Page 267 - [Uma_Sekaran]_Research_methods_for_business__a_sk(BookZZ.org)

METHODS OF DATA COLLECTION 251

Table 10.1
Advantages and Disadvantages of Interviews and Questionnaires
Mode of Data
Collection Advantages Disadvantages

Personal or Face- Can establish rapport and motivate Takes personal time.
to-Face Interviews respondents. Costs more when a wide geographic
Can clarify the questions, clear doubts, region is covered.
add new questions. Respondents may be concerned about
Can read nonverbal cues. confidentiality of information given.
Can use visual aids to clarify points. Interviewers need to be trained.
Rich data can be obtained. Can introduce interviewer biases.
CAPI can be used and responses entered Respondents can terminate the interview
in a portable computer. at any time.
Telephone Less costly and speedier than personal Nonverbal cues cannot be read.
Interviews interviews. Interviews will have to be kept short.
Can reach a wide geographic area. Obsolete telephone numbers could be
Greater anonymity than personal inter- contacted, and unlisted ones omitted
views. from the sample.
Can be done using CATI.

Personally Can establish rapport and motivate Organizations may be reluctant to give
Administered respondent. up company time for the survey
Questionnaire Doubts can be clarified. with groups of employees assem-
Less expensive when administered to bled for the purpose.
groups of respondents.
Almost 100% response rate ensured.
Anonymity of respondent is high.

Mail Anonymity is high. Response rate is almost always low. A
Questionnaires Wide geographic regions can be reached. 30% rate is quite acceptable.
Token gifts can be enclosed to seek com- Cannot clarify questions.
pliance. Follow-up procedures for nonresponses
Respondent can take more time to are necessary.
respond at convenience.
Can be administered electronically, if
desired.
Electronic Easy to administer. Computer literacy is a must.
Quesionnaires Can reach globally. Respondents must have access to the
Very inexpensive. facility.
Fast delivery. Respondent must be willing to complete
Respondents can answer at their conve- the survey.
nience like the mail questionnaire.