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11-1
11-2McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc.,All Rights
Reserved.
Part ThreeSOURCES AND
COLLECTION OF DATA
11-3
Chapter ElevenSURVEY METHODS:Communicating With
Participants
11-4
Communication Approach Impacts the Research Process
• Creation and selection of measurement questions• Sampling issues, drive contact and callback
procedures• Instrument design, which incorporates attempts
to reduce error and create participant-screening procedures
• Data collection processes, which create the need for follow-up procedures and possible interviewer training
11-5
Personal Interview
• Requirements for success– Availability of the needed information from
the participant– An understanding by the participant of his
or her role– Adequate motivation by the participant to
cooperate
11-6
Personal Interview
• To Increase participant’s receptiveness they must– believe the experience will be pleasant
and satisfying– think answering the survey is an
important and worthwhile use of their time
– have any mental reservations satisfied
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The Interview
• Introduction– Establish a good relationship
• Gather the data– Probing
• Record the interview
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Probing Styles
• A brief assertion of understanding and interest
• An expectant pause
• Repeating the question
• Repeating the participant’s reply
• A neutral question or comment
• Question clarification
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Interview Problems
• Nonresponse error
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Interview Problems
• Nonresponse error
• Response error
– participant-initiated
– interviewer error
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Interview Problems
• Interviewer error– Failure to secure cooperation– Failure to execute interview procedures– Failure to establish appropriate environment– Falsification of answers– Inappropriate interviewing behavior– Failure to accurately record answers– Physical presence bias
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Interview Problems
• Nonresponse error
• Response error
• Cost
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Telephone Interview
• Types – Computer-assisted telephone interviewing– Computer-administered telephone survey
• Problems– Noncontact rate– Refusal rate
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Self-Administered Surveys
• Types – Mail survey– Computer-delivered– Intercept studies
• Disadvantages– Large nonresponse error– Cannot obtain detailed or large amounts of
information
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Concurrent Techniques to Improve Mail Response
• Reduce Length
• Survey Sponsorship
• Return Envelopes
• Postage
• Personalization
• Anonymity
• Size, Color, and Reproduction
• Money Incentives
• Deadline Dates
• Cover Letters
11-16
Outsourcing Survey Services
• Research Firms Provide– Centralized-location interviewing– Focus group facilities– Trained staff with experience– Data-processing and statistical analysis
capabilities– Access to point-of-sale data
Panels
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