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Chapter 10Chapter 10
SurveysSurveys
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved.
10-2
Learning ObjectivesLearning Objectives
Understand . . .• The process for selecting the appropriate and
optimal communication approach. • Factors affect participation in communication
studies.• Sources of error in communication studies and
how to minimize them.• Major advantages and disadvantages of the
three communication approaches.• Why an organization might outsource a
communication study.
10-3
Some attitudes are expectedSome attitudes are expected
“There once was a demographic survey doneto determine if money was connected tohappiness, and Ireland was the only placewhere this did not turn out to be true.”
Fiona Shaw Irish actress and theater director
10-4
PulsePoint: PulsePoint: Research RevelationResearch Revelation
45 The percent of smartphone users who check their e-mail before they get dressed.
10-6
Selecting a Communication Selecting a Communication Data Collection ApproachData Collection Approach
10-7
Dilemma for SurveysDilemma for Surveys
“The ubiquity of cell phones and the rapid and continuing development of the Internet have completely altered the way we talk to each other, the way marketers talk to customers, the way customers shop and the way the media research their audiences.”
Alain Tessier , founder, Mediamark Research, Inc.
10-8
Communication ApproachCommunication Approach
Weaknesses
•Error
•Inaccessible populations
Strengths
•Versatility
•Efficiency
•Geographic coverage
10-12
Communication ApproachesCommunication Approaches
Self-Administered
Survey
Survey via PersonalInterview
TelephoneSurvey
10-13
Self-Administered SurveysSelf-Administered Surveys
Disk-by-MailDisk-by-Mail
InterceptIntercept
ModesModes
Drop-offDrop-off
CASI
FaxFax
10-14
Self-Administered SurveysSelf-Administered Surveys
AnonymityAnonymity
Topic Coverage
Topic Coverage
SystematicSystematic
Sample Accessibility
Sample Accessibility
Costs
Time Constraints
10-15
Designing Questionnaires Using Designing Questionnaires Using the TDMthe TDM
Easy to readEasy to read
Offer clear directionsOffer clear directions
Include personalizationInclude personalization
Notify in advanceNotify in advance
Encourage responseEncourage response
10-16
Options for Options for Web-based SurveysWeb-based Surveys
Surveying Software
Fee-BasedService
10-17
Advantages of Advantages of Surveying SoftwareSurveying Software
• Questionnaire design in word processing environment
• Question and scale libraries• Automated publishing to the Web• Real-time viewing of incoming data• Rapid transmission of results• Flexible analysis and reporting mechanisms
10-18
The Web as a Survey Research The Web as a Survey Research VenueVenue
Advantages•Cost savings•Short turnaround•Use of visual stimuli•Access to participants •Perception of anonymity•Access to data and experiences otherwise unavailable
Disadvantages•Recruitment•Coverage•Difficulty developing probability samples•Technical skill•System compatibility issues•Possible self-selection bias
10-19
Advantages of Advantages of Self-Administered StudySelf-Administered Study
• Access inaccessible participants
• Incentives for higher response rates
• Lowest-cost
• Geographic coverage
• Minimal staff needed
• Perceived anonymity
• Reflection time
• Question complexity• Rapid data collection • Visuals possible• Multiple sampling
possible
10-20
Disadvantages of Disadvantages of Self-Administered StudySelf-Administered Study
• Low response rates in some modes
• No interviewer intervention
• Cannot be too long
• Cannot be too complex
• Requires accurate list
• Skewed responses by extremists
• Participant anxiety possible
• Directions necessary
• Need for low-distraction environment
• Security
10-21
Improving Response RatesImproving Response Rates
Monetary IncentivesMonetary Incentives
Participation DeadlinesParticipation Deadlines
Promise of AnonymityPromise of Anonymity
Appeal for Participation
Appeal for Participation
Advance NotificationAdvance Notification
RemindersReminders
Return Directions & Devices
Return Directions & Devices
10-23
Designing Questionnaires Designing Questionnaires Using the TDMUsing the TDM
Lower Cost vs. Personal Interview
Lower Cost vs. Personal Interview
Wide geographic coverageWide geographic coverage
Fewer InterviewersFewer Interviewers
Reduced interviewer biasReduced interviewer bias
Fast completion timeFast completion time
Random dialingRandom dialing
CATICATI
10-24
Disadvantages of the Disadvantages of the Telephone SurveyTelephone Survey
• Lower response rate • Early termination• Higher costs if
geographically dispersed sample
• Limited Interview length
• Inaccessible populations
• Limited complexity of scales
iPhone
Voice-over IP
10-26
Personal Interview SurveyPersonal Interview Survey
Advantages•Good cooperation rates
•Interviewer can probe and explain
•Visual aids possible
•Illiterate participants can be reached
•Interviewer can prescreen
•CAPI possible
Disadvantages•High costs
•Need for highly trained interviewers
•Time consuming
•Labor-intensive
•Some unwilling to invite strangers into homes
•Interviewer bias possible
10-27
Key TermsKey Terms
• Communication approach
• Computer-administered telephone survey
• Computer-assisted personal interviewing (CAPI)
• Computer-assisted self interview (CASI)
• Disk-by-mail survey
• Computer-assisted telephone interviewing (CATI)
• Intercept interview
• Interviewer error
• Mail survey