Who to Survey? and How. You can either: Watch respondents Or you can Question respondents.

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Presentation transcript:

Who to Survey? and How

You can either: Watch respondents Or you can Question respondents

Face-to-face (Personal Interview) ADVANTAGES: a. Flexibility b. High Response Rates c. Conforms to human nature

High Response Rates Response rate = (Completed/Total Sent) X 100%

High Response Rates Why is the response rate so important? Problem: A survey is presented to 2000 people, 400 people complete the survey. Response Rate = (400/2000) X 100% = 20%

High Response Rates Problem: Suppose 50% of those that responded said “yes” on a question. What percent of the total sample Would say “yes” if ALL had responded?

High Response Rates Problem: 20% response rate… 50% said “yes” If all who did not respond would have said “no” then the total percent of “yes” would be: “yes” = 20% X 0.50 = 10%

High Response Rates Problem: 20% response rate… 50% said “yes” If all who did not respond would have said “yes” Then the total percent of “yes” would be: “yes” = (20% X 0.50) + 80% = 90%

High Response Rates Problem: So with a 20% response rate… The true value of “yes” could range from 10% to 90% !

Face-to-face (Personal Interview) DISADVANTAGES: a. Cost b. Time c. Social interaction Train interviewers Consistent interactions “homophilous” interviewers

Face-to-face (Personal Interview) 1. Telephone Surveys

Face-to-face (Personal Interview) 1. Telephone Surveys ADVANTAGES: a. Time b. Less expensive than (1) c. Less social bias than (1) d. No need to write responses c. Good sample of population

Face-to-face (Personal Interview) 1. Telephone Surveys DISADVATNAGES: a. Overuse (Telemarketing) b. Short and simple (STM) c. No other sense modalities d. Social interaction

Face-to-face (Personal Interview) 1. Telephone Surveys “5 Musts” 1. Must gain immediate rapport 2. Must be friendly 3. Must not be too complicated 4. Must not be too long 5. Must follow up

Face-to-face (Personal Interview) 1. Telephone Surveys 2. Mail Surveys

Face-to-face (Personal Interview) 1. Telephone Surveys 2. Mail Surveys ADVANTAGES: a. Low cost b. Simultaneous reach c. High structure d. Memory (both STM and LTM)

Face-to-face (Personal Interview) 1. Telephone Surveys 2. Mail Surveys ADVANTAGES: e. No social bias f. Anonymity g. Respondent convenience

Face-to-face (Personal Interview) 1. Telephone Surveys 2. Mail Surveys DISADVANTAGES: a. Loss of control (worst problem) b. Low response rate c. Who responds? d. Omissions and errors

Face-to-face (Personal Interview) 1. Telephone Surveys 2. Mail Surveys How to: Create “package” a. Outgoing envelope b. Return envelope c. Cover letter d. Questionnaire e. Incentive

Face-to-face (Personal Interview) 1. Telephone Surveys 2. Mail Surveys 3. Web-based and Surveys

Face-to-face (Personal Interview) 1. Telephone Surveys 2. Mail Surveys 3. Web-based and Surveys ADVANTAGES: a. Speed b. Reach c. Cost

Face-to-face (Personal Interview) 1. Telephone Surveys 2. Mail Surveys 3. Web-based and Surveys DISADVANTAGES: a. Lack of control b. Sampling bias c. Low response rate d. Lack of tech savvy

Face-to-face (Personal Interview) 1. Telephone Surveys 2. Mail Surveys 3. Web-based and Surveys 4. Combinations