ABC Company has decided to use mail questionnaires to collect data. This method has all the following advantages EXCEPT which one?

Question

BlackTom AI · Accepted Answer

When evaluating the advantages of using mail questionnaires for data collection, it helps to inspect each statement in turn and assess whether it truly reflects a benefit of this method.
Option 1: 'has an average response rate' — This is not an advantage. Mail surveys are often criticized for lower, not average or typically high, response rates due to factors like mail non-return, outdated addresses, or apathy. Therefore this option does not describe a benefit.
Option 2: 'can collect large amounts of information' — One recognized advantage of mail questionnaires is the ability to gather substantial data from many respondents without the need for an interviewer, which aligns with the idea of collecting large amounts of information efficiently.
Option 3: 'may encourage more honest answers' — Anonymity and distance in mail surveys can reduce social desirability bias, making respondents feel freer to answer honestly, which is considered an advantage.
Option 4: 'low cost per respondent' — Mail questionnaires generally incur lower costs per respondent compared to in-person interviews, since there are no interviewer wages or travel expenses, making this a valid advantage.
Option 5: 'no interviewer to bias respondents' answers' — The absence of an interviewer removes interviewer effects and potential biases, which is indeed an advantage of mail surveys.
In summary, three to four options describe true advantages, while the first option contradicts the typical characteristic of mail surveys by implying a neutral or favorable but inaccurate notion of response rate, which is not actually an advantage.

MKTG1199 Module 2: Wrap-Up

ABC Company has decided to use mail questionnaires to collect data. This method has all the following advantages EXCEPT which one?

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