1. 11-1

2. Part Three
SOURCES AND
COLLECTION OF DATA
11-2
McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc.,All Rights Reserved.

3. Chapter Eleven
SURVEY METHODS:
Communicating With
Participants
11-3

4. Communication Approach
Impacts the Research Process
• Creation and selection of measurement
questions
• Sampling issues, drive contact and
callback procedures
• Instrument design, which incorporates
attempts to reduce error and create
participant-screening procedures
• Data collection processes, which create
the need for follow-up procedures and
possible interviewer training
11-4

5. Personal Interview
• Requirements for success
– Availability of the needed information from
the participant
– An understanding by the participant of his
or her role
– Adequate motivation by the participant to
cooperate
11-5

6. Personal Interview
• To Increase participant’s receptiveness
they must
– believe the experience will be
pleasant and satisfying
– think answering the survey is an
important and worthwhile use of their
time
– have any mental reservations
satisfied
11-6

7. The Interview
• Introduction
– Establish a good relationship
• Gather the data
– Probing
• Record the interview
11-7

8. Probing Styles
• A brief assertion of understanding and
interest
• An expectant pause
• Repeating the question
• Repeating the participant’s reply
• A neutral question or comment
• Question clarification
11-8

9. Interview Problems
• Nonresponse error
11-9

10. Interview Problems
• Nonresponse error
• Response error
– participant-initiated
– interviewer error
11-10

11. Interview Problems
• Interviewer error
– Failure to secure cooperation
– Failure to execute interview procedures
– Failure to establish appropriate
environment
– Falsification of answers
– Inappropriate interviewing behavior
– Failure to accurately record answers
– Physical presence bias
11-11

12. Interview Problems
• Nonresponse error
• Response error
• Cost
11-12

13. Telephone Interview
• Types
– Computer-assisted telephone interviewing
– Computer-administered telephone survey
• Problems
– Noncontact rate
– Refusal rate
11-13

14. Self-Administered Surveys
• Types
– Mail survey
– Computer-delivered
– Intercept studies
• Disadvantages
– Large nonresponse error
– Cannot obtain detailed or large amounts of
information
11-14

15. Concurrent Techniques to
Improve Mail Response
• Reduce Length • Anonymity
• Survey Sponsorship • Size, Color, and
• Return Envelopes Reproduction
• Postage • Money Incentives
• Personalization • Deadline Dates
• Cover Letters
11-15

16. Outsourcing Survey Services
• Research Firms Provide
– Centralized-location interviewing
– Focus group facilities
– Trained staff with experience
– Data-processing and statistical analysis
capabilities
– Access to point-of-sale data
Panels
11-16