Marketing research can be collected by mail, telephone, personal interview, or online. Discuss the advantages of each contact method
What will be an ideal response?
Mail questionnaires can be used to collect large amounts of information at a low cost per respondent. Respondents give more honest answers to more personal questions on a mail questionnaire, and there is no interviewer involved to potentially bias respondents' answers.
Telephone interviewing helps gather information quickly and provides greater flexibility. Interviewers can explain difficult questions, as well as skip some questions or probe on others.
Personal interviewing takes two forms: individual interviewing and group interviewing. Individual interviewing is flexible. Trained interviewers can guide interviews, show subjects actual products, and observe reactions and behavior. Group interactions help bring out actual feelings and thoughts.
Researchers can quickly and easily distribute Internet surveys to thousands of respondents simultaneously via e-mail or by posting them on selected online sites. Responses can be almost instantaneous, and researchers can tabulate, review, and share research data as the information arrives.
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