the telephone system is)
Self-completion questionnaires can have a lowresponse rate
Data collection methods
Face-to-face interview:
Advantages: Good for personal questions; allow forprobing issues in greater depth; permit difficultconcepts to be explained; can show samples (suchas new product designs)
Disadvantages: (Very) expensive; not always easy toobtain detailed information on the spot

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