Survey Methods: Communicating with Respondents Cooper & Schindler Chapter 11

Method of Data Collection Observational studies Researcher inspects the activities of a subject or the nature of some material without attempting to elicit responses from anyone Interrogative/communication mode The research questions the subjects and collects their responses by personal or impersonal means Interview or telephone conversations Self-administered or self report instruments sent through the mail Instruments presented before and/or after a treatment or stimulus condition in an experiment

Characteristics of the Communication Approach Questioning or surveying people and recording their responses for analysis Versatility Abstract information of all types can be gathered by questioning others Opinions, attitudes, intentions, expectations More efficient and economical than observation Has its shortcomings Respondent’s cooperation Knowledge about the questions Question interpretation

Measurement Questions Observation approach Conditions, behaviors, events, processes Communication approach Attitudes, motivations, intentions, expectations Methods Personal interview Phone interview Self-administered inquiry Instrument Design Figure 11-1

Impacts of Communication Approach The creation and selection of the measurement questions Sampling issues Drive contact and callback procedures Instrument design Incorporate attempts to reduce error and create respondent-screening procedure Data collection processes Create the need for follow-up procedures and possible interviewer training

Personal Interview Definition Evaluation of the personal interview Interview techniques Interview problems

Definition A two-way conversation initiated by an interviewer to obtain information from a respondent The interviewer generally controls the topics and patterns of discussion The respondent is asked to provide information and has little hope of receiving any immediate or direct benefit from this cooperation

Evaluation Advantages Limitations The depth of information and detail Probe with additional questions Gather supplemental information through observation More control, prescreen to ensure the correct respondent The use of special scoring devices and visual materials Limitations Costly Time Money Interviewers bias

Techniques It is important for interviewers to Ask questions properly Record the responses accurately Probe meaningfully Increasing respondent’s receptiveness The introduction If the respondent is busy or away Establish a good relationships Gathering the data Recording the interview Selection and training

Probing A brief assertion of understanding and interest An expected pause Repeating the question Repeating the respondent’s reply A neutral question or comment Question clarification

Problems Nonresponse error Response error Costs

Telephone Interviewing Evaluation Trends

Self-Administered Surveys Mail surveys Improving returns Maximizing the mail survey Self-administered survey trends

Evaluation--Telephone Interview Advantages Moderate cost 45 to 64 lower than personal interview Economical when Callbacks to maintain probability sampling are involved and respondent are widely scattered Added saving in time and money when using computer-assisted telephone interviewing is used Computer-administered telephone interview Noncontact rate Refusal rate Disadvantages Telephone usage rate Moving makes number obsolete Interview length Use aided materials

Trends--Telephone Interview Answering machine Multi-line households Random-digit dialing

Mail Surveys Advantages Weakness Cost less Greater geographic coverage The respondent can take more time to collect facts More impersonal More anonymity Weakness Nonresponse error Costly Affected by interviewers Return of 30% are considered satisfactory Concerns the type and amount of information that can be secured

Improving Returns Follow-ups Preliminary notification Questionnaire length Survey sponsorship Return envelopes Postage Personalization Cover letters Anonymity Size, reproduction, and color Money Incentives Deadline dates

Maximizing the Mail Survey -- Attentions The wrong address and wrong postage can result in nondelivery or nonreturn The letter may look like junk mail and be discarded without being opened Lack of proper instructions for completion leads to nonresponse The wrong person opens the letter and fails to call it to the attention of the right person A respondent temporarily sets the questionnaire aside and fails to complete it The return address is lost so the questionnaire cannot be return

Maximizing the Mail Survey --Follow-up One week later Preprinted postcard thanking them for return Three weeks after the original mailing A new questionnaire repeating the basic appeal Seven weeks after the original mailing A third cover letter and questionnaire