Unit 7: Case 9 "First Federal Bank of Bakersfield"
George Quiñones Jr.
MT355: Marketing Research
Professor: Dr. Lisa Gallagher
1. Compare the advantages and disadvantages of using telephone interviews rather than personal interviews or mail questionnaires to collect the needed data.
2. The short deadline moved a church to forgo personal interviews and mail questionnaires, but there were other options besides telephone interviews. Could you make a case for another communication method that might be appropriate here?
3. Given the large number of not-at-home attempts, was First Federal wise to skip callbacks? Why or why not?
4. If you were a church, would you be happy with the performance of the Bakersfield Interviewing Service? Why or why not?
1. Compare the advantages and disadvantages of using telephone interviews rather than personal interviews or mail questionnaires to collect the needed data. The choice of data collection is important in any type of research study since it determines the accuracy of the results based off the study's goals. The choice of using telephone interviews could have been as result of the pressed time that a researcher has, or the lack of funds to do it at a greater level of efficiency. However, there exist advantages of using this mode in the collection of data. To start with, telephone interviews are basically cheaper to conduct than personal interviews. If the number of prospects are many and sparsely spread out, then the researcher would find that telephone interviews saves them time, which translates into costs. In addition, telephone interviews are best when faced with tight time constraints. From the convenience of any location with a signal, a researcher is able to contact the prospects easily. In terms of control and management, telephone interviews are quite easy to administer as the researcher is able to lead the way into getting information and...
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