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Definitions

Web-Based Surveys

Web-based surveys involve sending an e-mail invitation with a link to participate in a survey. Respondents click on the link to start the survey and, depending on their answers, determine if they qualify.

Benefits:

• Responses are instantaneous
• Low-cost

Telephone Surveys

Telephone interviews involve a team of interviewers calling potential respondents and soliciting their participation in a survey. Telephone interviewing is often used when a Web-based survey cannot be conducted.

Benefits:

• Interviewers can navigate an organization to target the most appropriate respondents for the survey. 

Personal Interviews

Personal interviews capture extensive insights to the business process, customer behavior and attitudes, and overall industry trends.

Benefits:

• Obtain extensive insight on business processes, customer behavior, and attitudes
• Ability to probe issues in a dynamic setting based on comments from the respondent 

Focus Groups

A focus group is a group discussion among five to eight individuals, typically lasting one to two hours. Groups generally contain a homogeneous selection of participants, screened to have one or more characteristics in common.

Benefits:

• Client has direct observation of the group
• The ability to send on-the-spot questions as the discussion progresses
• Especially valuable for evaluating visuals and packaging that requires sensory feedback