Chapter 6

Descriptive Research Design

Survey Methods
Use a structured
procedure.
 formal questionnaire
 Questionnaires are
prearranged
 Predetermined set of
responses
Survey Method
Advantages: Disadvantages:
Simple to administer Respondents may wrongly
Yields reliable data perceive the question asked
Coding and analysis are Researchers require analytical
simple ability to formulate
questionnaires
The items may not capture the
intended meaning of the variable
Survey Method: In-person methods
In-person Interviews Disadvantages
Can strictly follow
sampling plan
Can be helpful when
handling complex topics
of research
Useful when
respondents have to see,
feel, or consume the
product
Survey Method: Telephone
Telephone Interviews
Phone a sample of
respondents and ask
questions
May collect data from
wide geographical
location
Low cost
Survey Method: Mail methods
Mail Interview
Questionnaires are
mailed to pre-selected
respondents.
Mail package consists of
return envelope,
questionnaire and
possibly an incentive
No verbal interaction
between researcher and
respondents
Survey Method: E-Mail
methods
E-mail Interviews
Collect a list of email
addresses
Survey is written within the
body of the message or
sent a link addresses
Data collection is cheap
Data can be collected from
wide geographical territory
However, data are
collected from only people
who use the internet
Comparative Evaluation of Survey
Method
Flexibility: The extent to which the
respondent can interact with the
respondent and researcher.

In-person interviews: Highest

flexibility:
Telephone interview: Moderate
flexibility
Internet surveys: Somewhat
higher flexibility
Low flexibility: Mail surveys
Comparative Evaluation of Survey
Method
Sample control
Ability to find the right
person and get that
person’s cooperation

In-person interviews: Best

Telephone interviews:
Moderate
Mail: Low
Email: Lowest
Comparative Evaluation of Survey
Method
Response rate:

In-person interviews:
Highest
Telephone interviews:
Moderate
Mail: Low
Email: Lowest
Comparative Evaluation of Survey
Method
Speed:

Mail: Slowest
In-person interviews: Slow
Telephone interviews:
Moderate
Email: Fastest
Selection of Survey Method
Each has its own advantages
and disadvantages
Will rely on:
i. Information requirements
ii. Budgetary constraints
iii. Respondent characteristics
Can use a combination of
methods