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METHODOLOGY
(Business Research Methods)
Mail E-Mail
Fax
– geographic flexibility
– cost
– respondent convenience
– interviewers absence
– standardized questions
– time factor
– length of the questionnaire
• Time Factor – Mail surveys may be inappropriate if time is very limited and
information is needed quickly. Usually, it can take a few weeks before
completed mail questionnaires are received, follow-up action initiated and
the information analyzed
Advantages:
Reduction in printing and postage costs for the researcher and faster
distribution and return than through mail surveys
Disadvantages:
Not all respondents have fax machines and some respondents may not
want to return the fax if transmission cost is high due to geographical
distance. As with mail surveys, respondents with more extreme views, who
are interested in the subject of the survey, will be more likely to respond,
thus creating a bias effect
Advantages:
Disadvantages:
Not all respondents have eMail. There may be concerns on the part of the
respondents about confidentiality, the format of eMails can differ
considerably depending on the programmes used and the settings of the
respondents computer (spam management). Moreover, respondents have
different skill levels in handling eMails, especially complicated survey-
related ones
MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan 11
Internet Surveys
Internet Survey – An internet survey is a self-administered questionnaire
which is posted on a website. Some major advantages of using the Internet
for Conducting Surveys:
• Many people in the general population do not have access to the internet
• Different levels of technology may be prevalent (broadband or dial-up
connectivity) which may result in some users not being able to access
information as quick as others
• Hardware deficiencies and/or software incompatability
• Different computer skill levels
• Physical incentives (e.g. inclusion of money) is not possible, only the
promise of a future reward
• Research on internet surveys is small and so are ideas for improving
response rates
Kiosk Surveys, i.e., surveys conducted with the help of computers are
installed in kiosks in different public locations, such as exhibitions and trade
shows, conferences and conventions, museums and so forth. A
disadvantage of using kiosk surveys is that usually computer-literate
persons and those having the time and interest in the survey subject will
respond
Direct observation can yield many types of data more accurately than
through questioning (e.g. respondents being interviewed might not be able
to indicate how much time they spend performing individual tasks but direct
observation can determine this quite straightforwardly)
Direct observation is often the only feasible or economic option for collecting
data (e.g. collecting data on market prices for specific products or
determining where the majority of a supermarket‘s customers come from
based on their car registration numbers)