Chapter 10Chapter 10

SurveysSurveys

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. 

10-2

Learning ObjectivesLearning Objectives

Understand . . .• The process for selecting the appropriate and

optimal communication approach. • Factors affect participation in communication

studies.• Sources of error in communication studies and

how to minimize them.• Major advantages and disadvantages of the

three communication approaches.• Why an organization might outsource a

communication study.

10-3

Some attitudes are expectedSome attitudes are expected

“There once was a demographic survey doneto determine if money was connected tohappiness, and Ireland was the only placewhere this did not turn out to be true.”

Fiona Shaw Irish actress and theater director

10-4

PulsePoint: PulsePoint: Research RevelationResearch Revelation

45 The percent of smartphone users who check their e-mail before they get dressed.

10-5

Data Collection ApproachData Collection Approach

10-6

Selecting a Communication Selecting a Communication Data Collection ApproachData Collection Approach

10-7

Dilemma for SurveysDilemma for Surveys

“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 , founder, Mediamark Research, Inc.

10-8

Communication ApproachCommunication Approach

Weaknesses•Error•Inaccessible populations

Strengths•Versatility•Efficiency•Geographic coverage

10-9

Sources of ErrorSources of Error

Measurement Questions

Interviewer

Participant

10-10

Participant MotivationParticipant Motivation

10-11

Response TermsResponse Terms

Noncontact rate

Refusal rate

Incidence rate

10-12

Communication ApproachesCommunication Approaches

Self-Administered

Survey

Survey via PersonalInterview

TelephoneSurvey

10-13

Self-Administered SurveysSelf-Administered Surveys

Disk-by-Mail

Intercept

Modes

Drop-off

Mail

CASI

Fax

10-14

Self-Administered SurveysSelf-Administered Surveys

Anonymity

Topic Coverage

Systematic

Sample Accessibility

Costs

Time Constraints

10-15

Designing Questionnaires Using the Designing Questionnaires Using the TDMTDM

Easy to read

Offer clear directions

Include personalization

Notify in advance

Encourage response

10-16

Options for Options for Web-based SurveysWeb-based Surveys

Surveying Software

Fee-BasedService

10-17

Advantages of Advantages of Surveying SoftwareSurveying 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

10-18

The Web as a Survey Research The Web as a Survey Research VenueVenue

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

10-19

Advantages of Advantages of Self-Administered StudySelf-Administered Study

• Access inaccessible participants

• Incentives for higher response rates

• Lowest-cost• Geographic

coverage• Minimal staff needed• Perceived anonymity• Reflection time

• Question complexity• Rapid data collection • Visuals possible• Multiple sampling

possible

10-20

Disadvantages of Disadvantages of Self-Administered StudySelf-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

10-21

Improving Response RatesImproving Response Rates

Monetary Incentives

Participation Deadlines

Promise of Anonymity

Appeal for Participation

Advance Notification

Reminders

Return Directions & Devices

10-22

Telephone SurveyTelephone Survey

Traditional

CATI systems

Computer-administered

10-23

Designing Questionnaires Using Designing Questionnaires Using the TDMthe TDM

Lower Cost vs. Personal Interview

Wide geographic coverage

Fewer Interviewers

Reduced interviewer bias

Fast completion time

Random dialing

CATI

10-24

Disadvantages of the Telephone Disadvantages of the Telephone SurveySurvey

• Lower response rate • Early termination• Higher costs if

geographically dispersed sample

• Limited Interview length

• Inaccessible populations

• Limited complexity of scales

iPhone

Voice-over IP

10-25

Survey via Survey via Personal InterviewPersonal Interview

InterceptCAPI

10-26

Personal Interview SurveyPersonal Interview Survey

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

10-27

Key TermsKey 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

10-28

Key Terms (cont.)Key Terms (cont.)

• Noncontact rate• Nonresponse error• Panel• Personal interview• Random dialing• Refusal rate

• Response error• Self-administered

survey• Survey• Telephone interview• Web-based

questionnaire