MKT 500 Lecture Notes - Lecture 4: Quality Control, Reduced Cost, Rating Scale
Document Summary
Advantages: speed, relative error-free interviews, use of pictures, audiovisuals and graphics. Disadvantages: humans make errors, slow speed, high cost, fear of interview evaluation. Disadvantages: technical skills may be required, setup costs may be high. Advantages: reduced cost, reduced interview evaluation apprehension. Advantages: breadth of user-friendly features, relatively inexpensive, reduction of interview evaluation concern in respondents. Disadvantages: respondent control, lack of monitoring, high questionnaire requirements. Disadvantages: requires computer-literate and internet- connected respondents, multiple advantages to achieve data collection goal, example: could use an online survey to quickly reach portion of population with internet access and telephone calling to reach those without internet access. Disadvantages: survey mode may affect responses, additional complexity. Institutions that recruit potential survey respondents who participate for compensation: advantages, fast turnaround, high quality, database information, access to targeted respondents, integrated features, disadvantages, not random samples, overused respondents, cost. Relative speed, cost, and data quality of commo n data collection methods (page 17 )
