Collecting Primary Data by Communication Chapter 6

Structured v. Unstructured What is structure? What is structure? Fixed-alternative questions Fixed-alternative questions Pros Pros Cons Cons Open-ended questions Open-ended questions Pros Pros Cons Cons

Disguised v. Undisguised Disguise Disguise Definition Definition When to disguise? When to disguise? Ethical considerations Ethical considerations Debriefing Debriefing

Methods of Administering Questionnaire Aspects to consider Aspects to consider Sampling control Sampling control Information control Information control Administrative control Administrative control

Personal Interviews Where? Where? Sampling control Sampling control Response rates Response rates Information control Information control Advantages Advantages Errors Errors Administrative control Administrative control Cost Cost

Telephone Interviews Sampling control Sampling control Issues RDD Information control Information control CAI Length Administrative Administrative

Mail Questionnaire Sampling control Sampling control Response rates Response rates Information control Information control Length Length Sensitive questions Sensitive questions Administrative control Administrative control Cost Cost Time Time

Internet-based Questionnaires Sampling control Sampling control lists Response rates Information control Information control Sequencing Administrative control Administrative control Cost Time