CHAPTER 10 SURVEY RESEARCH: COMMUNICATING WITH RESPONDENTS

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1 LOGO CHAPTER 10 SURVEY RESEARCH: COMMUNICATING WITH RESPONDENTS Dr. Werner R. Murhadi

2 Surveys Surveys as a respondent for information using verbal or written questioning

3 Communicating with Respondents Noninteractive Media, The traditional questionnaire received by mail and completed by the respondent does not allow a dialogue or an exchange of information providing immediate feedback. Personal interviews Door-to-door Shopping mall intercepts Telephone interviews

4 Advantages of Personal Interviews OPPORTUNITY FOR FEEDBACK PROBING COMPLEX ANSWERS LENGTH OF INTERVIEW COMPLETENESS OF QUESTIONNAIRE PROPS AND VISUAL AIDS HIGH PARTICIPATION

5 Disadvantages of Personal Interviews INTERVIEWER INFLUENCE LACK OF ANONYMITY OF RESPONDENT COST

6 Door-to-Door Personal Interview Speed of data collection Moderate to fast Geographical flexibility Limited to moderate Respondent cooperation Excellent Versatility of questioning Quite versatile Questionnaire length Long Item nonresponse Low Possibility of respondent misunderstanding Lowest

7 Door-to-Door Personal Interview Degree of interviewer influence of answer High Supervision of interviewers Moderate Anonymity of respondent Low Ease of call back or follow-up Difficult Cost Highest Special features Visual materials may be shown or demonstrated; extended probing possible

8 Mall Intercept Personal Interview Speed of data collection Fast Geographical flexibility Confined, urban bias Respondent cooperation Moderate to low Versatility of questioning Extremely versatile Speed of Data Collection Fast Geographical Flexibility Confined, urban bias Respondent Cooperation Moderate to low Versatility of Questioning Extremely versatile

9 Mall Intercept Personal Interview Questionnaire length Moderate to long Item nonresponse Medium Possibility of respondent misunderstanding Lowest Degree of interviewer influence of answers Highest Supervision of interviewers Moderate to high Anonymity of respondent Low

10 Mall Intercept Personal Interview Ease of call back or follow-up Difficult Cost Moderate to high Special features Taste test, viewing of TV commercials possible

11 Global Considerations Telephone Interviews have been the mainstay of commercial survey research. The quality of data obtained by telephone is potentially comparable to the quality of data collected face-to-face. Respondents are more willing to provide detailed and reliable information on a variety of personal topics over Phone Interview Characteristics: 1. Speed of data collection 2. The cost of personal interviews continues to increase, telephone interviews are becoming relatively inexpensive 3. Telephone interviews are more impersonal than face-to-face interviews.

12 Global Considerations 4. Cooperation - telephone response rates have fallen 5. Respondents should receive some incentive to respond. 6. Representative sample (95% household have telephone) 7. Telephone callbacks are much easier to make than callbacks in personal interviews. 8. The length of the telephone interview is definitely limited. 9. Lack of visual medium (but now you can use skypee)

13 Telephone Surveys Central location interviewing Computer-assisted telephone interviewing Computerized voice-activated interviews

14 Self-Administered Questionnaires SELF-ADMINISTERED QUESTIONNAIRES PAPER QUESTIONNAIRES ELECTRONIC QUESTIONNAIRES MAIL IN-PERSON DROP-OFF INSERTS FAX INTERNET WEB SITE KIOSK

15 Mail Surveys Speed of data collection Researcher has no control over return of questionnaire; slow Geographical flexibility High Respondent cooperation Moderate--poorly designed questionnaire will have low response rate Versatility of questioning Highly standardized format Questionnaire length Varies depending on incentive Item nonresponse High

16 Mail Surveys Possibility of respondent misunderstanding Highest--no interviewer present for clarification Degree of interviewer influence of answer None--interviewer absent Supervision of interviewers Not applicable Anonymity of respondent High Ease of call back or follow-up Easy, but takes time Cost Lowest

17 How to Increase Response Rates for Mail Surveys Write a sales oriented cover letter Money helps - As a token of appreciation - For a charity Stimulate respondents interest with interesting questions Follow Up - Keying questionnaires with codes Advanced notification Sponsorship by a well-known and prestigious institution

18 Questionnaire Surveys Speed of data collection Instantaneous Geographic flexibility worldwide Cheaper distribution and processing costs Flexible, but Extensive differences in the capabilities of respondents computers and software limit the types of questions and the layout s are not secure and eavesdropping can possibly occur Respondent cooperation Varies depending if is seen as spam

19 Internet Surveys Speed of data collection Instantaneous Cost effective Geographic flexibility worldwide Visual and interactive Respondent cooperation Varies depending on web site Varies depending on type of sample When user does not opt-in or expect a voluntary survey cooperation is low. Self-selection problems in web site visitation surveys - participants tend to be more deeply involved than the average person.

20 Internet Surveys Versatility of questioning Extremely versatile Questionnaire length Individualized base on respondent answers Longer questionnaires with panel samples Item nonresponse Software can assure none Representative samples The quality of internet samples may vary substantially. A sample of those who visit a web page and voluntarily fill out a questionnaires can have self-selection error.

21 Internet Surveys 1. Not all individuals in the general public have internet access 2. Many respondents lack powerful computers with high-speed connections to the internet 3. Many respondents computer skills will be relatively unsophisticated. 4. Possibility for respondent misunderstanding: High 5. Interviewer influence of answers: None 6. Supervision of interviewers: not required 7. Anonymity of Respondent: can be anonymous or known 8. Ease of Callback or Follow-up: difficult unless address is known 9. Special Features: allows graphics and streaming media

22 Selected Questions to Determine the Appropriate Technique Is the assistance of an interviewer necessary? Are respondents interested in the issues 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?

23 There is no best form of survey; each has advantages and disadvantages.

24 LOGO Add your company slogan

9-3. Learning Objectives

9-3. Learning Objectives 9-1 Surveys Learning Objectives 9-3 Understand... The process for selecting the appropriate and optimal communication approach. Factors affect participation in communication studies. Sources of error in