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9 Cards in this Set
- Front
- Back
- 3rd side (hint)
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Door-to-Door
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Pro
-Direct customer contact -Can demonstrate product -Response rates still good |
Con
-Expensive -Bad image -Liability -Safety issues |
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Executive Interviews
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Pro
-Talking with decision maker is valuable -Can have complicated questioning |
Con
-Hard to get decision maker -Might not be reflective of population |
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Mall Intercept Interviews
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Pro
-Direct Customer Contact -Can test products -Human interaction |
Con
-Expensive -Not always representative of population -Bad image |
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Central Location Telephone Interviews
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Pro
-Good segmentation -Verify respondent as right person |
Con
-Cost -Response rates slipping -Need short surveys |
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Computer Assisted Telephone Interviews
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Pro
-Data entered directly into comp -Complicated skip patters -Data entry errors rare |
Con
-Computer glitches -Need interviewer training -Expensive equipment |
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Cell Phone Survey
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Pro
-Not too expensive -High rate of reaching people |
Con
-Dropped calls -Survey should be brief -Low response rates |
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Self Administered Questionnaire
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Pro
-Respondents can take their time -Good response rates |
Con
-Respondents take a long time -Researcher might overcomplicate |
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Mail Surveys
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Pro
-Not too expensive -Can get targeted mailing lists -Longer questionnaires |
Con
-Low response rates -Mailing list out of date |
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Email/Internet
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Pro
-Cheap -Direct access -Quick info -Download results -Contact hard to reach -Good response rates for web |
Con
-Response rates low for email -Can't verify responder -Security issues -Not always representative of population |
