MKT 500 Lecture Notes - Lecture 7: Computer-Assisted Telephone Interviewing, Mode Choice, Survey Data Collection
11 Aug 2016
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Document Summary
Surveys involve interviews with a large number of respondents using a predesigned questionnaire. Everyone gets the same questions: ease of administration, ability to tap the unseen . Enables you to ask questions regarding motives, circumstances, and sequences of events, mental deliberations, none in which are found in observation studies: suitability to tabulation and statistical analysis. Standardization and computer processing allow for quick tallies, cross tabulations, and other statistical analyses despite large sample sizes: sensitivity to subgroup differentiation. Respondents can be divided into segments or subgroups for comparisons in the search for meaningful differences. The data collection dilemma and impact of technology. The way we collect data has changed drastically. There are two main reasons for this: there has been a dramatic decline in people wanting to do surveys, computer and telecommunications technology has advanced significantly and opened new, efficient ways for marketing researchers to collect data. Although technology has opened doors to new methods, it has not solved non-responsive problem.
