survey & measurement

8/6/2019 Survey &Amp; Measurement

http://slidepdf.com/reader/full/survey-amp-measurement 1/27

11-1

SURVEY METHODS:

Communicating With

Participants



11-2

Communication ApproachImpacts 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



11-3

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



11-4

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



11-5

The Interview

� Introduction

± Establish a good relationship

� Gather the data

± Probing

� Record the interview



11-6

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



11-7

Interview Problems

� Nonresponse error



11-8

Interview Problems


� Response error

± participant-initiated ± interviewer error



11-9

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



11-10

Interview Problems


� Response error

� Cost



11-11

Telephone Interview

� Types

± Computer-assisted telephone interviewing

± Computer-administered telephone survey

� Problems

± Noncontact rate

± Refusal rate



11-12

Self-Administered Surveys

� Types

± Mail survey

± Computer-delivered

± Intercept studies

� Disadvantages

± Large nonresponse error

± Cannot obtain detailed or large amounts of

information



11-13

Concurrent Techniques toImprove Mail Response

� Reduce Length

� Survey Sponsorship

� Return Envelopes� Postage

� Personalization

� Anonymity

� Size, Color, and

Reproduction

� Money Incentives

� Deadline Dates

� Cover Letters



11-14

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 dataPanels



11-15

INSTRUMENTS OF

PARTICIPANT

COMMUNICATION



11-16

Instrument Design Process

� Phase 1: Developing the instrument

design strategy

� Phase 2: Constructing and refining the

measurement questions

� Phase 3: Drafting and refining the

instrument



11-17

Developing the Instrument Design Strategy

� Management-Research Question

Hierarchy:

± The management problem/question

± Research question(s)

± Investigative questions

± Measurement questions



11-18

Strategic Concerns of Instrument Design

� What type of data is needed to answer

the management question?

� What communication approach will be

used?

� Should the questions be structured ,

unstructured , or some combination?

� Should the questions be disguised or

undisguised ?



11-20

Types of Measurement Questions?

� Target

� Classification

� Administrative



11-21

Appropriate Question Content

� Should this question be asked?

� Is the question of proper scope and

coverage?

� Can the participant adequately answer this question, as asked?

� Will the participant willingly answer this

question, as asked?



11-22

How to Test aRespondent¶s Appropriateness

� Filter questions

� Screen questions



11-23

Question Wording Criteria

� Is the question stated in terms of a

shared vocabulary?

� Does the question contain vocabulary

with a single meaning?

� Does the question contain unsupported

assumptions?

� Is the question correctly personalized?

� Are adequate alternatives presented

within the question?



11-24

What DictatesYour Response Strategy?

� Characteristics of participants

� Nature of the topic(s) being studied

� Type of data needed� Your analysis plan



11-25

Types of Response Questions

� Free-response

� Dichotomous

� Multiple-choice� Checklist

� Rating

� Ranking



11-26

Guidelines to Refining the Instrument

� Awaken the participant's interest

� Useb

uffer questions as a guide torequest sensitive information

� Use the funnel approach to move to

more specific questions



11-27

Improving Survey Results

� P retesting is an established practice for

discovering errors and useful for training

the research team

survey &amp; measurement

Documents

survey & measurement