Scribd
Upload
260 views

Advantages of Survey Method

The document discusses survey methods for collecting data. It describes the telephone survey method which involves trained interviewers calling respondents to ask questions. The key advantages of telephone surveys are high accessibility since most people have phones, quality control since interviews are conducted uniformly, and anonymity for respondents. However, telephone surveys are limited by time-constrained interviews, inability to reach some respondents like those who screen calls, and inability for respondents to see products physically.

Uploaded by

UMAR IJAZ
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
260 views

Advantages of Survey Method

The document discusses survey methods for collecting data. It describes the telephone survey method which involves trained interviewers calling respondents to ask questions. The key advantages of telephone surveys are high accessibility since most people have phones, quality control since interviews are conducted uniformly, and anonymity for respondents. However, telephone surveys are limited by time-constrained interviews, inability to reach some respondents like those who screen calls, and inability for respondents to see products physically.

Uploaded by

UMAR IJAZ
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 5

Survey Method

The Survey method is the technique of gathering data by asking questions to people who are
thought to have desired information. A formal list of questionnaire is prepared. Generally a non
disguised approach is used. The respondents are asked questions on their demographic interest
opinion.

Advantages of Survey Method

1. As compared to other methods (direct observation, experimentation) survey yield a broader


range of information. Surveys are effective to produce information on socio-economic
characteristics, attitudes, opinions, motives etc and to gather information for planning product
features, advertising media, sales promotion, channels of distribution and other marketing
variables.
2. Questioning is usually faster and cheaper that Observation.
3. Questions are simple to administer.
4. Data is reliable
5. The variability of results is reduced.
6. It is relatively simple to analyze, quote and interrelate the data obtained by survey method

Disadvantages of Survey Method

1. Unwillingness of respondents to provide information- This requires salesmanship on the part of


the interviewer. The interviewer may assure that the information will be kept secret or apply the
technique of offering some presents.
2. Inability of the respondents to provide information- This may be due to
a. Lack of knowledge
b. Lapse of memory
c. Inability to identify their motives and provide “reasons why?” for their actions
3. Human Biases of the respondents are there, for eg: “Ego”
4. Symantec difficulties are there - it is difficult, if not impossible, to state a given question in such
a way that it will mean exactly same thing to each respondent. Similarly two different wordings
of the same question will frequently produce quite different results.

Techniques of Survey Method


There are mainly 4 methods by which we can collect data through the Survey Method

1. Telephonic Interview
2. Personal Interview
3. Mail Interview
4. Electronic Interview

1. Telephonic Interview
Telephone Interviewing stands out as the best method for gathering quickly needed
information. Responses are collected from the respondents by the researcher on
telephone.

Advantages of Telephonic Interview

1. It is very fast method of data collection.


2. It has the advantage over “Mail Questionnaire” of permitting the interviewer to talk to
one or more persons and to clarifying his questions if they are not understood.
3. Response rate of telephone interviewing seems to be a little better than mail
questionnaires
4. The quality of information is better
5. It is less costly method and there are less administration problems

Disadvantages of Telephonic Interview

6. They cant handle interview which need props


7. It cant handle unstructured interview
8. It cant be used for those questions which requires long descriptive answers
9. Respondents cannot be observed
10. People are reluctant to disclose personal information on telephone
11. People who don’t have telephone facility cannot be approached

 Personal Interviewing

It is the most versatile of the all methods. They are used when props are required along with the
verbal response non-verbal responses can also be observed.

Advantages of Personal Interview

1. The person interviewed can ask more questions and can supplement the interview with
personal observation.
2. They are more flexible. Order of questions can be changed
3. Knowledge of past and future is possible.
4. In-depth research is possible.
5. Verification of data from other sources is possible.
6. The information obtained is very reliable and dependable and helps in establishing cause and
effect relationship very early.

Disadvantages of Personal Interview

1. It requires much more technical and administrative planning and supervision


2. It is more expensive
3. It is time consuming
4. The accuracy of data is influenced by the interviewer
5. A number of call banks may be required
6. Some people are not approachable
 Mail Survey

Questionnaires are send to the respondents, they fill it up and send it back.

Advantages of Mail Survey

1. It can reach all types of people.


2. Response rate can be improved by offering certain incentives.

Disadvantages of Mail Survey

1. It can not be used for unstructured study.


2. It is costly.
3. It requires established mailing list.
4. It is time consuming.
5. There is problem in case of complex questions.

 Electronic Interview

Electronic interviewing is a process of recognizing and noting people, objects, occurances rather
than asking for information. For example-When you go to store, you notice which product
people like to use. The Universal Product Code (UPC) is also a method of observing what people
are buying.

Advantages of Electronic Interview

1. There is no relying on willingness or ability of respondent.


2. The data is more accurate and objective.

Disadvantages of Electronic Interview

1. Attitudes can not be observed.


2. Those events which are of long duration can not be observed.
3. There is observer bias. It is not purely objective.
4. If the respondents know that they are being observed, their response can be biased.
5. It is a costly method.

Telephone Survey
A telephone survey is one of the survey methods used in collecting data either from the general
population or from a specific target population. Telephone numbers are utilized by trained interviewers
to contact and gather information from possible respondents.

The telephone survey approach is usually utilized when there is a need to collection information via
public opinion polling. In other words, phone surveys are ideal for data gathering which takes anyone
from the general population as potential respondents. This means that the contacted people will
become included in the sample once they agree to participate in the phone survey.

Advantages of Telephone Survey


1. High Accessibility

Market researchers can benefit from conducting a telephone survey because of the large scale
accessibility associated with it. Over 95% of the American population has a phone at their
respective homes. People who do not have access to the Internet such as those who live in remote
areas can still become respondents through their telephones.
2. Good Quality Control

Trained interviewers can ask the questions to the respondents in a uniform manner, promoting
accuracy and precision in eliciting responses. The phone interviews are also recorded, which
means that the analyst has an opportunity to observe and analyze the behavior or attitude of the
respondents toward controversial issues (e.g. state disputes, preferred presidential candidates,
etc.) or new concepts (new products, laws to be passed, etc.).

3. Anonymous Respondents

The telephone survey approach provides perhaps the highest level of anonymity for respondents
who wish to hold their opinions in confidentiality. This facilitates accuracy in responses,
especially in controversial topics.

4. Quick Data Processing and Handling

The emergence of the computer-assisted telephone interviewing or CATI has led to a faster
manner of processing, handling and storing the data gathered from phone interviews. Both real-
time data and past data can be rapidly analyzed using CATI.
Disadvantages of Telephone Survey
1. Time-Constrained Interviews

Since telephone surveys may interrupt the personal time of the respondents, interviews via phone
are to be conducted no longer than 15 minutes. This calls for a single open-ended question
needing a lengthy answer to be changed into a few close-ended questions.

2. Hard-to-Reach Respondents

Many people use call screening to accept only calls that they are expecting. These people include
credit-challenged ones who screen not only the calls from their creditors, but also those calls
from unknown numbers. Also, extremely busy people often screen calls to accept only those
from their business partners or family members and significant others.

3. Unseen Product

In market research, it is more ideal to conduct a face-to-face interview survey rather than a
telephone survey because better responses can be elicited when the participants could see, feel or
taste the product.

You might also like