Page 159 - Data Science class 11
P. 159
Many researchers are tempted to do much of their data collection online. But, the fact is that online surveys are not
always the most appropriate method of data collection, especially if respondents are in remote areas. If important
respondents are left out of the survey, the result would suffer greatly.
Paper Surveys
As the name suggests, this survey uses the conventional paper and pencil technique. Despite paper surveys being a
thing of the past, they are quite handy when it comes to field research and data collection. These surveys are usually
conducted in remote areas since, in these places, computers, laptops, or other handheld devices are not accessible.
This type of survey is the most expensive method of data collection as it involves deploying a large pool of human
resources along with time and money.
Telephonic Surveys
Telephonic surveys are surveys that are conducted by researchers by telephone. Respondents answer questions
related to the research topic as chosen by the researcher. These surveys are time-consuming, inconvenient, error-
prone, and sometimes non-conclusive. The success of such surveys depends on the number of people willing to
answer the questions on the phone and those willing to invest their time in the same.
Interviews
This is one of the most popular types of surveys. Such surveys are also known as in-person surveys or household
surveys. This is a favourite choice amongst researchers since they get a chance to have face-to-face interaction with
individuals. This method of surveying may seem outdated since we have online surveying at our disposal. Nevertheless,
interviews still serve a purpose.
Researchers organise interviews when they want to discuss something personal or confidential with people. By
putting interviewees at ease, the interviewers may get genuine responses. Researchers often have questions that may
necessitate extensive scrutiny to unravel the truth.
Focus Groups
These types of surveys are conducted in-person. Rather than just one individual, focus groups take into account a
number of people. This group is usually small yet demographically diverse and led by a moderator. Focus groups
are useful for sampling new products or having an exchange of views on a particular topic, often a contentious one.
The aim of a focus group survey is generally to assess people’s responses to a product in a group setting, or to get
people debating—with the moderator taking notes. This survey is an expensive method as a trained moderator must
be paid. Moreover, these can only be conducted in specific locations depending upon the demographics of the
participants. The participants also have to be heavily incentivised in the form of gift cards or money to show up.
Kiosk Surveys
Kiosk surveys happen on a digital screen at a physical location. These may pop-up in eateries, shopping outlets,
hotel lobbies, hospitals, office spaces, etc.—anywhere a researcher or marketer wants to collect data from customers
or passers-by. Kiosk surveys are quite effective and potent methods of conducting surveys since they provide
feedback instantly following a purchase or an interaction. These surveys enable us to gather responses as soon as the
respondent experiences something or makes an opinion about a product or service. As such, kiosk surveys ensure
genuine responses.
4.3.3 is the research a Survey, an Observational Study, or an experiment?
In broad terms, a survey simply measures variables, an observational study attempts to find a relationship between
variables, and an experiment attempts to establish a cause-and-effect relationship between Variables.
Randomisation 157

