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SURVEY
GROUP III M.VOC TMC
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Survey techniques

Techniques based upon the use of structured questionnaires given to a sample of a

population.
These questions may be asked verbally, in writing or via a computer, and the responses
may be obtained in any of these forms.

Structured data collection

Use of a formal questionnaire that presents questions in a prearranged order.

Research is classified as direct or indirect is based on whether the true purpose is
known to the respondents.

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Advantages of Survey Method
The questionnaire is simple to administer.

The data obtained are consistent because the responses are limited to the alternatives
stated.
The use of fixed-response questions reduces the variability in the results that may be
caused by differences in interviewers.
Coding, analysis and interpretation of data are relatively simple.

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Disadvantages of Survey Method
Respondents may be unable or unwilling to provide the desired information.

Structured questions and fixed-response alternative questions may result in loss of

validity for certain types of data such as beliefs and feelings.
Wording questions properly is not easy.

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Survey questionnaires may be administered in three
major modes:

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Omnibus survey

A distinctive form of survey that serves the needs of a syndicated group.

The omnibus survey targets particular types of respondents such as those in specific
geographic locations, e.g. Luxembourg residents, or consumers of particular types of
products, e.g. business air travellers. With that target group of respondents, a core set
of questions can be asked, with other questions added as syndicate members wish.

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Decision related to email

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Evaluation of Survey Technique
Flexibility of data collection, Perceived respondent anonymity,
Diversity of questions. Social desirability
Use of physical stimuli, Obtaining sensitive information,
Sample control, Potential for interviewer bias,
Control of the data collection environment, Potential to probe respondents,
Control of field force
Potential to build rapport
Quantity of data
Speed
Response rate
Cost.

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