Modern Marketing Information & Analysis (Week 23)
"New technology is making a big impact in the implementation of
field research by assisting in the questioning and recording process. Computer
Aided Telephone Interviewing (CATI) and Computer Aided Personal Interviewing
(CAPI) have revolutionized data collection techniques and are now
widely used. CAPI means that each interviewer is provided with a laptop
computer which has the questionnaire displayed on screen. The interviewer can
then read out text from the screen and key in the responses. The pre-programmed
questionnaire will automatically route the interviewer to different
parts of the questionnaire as appropriate (e.g. those who have/have not
purchased in the previous three months) and will prompt the interviewer to
clarify any illogical answers. It helps quality control by creating greater
consistency in interviewer questioning and recording of answers and furthermore
allows the interviewer to concentrate on building a rapport with the respondent
to help prevent fatigue and loss of interest in more complex questionnaires.
CATI provides similar technology for telephone interviewing and again allows for
greater consistency in interviewing and the recording of information."
"The use of
sophisticated computer hardware and software packages provides a powerful means
of processing large quantities of data relatively easily. CAPI, CATI, scanners
that can read completed questionnaires, complex statistical analysis and data
manipulation have improved the speed, accuracy and depth of the analysis
itself. However, it is still the human element, the researcher's expertise in
identifying a trend or relationship or some other nugget hidden within the results,
which provides the key component for decision-makers and transforms the data
and techniques in to valuable information."
Brassington, F. and Pettitt, S. (2007). Essentials of Marketing. Essex, England: Pearson Prentice Hall.
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