Data collection methods include online, mobile phones, telephone, CATI — computer-assisted telephone interviewing, CLT — controlled location tests (e.g. mall intercepts), CAPI — computer-assisted personal interviewing, DTD, mail and diary. These are categorized in Exhibit 5.1 according to whether administered by interviewer or self, or whether or not computer-assisted. Going forward, the trend is towards online and mobile internet methods assisted by computers.
Each method has its advantages and disadvantages. The choice is dependent on the number of questions and their complexity, the type of stimuli to be used and the sensitivity of the subject. The methodology in turn has an important bearing on the design of the questionnaire.
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.