This document discusses methods for conducting primary studies through surveys and interviews. It covers recruiting participants, collecting and recording data, and training interviewers. Surveys are generally cheaper and faster than interviews but interviews allow for more detailed information. Recruitment methods should consider the data collection approach and participation rates may be higher with incentives, multiple invitations, and ease of participation. Data can be recorded on paper and later entered digitally or entered directly into a database. Uniformity in interviews is best achieved through interviewer training.

2. Chapter 19
Primary Studies:
Surveys and Interviews

3. Surveys vs. Interviews
Most primary studies collect data from individual
participants using an interview method or a self-
administered questionnaire.
•Self-reported surveys are usually the least costly and
least time-consuming way to gather information, and
they may be the best way to get honest answers to
sensitive questions.
•Interviews may allow for more detailed information to
be gathered and can be accompanied by laboratory and
other tests.

4. FIGURE 19- 1 Examples of Methods
for Collecting Data

5. Recruiting Methods
Once a data collection method has been selected, the
next step is to decide on an effective method for
recruiting members of the sample population to be
participants in the study.
The best method for initiating contact with potential
participants is often related to the intended data
collection method.

6. FIGURE 19-
2
Examples of
Methods for
Contacting
Members of
the Sample
Population

7. Recruiting Methods
Participation rates will likely be higher if:
•Recruits understand the importance and value of the
research project
•Researchers provide multiple invitations and
opportunities to participate, and make participation as
easy as possible
•Incentives (such as small gifts) are offered

8. Data Recording Methods
A decision must also be made about how responses will
be recorded and when they will be entered into a
computer database. There are two basic options:
•Record the responses on paper and to enter them into a
computer database later
•Have interviewers or participants enter responses
directly into a database

9. FIGURE 19- 3 Methods for Collecting
and Recording Survey Data

10. Training Interviewers
The interview process should be the same for all
participants in a study, whether they are being
interviewed in-person or by telephone interview.
Uniformity is easiest to accomplish when all
interviewers attend training sessions where they have an
opportunity to practice their interview skills.

11. FIGURE 19- 4
Characteristics
of Well-
Trained
Interviewers