14 Survey Distribution Methods
Learning Objectives
By the end of this chapter, students must be able to:
- differentiate between the different methods available to collect survey data
- understand the pros and cons of each survey distribution method
Source: Elon University Poll Elon University Poll, 2014, Methods of collecting survey data,27 Sep, online video, viewed 4 April 2022, <https://www.youtube.com/watch?v=9cuOyAR-Y9I>.
Survey Distribution for Data Collection
There can be a number of ways surveys can be distributed for collecting data. The table below lists the most commonly used methods.
Table: Various Modes of Data Collection
| METHOD | DESCRIPTION | ADVANTAGES | DISADVANTAGES |
| Online surveys:
Social Media Digital Workspace (e.g. MS Teams) SMS App QR Code Website popups |
A range of methods are used to collect data online, via the use of the internet or mobile data |
|
|
| Telephone | Information is collected over a phone call, with many functions undertaken with computer technology | Can be useful for a highly relevant topic for respondents (e.g., opinions about a child's school) | Increasing non-cooperation by respondents due to telemarketing related perceptions |
| Mall-intercept | Potential respondents are approached to respond to a survey while they are at a mall shopping/browsing or just hanging out | Easy and quick access to specific groups of respondents (e.g., shoppers who purchase fresh fruit) |
|
| In-home/In-office | Face to face data collection is undertaken when the respondent is in-office or at home | Most appropriate method when conducting 'executive interviews'
Extremely useful when seeking specific information about household products (e.g., Unilever conducts in-home surveys in Pakistan to determine housewives' satisfaction with their laundry detergents) |
|
| Data is collected by mailing the surveys to potential respondents and expecting them to return the completed forms via mail | Could be useful in regions with limited online/phone infrastructure
It may still be used for certain age groups (e.g., over 70-year-olds undertaking a health survey) |
|
|
| Hybrid/Mixed mode | Survey data is collected via triangulation or by using multiple methods | A logical approach for some surveys, such as to 'screen' respondents. For example, a sample of GPs could be screened via phone ("do you mostly see migrant patients?"). A medical rep could then carry out an in-office survey with selected GPs | It may become complicated, especially when different modes may require re-phrasing/re-formatting |
Choosing a Data Collection Method
A number of factors may play a role in selecting the most appropriate data collection method(s). These are discussed below:
Time:
Organisations have tight deadlines to meet. Researchers are under pressure to provide information. This often means that only those methods (such as an online survey or a telephone interview) can be used for data collection which has a quick turnaround. More traditional methods, such as in-home surveys are not appropriate at this stage.
Cost:
The researcher has to keep in mind the funds available. In case there is a big budget for research, then it is quite feasible to employ field workers who collect data in malls, offices, or homes. If there is a limited budget, then the researcher may have to rely on survey distribution modes that are cost-efficient, such as hosting the survey on the company's social media platform.
Access to Population Groups:
The quickest and most cost-effective data collection method becomes useless if the right population group cannot be reached. This is one of the key points which needs to be considered while selecting a method to distribute a survey questionnaire. A group of university students in Iran could be accessible using in-person methods, while in Australia alternative strategies may need to be employed.
Suitability (for Research Aim):
If a survey is designed so respondents can view certain images, then a telephone interview may not be an appropriate method. Similarly, if a questionnaire expects respondents to access a link or a website, it is important that the right data collection methods are employed.
