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MKT 3413 Study Guide - Midterm Guide: Opinion Leadership, British Touring Car Championship, Microsoft Word


Department
Marketing
Course Code
MKT 3413
Professor
Al Burns
Study Guide
Midterm

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MKT 3413 Test 2 9/21/2015 5:38:00 PM
Four Alternative Data Collection Modes
Use a person to ask the questions, either face-to-face or voice-to-voice, usually
with some assistance from a computer
Use a computer to actively accomplish the questioning
o Such as administering the survey via Qualtrics
Require respondents to fill out the questionnaire themselves, without computer
assistance
Use some combination of two or more of the above modes
Person-Administered Surveys
A person-administered survey - is one in which an interviewer reads questions,
either face-to-face or over the telephone, to the respondent and records the
answers
What do you think are the advantages and disadvantages to using person-
administered surveys?
Person-Administered Surveys: Advantages and Disadvantages
Four unique advantages:
o Feedback (why is this helpful?)
o Rapport (again, why is this helpful?)
Make your subject more comfortable
o Quality control
Subject doesn’t understand the question
o Adaptability
Four drawbacks:
o Human error
This is why you need a trained proctor
o Slowness
o Cost (could actually be higher or lower depending on who is deployed to
administer the survey)
o )nterview evaluation respondent’s concerns that they are not answering
correctly
Computer-Administered Surveys
A computer-administered survey - is one in which computer technology plays an
essential role in the interview work, often, but not always, completely eliminating
the need for a personal interviewer.
o The studies we conduct in the marketing behavioral lab using Qualtrics
are an example of this type of survey method
find more resources at oneclass.com
find more resources at oneclass.com

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What do you think are the advantages and disadvantages to using person-
administered surveys?
Computer-Administered Surveys: Advantages and Disadvantages
There are five advantages:
o Speed
o Error-free interviews (In what way are they error-free?)
o Use of pictures, videos, and graphics
o Real-time capture of data (HUGE advantage)
o Reduction of anxieties caused by interview evaluation respondent’s
concerns that they are not answering correctly
The primary disadvantages:
o They require some level of technical skill
Skip Logic and survey complexities
o Low flexibility respondent can’t ask questions
o Costs may be significant
o Participant interpretation/ambiguity
Self-Administered Surveys
A self-administered survey - is one in which the respondent completes the survey
completely on his or her own.
It is different from other survey methods in that there is no agent- human or
computer- administering the interview
What do you think are the advantages and disadvantages to using person-
administered surveys?
Self-Administered Surveys: Advantages and Disadvantages
Three important advantages:
o Reduced cost
o Respondent control
o No interview-evaluation apprehension
The disadvantages are:
o Respondent errors
o Lack of supervision
o High questionnaire requirements
o Ambiguity
o Missing data just not answering, sending back incomplete
Recall my example of the Mall/Best Buy study that went awry from earlier in the
semester
find more resources at oneclass.com
find more resources at oneclass.com

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Mixed-Mode Surveys
Mixed-mode surveys aka hybrid surveys - Use multiple data collection
methods
o It has become increasingly popular to use mixed-mode surveys in recent
years due to efficiencies of computer-administered methods and the
communication preferences of respondents
We are going to use a mixed-mode approach for your project
o The qualitative section will be person-administered
o The quantitative section will be computer-administered
Mixed-Mode Surveys: Advantage and Disadvantage
Advantage of mixed-mode surveys:
o Researchers are able to use the advantages of each of the various modes
to achieve a better data collection result
Disadvantage of using mixed-mode:
o Complexity will increase
Descriptions of Data Collection Modes
find more resources at oneclass.com
find more resources at oneclass.com
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