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Chapter 7Evaluating Survey Data Collection Methods

1Copyright © 2014 Pearson Education, Inc

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#earning $%&ectives 'o learn the (our %asic alternative )odes (or

gathering survey data

 'o understand the advantages anddisadvantages o( each o( the various datacollection )odes

 'o co)prehend the (actors researchers

consider +hen choosing a particular survey)ethod

 

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#earning $%&ectives 'o %eco)e -no+ledgea%le a%out the

details o( di.erent types o( survey data

collection )ethods, such as personalintervie+s, telephone intervie+s, andco)puter"ad)inistered intervie+s,including online surveys

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Conte)porary Survey

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Surveyshat is a survey

3 survey involves intervie+s +ith a large nu)%er o(respondents using a predesigned uestionnaire

Di.erences %et+een a survey5uestionnaire and polls6

Polls6 Consist o( one )ultiple choice uestion +here therespondent can generally only select one ans+er

Survey6 Is a )easure o( opinions5e7periences o( a groupor people

8uestionnaire6 Is a type o( survey through +rittenuestions +it the purpose o( conducting a statisticalstudy

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Surveys=our %asic survey )ethods6

Person"ad)inistered surveys

Co)puter"assisted surveysSel("ad)inistered surveys

Mi7ed")ode >hy%rid? surveys

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=our 3lternativeData Collection Modes

Person administered6 an intervie+er

reads uestions, either (ace"to"(ace or overthe telephone, to the respondent andrecords his or her ans+ers

Computer administered6 the intervie+er

%asically ver%ali9es the uestions +hilerelying to so)e degree on co)putertechnology to (acilitate the intervie+ +or-

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=our 3lternativeData Collection Modes

Self-administered6 the respondentco)pletes the survey on his or her o+n

Mixed mode6 a co)%ination o( t+o or)ore )ethods

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Person"3d)inistered Surveys>ithout Co)puter 3ssistance?

3 person-administered survey is one in

+hich an intervie+er reads uestions,either (ace"to"(ace or over the telephone,to the respondent and records his or herans+ers

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Person"3d)inistered Surveys>ithout Co)puter 3ssistance?3dvantages6

=eed%ac-Aapport >relationship?

8uality control

3dapta%ility

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Person"3d)inistered Surveys>ithout Co)puter 3ssistance?

Disadvantages6

Bu)ans )a-e errorsSlo+ speed

Bigh cost

=ear o( intervie+5presence o( others

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Person"3d)inistered Surveys>ithout Co)puter 3ssistance?Disadvantages6

Intervie+ evaluation6 apprehensive theyare ans+ering the uestion :correctly;=eel they are %eing :evaluated;

Pro%le)s ans+ering very personal

uestions especially a pro%le) +ithsensitive topics such as hygiene,nances, political opinions, etc

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Co)puter"3d)inistered Surveys3dvantages6

E7tensiveness o( user"(riendly (eatures

Aelatively ine7pensiveAeduction o( intervie+ evaluation

concern in respondents

Aelatively Error"=ree intervie+s

se o( pictures, videos or graphics

8uic- capture o( data

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Co)puter"3d)inistered SurveysDisadvantages6

Aeuires co)puter"literate and Internet"

connected respondentsInitial set up cost5e7pense can %e high

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Sel("3d)inistered

Surveys3 self-administered survey is one in

+hich the respondent co)pletes the

survey on his or her o+n F Go hu)an orco)puter progra) agent ad)inisters it

 'raditional :paper and pencil; survey

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Sel("3d)inistered

Surveys3dvantages6

Aeduced cost

Aespondents control pace at +hich theyans+er

Go intervie+"evaluation or (ear o(apprehension

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Sel("3d)inistered

SurveysDisadvantages6

Aespondent controls the surveyHdoes

not send in on ti)e or does not send in#ac- o( )onitoringHno one to e7plain or

encourage respondents

Bigh uestionnaire reuire)entsHit

)ust %e per(ect (or respondents to use FClear instructions, design, etc

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Mi7ed"Mode >By%rid?

SurveysMixed-mode surveys use )ultiple data

collection )ethods

It has %eco)e increasingly popular to use)i7ed")ode surveys in recent years

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Mi7ed"Mode >By%rid?

Surveys3dvantages6

Multiple advantages to achieve data

collection goal e76 /0 online, /0traditional

E7a)ple6 May use online surveys touic-ly reach portion o( population +ith

Internet access and )ay use telephonecalling to reach those +ithout Internetaccess

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Mi7ed"Mode >By%rid?

SurveysDisadvantages6

Mode a.ects response

ill consu)ers responding to an in"ho)e intervie++ith a personal intervie+er respond di.erently thanthose responding to an i)personal, online survey

3dditional co)ple7ity Multiple )odes (or gathering data )ay add to the

co)ple7ity o( data collection E76 I( collecting datavia online and telephone online participants +illread uestions, telephone participants +ill listen touestions F Do +e use the sa)e +ording =urther,data analyses +ill need to integrate %oth types o(

uestions into a single data set

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In"Bo)e Surveys3n in-home survey is conducted %y an

intervie+er in the ho)e o( the respondent

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Person"3d)inistered SurveysIn"Bo)e Intervie+Jey advantages6

Conducted in the privacy o( the ho)e,+hich (acilitates intervie+erFrespondentrapport

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Person"3d)inistered Surveys>ithout Co)puter 3ssistance?

Pri)ary ad)inistration )ethod (or )any

years until develop)ent o(co))unications syste)s andadvance)ent in co)puter technology

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Mall"Intercept Surveys 'he mall-intercept survey is one in +hich

the respondent is encountered anduestioned +hile he or she is visiting ashopping )all

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Mall"Intercept SurveysJey advantages6

Mall"intercept intervie+s are conducted

in large shopping )alls, and they areless e7pensive per intervie+ than are in"ho)e intervie+s

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Mall"Intercept SurveysJey disadvantages6

$nly )all patrons are intervie+ed

Aespondents )ay (eel unco)(orta%leans+ering the uestions in the )all

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In"$Kce SurveysIn-oce surveys ta-e place in person

+hile the respondent is in his or her oKceor perhaps in a co)pany lounge area

@"

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In"$Kce SurveysJey advantage6

se(ul (or intervie+ing %usy e7ecutives

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In"$Kce SurveysJey disadvantages6

Aelatively high cost per intervie+

Laining access is so)eti)es diKcult

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Central #ocation 'elephoneSurveying

Involves a eld data collection co)panyinstalling several telephone lines at one

location (ro) +hich intervie+ers )a-ecalls

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Central #ocation 'elephoneSurveying

Jey disadvantage6

Aestricted to telephone co))unication

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C3'I 'he )ost advanced telephone intervie+

co)panies have co)puteri9ed the centrallocation telephone intervie+ing process+ith syste)s called computer-assistedtelephone interviews >C3'I?

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Co)puter"3d)inistered SurveysJey advantages6

Co)puter eli)inates hu)an intervie+er

errorSi)ultaneous data input to co)puter le

Lood uality control

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=ully 3uto)ated SurveySo)e co)panies have developed (ully

auto)ated surveys in +hich the survey isad)inistered %y a co)puter %ut not online

In the research industry, this approach is-no+n as co)pletely auto)ated telephonesurvey >C3'S?

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=ully Co)puteri9ed Survey >Got$nline?

Jey advantages6

Aespondent responds at his or her o+npace

Co)puter data le results

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$nline Intervie+s 'he Internet"%ased uestionnaire in +hich

the respondent ans+ers uestions onlinehas %eco)e the industry standard (orsurveys in virtually all high"Internet"penetration countries

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=ully Co)puteri9ed $nline SurveysJey advantages6

Ease o( creating and posting

=ast turnaroundCo)puter data le

Aesults

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=ully Co)puteri9ed $nline SurveysJey disadvantage6

Mar-eting researchers +ere uic- to

reali9e that online surveys presenteddesign challenges and opportunitiesrelated to (ostering cooperation inpotential respondents

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Lroup Sel("3d)inisteredSurvey3 group self-administered survey 

entails ad)inistering a uestionnaire torespondents in groups rather thanindividually (or convenience and to gainecono)ies o( scale

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Lroup Sel("3d)inisteredSurveyJey advantages6

Cost o( intervie+er eli)inatedEcono)ical (or asse)%led groups o(

respondents

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Lroup Sel("3d)inisteredSurveyJey disadvantage6

Must nd groups and secure per)issionto conduct the survey

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Drop"$. Survey 'he drop-o survey is so)eti)es called:drop and collect,; in +hich the surveyrepresentative approaches a prospectiverespondent, introduces the generalpurpose o( the survey to the prospect, andleaves it +ith the respondent to ll out on

his or her o+n

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Drop"$. SurveyJey advantages6

Cost o( intervie+er eli)inated

3ppropriate (or local )ar-et surveys

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Drop"$. SurveyJey disadvantage6

Lenerally not appropriate (or large"scale

national survey

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Mail Survey3 mail survey is one in +hich theuestions are )ailed to prospectiverespondents +ho are as-ed to ll the) outand return the) to the researcher %y )ail

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Sel("3d)inistered SurveysMail SurveyJey disadvantage6

Gonresponse, +hich re(ers touestionnaires that are not returned

Sel("selection %ias, +hich )eans thatthose +ho do respond are pro%a%ly

di.erent (ro) those +ho do not ll outthe uestionnaire and return it

@"

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Choice o( Survey MethodIn selecting a data collection )ode, theresearcher %alances uality against the(ollo+ing6

 'i)e availa%le (or data collection

Money availa%le (or data collection

 'ype o( respondent interaction reuired

>such as sa)pling a product, vie+ing anad, etc?

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Choice o( Survey MethodIn selecting a data collection )ode, theresearcher %alances uality against the(ollo+ing6

Incidence rate6 screen %y online ortelephone

Cultural5in(rastructure considerations6

Scandinavian countries disli-e strangersin ho)es Canada is )ore open In India,10 have phones

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3ll rights reserved Go part o( this pu%lication )ay %e reproduced,stored in a retrieval syste), or trans)itted, in any (or) or %y any

)eans, electronic, )echanical, photocopying, recording, or other+ise,+ithout the prior +ritten per)ission o( the pu%lisher Printed in the

nited States o( 3)erica