Professional Documents
Culture Documents
Surveys
McGraw-Hill/Irwin
Business Research Copyright © 2008 by The McGraw-Hill Companies, Inc. All
Methods, 10e Rights Reserved.
9-2
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.
9-3
41
The percent of business executives
that believe that job loss and off-
shoring will have the most impact on
shareholder value in their industries in
the next five years.
9-4
Selecting a Communication
Data Collection Approach
9-7
Communication Approach
Strengths
• Versatility
• Efficiency
• Geographic coverage
Weaknesses
• Error
• Inaccessible populations
9-8
Sources of Error
Error
Sources
Measurement
Participant
Questions
Interviewer
9-9
Participant Motivation
9-10
Response Terms
Noncontact rate
Refusal rate
Incidence rate
9-11
Communication Approaches
Self-Administered Surveys
Intercept
Intercept Drop-off
Drop-off
Modes
Modes
Disk-by-Mail
Disk-by-Mail Fax
Fax
CASI
9-13
Self-Administered Surveys
Costs
Topic
Topic Sample
Sample
Coverage
Coverage Accessibility
Accessibility
Systematic
Systematic
Anonymity Time
Anonymity
Constraints
9-14
Designing Questionnaires Using the
TDM
Easy
Easy to
to read
read
Offer
Offer clear
clear directions
directions
Include
Include personalization
personalization
Notify
Notify in
in advance
advance
Encourage
Encourage response
response
9-15
Options for
Web-based Surveys
Fee-Based Surveying
Service Software
9-16
Advantages Disadvantages
• Cost savings • Recruitment
• Short turnaround • Coverage
• Use of visual stimuli • Difficulty developing
• Access to participants probability samples
• Perception of • Technical skill
anonymity • System compatibility
• Access to data and issues
experiences • Possible self-
otherwise unavailable selection bias
9-18
• Advance notification
• Reminders
• Return directions and devices
• Monetary incentives
• Deadlines
• Promise of anonymity
• Appeal for participation
9-21
Telephone Survey
Traditional
CATI systems
Computer-
administered
9-22
CAPI Intercept
9-25
Advantages Disadvantages
• Good cooperation rates • High costs
• Interviewer can probe • Need for highly trained
and explain interviewers
• Visual aids possible • Time consuming
• Illiterate participants can • Labor-intensive
be reached • Some unwilling to invite
• Interviewer can strangers into homes
prescreen • Interviewer bias possible
• CAPI possible
9-26
Key Terms