1. SURVEYS

2. MAIL TELEPHONE PERSONAL
INTERVIEW
ONLINE
COST Low Moderate High Low
SPEED Slow Immediate Slow Fast
RESPONSIVE
RATE
Low Moderate High Self-selected
GEOGRAPHIC
FLEXIBILITY
Excellent Good difficult Excellent

3. QUANTITATIVE
RESEARCH DATA
COLLECTION
INSTRUMENTS
QUESTIONNAIRES
DISGUISED
UNDISGUISED

4. QUESTIONNAIRES
closed-
minded
Open-
minded

5. ATTITUDE SCALES
LIKERT
SCALE
SEMANTIC
DIFFERENT
IAL SCALE
BEHAVIOR
INTENTION
SCALE
RANK-ORDER
SCALE

6. QUALITATIVE RESEARCH DESIGNS AND
DATA COLLECTIVE METHODS
DEPTH INTERVIEW
FOCUS GROUPS
PROJECTIVE TECHNIQUES
METAPHOR ANALYSIS

7. Sampling and data collection!!
SAMPLES
PROBABILITY
SAMPLES
NON-
PROBABILITY
SAMPLES

8. Data analysis and reporting research
findings

9. Conducting a research study

10. Ethics in customer research