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16 Cards in this Set
- Front
- Back
Survey
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-involves interviews with a large number of respondents using a predesigned questionnaire
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Basic Methods of Surveys
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1. person administered
2. computer assisted 3. self administered 4. mixed (hybrid) |
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Advantages of Surveys
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-standardization
-ease of administration -ability to tap the unseen -suitability to statistical analysis -sensitivity to subgroup differences |
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Advantages of Person-Administered Surveys
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-feedback
-rapport -quality control -adaptability |
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Disadvantages of Person-Administered Surveys
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-human errors
-slow speed -high cost |
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Advantages of Computer-Administered Surveys
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-speed
-error free interviews -use pictures, videos and graphics -real-time |
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Disadvantages of Computer-Administered Surveys
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-technical skills required
-high cost |
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Advantages of Self-Administered Surveys
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-low cost
-respondents control pace at which they answer |
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Disadvantages of Self-Administered Surveys
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-lack of monitoring
-may not send in on time -high requirements |
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Advantages of Mixed-Mode (Hybrid) Surveys
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-advantages of using several outlets
-reach more specified audience |
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Advantages of In Home Person-Administered Surveys
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-conducted in privacy of the hime
-facilitates rapport |
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Disadvantages of Mall Interviews
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-only mall patrons are interviewed
-may feel uncomfortable |
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Advantages of In-Office Interviews
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-useful for interviewing busy executives
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Disadvantages of In-Office Interviews
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-high cost
-difficult to gain access |
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Advantages of Telephone Interviews
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-fast turnaround
-good quality control -reasonable cost |
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Disadvantages of Telephone Interviews
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-restricted telephone communications
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