Evaluating Survey Data Collection Methods

Chapter 7Evaluating Survey Data Collection Methods1Copyright 2014 Pearson Education, Inc. 1Learning ObjectivesTo learn the four basic alternative modes for gathering survey dataTo understand the advantages and disadvantages of each of the various data collection modesTo comprehend the factors researchers consider when choosing a particular survey method

Copyright 2014 Pearson Education, Inc.7-#2Learning ObjectivesTo become knowledgeable about the details of different types of survey data collection methods, such as personal interviews, telephone interviews, and computer-administered interviews, including online surveys

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Contemporary SurveyCopyright 2014 Pearson Education, Inc.7-#5SurveysA survey involves interviews with a large number of respondents using a predesigned questionnaire.

Copyright 2014 Pearson Education, Inc.7-#6SurveysFour basic survey methods:Person-administered surveysComputer-assisted surveysSelf-administered surveysMixed-mode (hybrid) surveys

Copyright 2014 Pearson Education, Inc.7-#7Advantages of SurveysStandardizationEase of administrationAbility to tap the unseenSuitability to tabulation and statistical analysisSensitivity to subgroup differences

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Copyright 2014 Pearson Education, Inc.7-#9Four Alternative Data Collection ModesPerson administered: an interviewer reads questions, either face-to-face or over the telephone, to the respondent and records his or her answers.Computer administered: the interviewer basically verbalizes the questions while relying to some degree on computer technology to facilitate the interview work.

Copyright 2014 Pearson Education, Inc.7-#10Four Alternative Data Collection ModesSelf-administered: the respondent completes the survey on his or her own.Mixed mode: a combination of two or more methods

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Copyright 2014 Pearson Education, Inc.7-#12Person-Administered Surveys(Without Computer Assistance)A person-administered survey is one in which an interviewer reads questions, either face-to-face or over the telephone, to the respondent and records his or her answers.

Copyright 2014 Pearson Education, Inc.7-#13Person-Administered Surveys(Without Computer Assistance)Advantages:FeedbackRapportQuality controlAdaptabilityCopyright 2014 Pearson Education, Inc.7-#14Person-Administered Surveys(Without Computer Assistance)Disadvantages:Humans make errorsSlow speedHigh costCopyright 2014 Pearson Education, Inc.7-#15Person-Administered Surveys(Without Computer Assistance)Disadvantages:Interview evaluation: apprehensive they are answering the question correctly. Feel they are being evaluated. Especially a problem with sensitive topics such as hygiene, finances, political opinions, etc.

Copyright 2014 Pearson Education, Inc.7-#16Computer-Administered SurveysAdvantages:Breadth of user-friendly featuresRelatively inexpensiveReduction of interview evaluation concern in respondentsCopyright 2014 Pearson Education, Inc.7-#17Computer-Administered SurveysDisadvantages:Requires computer-literate and Internet-connected respondentsCopyright 2014 Pearson Education, Inc.7-#18Self-Administered SurveysA self-administered survey is one in which the respondent completes the survey on his or her own.Traditional paper and pencil survey

Copyright 2014 Pearson Education, Inc.7-#19Self-Administered SurveysAdvantages:Reduced costRespondents control pace at which they answerNo interview-evaluation apprehension

Copyright 2014 Pearson Education, Inc.7-#20Self-Administered SurveysDisadvantages:Respondent controls the surveydoes not send in on time or does not send in.Lack of monitoringno one to explain or encourage respondents.High questionnaire requirementsit must be perfect.

Copyright 2014 Pearson Education, Inc.7-#21Mixed-Mode (Hybrid) SurveysMixed-mode surveys use multiple data collection methods.It has become increasingly popular to use mixed-mode surveys in recent years.

Copyright 2014 Pearson Education, Inc.7-#22Mixed-Mode (Hybrid) SurveysAdvantages: Multiple advantages to achieve data collection goalExample: May use online surveys to quickly reach portion of population with Internet access and may use telephone calling to reach those without Internet access.

Copyright 2014 Pearson Education, Inc.7-#23Mixed-Mode (Hybrid) SurveysDisadvantages: Mode affects response?Additional complexity

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Copyright 2014 Pearson Education, Inc.7-#25In-Home SurveysAn in-home survey is conducted by an interviewer in the home of the respondent. Copyright 2014 Pearson Education, Inc.7-#26Person-Administered SurveysIn-Home InterviewKey advantages: Conducted in the privacy of the home, which facilitates interviewerrespondent rapport

Copyright 2014 Pearson Education, Inc.7-#27Person-Administered Surveys(Without Computer Assistance)Primary administration method for many years until development of communications systems and advancement in computer technologyCopyright 2014 Pearson Education, Inc.7-#28Mall-Intercept SurveysThe mall-intercept survey is one in which the respondent is encountered and questioned while he or she is visiting a shopping mall.Copyright 2014 Pearson Education, Inc.7-#29Mall-Intercept SurveysKey advantages: Mall-intercept interviews are conducted in large shopping malls, and they are less expensive per interview than are in-home interviews.

Copyright 2014 Pearson Education, Inc.7-#30Mall-Intercept SurveysKey disadvantages: Only mall patrons are interviewed.Respondents may feel uncomfortable answering the questions in the mall.

Copyright 2014 Pearson Education, Inc.7-#31In-Office SurveysIn-office surveys take place in person while the respondent is in his or her office or perhaps in a company lounge area.9-Copyright 2014 Pearson Education, Inc.7-#32In-Office SurveysKey advantage: Useful for interviewing busy executives

Copyright 2014 Pearson Education, Inc.7-#33In-Office SurveysKey disadvantages: Relatively high cost per interviewGaining access is sometimes difficult

Copyright 2014 Pearson Education, Inc.7-#34Central Location Telephone SurveyingInvolves a field data collection company installing several telephone lines at one location from which interviewers make calls.Copyright 2014 Pearson Education, Inc.7-#35Central Location Telephone SurveyingKey advantages: Fast turnaroundGood quality controlReasonable cost

Copyright 2014 Pearson Education, Inc.7-#36Central Location Telephone SurveyingKey disadvantage: Restricted to telephone communication

Copyright 2014 Pearson Education, Inc.7-#37CATIThe most advanced telephone interview companies have computerized the central location telephone interviewing process with systems called computer-assisted telephone interviews (CATI).Copyright 2014 Pearson Education, Inc.7-#38Computer-Administered SurveysKey advantages: Computer eliminates human interviewer errorSimultaneous data input to computer fileGood quality control

Copyright 2014 Pearson Education, Inc.7-#39Fully Automated SurveySome companies have developed fully automated surveys in which the survey is administered by a computer but not online.In the research industry, this approach is known as completely automated telephone survey (CATS).Copyright 2014 Pearson Education, Inc.7-#40Fully Computerized Survey (Not Online)Key advantages: Respondent responds at his or her own paceComputer data file results

Copyright 2014 Pearson Education, Inc.7-#41Online InterviewsThe Internet-based questionnaire in which the respondent answers questions online has become the industry standard for surveys in virtually all high-Internet-penetration countries.Copyright 2014 Pearson Education, Inc.7-#42Fully Computerized Online SurveysKey advantages: Ease of creating and postingFast turnaroundComputer data file Results

Copyright 2014 Pearson Education, Inc.7-#43Fully Computerized Online SurveysKey disadvantage: Marketing researchers were quick to realize that online surveys presented design challenges and opportunities related to fostering cooperation in potential respondents.

Copyright 2014 Pearson Education, Inc.7-#44Group Self-Administered SurveyA group self-administered survey entails administering a questionnaire to respondents in groups rather than individually for convenience and to gain economies of scale.Copyright 2014 Pearson Education, Inc.7-#45Group Self-Administered SurveyKey advantages: Cost of interviewer eliminatedEconomical for assembled groups of respondents

Copyright 2014 Pearson Education, Inc.7-#46Group Self-Administered SurveyKey disadvantage: Must find groups and secure permission to conduct the survey

Copyright 2014 Pearson Education, Inc.7-#47Drop-Off SurveyThe drop-off survey is sometimes called drop and collect, in which the survey representative approaches a prospective respondent, introduces the general purpose of the survey to the prospect, and leaves it with the respondent to fill out on his or her own.Copyright 2014 Pearson Education, Inc.7-#48Drop-Off SurveyKey advantages: Cost of interviewer eliminatedAppropriate for local market surveys

Copyright 2014 Pearson Education, Inc.7-#49Drop-Off SurveyKey disadvantage: Generally not appropriate for large-scale national survey

Copyright 2014 Pearson Education, Inc.7-#50Mail SurveyA mail survey is one in which the questions are mailed to prospective respondents who are asked to fill them out and return them to the researcher by mail.Copyright 2014 Pearson Education, Inc.7-#51Self-Administered SurveysMail SurveyKey disadvantage: Nonresponse, which refers to questionnaires that are not returnedSelf-selection bias, which means that those who do respond are probably different from those who do not fill out the questionnaire and return it9-Copyright 2014 Pearson Education, Inc.7-#52

Copyright 2014 Pearson Education, Inc.7-#53Choice of Survey MethodIn selecting a data collection mode, the researcher balances quality against the following:Time available for data collectionMoney available for data collectionType of respondent interaction required (such as sampling a product, viewing an ad, etc.)Copyright 2014 Pearson Education, Inc.7-#54Choice of Survey MethodIn selecting a data collection mode, the researcher balances quality against the following:Incidence rate: screen by online or telephoneCultural/infrastructure considerations: Scandinavian countries dislike strangers in homes. Canada is more open. In India,