Methodical test to probe the usefulness of surveys bases on self administered and phone interviews to analyse the competition between local banks
This contribution describes a methodological test conducted by the Institut fur Demoskopie Allensbach in conjunction with Produkt+Markt, Gesellschaft fUr Marktforschung und Markefing-Planung mbH & Co. and commissioned by the Association of German Cooperative Banks. The purpose of the study was to clarify whether surveys using phone interviews and self-administered questionnaires are appropriate methods for analyzing local bank competition. This subject became topical because the standard surveys conducted by the Institute for approximately ten year, which are based on face-to-face interviews, are too expensive for many smaller cooperative banks. It was accepted in this context that the investigation program had to be trimmed and adapted to the conditions of surveys using telephone interviews and self-administered questionnaires. However, the quality of the information received in this manner did have to satisfy the requirement of providing a reliable basis for marketing decisions the banks have to make. The test showed that surveys using telephone interviews and self-administered questionnaires by and large satisfied this requirement.
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