When data need to be collected as quickly as possible from a large sample, the most appropriate survey method would be:

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When data need to be collected very quickly from a large sample, researchers weigh the speed, cost, and reach of each method.
Option 1: door-to-door interview. This approach is thorough but extremely time-consuming and labor-intensive, involving traveling to each respondent's location, coordinating scheduling, and longer administration time, which makes it impractical for rapid large-scale data collection.
Option 2: mall intercept interview. This method can speed up data collection relative to door-to-door, but it still requires on-site staffing, supervision, and might only capture a subset of the population who visit the mall, limiting speed and representativeness for very large samples.
Option 3: internet survey. This method is typically the fastest and most scalable for large samples because questionnaires can be distributed broadly with minimal incremental cost per respondent, automated data capture, and easy data cleaning and analysis. It leverages online panels or email/web distribution, making it well-suited for rapid data collection.
Option 4: mail survey. While mail surveys are cost-effective in some contexts, they are the slowest among common survey modes due to postal delivery times, mailing cycles, and the lag between distribution and response, making them unsuitable for quick data collection from a large sample.
Overall, the key trade-offs favor the internet survey for speed and scalability in large-sample contexts, as it minimizes per-respondent effort and enables rapid aggregation of responses; the other options tend to introduce longer timelines or sampling limitations that hinder rapid, large-scale data collection.

MKTG1047 Chapter 5

When data need to be collected as quickly as possible from a large sample, the most appropriate survey method would be:

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