Mar Res Theo Chapt 7. Quantitative Research

Mar Res Theo Chapt 7. Quantitative Research

1. Interrogative methods

   • The role of the interviewer
   • The effect of the interviewer
   • Uniformity of approach
   • Training
   • Interviewer Quality Control Scheme
   • MRS accredited interviewer training
   • Interviewer briefing

2. Face-to-face data collection

   • Street interviews
   • Shopping centre/hall tests
   • In-home interviews
   • Workplace interviews
   • Strengths of face-to-face data collection
   • Weaknesses of face-to-face data collection

3. Telephone data collection

   • Strengths
   • Weaknesses

4. Self-completion data collection (postal and online surveys and online access panels):

   • Techniques to increase response rate
     • Covering letter or email
     • Advance or pre-notification
     • Sponsorship
     • Reminders
     • Incentives
     • Return envelopes
   • Types of online self-completion survey
     • - Email surveys
     • - Web surveys
     • - Downloadable surveys
   • Online panels
   • Strengths of self-completion methods
   • Weaknesses of self-completion methods

5. Other data collection formats (panels, omnibuses and online research communities) :

   • Longitudinal panels
     • - Capturing panel data
     • - Accuracy of panel data
   • Omnibus surveys
   • Variations on the omnibus survey
   • Online research communities

6. Mixing or switching modes of data collection.

7. Observational methods of data collection.

   • Mystery customer research
   • Eye Tracking

8. Summary:

9. identify the range of methods?????

   • Methods of quantitative data collection fail into two groups: (exam Q – name source and method of Qual and Quan data collection method). ‘interrogative’ methods (interviewer-administered and self-completion surveys); and observational methods. Interrogative methods include postal and online surveys and face-to-face interviews and interviews conducted over the telephone. Observational methods fall largely into two categories: observation with a researcher present and electronic observation.