MKT 500 Lecture Notes - Lecture 4: Likert Scale, Survey Data Collection, Computer Monitor
Document Summary
In-office interview the interviewer makes an appointment with business executives or managers to conduct the interview at the respondent"s place of work. Telephone interview interviewers work in a data collection company"s office using cubicles or work areas for each interviewer, usually reading questions on a computer monitor. Fully automated interview a computer is programmed to administer questions. Respondents interact with the computer and enters in their own answers. Online survey respondents answer a questionnaire that resides on the internet. Group self-administered survey respondents take the survey in a group context. Each respondent works individually, but they meet as a group, which allows the researcher to economize. Drop-off survey questionnaires are left with the respondent to fill out. The administrator may return at a later time to pick up the completed questionnaire, or it may be mailed in. Mail survey questionnaires are mailed to prospective respondents, who are asked to fill them out and return them by mail.
