MARK205 Lecture 5: Lecture 5
Document Summary
Surveys: a survey involves interviews with a large number of respondents using a predesigned questionnaire, to learn what they are thinking such as their opinions, preferences or planned intentions. Survey data collection has been largely driven by technology. Standardisation: ease of administration, ability to tap the unseen (only to some extent) Slow speed: humans make errors, high cost. In a computer-assisted survey, a telephone interviewer may use a tablet computer as an aid in administering a survey. The interviewer basically verbalises the questions while relying to some degree on computer technology to facilitate the interview work. Speed: relatively error-free interviews, use of picture, audio-visuals and graphics. Advs: reduced cost, respondent control, reduced interview evaluation apprehension. In a computer-administered survey, a computer plays an integral role in posing the questions and recording respondents answers. Typically, respondents are directed to a website that houses the questionnaire.
