Chapter 10 Surveys
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Transcript of Chapter 10 Surveys
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Chapter 10Chapter 10
SurveysSurveys
McGraw-Hill/Irwin Copyright 2011 by The McGraw-Hill Companies, Inc !ll "ights "eser#e$
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Learning ObjectivesLearning Objectives
Understand . . .
The process for selecting the appropriate andoptimal communication approach.
Factors affect participation in communicationstudies.
Sources of error in communication studies andhow to minimize them.
Major advantages and disadvantages of the threecommunication approaches.
Why an organization might outsource acommunication study.
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Some attitudes are expectedSome attitudes are expected
There once was a demographic survey done
to determine if money was connected to
happiness, and Ireland was the only place
where this did not turn out to be true.
Fiona Shaw
Irish actress and theater director
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PulsePoint:PulsePoint:
Research RevelationResearch Revelation
4The percent of smartphone users
who check their e-mail before they
get dressed.
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!ata Collection "pproach!ata Collection "pproach
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Selecting a CommunicationSelecting a Communication
!ata Collection "pproach!ata Collection "pproach
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!ilemma #or Surve$s!ilemma #or Surve$s
The ubiuity 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,
Mediamar !esearch, Inc.
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Communication "pproachCommunication "pproach
Weaknesses
"rror
Inaccessi#le populations
Strengths$ersatility
"fficiency
%eographic coverage
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Sources o# %rrorSources o# %rror
&easurement
'uestions
(ntervie)er
Participant
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Participant &otivationParticipant &otivation
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Response *ermsResponse *erms
!oncontact rate
"efusal rate
Incidence rate
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Communication "pproachesCommunication "pproaches
Sel#+
"dministered
Surve$
Surve$ via
Personal
(ntervie)
*elephone
Surve$
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Sel#+"dministered Surve$sSel#+"dministered Surve$s
#isk-by-$ail#isk-by-$ail
InterceptIntercept
&odes&odes
#rop-off#rop-off
$ail
%&'I
(a)(a)
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Sel#+"dministered Surve$sSel#+"dministered Surve$s
&nonymity&nonymity
Topic%overage
Topic%overage
S$stematicS$stematic
'ample&ccessibility
'ample&ccessibility
%osts
Time%onstraints
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!esigning 'uestionnaires ,sing the!esigning 'uestionnaires ,sing the
*!&*!&
*asy to read*asy to read
+ffer clear directions+ffer clear directions
Include personaliationInclude personaliation
!otify in advance!otify in advance
*ncourage response*ncourage response
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Options #orOptions #or
-eb+based Surve$s-eb+based Surve$s
'urveying
'oftware
(ee-ased
'ervice
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"dvantages o#"dvantages o#
Surve$ing So#t)areSurve$ing So#t)are
&uestionnaire design in word processing
environment
&uestion and scale li#raries 'utomated pu#lishing to the We#
!eal(time viewing of incoming data
!apid transmission of results Fle)i#le analysis and reporting mechanisms
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*he -eb as a Surve$ Research*he -eb as a Surve$ Research
.enue.enue
Advantages*ost savings
Short turnaround ofresult
+se of visual stimuli
'ccess to participants
erception of anonymityShortened turnaroundfrom -uestionnaire draftto e)ecution
Disadvantages!ecruitment
*ost potential
Technical and researchsill
*ompati#ility
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"dvantages o#"dvantages o#
Sel#+"dministered Stud$Sel#+"dministered Stud$
'ccess inaccessi#leparticipants
Incentives for higher
response rates owest(cost
%eographiccoverage
Minimal staff needed erceived anonymity
!eflection time
&uestion comple)ity !apid data collection
$isuals possi#le
Multiple sampling
possi#le
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!isadvantages o#!isadvantages o#
Sel#+"dministered Stud$Sel#+"dministered Stud$
ow response rates in
some modes
/o interviewerintervention
*annot #e too long
*annot #e too comple)
!e-uires accurate list
Sewed responses #y
e)tremists
articipant an)ietypossi#le
0irections necessary
/eed for low(distraction
environment Security
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(mproving Response Rates(mproving Response Rates
$onetary Incentives$onetary Incentives
articipation #eadlinesarticipation #eadlines
romise of &nonymityromise of &nonymity
&ppeal for
articipation
&ppeal for
articipation
&dvance !otification&dvance !otification
"eminders"eminders
"eturn #irections /
#evices
"eturn #irections /
#evices
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*elephone Surve$*elephone Surve$
Traditional
%&TI systems
%omputer-administered
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!esigning 'uestionnaires ,sing!esigning 'uestionnaires ,sing
the *!&the *!&
0ower %ost vs. ersonal
Interview
0ower %ost vs. ersonal
Interview
1ide geographic coverage1ide geographic coverage
(ewer Interviewers(ewer Interviewers
"educed interviewer bias"educed interviewer bias
(ast completion time(ast completion time
"andom dialing"andom dialing
%&TI%&TI
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!isadvantages o# the *elephone!isadvantages o# the *elephone
Surve$Surve$
ower response rate
"arly termination
1igher costs ifgeographicallydispersed sample
imited Interviewlength
Inaccessi#lepopulations
imited comple)ity of
scales
ihone
2oice-over I
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Surve$ viaSurve$ via
Personal (ntervie)Personal (ntervie)
Intercept%&I
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Personal (ntervie) Surve$Personal (ntervie) Surve$
Advantages%ood cooperation rates
Interviewer can pro#eand e)plain
$isual aids possi#le
Illiterate participants can
#e reachedInterviewer can
prescreen
*'I possi#le
Disadvantages1igh costs
/eed for highly trainedinterviewers
Time consuming
a#or(intensive
Some unwilling to invitestrangers into homes
Interviewer #ias possi#le
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/e$ *erms/e$ *erms
*ommunication
approach
*omputer(administered
telephone survey
*omputer(assisted
personal interviewing2*'I3
*omputer(assisted
self interview 2*'SI3
0is(#y(mail survey *omputer(assisted
telephone
interviewing 2*'TI3
Intercept interview
Interviewer error
Mail survey
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/e$ *erms cont2/e$ *erms cont2
/oncontact rate
/onresponse error
anel ersonal interview
!andom dialing
!efusal rate
!esponse error
Self(administered
survey Survey
Telephone interview
We#(#ased-uestionnaire