Transcript Cover Page - Nelson Education

Part 2
Designing Research
Studies
SURVEY RESEARCH:
BASIC METHODS
OF COMMUNICATION
WITH RESPONDENTS
Copyright © 2008 by Nelson, a division of Thomson Canada Limited
Chapter
8
LEARNING OBJECTIVES
What you will learn in this chapter
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
Copyright © 2008 by Nelson, a division of Thomson Canada Limited
8–1
LEARNING OBJECTIVES (cont’d)
What you will learn in this chapter
5. To discuss the advantages and disadvantages of mail,
the Internet, and other means of distributing selfadministered 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
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8–2
Media 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
Copyright © 2008 by Nelson, a division of Thomson Canada Limited
8–3
Using Interviews To Communicate With
Respondents
• Interviews can be categorized based on the
medium the researcher uses in communicating
with individuals and recording data
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8–4
Personal Interviews
• Personal Interview
Face-to-face communication in which an interviewer
asks a respondent to answer questions
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8–5
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
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8–6
Personal Interviews (cont’d)
• Disadvantages of Personal Interviews
Interviewer influence
Lack of anonymity of respondent
Cost
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8–7
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)
• 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
Copyright © 2008 by Nelson, a division of Thomson Canada Limited
8–9
Telephone Interviews
• Telephone Interview
Personal interview conducted by telephone, the
mainstay of commercial survey research
Copyright © 2008 by Nelson, a division of Thomson Canada Limited
8–10
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
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8–11
Central Location Interviewing
• Central Location Interviewing
Telephone interviews conducted from a central
location using WATS lines at fixed charges
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8–12
Computer-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
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8–13
Computer-Assisted Telephone Interviewing
• Global Considerations
Different cultures often have different norms about
proper telephone behaviour
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8–14
Self-Administered Questionnaires
• Self-Administered Questionnaire
Survey in which the respondent takes the
responsibility for reading and answering the
questions
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8–15
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:
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Geographic flexibility
Cost
Respondent convenience
Anonymity of respondent
Absence of interviewer
Standardized questions
Time is money
Length of mail questionnaire
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8–16
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
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8–17
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
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8–18
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
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8–19
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
Copyright © 2008 by Nelson, a division of Thomson Canada Limited
8–20
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:
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Speed and cost-effectiveness
Visual appeal and interactivity
Respondent participation and cooperation
Representative samples
Accurate real-time data capture
Callbacks
Personalized and flexible questioning
Copyright © 2008 by Nelson, a division of Thomson Canada Limited
8–21
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
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8–22
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
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8–23
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?
Copyright © 2008 by Nelson, a division of Thomson Canada Limited
8–24
Pre-Testing
• Pre-Testing
Screening procedure that involves a trial run with a
group of respondents to iron out fundamental
problems in the survey design
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8–25
Ethical 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
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8–26