1. Who to Survey? and How

2. You can either: Watch respondents Or you can Question respondents

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

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

5. 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%

6. 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?

7. 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%

8. 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%

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

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

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

12. 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

13. 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

14. 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

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

16. 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)

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

18. 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

19. 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

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

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

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

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