Question

a) If your boss asks you to conduct a survey to determine consumer preferences for PCs and notebooks, which survey method would you recommend and why? Explain your answers with examples.

B) Suggest ONE method to improve the response rates of the survey that you recommended in Part (a). Explain your answers with examples.

Answer 1

a) The survey method which I would recommend is Telephone Interview because of its following advantages:

• Covers wide geographical areas- Since every individual has telephone or mobile connection it is easy to cover large areas easily. One can even cover areas in a foreign country. Eg. While sitting in India, I can call in the US and get consumer preferences.
• Cost effective- With reliable calling plans, it has become easy to call people at nominal prices.
• Quick- One can conduct the interview within a short time span.
• Personal touch- A telephone interview has a personal touch and hence can help in personal interaction. Respondents can clear their doubt easily. Eg. I start speaking in English, but the respondent speaks only Hindi, then I can modify the interview as per Hindi.

b) One method to improve the response rate is 'Shortening the Survey time'. In case the survey is very long, then the respondents might get frustrated and cut the call. To avoid such problems, it is better to ask clear cut questions which require them to answer in brief. Eg. Instead of asking for detailed answers like Why do you prefer PCs, one can ask multiple short questions so that it is easy for the respondent to answer.