Transcript Chapter 11 - McGraw Hill Higher Education

Chapter 10
SURVEYS
McGraw-Hill/Irwin
Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
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.
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Pull Quote
“If social media is the temperature check, surveys are the
taste test to validate that the meal is cooked properly. A
good survey enables you to: (1) tune out the noise and zero
in on the opinions and comments that are directly applicable
to your most pressing questions, and (2) validate trends and
shifts in preference that you may have suspected, but
weren’t certain about.”
Reggie Aggarwal, CEO,
Cvent
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Data
Collection
Approach
10-4
Selecting a
Communication
Data Collection
Approach
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Dilemma for Surveys
“The 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, founder,
Mediamark Research, Inc.
10-6
Communication Approach
Strengths
 Versatility
 Efficiency
 Geographic coverage
Weaknesses
 Error
 Inaccessible populations
10-7
Sources of Error
Measurement
Questions
Participant
Interviewer
10-8
Participant Motivation
10-9
Response Terms
Noncontact rate
Refusal rate
Incidence rate
10-10
Communication Approaches
SelfAdministered
Survey
Telephone
Survey
Survey via
Personal
Interview
10-11
Self-Administered Surveys
Mail
Intercept
Drop-off
Modes
Disk-by-Mail
Fax
CASI
10-12
Self-Administered Surveys
Costs
Topic
Coverage
Sample
Accessibility
Systematic
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
Service
Surveying
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
The Web as a Survey Research Venue
Advantages
Disadvantages
 Cost savings
 Recruitment
 Short turnaround
 Coverage
 Use of visual stimuli
 Difficulty developing
 Access to participants
 Perception of
anonymity
 Access to data and
experiences otherwise
unavailable
probability samples
 Technical skill
 System compatibility
issues
 Possible self-selection
bias
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Advantages of
Self-Administered Study
 Access inaccessible






participants
Incentives for higher
response rates
Lowest-cost
Geographic coverage
Minimal staff
needed
Perceived anonymity
Reflection time
 Question complexity
 Rapid data collection
 Visuals possible
 Multiple sampling
possible
10-18
Disadvantages of
Self-Administered Study
 Low response rates in




some modes
No interviewer
intervention
Cannot be too long
Cannot be too complex
Requires accurate list
 Skewed responses by




extremists
Participant anxiety
possible
Directions necessary
Need for low-distraction
environment
Security
10-19
Improving Response Rates
Advance Notification
Reminders
Return Directions & Devices
Monetary Incentives
Participation Deadlines
Promise of Anonymity
Appeal for Participation
10-20
Telephone Survey
Traditional
CATI systems
Computer-administered
10-21
Designing Questionnaires Using
the TDM
Lower Cost vs. Personal Interview
Wide geographic coverage
Fewer Interviewers
Reduced interviewer bias
Fast completion time
Random dialing
CATI
10-22
Disadvantages of the Telephone
Survey
 Lower response rate
 Early termination
iPhone
 Higher costs if
geographically
dispersed sample
 Limited Interview
length
 Inaccessible
populations
 Limited complexity of
scales
Voice-over IP
10-23
Survey via Personal Interview
CAPI
Intercept
10-24
Personal Interview Survey
Advantages
Disadvantages
 Good cooperation rates
 High costs
 Interviewer can probe
 Need for highly trained
and explain
 Visual aids possible
 Illiterate participants
can be reached
 Interviewer can
prescreen
 CAPI possible




interviewers
Time consuming
Labor-intensive
Some unwilling to invite
strangers into homes
Interviewer bias
possible
10-25
Key Terms
 Communication
approach
 Computeradministered
telephone survey
 Computer-assisted
personal interviewing
(CAPI)
 Computer-assisted





self interview (CASI)
Disk-by-mail survey
Computer-assisted
telephone
interviewing (CATI)
Intercept interview
Interviewer error
Mail survey
10-26
Key Terms (cont.)
• Noncontact rate
• Response error
• Nonresponse error
• Self-administered
• Panel
survey
• Survey
• Telephone interview
• Web-based
questionnaire
• Personal interview
• Random dialing
• Refusal rate
10-27
Chapter 10
ADDITIONAL DISCUSSION OPPORTUNITIES
McGraw-Hill/Irwin
Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
Snapshot: Gamification in Research
10-29
PicProfile: Methodology Trends
10-30
PicProfile:
Mixedmode
Research
10-31
Snapshot: Are Cell phones & Smartphones
Ready for Research?
31.6% wireless only homes
Multi-method phone studies are
the norm
Multi-method phone studies are
the norm
Phone method data is weighted
by population parameters
Cell phone studies offer unique
challenges.
10-32
PicProfile: Declining Phone Response
10-33
Snapshot: Voice Adds Depth
“By eliminating the human
interviewer from the call, we
allow the caller to participate
whenever it suits them,
rather than when it suits us.”
Longer, more robust answers to
open-ended questions
10-34
Pull Quote
“There once was a demographic survey done
to determine if money was connected to
happiness, and Ireland was the only place
where this did not turn out to be true.”
Fiona Shaw
Irish actress and theater director
10-35
PulsePoint: Research Revelation
45
The percent of smartphone users
who check their e-mail before they
get dressed.
10-36
Chapter 10
SURVEYS
McGraw-Hill/Irwin
Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
Photo Attributions
Slide Source
7 ©Ocean/Corbis
14 Fuse/Getty Images
21 Purestock/SuperStock
22 Liam Norris/Getty Images
29 Courtesy of Research Through Gaming
32 ©Siri Stafford Digital Vision/Getty Images
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