A study on comparing online, telephone and face to face surveys based on different sampling methods in coffee consumer in Vietnam

Abstract

Presently, different kinds of sampling methods are used to collect consumer data for research in the coffee business, depending on topic, goal and budget. However, what survey method is capable of generating data that does represent the entire population is questionable. By comparing these surveys - one online, one face to face interviews and the other telephone surveys - this study aims to determine the differences between these sampling methods and determine the most effective methods in coffee consumer. Face-to-face surveys with 130 respondents and a telephone survey with 130 respondents are compared with telephone surveys with 130 sampling using identical questions when the total of respondents is 500 and 390 are valid. With regard to consumer behavioral characteristics, telephone data yielded the best results, followed by online quota survey and finally face to face interviews. Telephone surveys can be a good sampling method so the authors recommend using it for a larger sample.