Page 118 - DMGT404 RESEARCH_METHODOLOGY

Research Methodology

Notes 6. Saves cost (cheaper than interview).
7. No need to train interviewers.
8. Personal and sensitive questions are well answered in this method.
9. The questionnaire can include pictures - something that is not possible over the phone.

Limitations

1. It is not suitable when questions are difficult and complicated. Example, Do you believe in
value price relationship?
2. When the researcher is interested in a spontaneous response, this method is unsuitable.
Because thinking time allowed to the respondent will influence the answer.
Example, "Tell me spontaneously, what comes to your mind if I ask you about cigarette
smoking".

3. In case of a mail questionnaire, it is not possible to verify whether the respondent himself/
herself has filled the questionnaire. If the questionnaire is directed towards the housewife,
say, to know her expenditure on kitchen items, she alone is supposed to answer it. Instead,
if her husband answers the questionnaire, the answer may not be correct.
4. Any clarification required by the respondent regarding questions is not possible.

Example: Prorated discount, product profile, marginal rate, etc., may not be understood
by the respondents.
5. If the answers are not correct, the researcher cannot probe further.
6. Poor response (30%) - Not all will reply.
7. In populations of lower educational and literacy levels, response rates to mail surveys are
often too small to be useful.
Additional Consideration for the Preparation of Mail Questionnaire
1. It should be shorter than the questionnaire used for a personal interview.

2. The wording should be extremely simple.
3. If a lengthy questionnaire has to be made, first write a letter requesting the co-operation
of the respondents.

4. Provide clear guidance, wherever necessary.
5. Send a pre-addressed and stamped envelope to receive the reply.

Self Assessment

Fill in the blanks:
9. Telephone Surveys is a process of collecting information from ………….respondents by
calling them over telephone.
10. In case of a mail questionnaire, it is not possible to ………….whether the respondent
himself/herself has filled the questionnaire.
11. ………………………are methods in which the respondents enter their answers directly
into a computer

112 LOVELY PROFESSIONAL UNIVERSITY