2. Part Three SOURCES AND COLLECTION OF DATA
McGraw-Hill/Irwin
© 2003 The McGraw-Hill Companies, Inc.,All Rights Reserved.

3. Chapter Eleven SURVEY METHODS: Communicating With Participants

4. Communication Approach Impacts the Research Process
Creation and selection of measurement questions
Sampling issues, drive contact and callback procedures
Instrument design, which incorporates attempts to reduce error and create participant-screening procedures
Data collection processes, which create the need for follow-up procedures and possible interviewer training

5. Personal Interview Requirements for success
Availability of the needed information from the participant
An understanding by the participant of his or her role
Adequate motivation by the participant to cooperate

6. Personal Interview To Increase participant’s receptiveness they must
believe the experience will be pleasant and satisfying
think answering the survey is an important and worthwhile use of their time
have any mental reservations satisfied

7. The Interview Introduction Gather the data Record the interview
Establish a good relationship
Gather the data
Probing
Record the interview

8. Probing Styles A brief assertion of understanding and interest
An expectant pause
Repeating the question
Repeating the participant’s reply
A neutral question or comment
Question clarification

9. Interview Problems
Nonresponse error

10. Interview Problems Nonresponse error Response error
participant-initiated
interviewer error

11. Interview Problems Interviewer error Failure to secure cooperation
Failure to execute interview procedures
Failure to establish appropriate environment
Falsification of answers
Inappropriate interviewing behavior
Failure to accurately record answers
Physical presence bias

12. Interview Problems
Nonresponse error
Response error
Cost

13. Telephone Interview Types Problems
Computer-assisted telephone interviewing
Computer-administered telephone survey
Problems
Noncontact rate
Refusal rate

14. Self-Administered Surveys
Types
Mail survey
Computer-delivered
Intercept studies
Disadvantages
Large nonresponse error
Cannot obtain detailed or large amounts of information

15. Concurrent Techniques to Improve Mail Response
Reduce Length
Survey Sponsorship
Return Envelopes
Postage
Personalization
Anonymity
Size, Color, and Reproduction
Money Incentives
Deadline Dates
Cover Letters

16. Outsourcing Survey Services
Research Firms Provide
Centralized-location interviewing
Focus group facilities
Trained staff with experience
Data-processing and statistical analysis capabilities
Access to point-of-sale data
Panels