SURVEY METHODS:

Communicating With
Participants

1
 Communication Approach
Impacts the Research Process
 Creation and selection of measurement questions
 Sampling issues, drive contact and callback
procedures
 Instrument design, which incorporates attempts to
reduce error and create participant-screening
procedures
 Data collection processes, which create the need
for follow-up procedures and possible interviewer
training

2
 Personal Interview
 Requirements for success
• Availability of the needed information from the
participant
• An understanding by the participant of his or
her role
• Adequate motivation by the participant to
cooperate

3
 Personal Interview
 To Increase participant’s receptiveness
they must
• believe the experience will be pleasant
and satisfying
• think answering the survey is an
important and worthwhile use of their
time
• have any mental reservations satisfied
4
 The Interview
 Introduction
• Establish a good relationship

 Gather the data

• Probing

 Record the interview

5
 Probing Styles
 A brief assertion of understanding and
interest
 An expectant pause
 Repeating the question
 Repeating the participant’s reply
 A neutral question or comment
 Question clarification

6
 Interview Problems
 Nonresponse error

7
 Interview Problems
 Nonresponse error
 Response error
• participant-initiated
• interviewer error

8
 Interview Problems
 Interviewer error
• Failure to secure cooperation
• Failure to execute interview procedures
• Failure to establish appropriate environment
• Falsification of answers
• Inappropriate interviewing behavior
• Failure to accurately record answers
• Physical presence bias
9
 Interview Problems
 Nonresponse error
 Response error
 Cost

10
 Telephone Interview
 Types
• Computer-assisted telephone interviewing
• Computer-administered telephone survey
 Problems
• Noncontact rate
• Refusal rate

11
 Self-Administered Surveys
 Types
• Mail survey
• Computer-delivered
• Intercept studies
 Disadvantages
• Large nonresponse error
• Cannot obtain detailed or large amounts of
information

12
 Concurrent Techniques to
Improve Mail Response

 Reduce Length  Anonymity

 Survey Sponsorship  Size, Color, and
 Return Envelopes Reproduction
 Postage
 Money Incentives
 Personalization
 Deadline Dates
 Cover Letters

13
 Outsourcing Survey Services
 Research Firms Provide
• Centralized-location interviewing
• Focus group facilities
• Trained staff with experience
• Data-processing and statistical analysis
capabilities
• Access to point-of-sale data
Panels

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