10-1

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 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
 10-3

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 10-4

A Dilemma for
Survey Research
‡ ³The ubiquity of cell phones
and the rapid and continuing
development of the Internet
have completely altered the
way we talk to each other,
the way marketers talk to
customers, the way
customers shop, and the
way the media research their
audiences.´
Alain Tessier, MRI
 10-5
Exhibit 10-2 Selecting a
Communication Data
Collection Approach
 10-6

Communication Approach

 
 
‡ Versatility ‡ Error
‡ Efficiency
‡ Geographic coverage
 10-7

Exhibit 10-3
Sources of Error

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 10-8

Exhibit 10-4
Participant Motivation
 10-9

Response Terms

Noncontact rate

Refusal rate

Incidence rate
 10-10

Communication
Approaches

Self- Survey via

Telephone
Administered Personal
Survey
Survey Interview
 10-11

Self-Administered Surveys

Mail

Intercept
Drop-off

 
Disk-by-Mail Fax

CASI
 10-12

Self-Administered Surveys

Costs

Topic
Sample
Coverage
Accessibility

 

Anonymity Time
Constraints
 10-13

Designing Questionnaires
using the TDM

Easy to read

Offer clear directions

Include personalization

Notify in advance

Encourage response
 10-14

Options for
Web-based Surveys

Fee-Based Surveying
Service Software
 10-15

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
 10-16

Exhibit 10-6 The Web as a

Survey Research Venue
 

 



‡ 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
 10-17

Advantages of
Self-Administered Study
‡ Allows contact with ‡ Allows participants
inaccessible time for reflection
participants ‡ Allows for complex
‡ Incentives increase questions
response rates ‡ Rapid data collection
‡ Lowest-cost option possible
‡ Geographic coverage ‡ Visuals possible
‡ Minimal staff required ‡ Multiple sampling
‡ Perceived as frames possible
anonymous
 10-18

Disadvantages of
Self-Administered Study
‡ Low response rates in ‡ Skewed responses by
some modes extremists
‡ No interviewer ‡ Participant anxiety
intervention possible
‡ Cannot be too long ‡ Directions necessary
‡ Cannot be too ‡ Need for low-
complex distraction
‡ Requires accurate list environment
‡ Security
 10-19

Improving Response Rates

‡ Advance notification
‡ Reminders
‡ Return directions and devices
‡ Monetary incentives
‡ Deadlines
‡ Promise of anonymity
‡ Appeal for participation
 10-20

Telephone
Survey

Traditional

CATI systems

Computer-
administered
 10-21

Advantages of the
Telephone Survey
‡ Lower costs than ‡ Fast completion time
personal interview ‡ Better access to
‡ Expanded geographic some participants
coverage ‡ Random dialing
‡ Use of few possible
interviewers ‡ CATI possible
‡ Reduced interviewer
bias
 10-22

Disadvantages of the
Telephone Survey
‡ Lower response rate ‡ Unlisted phone
than personal numbers/ Call
interview screening
‡ Higher costs if ‡ Some unavailable by
interviewing phone
geographically ‡ Unit-nonresponse
dispersed sample ‡ Lack of visuals
‡ Interview length
limited
 10-23

Survey via
Personal Interviews

CAPI Intercept
 10-24

Personal Survey

 

 



‡ 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 prescreen strangers into homes
‡ CAPI possible ‡ Interviewer bias possible
 10-25

Key Terms

‡ Communication ‡ Disk-by-mail survey

approach ‡ Computer-assisted
‡ Computer-administered telephone interviewing
telephone survey (CATI)
‡ Computer-assisted ‡ Intercept interview
personal interviewing ‡ Interviewer error
(CAPI) ‡ Mail survey
‡ Computer-assisted self ‡ Noncontact rate
interview (CASI)
‡ Nonresponse error
 10-26

Key Terms (cont.)

‡ Panel ‡ Self-administered survey

‡ Personal interview ‡ Survey
‡ Random dialing ‡ Telephone interview
‡ Refusal rate ‡ Web-based
‡ Response error questionnaire