ABSTRACT
Surveys are defined by the MRS as ‘The systematic collection, analysis and interpretation of information about some aspect of study. In market research, the term is applied particularly to the collection of information by means of sampling and interviews with the selected individuals’ (MRS, 2003)
These are interviews that are carried out with respondents in face-to-face contact with the interviewer; results are recorded on paper or digitally on a Personal Digital Assistant, palmtop or laptop computer. These can be distinguished from interviewer-administered surveys that are carried out remotely via the telephone or a ‘help me’ button on a web page
These are interviews carried out at the home of the respondent. These may be important if the sample is determined by post code or type of dwelling. They have the advantage of putting the respondent at their ease but are generally hard to manage
These are perhaps the most visible forms of marketing research. Street interviewing has a number of advantages:
n They are less expensive than home interviews
n They allow respondents who conform to quota specifications to be identified and approached – e.g. women with children or older men
Disadvantages include:
n Some shopping centres charge a fee or do not allow researchers to interview customers
n Respondents are unlikely to stop in the open air if it is raining
n Interviews need to be as short as possible
n There are many distractions to the respondent – e.g. children or friends who are impatient
Computer Assisted Personal Interviewing is conducted face-to-face, usually employing Personal Digital Assistants (PDAs) and, if these are connected to a mobile telephone network, results can be uploaded immediately
n There is far greater acceptance of the telephone as a means of communication. Younger people are very comfortable on the telephone. It is common to see people using their mobile phones to talk to each other, even when they are only 30 metres away from each other
n Over 30 per cent of Motor Insurance policies are sold over the telephone
n Two per cent of the entire UK work force is employed in the ‘call centre’ industry. This is more than mining, fishing and agriculture combined
n The UK is the largest user of call centres in Europe, employing 39 per cent of the total agents in Europe
n The UK has 5000-16,000 call centres, depending on the definition used
n Mobile phones and mobile Internet mean that research can use a range of methods to reach and stimulate respondents
n The cost at around £10-£20 per interview is lower than face-to-face. Larger surveys can be administered via a call centre, far cheaper than this at around £5 per call. The use of automated research is more common in the USA but it is possible to run a research programme using voice recognition software.
