©The McGraw-Hill Companies, Inc., 2001Irwin/McGraw-Hill Donald Cooper Pamela Schindler Chapter 11 Business Research Methods

©The McGraw-Hill Companies, Inc., 2001Irwin/McGraw-Hill Chapter 11 Survey Methods: Communicating with Respondents

 The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Communication Approach Impacts the Research Process äCreation and selection of measurement questions äSampling issues, drive contact and callback procedures äInstrument design, which incorporates attempts to reduce error and create respondent-screening procedures äData collection processes, which create the need for follow-up procedures and possible interviewer training Slide

 The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Personal Interview äRequirements for success äAvailability of the needed information from the respondent äAn understanding by the respondent of his or her role äAdequate motivation by the respondent to cooperate Slide

 The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Personal Interview äTo Increase Respondent’s Receptiveness they must äbelieve the experience will be pleasant and satisfying äthink answering the survey is an important and worthwhile use of their time ähave any mental reservations satisfied Slide

 The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style The Interview äIntroduction äEstablish a good relationship äGather the data Probing äRecord the interview Slide

 The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Probing Styles äA brief assertion of understanding and interest äAn expectant pause äRepeating the question äRepeating the respondent’s reply äA neutral question or comment äQuestion clarification Slide

 The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Interview Problems Nonresponse error Response error Interviewer error äCost Slide

 The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Telephone Interview äTypes Computer-assisted telephone interviewing Computer-administered telephone survey äProblems Noncontact rate Refusal rate Slide

 The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Self-Administered Surveys äTypes Mail survey Computer-delivered Intercept studies äDisadvantages äLarge nonresponse error äCannot obtain detailed or large amounts of information Slide

 The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Concurrent Techniques to Improve Mail Response äReduce Length äSurvey Sponsorship äReturn Envelopes äPostage äPersonalization äAnonymity äSize, Color, and Reproduction äMoney Incentives äDeadline Dates äCover Letters Slide

 The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Outsourcing Survey Services äResearch Firms Provide äCentralized-location interviewing äFocus group facilities äTrained staff with experience äData-processing and statistical analysis capabilities äAccess to point-of-sale data Panels Slide