Chapter 9 (CN): Survey-Data Collection Methods
September 18, 2014
• Dual Focus Groups: two moderators work together on multiple different topics.
• Dueling Focus Groups: two moderators take different positions on one topic.
• Structured Observation: plan ahead of what to observe in particular.
• Unstructured Observation: no pre-determined list of what to observe.
• Laddering Technique: given a brand, people talk about value and then attributes.
Advantages of Surveys
• Standardization – same set of questions for every person surveyed.
• Ease of administration – read questions and record answers easily.
• Ability to tap the “unseen.” – get beneath the surface; questions of motives, events, or thoughts.
• Suitability to tabulation and statistical analysis – quick tallies, cross-tabulations, etc.
• Sensitivity to subgroup differences – comparisons in the search for differences
*Four Alternative Data Collection Modes (know definition, pros/cons, examples)
• Survey (interviews with a large number of respondents using a predesigned questionnaire).
• Person-Administered (interviewer reads questions, either face-to-face, or over the phone, to the
respondent and records answers).
o Similar to an interview, because it’s one-to-one.
▪ Different from an interview, because you can’t deviate from questions.
▪ Quality Control
▪ Humans make errors.
▪ Slow speed.
▪ High cost.
▪ Interview evaluation apprehension
▪ In-Home Interview
• PROS: conducted in privacy of own home which facilitates interviewer-
respondent rapport, considerable information is gathered per interview.
• CONS: cost per interview can be high, interviewers must travel to
▪ Mall-Intercept Interview
• PROS: fast and convenient, exclusive interview rights for the mall.
• CONS: only mall patrons, respondents may be uncomfortable answering
▪ In-Office Interview
• PROS: useful for interviewing busy execs, useful when respondents must
examine samples of product. • CONS: relatively high cost per interview, gaining access can be difficult
▪ Telephone Interview
• PROS: fast turnaround, good quality control, reasonable cost, long-
distance calling is not a problem
• CONS: restricted to phone communication
• Computer-Administered (computer technology plays an essential role in the interview work).
▪ Use of pics, vids, and graphics.
▪ Real-time capture of data.
▪ Reduction of interview evaluation concern in respondents
▪ Technical skills required
▪ High set-up costs
▪ Computer-assisted telephone interview