Experiments vs Surveys

Surveys a popular form of data collection when it comes to gathering information from large groups where standardization is important. Surveys can be constructed in various ways, but always consist of two components questions and responses. Sometimes evaluators choose to keep responses open ended, allowing respondents to answer in a free flowing form. Then there is a range of predetermined answers for the respondents to choose from which is called closed ended.

The other method for collecting quantitative data is an experiment. An orderly procedure carried out with the goal of verifying, falsifying or establishing the validity of a hypothesis. Experiments provide insight into cause and effect by demonstrating what outcome occurs when a particular factor is manipulated. In a field experiment the experimenter still manipulates the independent variable but in a real life setting, so control cannot really be exercised throughout the process. However laboratory or controlled experiments is conducted in a well-controlled environment.

Surveys and Experiments can both be time a consuming process. Preparing questionnaires and analyzing data for surveys can be very time consuming.  For experiments, a controlled environment will have to be prepared. While Toyota conducted the “Drive Happy” experiment across Europe where thirty drivers were asked to drive the specific cars under experiment for 120 hours in order to collect relevant data. Surveys however could be time consuming, once the questionnaires are formulated a lot less time will be required to conduct the survey. Toyota conducted a customer service survey which was less time consuming since it was an online survey where customers visiting the Toyota website could answer the questions to the survey in a matter of minutes before actually visiting the website which is a faster method of collecting data. Which could bias participants towards a survey because experiments might be more time consuming. If Toyota had...