COMMERCE 3MA3 Chapter Notes - Chapter 8: Computer-Assisted Telephone Interviewing, Measuring Instrument, Response Bias
17 Oct 2018
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Pros: direct customer contact, can demonstrate products, response rates good. Cons: expensive, bad image, liability, safety issues. Pros: talking with decision-maker is valuable, can have complicated questioning. Direct customer contact, can test products, human interaction. Cons: hard to get decision-maker (people who got ,000 watches are hard to find), limited sample size. Expensive, not always representative of the population, busy environment. Pros: good segmentation, can verify respondent as the right person, customization of questionnaire. Cons: cost, response rates slipping, need to have short surveys. Pros: data can be directly entered into computer, can have complicated skip patterns, data entry errors rare. Cons: computer glitches, need interviewer training, expensive equipment. Pros: respondents can take their time, good response rates. Cons: respondents often take a long time, researcher can overcomplicate the survey since respondents have more time. Pros: not too expensive, can get targeted mailing lists, longer questionnaires.
