Who to Survey? and How
Face-to-face (Personal Interview) ADVANTAGES:
a. Flexibilityb. High Response Ratesc. Conforms to human nature
High Response Rates
Why is the response rate so important?
Problem:
A survey is presented to 2000 people, 400 peoplecomplete the survey.
Response Rate = (400/2000) X 100% = 20%
High Response Rates
Problem:
Suppose 50% of those that responded said “yes”on a question. What percent of the total sampleWould say “yes” if ALL had responded?
High Response Rates
Problem:
20% response rate… 50% said “yes”If all who did not respond would have said “no”then the total percent of “yes” would be:
“yes” = 20% X 0.50 = 10%
High Response Rates
Problem:
20% response rate… 50% said “yes”If all who did not respond would have said “yes”Then the total percent of “yes” would be:
“yes” = (20% X 0.50) + 80% = 90%
High Response Rates
Problem:
So with a 20% response rate… The true value of “yes” could range from
10% to 90% !
Face-to-face (Personal Interview) DISADVANTAGES:
a. Costb. Timec. Social interaction
Train interviewersConsistent interactions“homophilous” interviewers
Face-to-face (Personal Interview)1. Telephone Surveys ADVANTAGES:
a. Timeb. Less expensive than (1)c. Less social bias than (1)d. No need to write responsesc. Good sample of population
Face-to-face (Personal Interview)1. Telephone Surveys DISADVATNAGES:
a. Overuse (Telemarketing)b. Short and simple (STM)c. No other sense modalitiesd. Social interaction
Face-to-face (Personal Interview)1. Telephone Surveys
“5 Musts”
1. Must gain immediate rapport2. Must be friendly3. Must not be too complicated4. Must not be too long5. Must follow up
Face-to-face (Personal Interview)1. Telephone Surveys2. Mail Surveys ADVANTAGES:
a. Low costb. Simultaneous reachc. High structured. Memory (both STM and LTM)
Face-to-face (Personal Interview)1. Telephone Surveys2. Mail Surveys ADVANTAGES:
e. No social bias f. Anonymity g. Respondent convenience
Face-to-face (Personal Interview)1. Telephone Surveys2. Mail Surveys DISADVANTAGES:
a. Loss of control (worst problem)b. Low response ratec. Who responds?d. Omissions and errors
Face-to-face (Personal Interview)1. Telephone Surveys2. Mail Surveys
How to:Create “package”
a. Outgoing envelopeb. Return envelopec. Cover letterd. Questionnairee. Incentive
Face-to-face (Personal Interview)1. Telephone Surveys2. Mail Surveys3. Web-based and Email Surveys ADVANTAGES:
a. Speedb. Reachc. Cost
Face-to-face (Personal Interview)1. Telephone Surveys2. Mail Surveys3. Web-based and Email Surveys DISADVANTAGES:
a. Lack of controlb. Sampling biasc. Low response rated. Lack of tech savvy
Face-to-face (Personal Interview)1. Telephone Surveys2. Mail Surveys3. Web-based and Email Surveys4. Combinations