Which method of research typically involves a structured approach and can be done online or face-to-face?

• A. Interviews
• B. Mystery shopper programmes
• C. Surveys and questionnaires
• D. Focus groups

Answer: (C)

Surveys and questionnaires are designed with a structured approach in mind, often featuring predefined questions that participants respond to in a consistent format. This method can be effectively administered both online, using platforms to gather responses, and face-to-face, where physical forms or interviews can be utilized.

The key aspect of this method is its ability to collect quantifiable data from a larger sample size, allowing for statistical analysis and generalizations about a particular group or market. The structure of surveys and questionnaires provides clear guidelines on how the information should be gathered, which enhances reliability and consistency in the results.

This structured approach distinguishes it from other methods, such as interviews or focus groups, which may allow for more open-ended responses and discussion but lack the same level of standardization in the data collection process.