ac-tech - project 3. market research - telephone interviews or online surveys
TRANSCRIPT
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THE TOASTMASTERS
Technical Presentations #3
The Non-Technical Audience10 to 12 minutes
Advanced Communication Series - Technical Presentations, Project 3
www.toastmasters.orgToastmasters Zug – Marcel Brussee
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www.toastmasters.org
Market Research - Telephone
interviews or online surveys?
Toastmasters Zug – Marcel Brussee
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www.toastmasters.org
Why Market Research?
Toastmasters Zug – Marcel Brussee
• Identify potential customers
• Understanding your existing customers
• Identify business opportunities
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www.toastmasters.org
Limitations of Market Research
Toastmasters Zug – Marcel Brussee
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www.toastmasters.orgToastmasters Zug – Marcel Brussee
CATI: Computer Assisted Telephone Interviewing
CAWI: Computer Assisted Web Interviewing
CAPI: Computer Assisted Personal Interviewing
Some methods of Market Research
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www.toastmasters.org
Advantages vs. CAWI
• Large scale accessibility in
many countries
• Mobile connectivity still
growing
• Quality control (Interviewer
administration)
Toastmasters Zug – Marcel Brussee
CATI - Organisational
Disadvantages vs. CAWI
• Time consuming
• Smaller sample sizes
• More expensive
• No visual aids
• Open ended responses
• Availability of respondents
• Interviewer’s influence
• Accents, dialects
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www.toastmasters.org
Advantages vs. CAWI
• Bigger population
• Professional interviewers
• Explanation
• Elaboration
Toastmasters Zug – Marcel Brussee
CATI - Methodological
Disadvantages vs. CAWI
• Scaling
• More towards extremes
• Lower response rates
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www.toastmasters.org
Advantages vs. CATI
• Lower costs
• (Audio-) Visual aids
possible
• Respondent decides when
• Reliable (less socially
desired responses)
Toastmasters Zug – Marcel Brussee
CAWI - Organisational
Disadvantages vs. CATI
• Internet penetration
• Representativeness of
population
• Computer literacy
• Connection speeds
• Unreceptiveness to
completing questionnaires
online
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www.toastmasters.org
Advantages vs. CATI
• Larger samples possible
• Mobile devices: SMS and
• Quicker, so more
questions possible
• Intermediate analysis
Toastmasters Zug – Marcel Brussee
Disadvantages vs. CATI
• More towards mean
• External panel
• Lower response rates
CAWI - Methodological
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www.toastmasters.org
Selection of methodology
• Desired target group / sample size
• Availability of phone numbers / email addresses
• Need for visual aids
• Open questions, need to elaborate?
• Qualitative / quantitative
Toastmasters Zug – Marcel Brussee
CONCLUSION
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WHERELEADERSARE MADE
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THANK YOU