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Survey Research
Surveys
Surveys ask respondents for information using verbal or written questioning
Respondents
Respondents are a representative sample of people
Gathering Information via Surveys
Quick Inexpensive Efficient Accurate Flexible
M E TH O DO F
C O M M U N IC A TIO N
S TR U C TU R E DA N D D IS Q U IS E D
Q U E S TIO N S
TE M P O R A LC L A S S IF IC A TIO N S
C L A S S IF Y IN GS U R V E Y
R E S E A R C HM E TH O D S
Time Period for Surveys Cross-sectional Longitudinal
Cross-Sectional Study
A study in which various segments of a population are sampled
Data are collected at a single moment in time.
Longitudinal Study
A survey of respondents at different times, thus allowing analysis of changes over time.
Tracking study - compare trends and identify changes consumer satisfaction
Consumer Panel
A longitudinal survey of the same sample of individuals or households to record (in a diary) their attitudes, behavior, or purchasing habits over time.
Communicating with Respondents
Personal interviews Door-to-door Shopping mall intercepts
Telephone interviews Self-administered questionnaires
Personal Interviews
Good Afternoon, my name is
_________. I am with _________
survey research company. We are conducting a
survey on_________
Door-to-Door Personal Interview
Speed of data collection Moderate to fast
Geographical flexibility Limited to moderate
Respondent cooperation Excellent
Versatility of questioning Quite versatile
Door-to-Door Personal Interview
Questionnaire length Long
Item nonresponse Low
Possibility of respondent misunderstanding Lowest
Door-to-Door Personal Interview
Degree of interviewer influence of answer High
Supervision of interviewers Moderate
Anonymity of respondent Low
Door-to-Door Personal Interview
Ease of call back or follow-up Difficult
Cost Highest
Special features Visual materials may be shown or
demonstrated; extended probing possible
Mall Intercept Personal Interview
Speed of data collection Fast
Geographical flexibility Confined, urban bias
Respondent cooperation Moderate to low Versatility of questioning
Extremely versatile
Mall Intercept Personal Interview
Speed of Data Collection Fast
Geographical Flexibility Confined, urban bias
Respondent Cooperation Moderate to low Versatility of Questioning Extremely versatile
Mall Intercept Personal Interview
Questionnaire length Moderate to long
Item nonresponse Medium
Possibility of respondent misunderstanding Lowest
Mall Intercept Personal Interview
Degree of interviewer influence of answers Highest
Supervision of interviewers Moderate to high
Anonymity of respondent Low
Mall Intercept Personal Interview
Ease of call back or follow-up Difficult
Cost Moderate to high
Special features Taste test, viewing of TV commercials
possible
Telephone Surveys
Telephone Surveys
Speed of Data Collection Very fast
Geographical Flexibility High
Respondent Cooperation Good
Versatility of Questioning Moderate
Telephone Surveys
Questionnaire Length Moderate
Item Nonresponse Medium
Possibility of RespondentMisunderstanding Average
Degree of Interviewer Influence of Answer Moderate
Telephone Surveys
Supervision of interviewers High, especially with central location
WATS interviewing Anonymity of respondent
Moderate Ease of call back or follow-up
Easy
Telephone Surveys
Cost Low to moderate
Special features Fieldwork and supervision of data
collection are simplified; quite adaptable to computer technology
Telephone Surveys
Central location interviewing Computer-assisted telephone
interviewing Computerized voice-activated
interviews
M A IL IN -P E R S O ND R O P -O F F
IN S E R TS F A X
P A P E RQ U E S TIO N N A IR E S
E -M A IL IN TE R N E TW E B S ITE
K IO S K
E L E C TR O N ICQ U E S TIO N N A IR E S
S E L F -A D M IN IS TE R E DQ U E S TIO N N A IR E S
Self-Administered Questionnaires
Mail Surveys
Mail Surveys
Speed of data collection Researcher has no control over return
of questionnaire; slow Geographical flexibility
High Respondent cooperation
Moderate--poorly designed questionnaire will have low response rate
Mail Surveys
Versatility of questioning Highly standardized format
Questionnaire length Varies depending on incentive
Item nonresponse High
Mail Surveys
Possibility of respondent misunderstanding Highest--no interviewer present for
clarification Degree of interviewer influence of
answer None--interviewer absent
Supervision of interviewers Not applicable
Mail Surveys
Anonymity of respondent High
Ease of call back or follow-up Easy, but takes time
Cost Lowest
• Write a “sales oriented” cover letter• Money helps
- As a token of appreciation- For a charity
• Stimulate respondents’ interest with interesting questions• Follow Up
- Keying questionnaires with codes• Advanced notification• Sponsorship by a well-known and prestigious institution
How to Increase Response Rates for Mail Surveys
Increasing Response Rates
Effective cover letter Money helps Interesting questions Follow-ups Advanced notification Survey sponsorship Keying questionnaires
E-Mail Questionnaire Surveys
Speed of data collection Instantaneous
Geographic flexibility
worldwide Cheaper distribution and
processing costs
E-Mail Questionnaire Surveys
Flexible, but Extensive differences in the
capabilities of respondents’ computers and e-mail software limit the types of questions and the layout
E-mails are not secure and “eavesdropping” can possibly occur
Respondent cooperation Varies depending if e-mail is seen as
“spam”
Internet Surveys
A self-administered questionnaire posted on a Web site.
Respondents provide answers to questions displayed online by highlighting a phrase, clicking an icon, or keying in an answer.
Internet Surveys
Speed of data collection Instantaneous
Cost effective Geographic flexibility
worldwide Visual and interactive
Internet Surveys
Respondent cooperation Varies depending on web site Varies depending on type of sample When user does not opt-in or expect a
voluntary survey cooperation is low. Self-selection problems in web site
visitation surveys - participants tend to be more deeply involved than the average person.
Internet Surveys
Versatility of questioning
Extremely versatile Questionnaire length
Individualized base on respondent answers
Longer questionnaires with panel samples
Item nonresponse Software can assure none
Internet Surveys
Representative samples The quality of internet samples
may vary substantially. A sample of those who visit a web
page and voluntarily fill out a questionnaires can have self-selection error.
Internet Surveys
1) not all individuals in the general public have internet access
2) many respondents lack powerful computers with high-speed connections to the internet
3) many respondents computer skills will be relatively unsophisticated.
Internet Surveys
Possibility for respondent misunderstanding High
Interviewer influence of answers None
Supervision of interviewersnot required
Internet Surveys
Anonymity of Respondent Respondent can be anonymous or
known Ease of Callback or Follow-up
difficult unless e-mail address is known
Special Features allows graphics and streaming media
Welcome Screen
Welcome Screen like a cover letter It contains the name of the research
company and how to contact the organization if there is a problem or concern.
"If you have any concerns or questions about this survey, or if you experience any technical difficulties, please contact (NAME OF RESEARCH ORGANIZATION).
Welcome Screen should ask for password and give instructions Please enter your personal password from
your invitation.Then, press the "enter" key to begin the survey or simply click on the right arrow at the bottom of the page to begin the survey (after you have read the remaining instructions):
During the survey, please do not use your browser's FORWARD and BACK buttons.
Use the arrows on the lower right to move backward and forward through the survey.
Selected Questions to Determine the Appropriate Technique
Is the assistance of an interviewer necessary?
Are respondents interested in the issues being investigated?
Will cooperation be easily attained?
Selected Questions to Determine the Appropriate Technique
How quickly is the information needed?
Will the study require a long and complex questionnaire?
How large is the budget?
Pretesting
A trial run with a group of respondents to iron out fundamental problems in the instructions of survey design
A Classification of Survey Methods
Traditional Telephone
Computer-Assisted Telephone Interviewing
Mail Interview
Mail Panel
In-Home Mall Intercept
Computer-Assisted Personal
Interviewing
E-mail Internet
Survey Methods
Telephone Personal Mail Electronic
Some Decisions Related to the Mail Interview Package
Outgoing Envelope Outgoing envelope: size, color, return addressPostage Method of addressingCover LetterSponsorship Type of appeal PostscriptPersonalization SignatureQuestionnaireLength Size Layout FormatContent Reproduction Color Respondent anonymityReturn EnvelopeType of envelope PostageIncentivesMonetary versus non-monetary Prepaid versus promised amount
Criteria for Evaluating Survey Methods
Flexibility of Data Collection The flexibility of data collection is determined primarily
by the extent to which the respondent can interact with the interviewer and the survey questionnaire.
Diversity of Questions The diversity of questions that can be asked in a survey
depends upon the degree of interaction the respondent has with the interviewer and the questionnaire, as well as the ability to actually see the questions.
Use of Physical Stimuli The ability to use physical stimuli such as the product, a
product prototype, commercials, or promotional displays during the interview.
Criteria for Evaluating Survey Methods
Sample Control Sample control is the ability of the survey mode to reach
the units specified in the sample effectively and efficiently.
Control of the Data Collection Environment The degree of control a researcher has over the
environment in which the respondent answers the questionnaire.
Control of Field Force The ability to control the interviewers and supervisors
involved in data collection. Quantity of Data The ability to collect large amounts of data.
Criteria for Evaluating Survey Methods
Response Rate Survey response rate is broadly defined as the
percentage of the total attempted interviews that are completed.
Perceived Anonymity Perceived anonymity refers to the respondents'
perceptions that their identities will not be discerned by the interviewer or the researcher.
Social Desirability/Sensitive Information Social desirability is the tendency of the respondents to
give answers that are socially acceptable, whether or not they are true.
Criteria for Evaluating Survey Methods
Potential for Interviewer Bias The extent of the interviewer's role determines
the potential for bias.
Speed The total time taken for administering the
survey to the entire sample.
Cost The total cost of administering the survey and
collecting the data.