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SURVEY RESEARCH: BASIC METHODS OF COMMUNICATION WITH RESPONDENTSSURVEY RESEARCH: BASIC METHODS OF COMMUNICATION WITH RESPONDENTS
1. To understand when personal interviews, telephone interviews, or self-administered surveys should be conducted
2. To discuss the advantages and disadvantages of personal interviews
3. To explain when door-to-door personal interviews should be used instead of mall intercept interviews
4. To discuss the advantages and disadvantages of telephone surveys
5. To discuss the advantages and disadvantages of mail, the Internet, and other means of distributing self-administered questionnaires
6. To understand how to increase response rates to mail surveys
7. To provide examples of the influence of modern technology on survey research
8. To select the appropriate survey research design
9. To discuss the importance of pre-testing questionnaires
Media Used to Communicate With RespondentsMedia Used to Communicate With Respondents
Human Interactive Media and Electronic Interactive Media
Human interactive media are a personal form of communication
Electronic interactive media allow marketers to reach a large audience, to personalize individual messages, and to interact using digital technology
Non-interactive Media Self-administered questionnaires printed on paper
are non-interactive
Using Interviews To Communicate With RespondentsUsing Interviews To Communicate With Respondents
Interviews can be categorized based on the medium the researcher uses in communicating with individuals and recording data
Personal InterviewsPersonal Interviews
Personal Interview Face-to-face communication in which an interviewer
asks a respondent to answer questions
Personal Interviews (cont’d)Personal Interviews (cont’d)
The Advantages of Personal Interviews The opportunity for feedback Probing Complex Answers
Probing: A method used in personal interviews in which the interviewer asks the respondent for clarification of answers to standardized questions
Length of Interview Completeness of Questionnaire
Item nonresponse: Failure of a respondent to provide an answer to a survey question
Props and Visual Aids High Participation
Personal Interviews (cont’d)Personal Interviews (cont’d)
Disadvantages of Personal Interviews Interviewer influence Lack of anonymity of respondent Cost
Personal Interviews (cont’d)Personal Interviews (cont’d)
Door-to-Door Interviews and Shopping Mall Intercepts
Door-to-door interview Personal interview conducted at respondents’ doorsteps in
an effort to increase the participation rate in the survey Callback
An attempt to recontact individuals selected for a sample who were not available initially
Mall intercept interview Personal interview conducted in a shopping mall
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 8–8
Personal Interviews (cont’d)Personal Interviews (cont’d)
Global Considerations Willingness to participate in a personal interview
varies dramatically around the world The norms about appropriate business conduct also
influence business people’s willingness to provide information to interviewers
Telephone InterviewsTelephone Interviews
Telephone Interview Personal interview conducted by telephone, the
mainstay of commercial survey research
Telephone Interviews (cont’d)Telephone Interviews (cont’d)
The Characteristics of Telephone Interviews Speed Cost Absence of face-to-face contact Cooperation Representative samples Callbacks Limited duration Lack of visual medium
Central Location InterviewingCentral Location Interviewing
Central Location Interviewing Telephone interviews conducted from a central
location using WATS lines at fixed charges
Computer-Assisted Telephone InterviewingComputer-Assisted Telephone Interviewing
Computer-Assisted Telephone Interview (CATI) Technology that allows answers to telephone
interviews to be entered directly into a computer for processing
Computerized Voice-Activated Telephone Interview
Combining computerized telephone dialling and voice-activated computer messages to allow researchers to conduct telephone interviews without human interviewers
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 8–13
Computer-Assisted Telephone InterviewingComputer-Assisted Telephone Interviewing
Global Considerations Different cultures often have different norms about
proper telephone behaviour
Self-Administered QuestionnairesSelf-Administered Questionnaires
Self-Administered Questionnaire Survey in which the respondent takes the
responsibility for reading and answering the questions
Self-Administered Questionnaires (cont’d)Self-Administered Questionnaires (cont’d)
Mail Questionnaires Mail Survey
A self-administered questionnaire sent to respondents through the mail
Advantages and disadvantages of mail surveys: Geographic flexibility Cost Respondent convenience Anonymity of respondent Absence of interviewer Standardized questions Time is money Length of mail questionnaire
Self-Administered Questionnaires (cont’d)Self-Administered Questionnaires (cont’d)
Response Rate The number of questionnaires returned or completed
divided by the number of eligible people who were asked to participate in the survey
Self-Administered Questionnaires (cont’d)Self-Administered Questionnaires (cont’d)
Increasing Response Rates for Mail Surveys Cover letter
Letter that accompanies a questionnaire to induce the reader to complete and return the questionnaire
Incentives help Interesting questions Follow-ups Advance notification Survey sponsorship Other techniques Keying mail questionnaires with codes
Self-Administered Questionnaires (cont’d)Self-Administered Questionnaires (cont’d)
Global Considerations Researchers conducting surveys in more than one
country must recognize that postal services and cultural circumstances differ around the world
Self-Administered Questionnaires That Use Other Forms of Distribution
Self-Administered Questionnaires That Use Other Forms of Distribution
Drop-off Method A survey method that requires the interviewer to
travel to the respondent’s location to drop off questionnaires that will be picked up later
Fax Surveys A survey that uses fax machines as a way for
respondents to receive and return questionnaires
E-Mail Surveys Surveys distributed through electronic mail
Self-Administered Questionnaires That Use Other Forms of Distribution (cont’d)
Self-Administered Questionnaires That Use Other Forms of Distribution (cont’d)
Internet Surveys A self-administered questionnaire posted on a Web
site Advantages and disadvantages of Internet surveys:
Speed and cost-effectiveness Visual appeal and interactivity Respondent participation and cooperation Representative samples Accurate real-time data capture Callbacks Personalized and flexible questioning
Self-Administered Questionnaires That Use Other Forms of Distribution (cont’d)
Self-Administered Questionnaires That Use Other Forms of Distribution (cont’d)
Internet Surveys (cont’d) Advantages and disadvantages of Internet surveys
(cont’d): Respondent anonymity Response rates Security concerns
Kiosk Interactive Surveys A computer with a touch screen may be installed in a
kiosk at a trade show, at a professional conference, in an airport, or in any other high-traffic location to administer an interactive survey
Self-Administered Questionnaires That Use Other Forms of Distribution (cont’d)
Self-Administered Questionnaires That Use Other Forms of Distribution (cont’d)
Survey Research That Mixes Modes Mixed-mode survey
Study that employs any combination of survey methods
Selecting the Appropriate Survey Research Design
Selecting the Appropriate Survey Research Design
To determine the appropriate technique, the researcher must ask several questions:
Is the assistance of an interviewer necessary? Are respondents interested in the issues being
investigated? Will cooperation be easily attained? How quickly is the information needed? Will the study require a long and complex
questionnaire? How large is the budget?
Pre-TestingPre-Testing
Pre-Testing Screening procedure that involves a trial run with a
group of respondents to iron out fundamental problems in the survey design
Ethical Issues in Survey ResearchEthical Issues in Survey Research
Many ethical issues apply to survey research: Respondents’ right to privacy The use of deception Respondents’ right to be informed about the purpose
of the research The need for confidentiality The need for honesty in collecting data The need for objectivity in reporting data