1. McGraw-Hill/IrwinCopyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved. SURVEYS Chapter 10

2. 10-2 Learning Objectives Understand... The process for selecting the appropriate and optimal communication approach. Factors affect participation in communication studies. Sources of error in communication studies and how to minimize them. Major advantages and disadvantages of the three communication approaches. Why an organization might outsource a communication study.

3. 10-3 Selecting a Communication Data Collection Approach

4. 10-4 Communication Approach Strengths Versatility Efficiency Geographic coverage Weaknesses Error Inaccessible populations

5. 10-5 Sources of Error Measurement Questions Interviewer Participant

6. 10-6 Participant Motivation

7. 10-7 Response Terms Noncontact rate Refusal rate Incidence rate

8. 10-8 Communication Approaches Self- Administered Survey Survey via Personal Interview Telephone Survey

9. 10-9 Self-Administered Surveys Intercept Modes Drop-off Mail CASI or CATI Email/SMS

10. 10-10 Designing Questionnaires Using the TDM Easy to read Offer clear directions Include personalization Notify in advance Encourage response

11. 10-11 Advantages of Surveying Software Questionnaire design in word processing environment Question and scale libraries Automated publishing to the Web Real-time viewing of incoming data Rapid transmission of results Flexible analysis and reporting mechanisms

12. 10-12 The Web as a Survey Research Venue Advantages Cost savings Short turnaround Use of visual stimuli Access to participants Perception of anonymity Access to data and experiences otherwise unavailable Disadvantages Recruitment Coverage Difficulty developing probability samples Technical skill System compatibility issues Possible self-selection bias

13. 10-13 Improving Response Rates Monetary Incentives Participation Deadlines Promise of Anonymity Appeal for Participation Advance Notification Reminders Return Directions & Devices

14. 10-14 Telephone Survey Traditional CATI systems Computer-administered

15. 10-15 Disadvantages of the Telephone Survey Lower response rate Early termination Higher costs if geographically dispersed sample Limited Interview length Inaccessible populations Limited complexity of scales iPhone Voice-over IP

16. 10-16 Survey via Personal Interview InterceptCAPI

17. 10-17 Personal Interview Survey Advantages Good cooperation rates Interviewer can probe and explain Visual aids possible Illiterate participants can be reached Interviewer can prescreen CAPI possible Disadvantages High costs Need for highly trained interviewers Time consuming Labor-intensive Some unwilling to invite strangers into homes Interviewer bias possible

18. 10-18 Key Terms Communication approach Computer- administered telephone survey Computer-assisted personal interviewing (CAPI) Computer-assisted self interview (CASI) Computer-assisted telephone interviewing (CATI) Mall Intercept interview Interviewer error Mail survey

19. 10-19 Key Terms (cont.) Noncontact rate Nonresponse error Panel Personal interview Random dialing Refusal rate Response error Self-administered survey Survey Telephone interview Web-based questionnaire