11-1

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

11-3 Chapter Eleven SURVEY METHODS: Communicating With Participants

11-4 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

11-5 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

11-6 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

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

11-8 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

11-9 Interview Problems Nonresponse error

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

11-11 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

11-12 Interview Problems Nonresponse error Response error Cost

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

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

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

11-16 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