Transcript 3220Lecture8Chapter9.PPT

SURVEY RESEARCH
Ways of Collecting Data
• Person administered surveys
• Computer aided or administered
• Self administered
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Person administered Surveys
 Face-to-face types:
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In-home, mall intercept, in office
advantages:
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Feedback, rapport, quality control, adaptability
(probe, customize), good response rates
disadvantages:
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Time consuming, prone to human error, more
expensive, geographic constraints, limited access to
some populations
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Person Administered Surveys
 Telephone interview types:
– traditional, computer-assisted
• advantages:
– no geographic constraints, better access to more
affluent people, relatively inexpensive
• disadvantages:
– usual time limit is 10 minutes, difficult to use many
response alternatives, declining rates of cooperation,
lack of visuals, lack of anonymity
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Self Administered Surveys
 Self-administered types:
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Group
Mail surveys
Drop-off questionnaire
Fax surveys
• advantages:
– complex questions are possible, inexpensive, reduced
demand effects, easy geographic coverage, relatively
inexpensive
• disadvantages:
– low response rates, more skipped questions,
misunderstandings, mistakes
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Computer Administered Surveys
 Computer administered types:
– Email survey
– Web survey
• Advantages
– Fast, no data entry, use visuals, less prone to human
(researcher) error, minimize demand effects, utilize skip
patterns, anonymity (web),
• Disadvantages
– Biased sample, can have high cost, requires
technological competence
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The End