SURVEY RESEARCH: BASIC METHODS OF COMMUNICATION WITH RESPONDENTS 1. To understand when personal interviews, telephone interviews, or self-administered surveys should be conducted 2. To discuss the advantages and disadvantages of personal interviews 3. To explain when door-to-door personal interviews should be used instead of mall intercept interviews 4. To discuss the advantages and disadvantages of telephone surveys 5. To discuss the advantages and disadvantages of mail, the Internet, and other means of distributing self-administered questionnaires 6. To understand how to increase response rates to mail surveys 7. To provide examples of the influence of modern technology on survey research 8. To select the appropriate survey research design 9. To discuss the importance of pre-testing questionnaires
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SURVEY RESEARCH: BASIC METHODS OF COMMUNICATION WITH RESPONDENTS 1.To understand when personal interviews, telephone interviews, or self-administered surveys.
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SURVEY RESEARCH: BASIC METHODS OF COMMUNICATION WITH RESPONDENTSSURVEY RESEARCH: BASIC METHODS OF COMMUNICATION WITH RESPONDENTS
1. To understand when personal interviews, telephone interviews, or self-administered surveys should be conducted
2. To discuss the advantages and disadvantages of personal interviews
3. To explain when door-to-door personal interviews should be used instead of mall intercept interviews
4. To discuss the advantages and disadvantages of telephone surveys
5. To discuss the advantages and disadvantages of mail, the Internet, and other means of distributing self-administered questionnaires
6. To understand how to increase response rates to mail surveys
7. To provide examples of the influence of modern technology on survey research
8. To select the appropriate survey research design
9. To discuss the importance of pre-testing questionnaires
Media Used to Communicate With RespondentsMedia Used to Communicate With Respondents
Human Interactive Media and Electronic Interactive Media
Human interactive media are a personal form of communication
Electronic interactive media allow marketers to reach a large audience, to personalize individual messages, and to interact using digital technology
Non-interactive Media Self-administered questionnaires printed on paper
are non-interactive
Using Interviews To Communicate With RespondentsUsing Interviews To Communicate With Respondents
Interviews can be categorized based on the medium the researcher uses in communicating with individuals and recording data
Personal InterviewsPersonal Interviews
Personal Interview Face-to-face communication in which an interviewer
asks a respondent to answer questions
Personal Interviews (cont’d)Personal Interviews (cont’d)
The Advantages of Personal Interviews The opportunity for feedback Probing Complex Answers
Probing: A method used in personal interviews in which the interviewer asks the respondent for clarification of answers to standardized questions
Length of Interview Completeness of Questionnaire
Item nonresponse: Failure of a respondent to provide an answer to a survey question
Props and Visual Aids High Participation
Personal Interviews (cont’d)Personal Interviews (cont’d)
Disadvantages of Personal Interviews Interviewer influence Lack of anonymity of respondent Cost
Personal Interviews (cont’d)Personal Interviews (cont’d)
Door-to-Door Interviews and Shopping Mall Intercepts
Door-to-door interview Personal interview conducted at respondents’ doorsteps in
an effort to increase the participation rate in the survey Callback
An attempt to recontact individuals selected for a sample who were not available initially
Mall intercept interview Personal interview conducted in a shopping mall
The Characteristics of Telephone Interviews Speed Cost Absence of face-to-face contact Cooperation Representative samples Callbacks Limited duration Lack of visual medium
Central Location InterviewingCentral Location Interviewing
Central Location Interviewing Telephone interviews conducted from a central
Computer-Assisted Telephone Interview (CATI) Technology that allows answers to telephone
interviews to be entered directly into a computer for processing
Computerized Voice-Activated Telephone Interview
Combining computerized telephone dialling and voice-activated computer messages to allow researchers to conduct telephone interviews without human interviewers
A self-administered questionnaire sent to respondents through the mail
Advantages and disadvantages of mail surveys: Geographic flexibility Cost Respondent convenience Anonymity of respondent Absence of interviewer Standardized questions Time is money Length of mail questionnaire
Global Considerations Researchers conducting surveys in more than one
country must recognize that postal services and cultural circumstances differ around the world
Self-Administered Questionnaires That Use Other Forms of Distribution
Self-Administered Questionnaires That Use Other Forms of Distribution
Drop-off Method A survey method that requires the interviewer to
travel to the respondent’s location to drop off questionnaires that will be picked up later
Fax Surveys A survey that uses fax machines as a way for
respondents to receive and return questionnaires
E-Mail Surveys Surveys distributed through electronic mail
Self-Administered Questionnaires That Use Other Forms of Distribution (cont’d)
Self-Administered Questionnaires That Use Other Forms of Distribution (cont’d)
Internet Surveys A self-administered questionnaire posted on a Web
site Advantages and disadvantages of Internet surveys:
Speed and cost-effectiveness Visual appeal and interactivity Respondent participation and cooperation Representative samples Accurate real-time data capture Callbacks Personalized and flexible questioning
Self-Administered Questionnaires That Use Other Forms of Distribution (cont’d)
Self-Administered Questionnaires That Use Other Forms of Distribution (cont’d)
Internet Surveys (cont’d) Advantages and disadvantages of Internet surveys