Methodologies

Type of Research

Details

Pros

Cons

Paper Survey

Quantitative

Data collected through paper surveys; statistically reliable results generated for the given population

Results representative of entire customer base; Mailed copies sent directly to respondents

Low completion rate; Time consuming; Printing and data entry costs; Limited space for respondents’ opinions; Difficult for respondent to follow directions

Online Survey

Quantitative

Data collected through a survey available on a website; statistically reliable results generated for the given population.

Results representative of entire customer base; Survey is available to entire customer base; Allows respondents to complete on their own schedule; Lowers overall costs

Not all people have Internet access; Often multiple reminders needed.

Telephone Survey

Quantitative

Data collected through telephone calls; statistically reliable results generated for the given population.

Results representative of entire customer base; Completely randomized;

Completions easier to attain;

Allows caller flexibility to prove and gain additional information on open-ended questions

Most costly of all options due to labor costs associated with calling