chapter 10 surveys

7/24/2019 Chapter 10 Surveys

1/28

Chapter 10Chapter 10

SurveysSurveys

McGraw-Hill/Irwin Copyright 2011 by The McGraw-Hill Companies, Inc !ll "ights "eser#e$


2/28

10-2

Learning ObjectivesLearning Objectives

Understand . . .

The process for selecting the appropriate andoptimal communication approach.

Factors affect participation in communicationstudies.

Sources of error in communication studies andhow to minimize them.

Major advantages and disadvantages of the threecommunication approaches.

Why an organization might outsource acommunication study.


3/28

10-3

Some attitudes are expectedSome attitudes are expected

There once was a demographic survey done

to determine if money was connected to

happiness, and Ireland was the only place

where this did not turn out to be true.

Fiona Shaw

Irish actress and theater director


4/28

10-4

PulsePoint:PulsePoint:

Research RevelationResearch Revelation

4The percent of smartphone users

who check their e-mail before they

get dressed.


5/28

10-5

!ata Collection "pproach!ata Collection "pproach


6/28

10-6

Selecting a CommunicationSelecting a Communication

!ata Collection "pproach!ata Collection "pproach


7/2810-7

!ilemma #or Surve$s!ilemma #or Surve$s

The ubiuity 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,

Mediamar !esearch, Inc.


8/2810-8

Communication "pproachCommunication "pproach

Weaknesses

"rror

Inaccessi#le populations

Strengths$ersatility

"fficiency

%eographic coverage


9/2810-9

Sources o# %rrorSources o# %rror

&easurement

'uestions

(ntervie)er

Participant


10/2810-10

Participant &otivationParticipant &otivation


11/2810-11

Response *ermsResponse *erms

!oncontact rate

"efusal rate

Incidence rate


12/2810-12

Communication "pproachesCommunication "pproaches

Sel#+

"dministered

Surve$

Surve$ via

Personal

(ntervie)

*elephone

Surve$


13/2810-13

Sel#+"dministered Surve$sSel#+"dministered Surve$s

#isk-by-$ail#isk-by-$ail

InterceptIntercept

&odes&odes

#rop-off#rop-off

$ail

%&'I

(a)(a)


14/2810-14

Sel#+"dministered Surve$sSel#+"dministered Surve$s

&nonymity&nonymity

Topic%overage

Topic%overage

S$stematicS$stematic

'ample&ccessibility

'ample&ccessibility

%osts

Time%onstraints


15/2810-15

!esigning 'uestionnaires ,sing the!esigning 'uestionnaires ,sing the

*!&*!&

*asy to read*asy to read

+ffer clear directions+ffer clear directions

Include personaliationInclude personaliation

!otify in advance!otify in advance

*ncourage response*ncourage response


16/2810-16

Options #orOptions #or

-eb+based Surve$s-eb+based Surve$s

'urveying

'oftware

(ee-ased

'ervice


17/2810-17

"dvantages o#"dvantages o#

Surve$ing So#t)areSurve$ing So#t)are

&uestionnaire design in word processing

environment

&uestion and scale li#raries 'utomated pu#lishing to the We#

!eal(time viewing of incoming data

!apid transmission of results Fle)i#le analysis and reporting mechanisms


18/2810-18

*he -eb as a Surve$ Research*he -eb as a Surve$ Research

.enue.enue

Advantages*ost savings

Short turnaround ofresult

+se of visual stimuli

'ccess to participants

erception of anonymityShortened turnaroundfrom -uestionnaire draftto e)ecution

Disadvantages!ecruitment

*ost potential

Technical and researchsill

*ompati#ility


19/2810-19

"dvantages o#"dvantages o#

Sel#+"dministered Stud$Sel#+"dministered Stud$

'ccess inaccessi#leparticipants

Incentives for higher

response rates owest(cost

%eographiccoverage

Minimal staff needed erceived anonymity

!eflection time

&uestion comple)ity !apid data collection

$isuals possi#le

Multiple sampling

possi#le


20/2810-20

!isadvantages o#!isadvantages o#

Sel#+"dministered Stud$Sel#+"dministered Stud$

ow response rates in

some modes

/o interviewerintervention

*annot #e too long

*annot #e too comple)

!e-uires accurate list

Sewed responses #y

e)tremists

articipant an)ietypossi#le

0irections necessary

/eed for low(distraction

environment Security


21/28

10-21

(mproving Response Rates(mproving Response Rates

$onetary Incentives$onetary Incentives

articipation #eadlinesarticipation #eadlines

romise of &nonymityromise of &nonymity

&ppeal for

articipation

&ppeal for

articipation

&dvance !otification&dvance !otification

"eminders"eminders

"eturn #irections /

#evices

"eturn #irections /

#evices


22/28

10-22

*elephone Surve$*elephone Surve$

Traditional

%&TI systems

%omputer-administered


23/28

10-23

!esigning 'uestionnaires ,sing!esigning 'uestionnaires ,sing

the *!&the *!&

0ower %ost vs. ersonal

Interview

0ower %ost vs. ersonal

Interview

1ide geographic coverage1ide geographic coverage

(ewer Interviewers(ewer Interviewers

"educed interviewer bias"educed interviewer bias

(ast completion time(ast completion time

"andom dialing"andom dialing

%&TI%&TI


24/28

10-24

!isadvantages o# the *elephone!isadvantages o# the *elephone

Surve$Surve$

ower response rate

"arly termination

1igher costs ifgeographicallydispersed sample

imited Interviewlength

Inaccessi#lepopulations

imited comple)ity of

scales

ihone

2oice-over I


25/28

10-25

Surve$ viaSurve$ via

Personal (ntervie)Personal (ntervie)

Intercept%&I


26/28

10-26

Personal (ntervie) Surve$Personal (ntervie) Surve$

Advantages%ood cooperation rates

Interviewer can pro#eand e)plain

$isual aids possi#le

Illiterate participants can

#e reachedInterviewer can

prescreen

*'I possi#le

Disadvantages1igh costs

/eed for highly trainedinterviewers

Time consuming

a#or(intensive

Some unwilling to invitestrangers into homes

Interviewer #ias possi#le


27/28

10-27

/e$ *erms/e$ *erms

*ommunication

approach

*omputer(administered

telephone survey

*omputer(assisted

personal interviewing2*'I3

*omputer(assisted

self interview 2*'SI3

0is(#y(mail survey *omputer(assisted

telephone

interviewing 2*'TI3

Intercept interview

Interviewer error

Mail survey


28/28

/e$ *erms cont2/e$ *erms cont2

/oncontact rate

/onresponse error

anel ersonal interview

!andom dialing

!efusal rate

!esponse error

Self(administered

survey Survey

Telephone interview

We#(#ased-uestionnaire

chapter 10 surveys

Documents