MKT 500 Study Guide - Final Guide: Survey Data Collection, Stratified Sampling, Simple Random Sample

• School: Ryerson University
• Department: Marketing
• Course: MKT 500
• Professor: Helene Moore

Document Summary

3 chapter 6 quantitative collection methods. On-site research: stream of consciousness interview, spontaneous reaction interview, directed general response interview, directed specific response interview, prompted reaction to execution elements. Survey: involves interviews with a large number of respondents using a predesigned questionnaire. Chapter focuses on methods to collect data using surveys. Person-administered surveys, without computer assistance: advantages: feedback, rapport, quality control, adaptability, disadvantages: humans make errors, slow speed, high cost, interview evaluation (presence of another person may create apprehension) Computer-administered surveys: advantages: speed; error-free interviews; use of pictures, videos, and graphics; real- time data capture; reduction of anxieties caused by interview apprehension, disadvantages: technical skill required, high set up costs. Self-administered surveys: advantages: reduced cost, respondent control, no interview evaluation apprehension, disadvantages: respondent control, lack of monitoring, high questionnaire requirements. Mixed-mode surveys: advantages: can take advantages of each of the survey modes to achieve their data collection goals, disadvantages: mode affects response?, additional complexity.