Survey Methods

SURVEY METHODS: Communicating With Participants

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Communication Approach Impacts the Research Process Creation and selection of measurement questions  Sampling issues, drive contact and callback procedures  Instrument design, which incorporates attempts to reduce error and create participant-screening procedures  Data collection processes, which create the need for follow-up procedures and possible interviewer training 

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Personal Interview  Requirements

for success

• Availability of the needed information from the • •

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participant An understanding by the participant of his or her role Adequate motivation by the participant to cooperate

Personal Interview  To

Increase participant’s receptiveness they must • believe the experience will be pleasant and satisfying • think answering the survey is an important and worthwhile use of their time • have any mental reservations satisfied

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The Interview  Introduction

• Establish a good relationship

 Gather

the data

 Record

the interview

• Probing

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Probing Styles A

brief assertion of understanding and interest  An expectant pause  Repeating the question  Repeating the participant’s reply  A neutral question or comment  Question clarification 6

Interview Problems  Nonresponse

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error

Interview Problems  Nonresponse

error  Response error • participant-initiated • interviewer error

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Interview Problems  Interviewer

error

• Failure to secure cooperation • Failure to execute interview procedures • Failure to establish appropriate environment • Falsification of answers • Inappropriate interviewing behavior • Failure to accurately record answers • Physical presence bias

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Interview Problems  Nonresponse

error  Response error  Cost

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Telephone Interview  Types

• Computer-assisted telephone interviewing • Computer-administered telephone survey

 Problems

• Noncontact rate • Refusal rate

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Self-Administered Surveys  Types

• Mail survey • Computer-delivered • Intercept studies

 Disadvantages

• Large nonresponse error • Cannot obtain detailed or large amounts of information

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Concurrent Techniques to Improve Mail Response  Reduce

Length  Survey Sponsorship  Return Envelopes  Postage  Personalization

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 Anonymity  Size,

Color, and Reproduction  Money Incentives  Deadline Dates  Cover Letters

Outsourcing Survey Services  Research

Firms Provide

• Centralized-location interviewing • Focus group facilities • Trained staff with experience • Data-processing and statistical analysis •

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capabilities Access to point-of-sale data Panels