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24 Cards in this Set
- Front
- Back
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Interactive Survey Approaches
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Those that allow spontaneous two-way interaction between the interviewer and the respondent. Can be either personal or electronic
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No Interactive Media
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Those that do not faciliatate two way communication and are largely a vehicle by which respondents give answers to static questions
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Personal Interview
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A form of direct communication in which an interviewer asks respondents questions face to face. Versatile and Flexible and Interactive
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Advantages of Personal interviews:
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Opprotunity for Feedback
Probing Complex answers Length of Interview Completeness of Questionnaire Props and Visual Aids High Participation |
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Disadvantage of Personal Interviews:
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Interviewer Influence
Lack of Anonymity of Respondent Cost |
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Item Nonresponse
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Failure to provide an answer to a question - least likely to occur when an experienced interviewer asks questions directly
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Door-to-Door Personal Interviews
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Personal interviews conducted at respondents' doorsteps in an effort to increase the participation rate in the survey
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Callbacks
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Attempts to recontact individuals selected for a sample who were not available initially
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Mall Personal Interview
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Conducted at shopping malls. Interviewers typically interept shoppers at central point within the shopping centre or at the entrance
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Mail Questionnaires
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Self administered questionnaire sent to respondents through a postal code
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Advantages of Mail Survey
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Geographic Flexibility
Cost Respondent Convenience Anonymity of respondent Standardized Questions Time is Money Length of mail questionnaire |
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Response Rate
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The number of questionnaires returned or completed divided by the number of eligble people who were asked to participate in the survey
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Factors that Bias the Response Rate
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Persons who will complete questionnaires versus those who will not
Person filling out survey is not the intended subject |
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Increase response rates for mail surveys:
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Cover letter
Money Interesting Questions Follow-ups Advance Notification Survey Sponsorship |
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Fax Survey Advantages:
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Reduce sender's printing and postage costs
Is quicker than tradtional mail surveys |
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Disadvantage of Fax Surveys:
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Only respondents with fax machines who are willing ot exert the extra effort will return questionnaires
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Email Survey Advantages:
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Speed of distribution
Lower distribution and processing costs Less handling of paper questionnaires |
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Email Survey Disadvantage:
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Not all email systems have the same capacity
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Kiosk Surveys
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Placed in high traffic locations
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Mixed Mode Survey Reaserch
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Employs any combination of survey methods
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Questions to choosing the right survey
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Is the assitance of an interviewer necessary?
Are respondents interested in teh issue being investigated? Will cooperation be easily attained? How quickly is the information needeD? Will the study require a long and complex questionnaire? How large is the budget? |
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Pretesting
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Screening procedure that involves a trial run with a group of respondents to iron out fundamental problems in the survey design
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Basic ways to Pretest
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Screen the questionnaire with other reaserch professionals
Have the client or the research manager review the finalized questionnaire Collect data from a small number of respondents. |
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Ethical Issues in Survey Reaserch:
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Respondent's right to privacy
Use of deception Respondent's Right to be infomred Need for confidentiality Need for hoensty in collecting data Need for objectivity in reporting data |
