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Chapter 9

Surveys

McGraw-Hill/Irwin
Business Research Copyright © 2008 by The McGraw-Hill Companies, Inc. All
Methods, 10e Rights Reserved.
9-2

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.
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PulsePoint: Research Revelation

41
The percent of business executives
that believe that job loss and off-
shoring will have the most impact on
shareholder value in their industries in
the next five years.
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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.
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Data Collection Approach


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Selecting a Communication
Data Collection Approach
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Communication Approach

Strengths
• Versatility
• Efficiency
• Geographic coverage

Weaknesses
• Error
• Inaccessible populations
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Sources of Error

Error
Sources

Measurement
Participant
Questions

Interviewer
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Participant Motivation
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Response Terms

Noncontact rate

Refusal rate

Incidence rate
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Communication Approaches

Self- Survey via


Telephone
Administered Personal
Survey
Survey Interview
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Self-Administered Surveys

Mail

Intercept
Intercept Drop-off
Drop-off

Modes
Modes
Disk-by-Mail
Disk-by-Mail Fax
Fax

CASI
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Self-Administered Surveys

Costs

Topic
Topic Sample
Sample
Coverage
Coverage Accessibility
Accessibility
Systematic
Systematic
Anonymity Time
Anonymity
Constraints
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Designing Questionnaires Using the
TDM

Easy
Easy to
to read
read

Offer
Offer clear
clear directions
directions

Include
Include personalization
personalization

Notify
Notify in
in advance
advance

Encourage
Encourage response
response
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Options for
Web-based Surveys

Fee-Based Surveying
Service Software
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Advantages of Surveying Software

• Questionnaire design in word processing


environment
• Question and scale libraries
• Automated publishing to the Web
• Real-time viewing of incoming data
• Rapid transmission of results
• Flexible analysis and reporting
mechanisms
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The Web as a Survey Research Venue

Advantages Disadvantages
• Cost savings • Recruitment
• Short turnaround • Coverage
• Use of visual stimuli • Difficulty developing
• Access to participants probability samples
• Perception of • Technical skill
anonymity • System compatibility
• Access to data and issues
experiences • Possible self-
otherwise unavailable selection bias
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Advantages of Self-Administered Study

• Access inaccessible • Rapid data collection


participants • Visuals possible
• Incentives for higher • Multiple sampling
response rates possible
• Lowest-cost
• Geographic coverage
• Minimal staff needed
• Perceived anonymity
• Reflection time
• Question complexity
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Disadvantages of
Self-Administered Study

• Low response rates • Skewed responses


in some modes by extremists
• No interviewer • Participant anxiety
intervention possible
• Cannot be too long • Directions necessary
• Cannot be too • Need for low-
complex distraction
• Requires accurate list environment
• Security
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Improving Response Rates

• Advance notification
• Reminders
• Return directions and devices
• Monetary incentives
• Deadlines
• Promise of anonymity
• Appeal for participation
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Telephone Survey

Traditional

CATI systems

Computer-
administered
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Advantages of the Telephone Survey

• Lower costs than


personal interview
• Wide geographic
coverage
• Fewer interviewers
• Reduced interviewer
bias
• Fast completion time
• Random Dialing
• CATI
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Disadvantages of the Telephone Survey

• Lower response rate iPhone


• Early termination
• Higher costs if
geographically
dispersed sample
• Limited Interview
length Voice-over IP
• Inaccessible
populations
• Limited complexity of
scales
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Survey via Personal Interview

CAPI Intercept
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Personal Interview Survey

Advantages Disadvantages
• Good cooperation rates • High costs
• Interviewer can probe • Need for highly trained
and explain interviewers
• Visual aids possible • Time consuming
• Illiterate participants can • Labor-intensive
be reached • Some unwilling to invite
• Interviewer can strangers into homes
prescreen • Interviewer bias possible
• CAPI possible
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Key Terms

• Communication • Disk-by-mail survey


approach • Computer-assisted
• Computer-administered telephone interviewing
telephone survey (CATI)
• Computer-assisted • Intercept interview
personal interviewing • Interviewer error
(CAPI) • Mail survey
• Computer-assisted self • Noncontact rate
interview (CASI)
• Nonresponse error
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Key Terms (cont.)

• Panel • Self-administered survey


• Personal interview • Survey
• Random dialing • Telephone interview
• Refusal rate • Web-based
• Response error questionnaire

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