Surveys

Methods of Obtaining Quantitative Data in Descriptive Research Quantitative Descriptive Research SURVEY Information Obtained by Questioning Respondents OBSERVATION Information Obtained by Observing Behavior or Phenomena

Respondents

Respondents are a representative sample of people

Surveys

Surveys ask respondents for information using verbal or written questioning

Gathering Information via Surveys

• Quick • Inexpensive • Efficient • Accurate • Flexible

Classification of Survey Methods

Survey Methods Telephone Personal Mail Electronic Traditional Telephone In-Home Mall Intercept Mail/Fax Interview Mail Panel Computer-Assisted Telephone Interviewing Computer-Assisted Personal Interviewing E-Mail Internet

Personal Interviews • Form of direct communication in which an interviewer asks respondents questions face-to-face.

Advantages of Personal Interviews

• Opportunity for Feedback • Probing Complex Answers – Interviewer asks for clarification or expansion of answers • Length of Interview • Completeness of Questionnaires – Minimizes

Item Nonresponse

: failure by a respondent to answer a question on a questionnaire • Props & Visual Aids • High Participation

Disadvantages of Personal Interviews

• Interviewer Influence • Lack of Respondent Anonymity • Cost

Types of Personal Interviews

• Door-to-Door (In-Home) Interviews –Conducted at the respondent’s home or place of business • Mall Intercept Interviews –Personal interview conducted in a shopping mall or other high-traffic area

Aspects of Personal Interview • Speed of data collection – Slow to Moderate • Geographical flexibility – Limited to moderate • Respondent cooperation – Excellent • Versatility of questioning – Quite versatile

Aspects of Personal Interview • Questionnaire length – Long • Item nonresponse – Low • Possibility of respondent misunderstanding – Lowest

Aspects of Personal Interview • Degree of interviewer influence of answer – High • Supervision of interviewers – Low to Moderate • Anonymity of respondent – Low

Aspects of Personal Interview • Ease of call back or follow-up – Difficult • Cost – Highest • Special features – Visual materials may be shown or demonstrated; extended probing possible

Telephone Surveys

Telephone Surveys • Speed of Data Collection – Very fast • Geographical Flexibility – High • Respondent Cooperation – Poor • Versatility of Questioning – Moderate

Telephone Surveys • Questionnaire Length – SHORT!!!!!!!!!!!!!!!!!!!

• Item Nonresponse – Medium • Possibility of Respondent Misunderstanding – 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 to High • 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

Most Unlisted Markets • Sacramento, CA • Oakland, CA • Fresno, CA • Los Angles/Long Beach, CA

Self-Administered Questionnaires SELF-ADMINISTERED QUESTIONNAIRES PAPER QUESTIONNAIRES MAIL IN-PERSON DROP-OFF INSERTS FAX ELECTRONIC QUESTIONNAIRES E-MAIL INTERNET WEB SITE KIOSK

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 – Varies depending on whether business or consumer respondents • 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 – Moderate

Improving Response Rates

Methods of Improving Response Rates Prior Notification Incentives Follow-up Other Facilitators Monetary Nonmonetary Prepaid Promised

E-Mail Questionnaire Surveys • Speed of data collection – Virtually 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 interviewers not 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

There is no best form of survey; each has advantages and disadvantages.