DATA COLLECTION METHODS
The basic methods of collecting information within the primary survey include:
- Computer Assisted Telephone Interviewing (CATI) is a method used to collect quantitative data; it is based on communication between the interviewer and the interviewee by telephone. The interviewer records the interviewee's answers to the prepared form, whether in electronic or paper form. This method of obtaining information is especially useful in situations where the subject of the investigation is not extensive.
- Personal Interview (Face-to-Face) is a method used to collect quantitative data; it is based on the personal interaction between the trained interviewer and the respondent (the target group). During the interview the interviewer asks questions according to precise rubrics and instructions and records the respondent's answers to the answer sheet (questionnaire). Through personal interviews (face-to-face interviews), ongoing research and evaluation surveys are generally conducted in the interviewee’s home (However, depending on the nature of the problem, respondents may be investigated following research carried out at the workplace, at the point of purchase, etc.).
- Individual In-depth Interviews (In-depth Interviews) is a method used to collect qualitative data. Research based on in-depth interviews is usually conducted to determine the motivating factors of the target groups and to uncover their perceptual map. It is a quality-oriented investigation that provides detailed information for diagnosing the problem. The research takes the form of unstructured or semi-structured interviews between a trained interviewer and a respondent; the typical number of respondents ranges from 10 to 50 individuals.
- Self-Assessment Questionnaire (SAQ) is a method used to collect quantitative data. The questionnaire serves as a form in which the respondents themselves record their responses without any assistance from an interviewer. The questionnaire is usually delivered by mail to a respondent and returned in the same way. An SAQ is also suitable for capturing feedback on products / services offered as part of conferences and exhibitions.
- Diary is a type of self-assessment questionnaire which has such specific features that it requires a separate method. It is used for the collection of quantitative data.
- Querying with the Computer (Computer Assisted Self-Interviewing - CASI) is a technique in which the respondent completes a questionnaire on a secure computer without the direct assistance of an interviewer.