MKT 500 Lecture Notes - Lecture 4: Survey Data Collection, Level Of Measurement, Likert Scale

• School: Ryerson University
• Department: Marketing
• Course: MKT 500
• Professor: Julie Kellershohn

Document Summary

Surveys: interviews with large number of respondents using predesigned questionnaire. Adv: standardization, ease of administration, tap the unseen , statistical analysis, sensitivity to subgroup differences (better understanding) 4 basic methods: person administered: interviewer reads question either face to face or on the phone and records answers. Computer assisted: interviewer verbalizes the question while relying to some degree on computer technology to facilitate interview. Disadv: humans make errors, slow speed, high cost: self administered: respondent completes survey on own. Reads question responds by writing in questionnaire explain), high requirements (must be perfect) records respondent"s answers. Adv: reduce costs, control answering pace, no interview apprehension. Disadv: respondents control survey, lack of monitoring (no one to: computer administered: computer communicates the questions and. Adv: user friendly features, inexpensive, reduce interview evaluation concern. Disadv: computer literacy must: mixed mode (hybrid): multiple data collection methods. Adv: multiple advantages to achieve data collection goal (ex. Use of online and telephone depending on access)