Professional Documents
Culture Documents
Descriptive Research
Design: Survey and
Observation
6-1
Chapter Outline
1) Overview
2) Survey Methods
3) Survey Methods Classified by Mode of
Administration
i. Telephone Methods
a. Traditional Telephone Interviews
b. Computer-Assisted Telephone Interviewing
(CATI)
ii. Personal Methods
a. Personal In-home Interviews
b. Mall-Intercept Personal Interviews
c. Computer-Assisted Personal Interviewing (CAPI)
iii. Mail Methods
a. Mail Interviews b. Mail Panels
iv. Electronic Methods
a. E-mail Surveys
b. Internet Surveys
2007 Prentice Hall
6-2
Chapter Outline
4) A Comparative Evaluation of Survey Methods
i.
Flexibility of Data Collection
ii.
Diversity of Questions
iii.
Use of Physical Stimuli
iv.
Sample Control
v.
Control of the Data Collection
Environment
vi.
Control of Field Force
vii.
Quantity of Data
viii.
Response Rate
ix.
Perceived Anonymity
x.
Social Desirability/ Sensitive Information
xi.
Potential for Interviewer Bias
xii.
Speed
xiii.
Cost
2007 Prentice Hall
6-3
Chapter Outline
5.
6.
Observation Methods
i.
ii.
iii.
7.
i.
Personal Observation
ii.
Mechanical Observation
iii.
Audit
iv.
Content Analysis
v.
Trace Analysis
6-4
Chapter Outline
A Comparative Evaluation of
Observational Methods
8)
i.
Degree of Structure
ii.
Degree of Disguise
iii.
iv.
Analysis Bias
v.
General Remarks
A Comparison of Survey and
Observational Methods
9)
i.
ii.
6-5
Chapter Outline
10)
11)
12)
13)
Summary
6-6
A Classification of Survey
Methods
Fig. 6.1
Telephone
In-Home
Survey
Methods
Personal
Mall
Intercept
ComputerAssisted
Telephone
2007 Prentice Hall Interviewing
Traditional
Telephone
ComputerAssisted Personal
Interviewing
Mail
Interview
Electronic
Internet
Mail
Panel
6-7
Sample Mailing
Lists
List Title
Price
Number on List
Advertising agencies
$45/M
Banks, branches
Boat owners
Chambers of Commerce
$45/M
Personal computer owners
Families
Inquire
Hardware wholesalers
$45/M
Magazines, consumers
$45/M
Photographic, portrait
2007$45/M
Prentice Hall
3892
11089
4289601
$85/M
$50/M
6559
2218672
76000000
Inquire
7378
4119
33742
6-9
Diversity of Questions
6-10
Quantity of Data
6-11
6-12
Cluster 1
Selected exchange: 636
Selected number: 404-636-3230
Replace the last three digits (230) with randomly selected
389 to form 404-636-3389.
Repeat this process until the desired number of telephone
numbers from this cluster is obtained.
2007 Prentice Hall
6-13
Perceived Anonymity
6-14
Speed
The total time taken for administering the
survey to the entire sample.
Cost
The total cost of administering the survey
and collecting the data.
2007 Prentice Hall
6-15
Methods
Table 6.2
Criteria
Flexibilityofdata
collection
Phone/
CATI
Mall-
In-Home Intercept
Interviews Interviews CAPI
Mail
Surveys
Mail
Panels
Internet
Moderate
tohigh
High
High
Moderate
tohigh
Low
Low
Low
Moderate
tohigh
Diversityofquestions
Low
High
High
High
Moderate
Moderate
Moderate
Useofphysicalstimuli
Low
High
High
Moderate
Moderate
Low
Moderate
Moderate
Low
Low
High
High
Low
Moderate
tohigh
Low
Moderate
Low
Moderate
Moderate
tohigh
Potentially
high
Moderate
tohigh
Low
High
High
Moderate
tohigh
Moderate
Moderate
Moderate
High
Moderate
Moderate
High
High
Moderate
Low
High
High
Moderate
High
Moderate
Low
Perceivedanonymityof
therespondent
Socialdesirability
Moderate
Low
Low
Low
High
High
Moderate
High
Moderate
Very
Low
High
Moderate
High
High
Low
Low
Moderate
Low
Obtainingsensitive
information
Potentialforinterviewer
bias
Speed
High
Low
Low
High
High
High
High
Moderate
toHigh
None
Moderate
Moderate
Moderate
toHigh
Lowto
moderate
Low
None
None
High
Moderate
Moderate
High
Moderate
tohigh
Moderate
tohigh
Lowto
moderate
Lowto
moderate
High
Cost
Moderate
tohigh
Moderate
tohigh
Very
high
Low
Samplecontrol
Controlofdatacollection
environment
Controloffieldforce
Quantityofdata
Responserate
Moderate
tohigh
Moderate
None
Low
Low
Low
Low
Lowto
moderate
Low
6-16
Observation Methods
Structured Versus
For structured observation, the researcher
Unstructured
Observation
specifies in detail what is to be observed and
6-17
Observation Methods
Disguised Versus
In disguised observation, the respondents
Undisguised Observation
6-18
Observation Methods
Natural Versus Contrived
Observation
Natural observation involves observing
6-19
A Classification of Observation
Methods
Fig. 6.3
Classifying
Observation
Methods
Observation Methods
Personal
Observation
2007 Prentice Hall
Mechanical
Observation
Audit
Content
Analysis
Trace
Analysis
6-20
Observation Methods
Personal Observation
6-21
Observation Methods
Mechanical Observation
6-22
Observation Methods
Audit
6-23
Observation Methods
Content Analysis
6-24
Observation Methods
Trace
Analysis
Data collection is based on physical
traces, or evidence, of past behavior.
6-25
A Comparative Evaluation of
Observation
Methods
Table 6.3
Criteria
Personal
Mechanical
Observation Observation
Audit
Content
Analysis Analysis
Trace
Analysis
Degree of structure
Degree of disguise
Ability to observe
in natural setting
Observation bias
Analysis Bias
Low
Low to high
Medium Low to high
High
Low to high
High
Low
High
High
Medium
High
High
Medium Low
High
High
Low
Low
Medium Medium
Low
Medium
General remarks
Most
flexible
Low
Low to
Medium
Can be
intrusive
6-26
Relative Advantages of
Observation
6-27
Relative Disadvantages of
Observation
6-28
Criteria
Telephone
Personal
High sample control
+
+
Difficulty in locating
+
+
+
respondents at home
Inaccessibility of homes
+
+
+
Unavailability of a large
+
+
pool of trained interviewers
Large population in rural areas
+
Unavailability of maps
+
+
+
Unavailability of current
+
telephone directory
Unavailability of mailing lists
+
+
+
Low penetration of telephones
+
+
Lack of an efficient postal system
+
+
Low level of literacy
+
Face-to-face communication culture +
Poor access to computers & Internet ?
+
?
Note: A (+) denotes an advantage, and a () denotes a disadvantage.
2007 Prentice Hall
Mail
-
+
-
6-29