CRM 2303 Lecture Notes - Lecture 5: Call Screening, Multiple Choice, Statistical Significance
6 Apr 2016
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Week 5- february 10 & 12: surveys and questionnaires. A data collection method used to gather information from individuals on facts, opinions, or experiences. A series of questions are asked in the same way and the same order: surveys are perhaps the best-known method of collecting data, are well suited for capturing trends and general tendencies. Effective for collecting information from large pops. Flexible, many questions on one or related topics. Questions are standardized and comparable, increases reliability. Standardization can lead to inadvertently missing or leaving out information. Cannot change the survey at any point. Not appropriate for measuring context or nuance. Surveys should include: an introduction to the research project and ethical parameters, instructions for each type of question, questions ordered in a logical way resembling a conversation, beginning with easy questions leading to sensitive questions. The goal is to develop rapport an open and trusting relationship between a researcher and subjects which fosters mutual understanding.
