Types of Research
Surveys: This is done using a questionnaire, where each respondent is asked a number of questions relating to a product or
market. These surveys can be carried out via e-mail, the internet, telephone, post or face-to-face.
Face to face surveys: Typically involves a set number of question in a set order with respondents being selected at
random either through a high street intercept or via a door-to-door process with streets or house numbers being choose a
random.
Advantages Advantages
In face-to-face interviews researchers are able to ask for clarification Face-to-face interviews are extremely time-consuming and as a result
if the initial answer is ambiguous or unclear. This will increase the the cost per interview is very high particularly when compared to
reliability and accuracy of the responses. telephone or internet questionnaires. This means the results could be
inaccurate in fast changing markets.
Having an experienced researcher carry out the survey allows for the Face-to-face interviews may lead to a hidden bias in the choice of
use of large number of routing questions, which may be deemed too respondents particularly if done via a high street intercept as many
complicated for postal survey. This will lead to the whole survey people don't like being stopped and will give the wrong results to get
process working efficiently and correctly. away quicker.
Can be used to compare shoppers’ intentions with their actual Face-to-face interviews normally involve small samples due to the
behaviours to understand what triggers impulsive purchases and time and cost involved in completing them. This clearly can have an
reasons behind failures to buy this will produce a more impact on the value of the results produced and reduces the sample
comprehensive report and benefit the company with a reliable and pool and could lead to inaccuracies.
up-to-date responses.
Telephone Survey: Is becoming increasingly popular alternative to the face-to-face interview. In a telephone survey
respondents are normally selected at random from a telephone directory or in some cases via random number dialling.
Advantages Disadvantages
Is low cost when compared to a face-to-face interview since all Since not everyone has a telephone or has their number listed on a
researchers can be housed in a central location which reduces the directory the sample may not be truly representative of the whole
time and cost associated with travel. nation.
Telephone interviews allow researchers to draw their sample from a Telephone interviews do not allow for the use of picture or images to
wide geographical area, which should help to make the results more stimulate responses from the interviewee. This means the
representative of the whole market. Thus results will be more interviewer can see the persons personal reaction to the product and
accurate as a wider pool of respondents is reached. use it with the results.
Telephone surveys generally provide results much more quickly than The increased use of telesales and identity fraud has meant that
postal or face-to-face surveys. This is particularly true if the results are individuals are less likely to take part in telephone interviews for fear
being entered directly onto a computer during the actual interview of being sold something or giving away personal information. Thus
process. This can be done with the use of a Computer-Assisted people are less willing to spend their time answering the questions.
Telephone Interview (CATI) system, which can log and analyse
results instantaneously.
Postal Survey: Is when a questionnaire is sent by post and the respondent has to complete the questionnaire
independently and return it to the organisation carrying put the research.
Advantages Disadvantages
Postal surveys reduce the need for research staff and therefore the With a postal survey there is no way of knowing who has complete
cost of each completed questionnaire is low when compared to face- the questionnaire. Even when they are addressed to a particular
to-face or telephone surveys. person someone else may complete and return the questionnaire.
Postal surveys allows the research to cover a much larger As there is no interview to explain the questions or to ask for
geographical area, which in turn help generate a more representative elaboration in answers, the questions must be straight forward and
sample. easy to answer.
In a postal survey respondents can complete the questionnaire in Questionnaires which are long, or appear to be time-consuming tend
their own time and therefore they can refer to files or data if the to have very low response rates as respondents are reluctant to spend
questions are of a precise or technical nature. the time completing them linking into the low responses rate.
Surveys: This is done using a questionnaire, where each respondent is asked a number of questions relating to a product or
market. These surveys can be carried out via e-mail, the internet, telephone, post or face-to-face.
Face to face surveys: Typically involves a set number of question in a set order with respondents being selected at
random either through a high street intercept or via a door-to-door process with streets or house numbers being choose a
random.
Advantages Advantages
In face-to-face interviews researchers are able to ask for clarification Face-to-face interviews are extremely time-consuming and as a result
if the initial answer is ambiguous or unclear. This will increase the the cost per interview is very high particularly when compared to
reliability and accuracy of the responses. telephone or internet questionnaires. This means the results could be
inaccurate in fast changing markets.
Having an experienced researcher carry out the survey allows for the Face-to-face interviews may lead to a hidden bias in the choice of
use of large number of routing questions, which may be deemed too respondents particularly if done via a high street intercept as many
complicated for postal survey. This will lead to the whole survey people don't like being stopped and will give the wrong results to get
process working efficiently and correctly. away quicker.
Can be used to compare shoppers’ intentions with their actual Face-to-face interviews normally involve small samples due to the
behaviours to understand what triggers impulsive purchases and time and cost involved in completing them. This clearly can have an
reasons behind failures to buy this will produce a more impact on the value of the results produced and reduces the sample
comprehensive report and benefit the company with a reliable and pool and could lead to inaccuracies.
up-to-date responses.
Telephone Survey: Is becoming increasingly popular alternative to the face-to-face interview. In a telephone survey
respondents are normally selected at random from a telephone directory or in some cases via random number dialling.
Advantages Disadvantages
Is low cost when compared to a face-to-face interview since all Since not everyone has a telephone or has their number listed on a
researchers can be housed in a central location which reduces the directory the sample may not be truly representative of the whole
time and cost associated with travel. nation.
Telephone interviews allow researchers to draw their sample from a Telephone interviews do not allow for the use of picture or images to
wide geographical area, which should help to make the results more stimulate responses from the interviewee. This means the
representative of the whole market. Thus results will be more interviewer can see the persons personal reaction to the product and
accurate as a wider pool of respondents is reached. use it with the results.
Telephone surveys generally provide results much more quickly than The increased use of telesales and identity fraud has meant that
postal or face-to-face surveys. This is particularly true if the results are individuals are less likely to take part in telephone interviews for fear
being entered directly onto a computer during the actual interview of being sold something or giving away personal information. Thus
process. This can be done with the use of a Computer-Assisted people are less willing to spend their time answering the questions.
Telephone Interview (CATI) system, which can log and analyse
results instantaneously.
Postal Survey: Is when a questionnaire is sent by post and the respondent has to complete the questionnaire
independently and return it to the organisation carrying put the research.
Advantages Disadvantages
Postal surveys reduce the need for research staff and therefore the With a postal survey there is no way of knowing who has complete
cost of each completed questionnaire is low when compared to face- the questionnaire. Even when they are addressed to a particular
to-face or telephone surveys. person someone else may complete and return the questionnaire.
Postal surveys allows the research to cover a much larger As there is no interview to explain the questions or to ask for
geographical area, which in turn help generate a more representative elaboration in answers, the questions must be straight forward and
sample. easy to answer.
In a postal survey respondents can complete the questionnaire in Questionnaires which are long, or appear to be time-consuming tend
their own time and therefore they can refer to files or data if the to have very low response rates as respondents are reluctant to spend
questions are of a precise or technical nature. the time completing them linking into the low responses rate.
