Who to Survey?

and

How

You can either:

Watch respondents

Or you can

Question respondents

Face-to-face (Personal Interview) ADVANTAGES:

a. Flexibilityb. High Response Ratesc. Conforms to human nature

High Response Rates

Response rate = (Completed/Total Sent) X 100%

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

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

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 E-mail Surveys

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