DATA COLLECTION IN ROMANIAN MARKET RESEARCH: A COMPARISON BETWEEN PRICES OF PAPI, CATI AND CAWI

Alina Barbu and Alexandru Isaic-Maniu ()
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Alina Barbu: Academy of Economic Studies, Bucharest

Management & Marketing, 2011, vol. 6, issue 3

Abstract: Market research through surveys uses several data collection methods, usually: face to face interviews (PAPI), telephone interviews (CATI), online interviews (CAWI). This paper presents the data collection methods currently used in the world and in Romania and a comparison between methods depending on the main criteria of choice: sample size, interview length, target incidence and survey price. Statistical analyses based on these variables lead to an evaluation of the methods on each criterion; this reveals situations where certain methods are more suitable than others, depending on which criterion is most important for the research. The analysis is based on actual price simulations in a marketing research company and is relevant for the current status of market research in Romania.

Keywords: computer aided telephone interviews (CATI); computer aided web interviews (CAWI); data collection methods; market research through surveys; pen and paper interviews (PAPI). (search for similar items in EconPapers)
Date: 2011
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