Survey Research Chapter 7
The Nature of Surveys Definition Advantages Disadvantages –Errors
Errors Random Sampling Errors Systematic Errors –Respondent error –Administrative error
Respondent Error What is it? Nonresponse Bias –No contact v. refusal –Self-selection bias
Respondent Error Response Bias –Deliberate falsification & unconscious misrepresentation Acquiescence bias Extremity bias Interviewer bias Auspices bias Social desirability bias
Administrative Error Definition Four types –Data processing –Sample selection error –Interviewer error –Interviewer cheating
Personal Interviews Advantages –Opportunity for feedback –Probing answer complexity –Length of interview –Completeness of questionnaires –Props and visual aids –High participation
Personal Interviews Disadvantages –Interviewer influence –Lack of anonymity –Cost
Door-to-Door Interviews Advantage –More likely to participate Disadvantage –Excludes some people –Homogeneous groups
Mall Intercept Interviews Advantages –Low cost –Visual aids
Telephone Interviews Advantages –Speed –Cheaper –Less personal –Easier callbacks Disadvantages –Less personal –Low cooperation –Sampling –Short –No visual aids
Computers and Interviewing Central Location Interviewing Computer-Assisted Telephone Interviewing Computer Voice-Activated Telephone Interviews
Self-administered Questionnaires Definition Types –Mail –Drop-Off –Fax – –Internet –Kiosk Interactive
Mail Questionnaire Advantages –Geographic reach –Cost –Respondent convenience –Anonymity of Respondent Disadvantages –Absence of interviewer –Structured –Time –Length considerations
Mail Questionnaires Response Rates How to improve response rates –Cover letter –$$$$$ –Interesting questions –Follow-ups –Advance notification –Survey sponsorship –Keying mail questionnaires with codes
Drop-Off & Fax Surveys Drop-Off –Increases costs Fax
Internet Surveys Advantages –Fast –Cheap –Interactive –Visual aids –Can be done at any time –Real-time data capture –Callback software –Personalized and flexible –Anonymity
Internet Surveys Disadvantages –Internet access –Security Welcome Screen
Other Surveys Kiosk Interactive Surveys Mixed Mode Surveys
Selection and Pretesting How to decide on a method? Pretesting