mcgraw-hill/irwincopyright © 2014 by the mcgraw-hill companies, inc. all rights reserved. surveys...
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McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
SURVEYS
Chapter 10
10-2
Learning 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
Pull Quote
“If social media is the temperature check, surveys are the taste test to validate that the meal is cooked properly. A good survey enables you to: (1) tune out the noise and zero in on the opinions and comments that are directly applicable to your most pressing questions, and (2) validate trends and shifts in preference that you may have suspected, but weren’t certain about.”
Reggie Aggarwal, CEO,Cvent
10-4
Data Collection Approach
10-5
Selecting a Communication Data Collection Approach
10-6
Dilemma 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.
10-7
Communication Approach
StrengthsVersatilityEfficiencyGeographic
coverage WeaknessesErrorInaccessible
populations
10-8
Sources of Error
Measurement Questions
Interviewer
Participant
10-9
Participant Motivation
10-10
Response Terms
Noncontact rate
Refusal rate
Incidence rate
10-11
Communication Approaches
Self-Administered
Survey
Survey via PersonalInterview
TelephoneSurvey
10-12
Self-Administered Surveys
Disk-by-MailDisk-by-Mail
InterceptIntercept
ModesModes
Drop-offDrop-off
CASI
FaxFax
10-13
Self-Administered Surveys
AnonymityAnonymity
Topic Coverage
Topic Coverage
SystematicSystematic
Sample Accessibility
Sample Accessibility
Costs
Time Constraints
10-14
Designing Questionnaires Using the TDM
Easy to readEasy to read
Offer clear directionsOffer clear directions
Include personalizationInclude personalization
Notify in advanceNotify in advance
Encourage responseEncourage response
10-15
Options for Web-based Surveys
Surveying Software
Fee-BasedService
10-16
Advantages of Surveying Software
Questionnaire design in word processing environment
Question and scale librariesAutomated publishing to the WebReal-time viewing of incoming dataRapid transmission of resultsFlexible analysis and reporting
mechanisms
10-17
The Web as a Survey Research Venue
AdvantagesCost savingsShort turnaroundUse of visual stimuliAccess to
participants Perception of
anonymityAccess to data and
experiences otherwise unavailable
DisadvantagesRecruitmentCoverageDifficulty
developing probability samples
Technical skillSystem
compatibility issuesPossible self-
selection bias
10-18
Advantages of Self-Administered Study
Access inaccessible participants
Incentives for higher response rates
Lowest-costGeographic
coverageMinimal staff
neededPerceived
anonymityReflection time
Question complexity
Rapid data collection
Visuals possibleMultiple sampling
possible
10-19
Disadvantages of Self-Administered Study
Low response rates in some modes
No interviewer intervention
Cannot be too longCannot be too
complexRequires accurate
list
Skewed responses by extremists
Participant anxiety possible
Directions necessaryNeed for low-
distraction environment
Security
10-20
Improving Response Rates
Monetary IncentivesMonetary Incentives
Participation DeadlinesParticipation Deadlines
Promise of AnonymityPromise of Anonymity
Appeal for ParticipationAppeal for Participation
Advance NotificationAdvance Notification
RemindersReminders
Return Directions & DevicesReturn Directions & Devices
10-21
Telephone Survey
Traditional
CATI systems
Computer-administered
10-22
Designing Questionnaires Using the TDM
Lower Cost vs. Personal InterviewLower Cost vs. Personal Interview
Fast completion timeFast completion time
Random dialingRandom dialing
CATICATI
Wide geographic coverageWide geographic coverage
Fewer InterviewersFewer Interviewers
Reduced interviewer biasReduced interviewer bias
10-23
Disadvantages of the Telephone Survey
Lower response rate
Early terminationHigher costs if
geographically dispersed sample
Limited Interview length
Inaccessible populations
Limited complexity of scales
iPhone
Voice-over IP
10-24
Survey via Personal Interview
InterceptCAPI
10-25
Personal Interview Survey
AdvantagesGood cooperation
ratesInterviewer can
probe and explainVisual aids possibleIlliterate
participants can be reached
Interviewer can prescreen
CAPI possible
DisadvantagesHigh costsNeed for highly
trained interviewersTime consumingLabor-intensiveSome unwilling to
invite strangers into homes
Interviewer bias possible
10-26
Key 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
10-27
Key Terms (cont.)
• Noncontact rate• Nonresponse
error• Panel• Personal
interview• Random dialing• Refusal rate
• Response error• Self-administered
survey• Survey• Telephone
interview• Web-based
questionnaire
McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
ADDITIONAL DISCUSSION OPPORTUNITIES
Chapter 10
10-29
Snapshot: Gamification in Research
10-30
PicProfile: Methodology Trends
10-31
PicProfile: Mixed-mode Research
10-32
Snapshot: Are Cell phones & Smartphones Ready for Research?
31.6% wireless only homes31.6% wireless only homes
Multi-method phone studies are the norm
Multi-method phone studies are the norm
Multi-method phone studies are the norm
Multi-method phone studies are the norm
Phone method data is weighted by population parameters
Phone method data is weighted by population parameters
Cell phone studies offer unique challenges.
Cell phone studies offer unique challenges.
10-33
PicProfile: Declining Phone Response
10-34
Snapshot: Voice Adds Depth
“By eliminating the human interviewer from the call, we allow the caller to participate whenever it suits them, rather than when it suits us.”
Longer, more robust answers to open-ended questions
Longer, more robust answers to open-ended questions
10-35
Pull Quote
“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
10-36
PulsePoint: Research Revelation
45 The percent of smartphone users who check their e-mail before they get dressed.
McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
SURVEYS
Chapter 10
10-38
Photo Attributions
Slide Source
7 ©Ocean/Corbis
14 Fuse/Getty Images
21 Purestock/SuperStock
22 Liam Norris/Getty Images
29 Courtesy of Research Through Gaming
32 ©Siri Stafford Digital Vision/Getty Images