1. Survey Research Chapter 7

2. The Nature of Surveys  Definition  Advantages  Disadvantages –Errors

3. Errors  Random Sampling Errors  Systematic Errors –Respondent error –Administrative error

4. Respondent Error  What is it?  Nonresponse Bias –No contact v. refusal –Self-selection bias

5. Respondent Error  Response Bias –Deliberate falsification & unconscious misrepresentation  Acquiescence bias  Extremity bias  Interviewer bias  Auspices bias  Social desirability bias

6. Administrative Error  Definition  Four types –Data processing –Sample selection error –Interviewer error –Interviewer cheating

7. Personal Interviews  Advantages –Opportunity for feedback –Probing answer complexity –Length of interview –Completeness of questionnaires –Props and visual aids –High participation

8. Personal Interviews  Disadvantages –Interviewer influence –Lack of anonymity –Cost

9. Door-to-Door Interviews  Advantage –More likely to participate  Disadvantage –Excludes some people –Homogeneous groups

10. Mall Intercept Interviews  Advantages –Low cost –Visual aids

11. Telephone Interviews  Advantages –Speed –Cheaper –Less personal –Easier callbacks  Disadvantages –Less personal –Low cooperation –Sampling –Short –No visual aids

12. Computers and Interviewing  Central Location Interviewing  Computer-Assisted Telephone Interviewing  Computer Voice-Activated Telephone Interviews

13. Self-administered Questionnaires  Definition  Types –Mail –Drop-Off –Fax –Email –Internet –Kiosk Interactive

14. Mail Questionnaire  Advantages –Geographic reach –Cost –Respondent convenience –Anonymity of Respondent  Disadvantages –Absence of interviewer –Structured –Time –Length considerations

15. Mail Questionnaires  Response Rates  How to improve response rates –Cover letter –$$$$$ –Interesting questions –Follow-ups –Advance notification –Survey sponsorship –Keying mail questionnaires with codes

16. Drop-Off & Fax Surveys  Drop-Off –Increases costs  Fax  Email

17. Internet Surveys  Advantages –Fast –Cheap –Interactive –Visual aids –Can be done at any time –Real-time data capture –Callback software –Personalized and flexible –Anonymity

18. Internet Surveys  Disadvantages –Internet access –Security  Welcome Screen

19. Other Surveys  Kiosk Interactive Surveys  Mixed Mode Surveys

20. Selection and Pretesting  How to decide on a method?  Pretesting