Survey Method Methodologies

After thoughtfully determining who should be the source of marketing information (the “sample”), survey or marketing research efforts can employ several information gathering methodologies. In many cases, more than one information gathering technique is employed. Listed below are several of the most commonly used methods.

Telephone interviewing. Should be employed when statistical reliability is essential. Also very useful if an occasional probing of answers would result in deeper insights into marketing situations. Method may be somewhat expensive.



Mail Surveys. May be employed if lists of names and addresses of potential respondents are readily available, or may be reasonably purchased. Statistical reliability may be somewhat compromised, however we may be reasonably confident that relevant issues are explored. This method is inexpensive to employ, but may require relatively more time than other methods.



On-line Surveys. Similar to mail surveys, above. This method may be employed when lists of email addresses are available. As above, however, statistical reliability may be compromised, and care must be observed when interpreting the data. Method is inexpensive and can be accomplished quickly.



Face-to-Face, Or Personal Depth Interviewing. A very effective was to obtain marketing information at a deeper, more meaningful level. Respondents may be “probed” to determine “why” a particular attitude or opinion is held of a product or service. Downside to this method is a relatively large expense, and geographic limitations may impact statistical reliability.



Focus Groups. Focus groups are an ideal way to gain insights into two areas: 1) learn how people talk about and evaluate a product or service, and 2) provides information to construct hypotheses to test using one of the previously listed data collection methodologies. No statistical reliability. Final marketing decisions should never be made on the basis of focus group data.



Site Observations. This method for gathering information is particularly helpful in real estate related marketing data collection. There is simply no substitute for a visual examination of real property and its environment.

CDS evaluates each client's unique marketing information challenge and will recommend specific data collection methods, or combination of methods, which will best accomplish objectives.