October, 2008
Pros And Cons Of Intercept Surveys
Author: Jennifer Spencer
First things first, what is an intercept survey? An intercept survey, sometimes referred to as a mall intercept survey or an intercept interview, is a one-on-one, impromptu survey done on location. Interviewers “intercept” people asking them to participate in the study.
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Intercept surveys can be an efficient and effective method for collecting data.
Intercepts are generally performed in one of three ways: 1) A trained interviewer asks participants questions listed on a PDA and logs their responses electronically. 2) Participants are invited to kiosks where their responses are recorded via paper survey or at a terminal. 3) Participants fill out paper questionnaires on the spot.
With several surveying options available (i.e. telephone, Internet, mail, etc.), you may be wondering when it’s best to use intercept surveys. Here are some factors to consider in your decision…
Pros
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Top-of-mind – Intercepting someone just before, during, or just after an experience allows us to tap into their immediate impressions. They have not had a chance to forget anything yet; feelings and opinions are still fresh in their minds. Respondents will be able to confidently communicate what they enjoyed, why they came, etc.
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Cost-effective – Intercept surveys are one of the more economical fielding methods compared to telephone or mail surveys, especially if trained volunteers administer the survey.
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Highly efficient (depends on the data collection method used) – Campbell Rinker often uses PDAs to administer results, which eliminates the data entry required with paper surveys.
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On-sight event feedback – Researchers can get instant feedback from conferences, concerts, festivals, and expos.
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Cooperation – Intercept surveys are one of the most personal forms of surveying. It’s often too easy for potential respondents to simply discard a mail or e-mail survey, or hang up on a phone interviewer. People are less likely to refuse a friendly person standing right in front of them.
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Starting point – Although intercept surveys need to be short, usually four to six minutes in length, intercept surveys can serve as a collection method for additional contact information. Then you can follow-up with the respondent at a later time to collect further information.
Cons
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Possible equipment failure (if using equipment, such as a PDA) – Always have paper backup.
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Inconsistent data – Those administering the surveys should be trained properly in both who and when to intercept and how to administer the survey, otherwise there can be biases and gaps in data.
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Not useful for long surveys – Survey must be short so as not to frustrate respondents.
Case Study
For the past three years, Campbell Rinker has partnered with the Santa Fe International Folk Art Market to conduct intercept surveys during its two-day annual event. Each year Campbell Rinker updates the survey to include any new questions the Market would like answered, programs the survey on to PDAs, and ships them to the Market a week before the event. Trained volunteers collect data throughout the two-day event from different locations, mainly the entrance and the exit.
The visitor information collected includes attendance figures, impressions and favorability ratings for the Market, advertising recall, visitor accommodations and other items to help the Market gauge the diverse streams of revenue they've generated for the local community. These intercept studies have demonstrated the popularity and financial viability of the event, and helped the Market increase its budget that is provided by the city development board.
Campbell Rinker is proud to introduce the publication of the 2008 International edition of our DonorPulse report series. This report summarizes the findings of our Great American Donor Survey that are specific to donors to International charities, including charities that offer assistance such as disaster relief, poverty relief, education, or child sponsorship, and also student/cultural exchange organizations.
Surveying was conducted by phone and Internet. Of the 3,312 donors we surveyed, 739 (22%) had donated to an International charity.
A few of the many key findings in this report include…
- On average, households supporting International charities each donated $326 to them in 2007
- Donors to International charities prefer to be contacted via postal mail, with 71% of them selecting it as one of their preferred methods
- 57% of donors to International charities felt that overall the U.S. economy would decline through 2008
- In 2007 the slump in housing prices had a negative impact on charitable giving for about three in ten households that donate to International charities
- Click on the image on the right to see who’s interested in organizations that allow them to play a more active role as a donor
The comprehensive 80 page report can be ordered from our web site. >>>visit here
