Module Code: MKT216SL
Business And Market Research
University Of Plymouth
Survey methods
Survey'Method:'Descriptive'Research!
• A structured questionnaire given to a sample of a population and designed to get
specific information from respondents.
• Respondents are asked a variety of questions regarding their behavior, intentions,
attitudes, awareness, motivations, and demographic and lifestyle characteristics.
• These questions may be asked verbally, in writing, or via computer, and the
responses may be obtained in any of these forms.
• In structured data collection, a formal questionnaire is prepared and the questions
are asked in a prearranged order; thus the process is also direct.
• Fixed-alternative questions - Questions that require respondents to choose from a
set of predetermined answers.
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Survey'Method':'Advantages!
• Questionnaire is simple to administer.
• The data obtained are reliable
• 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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Survey'Method':'Disadvantages!
• Respondents may be unable or unwilling to provide the desired information.
• Structured questions and fixed-response alternatives may result in loss of validity.
• Due to the busy schedule of people, its hard to get answers from them.
Types'of'survey'methods!
