Mini Case # 1
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There are various positives and negatives of the different methods of data collection. First I will look at surveys. Surveys have several advantages. First they are an excellent way to gather data from a large number of people. Because of this surveys are relatively cost effective, allowing the surveyor to reach a broad base of consumers. Surveys also tend to be a reliable form of inquiry as they are standardized and uniform. This allows for consistency with data collection. As with any method of data collection there, surveys also have a few negative aspects. Surveys can tend to be inflexible. Once a survey is written and distributed, there is no way of altering the questions. Validity is another problem with surveys. Because surveys are standardized, it can be difficult to ask anything beyond generalized questions. Observation techniques also have their fair share of pros and cons as well. One of the primary benefits of the observation methods is that data gathering often occurs in a natural setting. This allows you to see the consumer, and observe their behavior in an actual setting. When using observation you generally generate relevant, quantifiable data that provides an answer. One of the negative aspects of observation is that the method tends to focus on a narrow and limited scope. Although you are observing the consumer in their element, you don’t really know what is driving their response, you only see their actions. Another potential setback is that you need a skilled observe. You want someone who is going to ensure data is being interpreted accurately. The primary benefits of using an experiment to collect data are that you can manipulate a variable to have an effect on the outcome. This allows you to observe which outcomes are better by observing the cause and effect of different actions. This allows us to