business research methods chap011

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11-2McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc.,All Rights

Reserved.

Part ThreeSOURCES AND

COLLECTION OF DATA

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Chapter ElevenSURVEY METHODS:Communicating With

Participants

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Communication Approach Impacts the Research Process

• Creation and selection of measurement questions• Sampling issues, drive contact and callback

procedures• Instrument design, which incorporates attempts

to reduce error and create participant-screening procedures

• Data collection processes, which create the need for follow-up procedures and possible interviewer training

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Personal Interview

• Requirements for success– Availability of the needed information from

the participant– An understanding by the participant of his

or her role– Adequate motivation by the participant to

cooperate

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Personal Interview

• To Increase participant’s receptiveness they must– believe the experience will be pleasant

and satisfying– think answering the survey is an

important and worthwhile use of their time

– have any mental reservations satisfied

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The Interview

• Introduction– Establish a good relationship

• Gather the data– Probing

• Record the interview

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Probing Styles

• A brief assertion of understanding and interest

• An expectant pause

• Repeating the question

• Repeating the participant’s reply

• A neutral question or comment

• Question clarification

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Interview Problems

• Nonresponse error

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Interview Problems

• Nonresponse error

• Response error

– participant-initiated

– interviewer error

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Interview Problems

• Interviewer error– Failure to secure cooperation– Failure to execute interview procedures– Failure to establish appropriate environment– Falsification of answers– Inappropriate interviewing behavior– Failure to accurately record answers– Physical presence bias

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Interview Problems

• Nonresponse error

• Response error

• Cost

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Telephone Interview

• Types – Computer-assisted telephone interviewing– Computer-administered telephone survey

• Problems– Noncontact rate– Refusal rate

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Self-Administered Surveys

• Types – Mail survey– Computer-delivered– Intercept studies

• Disadvantages– Large nonresponse error– Cannot obtain detailed or large amounts of

information

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Concurrent Techniques to Improve Mail Response

• Reduce Length

• Survey Sponsorship

• Return Envelopes

• Postage

• Personalization

• Anonymity

• Size, Color, and Reproduction

• Money Incentives

• Deadline Dates

• Cover Letters

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Outsourcing Survey Services

• Research Firms Provide– Centralized-location interviewing– Focus group facilities– Trained staff with experience– Data-processing and statistical analysis

capabilities– Access to point-of-sale data

Panels