MKT 300 Lecture Notes - Lecture 12: Computer-Assisted Telephone Interviewing
Document Summary
Observation collection instrument called a questionnaire objects and occurrences as they are witnessed internal to the respondent e. g. attitudes, opinions, motivations etc. Communication: questioning respondents to secure the desired information, using a data. Observation: the systematic process of recording the behavioural patterns of people, Versatility (ability of the technique to collect many types of data) Communication has the ability to collect many types of data. Limited to collecting information about behaviour and certain characteristics. Observation can access data not available by asking respondents directly. Don"t have to wait for an event to occur. Respondents may be unwilling or unable to provide the required. Could be faster and cost less in some instances. Only things evident external to the respondent can be measured. Respondents" perceptions may be influenced by the interviewer/ questionnaire. What are the applications of survey research? behaviour being observed. Typically data secured by this method are more accurate and objective.
