When to call, when to write,
and when to sit down for a chat
We all agree that, regardless of the method, research must provide
accurate, actionable information. But, how do we choose the research
method that will deliver the most meaningful results for a specific
situation?
Here’s a quick guide to help you make this important decision.
• Statistical Accuracy - If statistical accuracy is a must,
the telephone survey is recommended. Telephone surveys can achieve
the number of interviews required for statistical reliability and
can include quotas to ensure that those surveyed are representative
of the larger population.
• Random Cross Sectional Sample – The telephone survey
works best in this situation, as well, for the same reasons.
• Quick Turnaround of Data – Nothing is faster than
a telephone survey. It can deliver results overnight, if necessary.
• Including All Members of a Group – Mail-out surveys
work best when you want to target group membership. They’re
ideal for residential communities or club memberships, when it is
important that everyone have an opportunity to respond.
• Targeted Respondents Who Have Access to Computers –
Web-based surveys are an excellent tool for surveying respondents
with computer access. Web-based surveys tend to be less expensive
than telephone or mail-out surveys, and they provide a quicker turnaround
of data.
• Ability to Probe Respondents’ Attitudes and Perceptions
– All survey methods provide this benefit. However, traditional
and online focus groups, as well as depth interviews, are clearly
the preferred methods of getting to the heart of the matter.
• Ability to Probe Attitudes and Perceptions, but Targeted
Respondents are Geographically Diverse – If your respondents
don’t live in the same area, online focus groups or depth
interviews are ideal. Online focus groups provide an interchange
of ideas between respondents, even though they are not in the same
room, while depth interviews are one-on-one and allow survey respondents
to set appointments for interviews. ‡
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