Exploring Marketing Research William G. Zikmund Chapter 9: Survey Research: munication Methods Surveys Surveys as a respondent for information using verbal or written questioning Communicating with Respondents Personal Interviews Door-to-Door Shopping Mall Intercepts Telephone Interviews Self-Administered Questionnaires Personal Interviews Good Afternoon, my name is _________. I am with _________ survey pany. We are conducting a survey on_________ Door-to-Door Personal Interview Speed of Data Collection Moderate to fast Geographical Flexibility Limited to moderate Respondent Cooperation Excellent Versatility of Questioning Quite versatile Questionnaire Length Long Item Nonresponse Low Possibility of Respondent Lowest Misunderstanding Degree of Interviewer High Influence of Answer Supervision of Interviewers Moderate Door-to-Door Personal Interview Anonymity of Respondent Low Ease of Call Back or Follow-up Difficult Cost Highest Special Features Visual materials may be shown or demonstrated; extended probing possible Door-to-Door Personal Interview Mall Intercept Personal Interview Speed of Data Collection Fast Geographical Flexibility Confined, urban bias Respondent Cooperation Moderate to low Versatility of Questioning Extremely versatile Questionnaire Length Moderate to Long Mall Intercept Personal Interview Item Nonresponse Medium Possibility of Respondent Lowest Misunderstanding Degree of Interviewer Highest Influence of Answers Supervision of Interviewers Moderate to high
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