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Communication Approaches in Surveys: Methods, Advantages, and Limitations

This chapter explores the communication approach in surveys, including the measurement process, common errors, and various survey methods such as self-administered, telephone, and personal interviews. It discusses the advantages and disadvantages of each method, including aspects like sample accessibility, cost, geographic coverage, participant involvement, and limitations.

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Communication Approaches in Surveys: Methods, Advantages, and Limitations

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  1. CHAPTER 10 SURVEYS

  2. THE COMMUNICATION APPROACH The communication approach involves surveying or interviewing people and recording their responses for analysis. A survey is a measurement process used to collect information during a highly structured interview. Goal – To derive comparable data across subsets of the chosen sample.

  3. ERROR IN COMMUNICATION RESEARCH Measurement question and survey instruments Sampling error Data or survey falsification Data entry error Interviewer error Influencing behaviors Interview inconsistency Physical presence bias Interview environment

  4. Lack of knowledge Participation-based error Misrepresentation of information Participant error Response-based error Concept or construct misinterpretation Nonresponse error Incomplete participation Refusal of participation

  5. COMMUNICATION APPROACHES • Self-administered survey • Survey via telephone interview • Survey via personal interview

  6. Advantages Sample accessibility Lowest cost option Expanded geographic coverage Minimal staffs Anonymity Time constraints Visuals used Disadvantages Low response rate No probing or explanation Less computer security Inaccurate mailing lists Self-administered survey

  7. Telephone interview • Advantages • Lower costs • Expanded geographic coverage • Use of fewer, more highly skilled interviewer • Fastest completion time • Better access to repeated callbacks • Disadvantages • Lower response rate • Higher costs • Limited interview length • Inaccurate or nonfunctioning numbers • Inaccessible households • Limitations on use of visual questions • Less participant involvement

  8. Personal interview • Advantages • Good cooperation from participant • Observing, probing, repeating questions • Uses of visual aids • Prescreening the participant’s profile • Accessibility of literate and illiterate participant • Disadvantages • Higher costs • Highly trained intervieweers needed • Longer period needed • Inaccessible participant • Participants’ unwillingness to talk in homes

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