1. Survey Methods: Communicating with Respondents
Cooper & Schindler
Chapter 11

2. Method of Data Collection
Observational studies
Researcher inspects the activities of a subject or the nature of some material without attempting to elicit responses from anyone
Interrogative/communication mode
The research questions the subjects and collects their responses by personal or impersonal means
Interview or telephone conversations
Self-administered or self report instruments sent through the mail
Instruments presented before and/or after a treatment or stimulus condition in an experiment

3. Characteristics of the Communication Approach
Questioning or surveying people and recording their responses for analysis
Versatility
Abstract information of all types can be gathered by questioning others
Opinions, attitudes, intentions, expectations
More efficient and economical than observation
Has its shortcomings
Respondent’s cooperation
Knowledge about the questions
Question interpretation

4. Measurement Questions
Observation approach
Conditions, behaviors, events, processes
Communication approach
Attitudes, motivations, intentions, expectations
Methods
Personal interview
Phone interview
Self-administered inquiry
Instrument Design
Figure 11-1

5. Impacts of Communication Approach
The creation and selection of the measurement questions
Sampling issues
Drive contact and callback procedures
Instrument design
Incorporate attempts to reduce error and create respondent-screening procedure
Data collection processes
Create the need for follow-up procedures and possible interviewer training

6. Personal Interview Definition Evaluation of the personal interview
Interview techniques
Interview problems

7. Definition
A two-way conversation initiated by an interviewer to obtain information from a respondent
The interviewer generally controls the topics and patterns of discussion
The respondent is asked to provide information and has little hope of receiving any immediate or direct benefit from this cooperation

8. Evaluation Advantages Limitations The depth of information and detail
Probe with additional questions
Gather supplemental information through observation
More control, prescreen to ensure the correct respondent
The use of special scoring devices and visual materials
Limitations
Costly
Time
Money
Interviewers bias

9. Techniques It is important for interviewers to
Ask questions properly
Record the responses accurately
Probe meaningfully
Increasing respondent’s receptiveness
The introduction
If the respondent is busy or away
Establish a good relationships
Gathering the data
Recording the interview
Selection and training

10. Probing A brief assertion of understanding and interest
An expected pause
Repeating the question
Repeating the respondent’s reply
A neutral question or comment
Question clarification

11. Problems
Nonresponse error
Response error
Costs

12. Telephone Interviewing
Evaluation
Trends

13. Self-Administered Surveys
Mail surveys
Improving returns
Maximizing the mail survey
Self-administered survey trends

14. Evaluation--Telephone Interview
Advantages
Moderate cost
45 to 64 lower than personal interview
Economical when Callbacks to maintain probability sampling are involved and respondent are widely scattered
Added saving in time and money when using computer-assisted telephone interviewing is used
Computer-administered telephone interview
Noncontact rate
Refusal rate
Disadvantages
Telephone usage rate
Moving makes number obsolete
Interview length
Use aided materials

15. Trends--Telephone Interview
Answering machine
Multi-line households
Random-digit dialing

16. Mail Surveys Advantages Weakness Cost less Greater geographic coverage
The respondent can take more time to collect facts
More impersonal
More anonymity
Weakness
Nonresponse error Costly Affected by interviewers
Return of 30% are considered satisfactory
Concerns the type and amount of information that can be secured

17. Improving Returns Follow-ups Preliminary notification
Questionnaire length
Survey sponsorship
Return envelopes
Postage
Personalization
Cover letters
Anonymity
Size, reproduction, and color
Money Incentives
Deadline dates

18. Maximizing the Mail Survey -- Attentions
The wrong address and wrong postage can result in nondelivery or nonreturn
The letter may look like junk mail and be discarded without being opened
Lack of proper instructions for completion leads to nonresponse
The wrong person opens the letter and fails to call it to the attention of the right person
A respondent temporarily sets the questionnaire aside and fails to complete it
The return address is lost so the questionnaire cannot be return

19. Maximizing the Mail Survey --Follow-up
One week later
Preprinted postcard thanking them for return
Three weeks after the original mailing
A new questionnaire
repeating the basic appeal
Seven weeks after the original mailing
A third cover letter and questionnaire