Tham khảo tài liệu 'giáo trình marketing nghiên cứu - phần 9', kinh doanh - tiếp thị, tiếp thị - bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Survey-Data Collection Methods Surveys A survey involves interviews with a large number of respondents using a predesigned questionnaire. Four basic survey methods: Person-administered surveys Computer-assisted surveys Self-administered surveys Mixed-mode (hybrid) surveys Ch 9 Advantages of Surveys Standardization Ease of administration Ability to tap the “unseen” Suitability to tabulation and statistical analysis Sensitivity to subgroup differences Ch 9 Four Alternative Data Collection Modes Person-administered: an interviewer reads questions, either face-to-face or over the telephone, to the respondent and records his or her answers Computer-administered: computer technology plays an essential role in the interview work Ch 9 Four Alternative Data Collection Modes Self-administered: the respondent completes the survey on his or her own Mixed Mode: a combination of two or more methods Ch 9 Person-Administered Surveys (Without Computer Assistance) A . | Survey-Data Collection Methods Surveys A survey involves interviews with a large number of respondents using a predesigned questionnaire. Four basic survey methods: Person-administered surveys Computer-assisted surveys Self-administered surveys Mixed-mode (hybrid) surveys Ch 9 Advantages of Surveys Standardization Ease of administration Ability to tap the “unseen” Suitability to tabulation and statistical analysis Sensitivity to subgroup differences Ch 9 Four Alternative Data Collection Modes Person-administered: an interviewer reads questions, either face-to-face or over the telephone, to the respondent and records his or her answers Computer-administered: computer technology plays an essential role in the interview work Ch 9 Four Alternative Data Collection Modes Self-administered: the respondent completes the survey on his or her own Mixed Mode: a combination of two or more methods Ch 9 Person-Administered Surveys (Without Computer Assistance) A person-administered survey is one in which an interviewer reads questions, either face-to-face or over the telephone, to the respondent and records his or her answers. Primary administration method for many years until development of communications systems and advancement in computer technology Ch 9 Person-Administered Surveys (Without Computer Assistance) Advantages: Feedback Rapport Quality control Adaptability Ch 9 Person-Administered Surveys (Without Computer Assistance) Disadvantages: Humans make errors Slow speed High cost Interview evaluation: apprehensive they are answering the question “correctly.” Feel they are being “evaluated.” Especially a problem with sensitive topics such as hygiene, finances, political opinions, etc. Ch 9 Computer-Administered Surveys A computer-assisted survey is one in which computer technology plays an essential role in the interview work. Ch 9 Computer-Administered Surveys Advantages: Speed Error-free interviews Use of pictures, videos, and graphics
