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McGraw-Hill/Irwin Copyright 2006 The McGraw-Hill Companies, Inc. All rights reserved. 11-1
Chapter 11Chapter 11
Surveys and Surveys and InterviewsInterviews
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11-2
Learning Objectives
• Understand the process for selecting the appropriate and optimal communication approach
• Understand what factors affect participation in communication studies
• Understand the major sources of error in communication studies and how to minimize them
• Understand the major advantages and disadvantages of the three communication approaches
• Understand why an organization might outsource a communication study
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11-3
Exh
ibit 11-1 D
ata Co
llection
Ap
pro
ach
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11-4
A Dilemma for Survey Research
• “The ubiquity 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, MRI
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11-5
Exhibit 11-2 S
electing a Com
munication
Data C
ollection Approach
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11-6
Communication Approach
Strengths• Versatility• Efficiency• Geographic coverage
Weaknesses• Error
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11-7
Exhibit 11-3 Sources of Error
ErrorSources
Measurement Questions
Interviewer
Participant
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11-8
Exhibit 11-4 Participant Motivation
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11-9
Response Terms
Noncontact rate
Refusal rate
Incidence rate
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11-10
Communication Approaches
Self-Administered
Survey
PersonalInterview
TelephoneInterview
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11-11
Self-Administered Surveys
Disk-by-MailDisk-by-Mail
InterceptIntercept
ModesModes
Drop-offDrop-off
CASI
FaxFax
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11-12
Self-Administered Surveys
AnonymityAnonymity
Topic Coverage
Topic Coverage
SystematicSystematic
Sample Accessibility
Sample Accessibility
Costs
Time Constraints
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11-13
Designing Questionnaires using the TDM
Easy to readEasy to read
Offer clear directionsOffer clear directions
Include personalizationInclude personalization
Notify in advanceNotify in advance
Encourage responseEncourage response
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11-14
Options forWeb-based Surveys
Surveying Software
Fee-BasedService
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11-15
Advantages of Surveying Software
• Questionnaire design in word processing environment
• Question and scale libraries
• Automated publishing to the Web
• Real-time viewing of incoming data
• Rapid transmission of results
• Flexible analysis and reporting mechanisms
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11-16
Exhibit 11-6 The Web as a Survey Research Venue
Advantages• Cost savings• Short turnaround• Use of visual stimuli• Access to participants • Perception of
anonymity• Access to data and
experiences otherwise unavailable
Disadvantages• Recruitment• Coverage• Difficulty developing
probability samples• Technical skill• System compatibility
issues• Possible self-
selection bias
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11-17
Advantages of Self-Administered Study
• Allows contact with inaccessible participants
• Incentives increase response rates
• Lowest-cost option• Geographic coverage• Minimal staff required• Perceived as
anonymous
• Allows participants time for reflection
• Allows for complex questions
• Rapid data collection possible
• Visuals possible• Multiple sampling
frames possible
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11-18
Disadvantages of Self-Administered Study
• Low response rates in some modes
• No interviewer intervention
• Cannot be too long• Cannot be too
complex• Requires accurate list
• Skewed responses by extremists
• Participant anxiety possible
• Directions necessary• Need for low-
distraction environment
• Security
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11-19
Improving Response Rates
• Advance notification
• Reminders
• Return directions and devices
• Monetary incentives
• Deadlines
• Promise of anonymity
• Appeal for participation
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11-20
Telephone Surveys & Interviews
Traditional
CATI systems
Computer-administered
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11-21
Advantages of Telephone Surveys & Interviews
• Lower costs than personal interview
• Expanded geographic coverage
• Use of few interviewers
• Reduced interviewer bias
• Fast completion time• Better access to
some participants• Random dialing
possible• CATI possible
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11-22
Disadvantages of Telephone Interview
• Lower response rate than personal interview
• Higher costs if interviewing geographically dispersed sample
• Interview length limited
• Unlisted phone numbers/ Call screening
• Some unavailable by phone
• Unit-nonresponse• Lack of visuals
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11-23
Personal Survey Interviews
InterceptCAPI
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11-24
Personal Interviews
Advantages• Good cooperation rates• Interviewer can probe
and explain• Visual aids possible• Illiterate participants can
be reached• Interviewer can prescreen• CAPI possible
Disadvantages• High costs• Need for highly trained
interviewers• Time consuming• Labor-intensive• Some unwilling to invite
strangers into homes• Interviewer bias possible
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11-25
Key Terms
• Communication approach
• Computer-administered telephone survey
• Computer-assisted personal interviewing (CAPI)
• Computer-assisted self interview (CASI)
• Disk-by-mail survey• Computer-assisted
telephone interviewing (CATI)
• Intercept interview• Interviewer error• Mail survey• Noncontact rate• Nonresponse error
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11-26
Key Terms (cont.)
• Panel• Personal interview• Random dialing• Refusal rate• Response error
• Self-administered questionnaires
• Survey• Telephone interview• Web-based
questionnaire