Surveys can be conducted on paper, orally, or electronically, with each method having its advantages and disadvantages. A combination of methods may be used to gain a wider variety of opinions. Response rates and cost are important factors to consider when choosing a survey method.
A common way to break down survey research types is to look at how the survey is conducted. Surveys can be administered on paper, orally, or electronically. The format depends on what the survey commissioner wants and what price or time they are willing to spend. Some types of surveys may achieve a better response rate than others and thus influence decision making.
Paper surveys are very popular, especially when conducting market research where forms can be delivered rather than mailed. Often a paper survey will provide a list of multiple choice answers. In some cases, they may ask the respondent to compile short answers to a series of questions as well. Multiple choice answers are often preferred because they are easier to process.
Comment cards in restaurants and the US Census are two common forms of paper surveys. While comment cards provide space for a specific complaint or observation, they are also useful for gathering information about a particular restaurant and the system as a whole. This is where they deliver true value to the business. The United States Census survey is another well-known paper survey, but it’s only done once every ten years. Paper surveys are cheap, but response rates are often very low, especially if no incentives are offered to respondents.
Researching electronic surveys is done through two main means, the Internet and the telephone. Telephone surveys are considered electronic if they do not actually involve any human-to-human contact. Rather, a voice system places the call and interacts with the individual on the other end of the line. The respondent usually answers by pressing a touch tone number on the telephone keypad.
Search for online surveys offers a printed survey in an electronic format. The interface used is often a simple point-and-click approach, which Internet users are already very familiar with. Both online and telephone surveys can offer the flexibility to change the next question based on the respondent’s response. Using this strategy offers the possibility of having a more complete picture.
Oral survey research involves using a live person to administer questions to another person. This can be done in person or over the phone. Results may be recorded on a paper form or using an electronic device of some kind. Some advantages of oral survey research include that the surveyor has the ability to search for multiple respondents and can clarify questions if needed. Also, like online surveys, questions can be fine-tuned for the respondent based on the responses received.
A combination of survey research methods is often used. For example, a political party may use telephone, Internet, and face-to-face polls to gain insight into the political climate. Using more than one method presents an opportunity to get a wide variety of people’s opinions. While this can be effective, the time and cost of multiple methods may be prohibitive for some organizations.
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