Market Research: Chapter 9

Front 1

Survey

Back 1

-involves interviews with a large number of respondents using a predesigned questionnaire

Front 2

Basic Methods of Surveys

Back 2

1. person administered
2. computer assisted
3. self administered
4. mixed (hybrid)

Front 3

Advantages of Surveys

Back 3

-standardization
-ease of administration
-ability to tap the unseen
-suitability to statistical analysis
-sensitivity to subgroup differences

Front 4

Advantages of Person-Administered Surveys

Back 4

-feedback
-rapport
-quality control
-adaptability

Front 5

Disadvantages of Person-Administered Surveys

Back 5

-human errors
-slow speed
-high cost

Front 6

Advantages of Computer-Administered Surveys

Back 6

-speed
-error free interviews
-use pictures, videos and graphics
-real-time

Front 7

Disadvantages of Computer-Administered Surveys

Back 7

-technical skills required
-high cost

Front 8

Advantages of Self-Administered Surveys

Back 8

-low cost
-respondents control pace at which they answer

Front 9

Disadvantages of Self-Administered Surveys

Back 9

-lack of monitoring
-may not send in on time
-high requirements

Front 10

Advantages of Mixed-Mode (Hybrid) Surveys

Back 10

-advantages of using several outlets
-reach more specified audience

Front 11

Advantages of In Home Person-Administered Surveys

Back 11

-conducted in privacy of the hime
-facilitates rapport

Front 12

Disadvantages of Mall Interviews

Back 12

-only mall patrons are interviewed
-may feel uncomfortable

Front 13

Advantages of In-Office Interviews

Back 13

-useful for interviewing busy executives

Front 14

Disadvantages of In-Office Interviews

Back 14

-high cost
-difficult to gain access

Front 15

Advantages of Telephone Interviews

Back 15

-fast turnaround
-good quality control
-reasonable cost

Front 16

Disadvantages of Telephone Interviews

Back 16

-restricted telephone communications