MKT 3413 Study Guide - Midterm Guide: Survey Data Collection, Computer-Assisted Telephone Interviewing, Advantageous
Document Summary
Disadvantages include: research object: the respondents cannot be shown anything or physically interact with the, the telephone interview does not permit the interviewer to make various judgement and evaluations that can be made by a face to face interviewer, the telephone does not allow for the observations of body language and facial expression, nor does it permit eye contact, the marketing researcher is more limited in the quantity and types of information that he or she can obtain. Advantages of central location telephone interviewing: resources are pooled, and interviewers can handle multiple surveys, the reasons accounting for the prominence of the central location phone interviews are efficiency and control, efficiency is gained when everything is performed at a single location and further acquired by the benefit that multiple telephone surveys can be conducted simultaneously, central location telephone interviewing affords good control of viewers.
