CHAP 7.

Evaluating Survey Data Collection Methods

1. Advantages of Using Survey Methods:
• Standardization
• Ease of administration
• Ability to tap the “unseen”
• Suitability to tabulation and statistical analysis
• Sensitivity to subgroup differences
2. Surveys:

A survey involves interviews with a large number of respondents using a predesigned questionnaire.

Types of Survey Advantage Disadvantage

Person-Administered
Surveys
Computer-Assisted
Surveys
Self-Administered
Surveys
Computer-Administered
Surveys
Mixed-mode or hybrid
surveys use multiple data
collection methods.
3. Ways to collect data:
• Feedback • Humans make errors
• Rapport • Slow speed
• Quality control • High cost
• Adaptability • Fear of interview evaluation
• Speed • Technical skills may be required
• Relatively error-free interviews • Setup costs may be high
• Use of pictures, audiovisuals and
graphics
• Immediate capture of data
• Reduced cost • Respondent control
• Respondent control • Lack of monitoring
• Reduced interview evaluation • High questionnaire requirements
apprehension
• Breadth of user-friendly features • Requires computer-literate and
• Highly efficient Internet-connected respondents
• Reduction of interview evaluation • Respondent misrepresentation
concern in respondents
• Multiple advantages to achieve data • Survey mode may affect response
collection goal • Additional complexity
4. Choice of Survey Method:
In selecting a data collection mode, the researcher must consider:
• How fast is data collection?
• How much will data collection cost? ( online, drop out, mall-intercept are cheaper )
• How good is the data quality?
(quality will
• How is your questionnaire: Length, Complexity, any use of stimulus materials?
Ex: - Length (of Time): 15’, 30’, 45’
– Complexity: Simple or Complicated
– Stimulus materials: product concepts, showcard, pictures (to get associations)
Quantitative survey of Costco: method:
Mall-intercept ( shoppers are usually in hypermarket), Online surveys ( send links to member by
membership),
 Weight which is more applicable ( ex: mall-intercept is more subjective – better )
Qualitative: Focus groups discussion (Online- people in different cities, more flexible),
IF recommend mix method, mention which one has to done first (Ex: Quali -> Quanti )