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SpinDistribute.com Article Directory

The following article was published in our article directory on March 21, 2010.
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New Ways of Conducting Survey

Article Category: Business

Author Name: Amanda Tschoepe

Through the years, the medium of conducting surveys widens its scope which is facilitated by an improved technology . Traditionally, surveys are conducted through personal interviews, filling up questionnaires and through the telephone and mail. Although these are still the most common ways, there are other alternatives that came in view.

Almost everyone, nowadays are using cellular phones . With that, surveys originally conducted through telephone tried to reach people with cellphones as participants. It back-ups telephone surveys for wider scope because telephone users are now fewer relative to cellphone subscribers. There are drawbacks, however . The most significant is that it is not cost-efficient. Compared to landline surveys, costs are two and a half times higher. This is due to manual dialing, longer time for contact information collection, and cash reimbursements for respondents incurring costs in completing the survey. A lot of time is also wasted because some cellphone subscribers are discovered to be under 18 years old and are illegible for the survey.

Cellphone surveys are influenced by external factors . Because cellphones can be brought where ever the person goes, it can happen that they are called for completing surveys at an unlikely place, such as meetings, driving, eating, at parties and gatherings, in very hot places, in school, etc. These would affect individual's mood which affects his/her response to the survey . Interruptions in the connections can also hinder the completion of the survey . These external factors may alter the true response of the individual. It is said that cellphone surveys have lower response rate than survey conducted through landline.

Another tool recently used is the internet. Within the last 10 years, using the internet for surveys has increased . However, in most cases a category can be underrepresented because only a few people having the desired characteristic have access to the web. For example, a person aged 60 and above who has low income may be difficult to find. Characteristics of people who have access to the web vary substantially. It is also impossible to use systematic sampling because there is no list of all email addresses and some have multiple addresses so that no population is identified. This makes it difficult to approximate a margin of error which is important in telling whether the sample is sufficient in making conclusions. There are 2 major strategies in survey using the internet. First, convenience sampling method is used. Anyone willing to take the survey are the respondents but still there is an unknown population so no theoretical basis exists as to whether the sample represents the whole population or if it is enough. Second, other mode (mail, personal, or telephone) is used to identify a randomly selected people to respond to answer the survey through the web.

Although these two modes of conducting surveys provide alternatives, with the limitations presented, still the best form of conducting surveys are the traditional ones.

it is essential that the process of research is valid and not biased because surveys provide a lot of information for decision-making.

Keywords: Qualitative, Market Research, Focus Groups, Surveys

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