Exam 7: Evaluating Survey Data Collection Methods

While person-administered surveys were the industry mainstay,________ have grown to a dominant position in developed countries.

While self-administered surveys have several important advantages,they also have disadvantages.Which of the following could be considered BOTH an advantage as well as a disadvantage?

While computer-administered interviews are faster and error free,they may make respondents feel less at ease because of the technology challenges.

There are distinct advantages and disadvantages of survey research methods over qualitative methods.Describe and compare the advantages of survey research methods.

Though not economical,survey methods allow the collection of significant amounts of data in a systematic,efficient manner,and involve large sample sizes.

The newest and currently most popular form of data collection is the use of social media,which are immense groups of potential respondents who are recruited and compensated by companies that provide access to them for a fee.

Computer and telecommunications technology has advanced significantly and opened new,efficient ways for marketing researchers to collect data.

Drawbacks of ________ include sample representativeness,respondent validation,and difficulty in asking probing types of questions.

In a self-administered survey,the respondent completes the survey on his or her own with the aid of a human or computer agent.

In a person-administered survey,an interviewer reads questions,either face-to-face or over the telephone,to the respondent and records his or her answers with the use of a computer.

The most advanced central location telephone interview companies operate with computer-assisted telephone interviews(CATI).

Compare the advantages and disadvantages of person-administered and computer-assisted interviews.Explain the added advantages of computer-assisted interviews.

The drawbacks of computer-assisted interviews is that they do not vary by the method of delivery,meaning with or without an interviewer or,if an interviewer is present,by face-to-face or telephone administration.

Completely automated telephone surveys(CATS)have been successfully used in all of the following situations EXCEPT for:

When a research budget is austere,a researcher might opt for which type of data collection method?

________ is the percentage of the population that possesses some characteristic necessary to be included in the survey.

A company develops a new type of countertop toaster oven that is designed to remain perfectly clean,which requires special set-up including set up according to different cooking situations.The mall intercept would be the most appropriate data collection method.

An application for a radio license with the FCC is due in six weeks,and a listenership study of other stations in the area must be conducted.Which would be the preferred method of data collection?

While there are disadvantages of person-administered surveys such as human error,slow data collection,and interview evaluation apprehension among respondents,they are less expensive than other methods.

Because every survey is unique,it is not possible to list all other considerations related to deciding on a survey data collection mode.However,there are two considerations that are almost always part of the survey method decision: 1.incidence rate. 2.situational factors. Define and discuss both of these two considerations.