文档介绍：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