Chapter 5: Administering the Survey Customer Surveying By Dr. Frederick C. Van Bennekom

1.Methods for Administering the Survey 2.Criteria for Evaluating the Methods 3.Pros and Cons of each Method 4.Generating a Sample 5.Determining Sample Size 6. Increasing Response Rate This Chapter Covers:

1.Methods for Administering the Survey 2.Criteria for Evaluating the Methods 3.Pros and Cons of each Method 4.Generating a Sample 5.Determining Sample Size 6. Increasing Response Rate

What are your options for Administering the Survey? a.)Hard copy by postal or interdepartmental mail b.)Telephone interviews c.) using ASCII text or an attachment d.)Web-form e.)Survey “by disk” f.)Interactive Voice Response (IVR)

1.Methods for Administering the Survey 2.Criteria for Evaluating the Methods 3.Pros and Cons of each Method 4.Generating a Sample 5.Determining Sample Size 6. Increasing Response Rate

How do you choose which method to use? Response rate Speed of administration Cost per completed survey and cost per attempted survey Scalability Ability to clarify questions Ability of the respondent to provide feedback about the instrument Complexity of questions Administration control Administration bias Anonymity Willingness to provide comments and the nature of those comments

1.Methods for Administering the Survey 2.Criteria for Evaluating the Methods 3.Pros and Cons of each Method 4.Generating a Sample 5.Determining Sample Size 6. Increasing Response Rate

Telephon Electronic Response RateHighLowHigh SpeedFastSlowVery Fast CostHighLowLowest ScalabilityLinearSomeVery High Ability to ClarifyHighNone Instrument Feedback YesSomeNone Question Complexity Very LowHighestLow ( ) High (web form) Administration Control InterviewerRespondentLow/High Administration Bias Interviewer BiasLimitedSample Bias AnonymityNoneYesQuestionable CommentsSpontaneousLowContemplative Figure 5.1 (p. 121)

1.Methods for Administering the Survey 2.Criteria for Evaluating the Methods 3.Pros and Cons of each Method 4.Generating a Sample 5.Determining Sample Size 6. Increasing Response Rate

Who do you survey? Census - the entire population Random Samples - helps ensure that there’s not a bias in the sample Stratified Samples - sort potential respondents along each stratum and then generate random samples in the stratum

1.Methods for Administering the Survey 2.Criteria for Evaluating the Methods 3.Pros and Cons of each Method 4.Generating a Sample 5.Determining Sample Size 6. Increasing Response Rate

How Many People Should You Survey? Sample Distribution Size = # Responses Needed Expected Response Rate

The Expected Response Rate should preferably be based on historical experience. If you have no past survey history, use a conservative estimate: 25% for web-based surveys 15% for mail surveys Example: If you expect a 25% response rate and need 100 responses to achieve the desired confidence, then you will have to attempt to survey 400 people (100/0.25 = 400).

Number of Responses Needed  NumericProportions n = Z 2  2 x n = Z 2 p(1-p) e 2 e 2 n = number of responses needed Z = number of standard deviations that describes the precision of desired results e = accuracy or error of the results  x = standard error of the estimate p = expected sample proportion

1.Methods for Administering the Survey 2.Criteria for Evaluating the Methods 3.Pros and Cons of each Method 4.Generating a Sample 5.Determining Sample Size 6. Increasing Response Rate

How do you get the surveys back? Send a Pre-Administration Notification Send the Survey It must be: 1. Noticed 2. Opened 3. Read 4. Completed 5. Returned Send Follow-Up Reminder Notes Send Optional Thank You Gifts

Discussion Questions What survey method is your group planning on using and has your decision changed based on the information in this chapter? What would be the pros and cons of using a stratified sample as opposed to a random sample?