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Communication Study Methods: Selection, Errors, and Advantages

Understand the process of selecting communication approaches, factors affecting participation in studies, error sources, and benefits of survey methods. Explore the use of self-administered, telephone, personal interview, and web-based surveys.

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Communication Study Methods: Selection, Errors, and Advantages

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  1. Chapter 10 Surveys

  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

  3. Exhibit 10-1 Data Collection Approach

  4. A Dilemma for Survey Research • “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, MRI

  5. Exhibit 10-2 Selecting a Communication Data Collection Approach

  6. Strengths Versatility Efficiency Geographic coverage Weaknesses Error Communication Approach

  7. Exhibit 10-3 Sources of Error Error Sources Measurement Questions Participant Interviewer

  8. Exhibit 10-4 Participant Motivation

  9. Response Terms Non contact rate Refusal rate Incidence rate

  10. Communication Approaches Self- Administered Survey Telephone Survey Survey via Personal Interview

  11. Mail Intercept Drop-off Fax Disk-by-Mail CASI Self-Administered Surveys Modes

  12. Costs Topic Coverage Sample Accessibility Anonymity Time Constraints Self-Administered Surveys Systematic

  13. Easy to read Offer clear directions Include personalization Notify in advance Encourage response Designing Questionnaires using the TDM

  14. Options forWeb-based Surveys Fee-Based Service Surveying Software

  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

  16. Advantages Cost savings Short turnaround Use of visual stimuli Access to participants Perception of anonymity Access to data and experiences otherwise unavailable Disadvantages Recruitment Coverage Difficulty developing probability samples Technical skill System compatibility issues Possible self-selection bias Exhibit 10-6 The Web as a Survey Research Venue

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

  18. 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 Disadvantages of Self-Administered Study

  19. Improving Response Rates • Advance notification • Reminders • Return directions and devices • Monetary incentives • Deadlines • Promise of anonymity • Appeal for participation

  20. Telephone Survey Traditional CATI systems Computer- administered

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

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

  23. Survey via Personal Interviews CAPI Intercept

  24. Advantages Good cooperation rates Interviewer can probe and explain Visual aids possible Illiterate participants can be reached Interviewer can prescreen CAPI possible Disadvantages High costs Need for highly trained interviewers Time consuming Labor-intensive Some unwilling to invite strangers into homes Interviewer bias possible Personal Survey

  25. Communication approach Computer-administered 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 Noncontact rate Nonresponse error Key Terms

  26. Panel Personal interview Random dialing Refusal rate Response error Self-administered survey Survey Telephone interview Web-based questionnaire Key Terms (cont.)

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