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Exam 2 (got 96%)

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Department
Marketing
Course
MKT 3413
Professor
All Professors
Semester
Spring

Description
Chapter6DataCollectionMethodsSurveysinvolveinterviewswithalargernumberofrespondentsusingapredesignedquestionnaireThischapterfocusesupondatacollectionmethodsusedforsurveysFourAlternativeDataCollectionMethodsThefourbasicsurveymodesusedare1personadministeredsurveys2computeradministeredsurveys3selfadministeredsurveys4mixedmodeorhybridPersonAdministeredSurveysApersonadministeredsurveyisoneinwhichaninterviewerreadsquestionseitherfacetofaceoroverthetelephonetotherespondentandrecordstheanswersOftentheadministrationandrecordkeepingisperformedwithacomputerAdvantagesofPersonAdministeredSurveysFeedbackAninterviewermaybeallowedtoadjustthequestionsaccordingtoverbalornonverbalcuesRapportPersonalinterviewerscanbuildrapportwithrespondentswhoareinitiallydistrustfulorsuspiciousQualityControlPersonalinterviewersmaybeusedtoensurerespondentsareselectedcorrectlyAlternativelysomeresearchersbelievethatrespondentsaremorelikelytobetruthfulrespondingtoapersonalinterviewerAdaptabilityPersonalinterviewerscanadapttodifferencesinrespondentsbuttheymustbecarefulnottoalterthemeaningofthequestionDisadvantagesofPersonAdministeredSurveysHumanErrorInterviewersmayaskquestionsoutofsequencetheymayinadvertentlychangethewordingofthequestionswhichmaychangeitsmeaningaltogetherPeoplecanmakemistakesrecordingtheinformationprovidedbytherespondentSlownessSlowerthanothermodesCostMoreexpensivethanothermodesInterviewEvaluationThepresenceofanotherpersonmaycreateapprehensioncalledinterviewevaluationamongsomerespondentsComputerAdministeredSurveys
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