Chapter 10:

Survey Research: Basic

Communication Methods
Media Used to Communicate
with the Respondents
Human Interactive Media: Personal forms of communication
in which a message is directed at an individual or small group
who then has the opportunity to interact with communicator.
Electronic Interactive Media: Communication media that
allow an organization and an audience to interact using digital
technology
Non Interactive Media: The traditional questionnaire received
by mail and completed by respondents which does not allow
dialog or an exchange of information for immediate feedback.
Self administered questionnaires printed on paper are non
interactive.
Communicating with
Respondents
Personal interviews
Door-to-door
Shopping mall intercepts
Telephone interviews
Self-administered questionnaires
Personal Interviews
A personal interview is a form of direct
communication in which an interviewer ask
questions to respondents in a face to face
situation.

This versatile and flexible method is a two
way conversation between an interviewer
and respondents




Advantages of PI
The opportunity for feedback
Probing complex answer
Length of interview
Complete questionnaire
Props and visual aids
High participation


Limitations of PI
Cost
Lack of anonymity of respondents
Necessity for callbacks
Global considerations

Telephone Surveys
Contacting respondents by telephone to gather
responses to survey questions.
Types:
Central location interviewing
Computer-assisted telephone interviewing
Computerized voice-activated interviews
Advantages of Telephone
Surveys
Speed
Cost
Absence of face to face contact
Cooperation
Callbacks are inexpensive

Limitations of Telephone
Surveys
Representative Samples
Lack of visual medium
Limited duration

MAIL IN-PERSON
DROP-OFF
INSERTS FAX
PAPER
QUESTIONNAIRES
E-MAIL INTERNET
WEB SITE
KIOSK
ELECTRONIC
QUESTIONNAIRES
SELF-ADMINISTERED
QUESTIONNAIRES
Self-Administered
Questionnaires
Write a sales oriented cover letter
Money helps
- As a token of appreciation
- For a charity
Stimulate respondents interest with interesting questions
Follow Up
- Keying questionnaires with codes
Advanced notification
Sponsorship by a well-known and prestigious institution
How to Increase Response Rates
for Mail Surveys
Increasing Response Rates
Effective cover letter
Money helps
Interesting questions
Follow-ups
Advanced notification
Survey sponsorship
Keying questionnaires
E-Mail Questionnaire Surveys
Speed of data collection
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
Welcome Screen
Welcome Screen like a cover letter
It contains the name of the research company and
how to contact the organization if there is a
problem or concern.
"If you have any concerns or questions about this
survey, or if you experience any technical
difficulties, please contact (NAME OF
RESEARCH ORGANIZATION).
Welcome Screen should ask for
password and give instructions
Please enter your personal password from your
invitation.Then, press the "enter" key to begin the
survey or simply click on the right arrow at the
bottom of the page to begin the survey (after you
have read the remaining instructions):
During the survey, please do not use your
browser's FORWARD and BACK buttons.
Use the arrows on the lower right to move
backward and forward through the survey.

There is no best form of
survey; each has advantages
and disadvantages.
Selected Questions to Determine
the Appropriate Technique
Is the assistance of an interviewer
necessary?
Are respondents interested in the issues
being investigated?
Will cooperation be easily attained?
Selected Questions to Determine
the Appropriate Technique
How quickly is the information needed?
Will the study require a long and complex
questionnaire?
How large is the budget?
Pretesting
A trial run with a group of respondents to
iron out fundamental problems in the
instructions of survey design
Practice is the best of all
instructors.

Publius Syrus