Our final power point presentation on survey and quantitative observation techniques. For week 8 Data Analysis Lecture. By Ellie, Lizzie, Ed, Stephen and Jessica
2. Survey and quantitative observation techniques vital in descriptive
research designs.
Examples being: telephone interviews, street interviews, computer –
assisted telephone/personal interviews, personal in-home or office
interviews, street interviews, postal interviews, mail panels, email and
internet surveys.
OVERVIEW
3. SURVEY TECHNIQUES
Forms of administering questions and receiving results:
Verbally
Writing
Via a computer
Structured data collection – use of a formal questionnaire that presents questions in a
prearranged order.
4. PROS AND CONS - SURVEY TECHNIQUES
Pros Cons
Simple to administer Respondents may be unwilling to give
desired information
Data consistent Wording of questions not easy
Reduced variability within results Surveys with closed-ended questions may
have a lower validity rate than other question
types.
Data can be easily analysis Wording of questions not easy
A broad range of data can be collected (e.g.,
attitudes, opinions, beliefs, values, behavior,
factual)
Data errors due to question non-responses
may exist
Cost-effective, but cost depends on survey
mode
Survey question answer options could lead to
unclear data because certain answer options
may be interpreted differently by respondents
Can be administered remotely via
online, mobile devices, mail, email, kiosk, or
telephone.
Customized surveys can run the risk of
containing certain types of errors
5. For major models for survey questionnaires:
Telephone interviews
Personal interviews
Mail interviews
Electronic interviews
SURVEY METHOD
6. May be categorised as in-home, in-office, street or computer-assisted
They constitute around 31% of the worldwide total spend on research
methods.
Sweden : 6%
Russia: 65%
PERSONAL INTERVIEWS
7. Respondents are interviewed face to face in their homes or in their
workplace.
Personal in home interviews are used because of the reassurances of
quality of the interview process and the nature of the questions that are
being administered.
Recently the use of personal in-home interviews has declined due to their
high cost.
PERSONAL IN-HOME AND IN-OFFICE
INTERVIEWS
9. Omnibus survey:
A distinctive form of survey that serves the needs of a syndicated group:
targets particular types of respondents, using demographics
With that target group of respondents, a core set of questions can be asked,
with other questions added as syndicate members wish.
In-office research:
used extensively in business-to-business research to research subjects
which cannot be effectively interviewed by telephone or mail
PERSONAL IN-HOME AND IN-OFFICE
INTERVIEWS
10. Respondents intercepted whilst in town centres or shopping centre
Advantage: more efficient for the respondent to come to the interviewer
than for the interviewer to go to the respondent.
May be questioned there and then in the street or taken to a specific test
facility.
Street interviews can be used to test merchandising ideas,
advertisements and other forms of marketing communications.
STREET INTERVIEWS
12. The respondent sits in front of computer terminal and answers a
questionnaire on the screen by using keyboard or a mouse
CAPI has been classified as a personal interview technique
Used to collect data at test facilities from street interviews, product
clinics, conferences and trade shows
Customer satisfaction surveys
COMPUTER-ASSISTED PERSONAL INTERVIEWS
(CAPI)
13. Email V. Internet
Together, they constitute to 11% of the worldwide total spend on research
methods. However can range a lot from Italy at 1% and Australia at 20%.
ELECTRONIC SURVEYS
14. Use of ASCII
Can be responded to and read by respondents with or without internet
access
Closed/open ended answers in designated spaces then click ‘reply’
Responses are data entered and tabulated in the manner of a traditional
mail survey
Although, program can be written that interprets the emailed responses
and reads the answers directly into compatible format
EMAIL
15. Can appear dry and uninteresting
Questionnaires cannot utilise programmed skip patterns, logic checks or
randomisation
Limited intelligence of ASCII text cannot keep a respondent from choosing
the wrong amount of answers etc
Skipping questions must appear explicitly
These factors can reduce quality of data therefore can require mush post-
survey data cleaning
Problems in locating accurate and current email addresses
Questionnaires may not reach respondents due to spam protection
software
PROS AND CONS - EMAILS
16. Use hypertext markup language (HTML)
Surveys can be posted on website – respondents recruited online from
potential respondent databases maintained by a marketing research firm
Participants asked to go to specific web location
Every all or every x person are allowed to complete the survey
Several advantages over email: HTML V ASCII
Survey Stimuli can be added such as graphs and tables
Data will require some processing before it can be tabulated and used in
statistical package
INTERNET
18. Pros Cons
Speed Sampling Frames
Quality of data Access to the web
Interviewer bias removed Technical problems
Cost
Contacting certain target groups
PROS AND CONS - INTERNET
19. Not all survey techniques are appropriate for a given situation
Comparative evaluation of survey techniques must be carried out to to
determine which techniques are most appropriate
Evaluation of techniques through the consideration of 16 different factors
A COMPARATIVE EVALUATION OF SURVEY
TECHNIQUES
20. THE 16 SURVEY FACTORS
1) Flexibility of Data Collection*
2) Diversity of Questions
3) Use of Physical Stimuli
4) Sample Control
5) Control of Data Collection
Environment
6) Control of Field Force
7) Quantity of Data*
8) Response Rate*
9) Perceived Response Anonymity
10) Social Desirability*
11) Obtaining Sensitive Information
12) Potential for Interviewer Bias*
13) Potential to Probe Respondents
14) Potential to Build Rapport
15) Speed*
16) Cost*
21. 1) Flexibility of Data Collection
2) Quantity of Data
3) Response Rate
4) Social Desirability
5) Potential for Interviewer Bias
6) Speed
7) Cost
MOST IMPORTANT FACTORS FOR
CONSIDERATION
22. Types of Telephone Interview
Traditional
Computer Assisted
Traditional
Involves ringing a sample of respondents and asking a series of questions.
Interviewer records all results on a paper questionnaire
Advantages
From one location a large geographical location can be covered including international markets.
Disadvantages
Telephone Interviewers have to write down all answers to any open ended questions resulting in a large
amount of data
Interviewers have to find appropriate questions for some types of respondents, therefore taking up a large
amount of time.
Conclusion
Today the traditional method of telephone interview is used very rarely and CATI is instead used.
TELEPHONE INTERVIEWS
23. Method
Uses a computerised questionnaire to respondents over telephone with the interviewer
using a computer
The interviewer then reads the questions which appear on the screen and directly input
the results to the online file on the computer for immediate analysis.
Advantages
Speed of collecting data is very efficient and the analysis is conducted very quickly. This
is important where people’s opinions and attitudes may change over a short period of
time.
The interviewer is shown one question at a time to show the respondent, this means
that once the information of response has been filled in the computer can
automatically adapt the questionnaire to suit the respondent and gain as much useful
information as possible.
As the system is consistently updated it can provide interim reports almost
instantaneously.
COMPUTERISED – ASSISTED TELEPHONE
INTERVIEWS (CTAI)
24. Disadvantages
Statistics shows that the willingness for respondents to answer a questionnaire via telephone is very low.
Many large companies are now implementing new company policies to stop marketing researchers calling
business individuals.
Conclusion
Most companies that commission market research stops their own employees from taking part in the
interviews. This is because;
The confidentiality of information divulged to interviewers.
Taking part is seen as no direct benefit to the company.
These two points shows that the information the company are trying to gain is very sensitive and the
company wants accurate information and by letting employees take part could tarnish the accuracy of the
final reports.
COMPUTERISED – ASSISTED TELEPHONE
INTERVIEWS (CTAI)
26. Wyse, S. E. (2012) Advantages and Disadvantages of Surveys. Available
at: http://www.snapsurveys.com/blog/advantages-disadvantages-surveys/
REFERENCES