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Chapter 11 – Collecting Data by Communication
I. Learning Objectives:
Upon completing this chapter, the student should be able to:
1. Explain the concept of structure as it relates to questionnaires.
The degree of structure in a questionnaire is the degree of standardization imposed
2. Cite the drawbacks of using high degrees of structure.
• Fixed-alternative questions may force response even when a subject has no
3. Explain what is meant by disguise in a questionnaire.
4. Discuss two situations in which disguise might be desirable.
• When previously hidden knowledge might cause a person to change their
5. Differentiate among the main methods of administering questionnaires.
• Mail surveys – questionnaires are sent to and received from respondents
via traditional mail
6. Discuss three important aspects used to compare the four different methods of
administering questionnaires.
• Sampling control – focuses on the ability to identify, reach, and receive
Chapter 11 – Collecting Data by Communication
2
II. Chapter Outline:
A. Structured versus Unstructured Communication
1. Advantages and Disadvantages of High Structure
1. The Ethics of Disguise
Manager’s Focus
C. Methods of Administering Questionnaires
1. Personal Interviews
Exhibit 11.1: Percentage of Corporate Marketing Researchers Using Each
2. Telephone Interviews
3. Paper-Based Surveys
4. Online Surveys
a. Sampling Control
b. Information Control
c. Administrative Control
Manager’s Focus
Exhibit 11.4: Primary Communication Methods of Data Collection: Relative
Advantages (+) and Disadvantages (-)
1. Combining Administrative Methods
E. Summary
F. Key Terms
III. Answers to Review Questions:
1. The advantages of higher degrees of structure are that such questions are easier to
administer, it greatly simplifies data coding and analysis, and such questions help
2. A disguised questionnaire attempts to hide the purpose or sponsor of the study. It
3. Disguise is useful when knowledge of the purpose of the study or its sponsor would
4. In-bound surveys are a method of data collection in which respondents access a
6. Personal interviews are direct face-to-face conversations between an interviewer
and a respondent. The sampling control is more difficult than other methods, its
administrative costs are typically more expensive, and it allows for thorough
information control. Telephone interviews are conversations between a
straightforward, but the cost is rising. Paper-based surveys are administered by
mail to designated respondents with an accompanying cover letter and then are
returned by mail. Mailing lists that you can purchase allow for good sampling
control, and there are nice advantages of information and administrative control to
this method. Online surveys rely on the Web for completing the survey. The
sampling control ability has been steadily increasing in recent years, and they have
very effective information control. Compared with other methods, online surveys
are quite inexpensive and have a very fast turnaround. See exhibit 11.4.
7. Researchers can combine different methods of communication for the same
IV. Instruction Suggestions:
1. Begin by overviewing briefly the choices one needs to make when collecting data
using communication methods.
2. Next, organize a discussion of structure and disguise. A nice means for doing this is
to consider the four combinations and their research characteristics. For example, a
structured-disguised questionnaire takes the form of standardized questions and
standardized responses and has the characteristics of being simple to administer,
3. The possible ways by which questionnaires can be administered can be
addressed next. Again, it is useful to have a specific focus with which to frame
the discussion. It seems to work particularly well when the same issue is used
