Media research, customer satisfaction research, trade research, consumer goods market research, advertising research

Kurzer methodischer Exkurs.

    Face-to-face interviews   CATI interviews   Written interviews   Online interviews
                 
Timeframe
available for
the survey		   At least 1.5 to 2 weeks with regard to sample size and target group   First results within a few days with regard to sample size and target group   At least 5 to 6 weeks with regard to sample size and target group   First results within a few hours or days with regard to sample size and target group
                 
Scope of the questionnaire   Up to 1 hour interview duration   Up to 30 min interview duration   Up to 3 hours interview duration   Up to 30 min
                 
Coverage of the unadjusted untreated sample   Approx. 50 to 60 % (rarely up to 90 %)   Approx. 30 % (especially because of a frequent lack of telephone numbers), possibly up to 70 %   Approx. 40 to 50 %   Approx. 20 %, from Access Panel up to 80 %
                 
Representa-tiveness   Very high, even if the actual target group is only a small portion of the population   Very high, even if the actual target group is only a small portion of the population   Very high, restrictions by self selection are possible, especially by determination of and limitation to certain target groups (e.g car owner, public transport user, working population)   Not population representative. Representativeness only for internet users and target groups with high affinity for the internet
                 
Reachability of mobile target groups   Difficult reachability of highly mobile persons   Difficult reachability of highly mobile persons   Easy reachability, even of steadily mobile persons   Easy reachability, even of steadily mobile persons
                 
Interviewer effects   Exist, tendency to socially desirable answers   Exist partly, slight tendency to socially desirable answers   Do not exist   Do not exist
                 
Interview situation   Manageable and manipulable by the interviewer   Only partly manageable and manipulable by the interviewer   Not manageable and manipulable by the interviewer   Not manageable and manipulable by the interviewer
                 
Scale of acceptance of the survey method by the respondent   - on one side reservations against entering the flat
- on the other side great acceptance of the personal interview
- restricted possibility to consider the time planning of the respondent		   - compromise between the personal character of the interview and the distance to the respondent
- restricted possibility to consider the time planning of the respondent		   - great acceptance by the respondents
- possibility of individual timing for answering the questions 		  - great acceptance by the respondents
- possibility of individual timing for answering the questions
                 
Expense per interview   Rather high   Rather low   Rather low regarding the big interview volume   Rather low
                 
Legal restrictions   Do not exist   Possible   Do not exist   Do not exist at present