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Survey-Data Collection Methods

Survey-Data Collection Methods. Surveys. A survey involves interviews with a large number of respondents using a predesigned questionnaire. Four basic survey methods: Person-administered surveys Computer-assisted surveys Self-administered surveys Mixed-mode (hybrid) surveys.

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Survey-Data Collection Methods

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  1. Survey-Data Collection Methods

  2. Surveys • A survey involves interviews with a large number of respondents using a predesigned questionnaire. • Four basic survey methods: • Person-administered surveys • Computer-assisted surveys • Self-administered surveys • Mixed-mode (hybrid) surveys

  3. Advantages of Surveys • Standardization • All respondents are asked the same questions and are exposed to the same response options for each question. • Ease of administration • The respondents may fill out the questionnaire unattended. • Ability to tap the “unseen” • Questions of what, why, how, and who help uncover “unseen” data.

  4. Advantages of Surveys (cont..) • Suitability to tabulation and statistical analysis • The use of software to perform statistical analyses, and graphical presentation of the findings. • Sensitivity to subgroup differences • A large number of respondents are involved, thus it is easy to “slice” the sample into demographic groups for comparative purposes.

  5. Four Alternative Data Collection Modes • Person-administered: an interviewer reads questions, either face-to-face or over the telephone, to the respondent and records his or her answers • Computer-administered: computer technology plays an essential role in the interview work

  6. Four Alternative Data Collection Modes • Self-administered: the respondent completes the survey on his or her own • Mixed Mode: a combination of two or more methods

  7. Person-Administered Surveys(Without Computer Assistance) • A person-administered survey is one in which an interviewer reads questions, either face-to-face or over the telephone, to the respondent and records his or her answers. • Primary administration method for many years until development of communications systems and advancement in computer technology

  8. Person-Administered Surveys(Without Computer Assistance) • Advantages: • Feedback • Rapport • Quality control • Adaptability

  9. Person-Administered Surveys(Without Computer Assistance) • Disadvantages: • Humans make errors • Slow speed • High cost • Interview evaluation: apprehensive they are answering the question “correctly.” Feel they are being “evaluated.” Especially a problem with sensitive topics such as hygiene, finances, political opinions, etc.

  10. Computer-Administered Surveys • A computer-assisted survey is one in which computer technology plays an essential role in the interview work. • A computer may house questions asked by telephone interviewer, or a questionnaire posted on the Internet for administration.

  11. Computer-Administered Surveys • Advantages: • Speed • Error-free interviews • Use of pictures, videos, and graphics • Real-time capture of data • Reduction of “interview evaluation” concern in respondents

  12. Computer-Administered Surveys • Disadvantages: • Technical skills required • High set-up costs

  13. Self-Administered Surveys • A self-administered surveyis one in which the respondent completes the survey on his or her own. • Traditional “paper & pencil” survey

  14. Self-Administered Surveys • Advantages: • Reduced cost • Respondents control pace at which they answer • No interview-evaluation apprehension

  15. Self-Administered Surveys • Disadvantages: • Respondent controls the survey; do not send in on time, do not send in! • Lack of monitoring: no one to explain or encourage respondents • High questionnaire requirements…it must be perfect!

  16. Mixed-Mode (Hybrid) Surveys • Mixed-mode surveysuse multiple data collection methods. • It has become increasingly popular to use mixed-mode surveys in recent years.

  17. Mixed-Mode (Hybrid) Surveys • Advantages: • Multiple advantages to achieve data collection goal… • Example: May use online surveys to quickly reach portion of population with Internet access and may use telephone calling to reach those without Internet access.

  18. Mixed-Mode (Hybrid) Surveys • Disadvantages: • Mode affects response? • Additional complexity. • Example: if you are conducting a survey online and a telephone survey, the wording of the instructions must be different to accommodate respondents • The data from the two different sources will need to be integrated into a single data set; care must be taken to ensure that the data are compatable.

  19. Ways to Gather Data

  20. Person-Administered SurveysIn-Home Interview • The interview is conducted in the respondent’s home. Appointments may be made ahead by telephone. • Key Advantages: • Conducted in the privacy of the home, which facilitates interviewer-respondent rapport

  21. Person-Administered SurveysIn-Home Interview • Key Disadvantages: • Cost per interview can be high • Interviewers must travel to respondent’s home • Comment: • Often much information per interview is gathered

  22. Person-Administered SurveysMall-Intercept Interview • Shoppers in a mall are approached and asked to take part in the survey. • Questions may be asked in the public area of the mall or in the mall-intercept company’s facilities located in the mall. • Key Advantage: • Fast and convenient data collection method

  23. Person-Administered SurveysMall-Intercept Interview • Key Disadvantages: • Only mall patrons are interviewed • Respondents may feel uncomfortable answering the questions in the mall • Comment: • Mall-intercept company often has exclusive interview rights for that mall

  24. Person-Administered SurveysIn-Office Interview • The interviewer makes an appointment with managers to conduct the interview at the respondent’s place of work. • Key Advantage: • Useful for interviewing busy executives

  25. Person-Administered SurveysIn-Office Interview • Key Disadvantages: • Relatively high cost per interview • Gaining access is sometimes difficult • Comment: • Useful when respondents must examine prototypes or samples of products

  26. Person-Administered Surveys“Traditional” Telephone Interview • Interviewers work out of their homes to conduct telephone interviews with households or business representatives. • Key Advantage: • Low cost • Convenient

  27. Person-Administered Surveys“Traditional” Telephone Interview • Key Disadvantage: • Limited quality control • Misdialing and making mistakes in administering the questions • Insufficient callbacks for respondents who are not at home

  28. Person-Administered SurveysCentral Location Telephone Interview • Interviewers work in a data-collection company’s office using cubicles or work areas for each interviewer. • The supervisor has the ability to “listen in” to interviews and to check that they are being conducted correctly. • Key Advantages: • Fast turnaround • Good quality control • Reasonable cost

  29. Person-Administered SurveysCentral Location Telephone Interview • Key Disadvantage: • Restricted to telephone communication • Comment: • Long-distance calling is not a problem

  30. Computer-Administered SurveysCATI • The questions are programmed for a computer screen that an interviewer reads to the respondent. Responses are entered directly into the computer by the interviewer. • Key Advantages: • Computer eliminates human interviewer error • Simultaneous data input to computer file • Good quality control

  31. Computer-Administered SurveysCATI • Key Disadvantage: • Setup costs can be high • Comment: • Losing ground to online surveys and panels

  32. Fully Computerized Surveys(not online) • A computer is programmed to administer the questions. Respondents interact with the computer and enter their own answers by using a keyboard, by touching the screen, etc. • Key Advantages: • Respondent responds at his or her own pace • Computer data file results

  33. Fully Computerized SurveysOnline Questionnaire • Respondents fill out a questionnaire that resides on the Internet, or otherwise accesses it via the Internet (email attachment, downloads the file). • Key Advantages: • Ease of creating and posting • Fast turnaround • Computer data file results

  34. Fully Computerized SurveysOnline Questionnaire • Key Disadvantage: • Respondent must have access to the Internet • Comment: • Fastest growing data collection method; very flexible; online; analysis available

  35. Self-Administered SurveysGroup Self-Administered Survey • Respondents take the survey in a group context. Each respondent work individually. • Key Advantages: • Cost of interviewer eliminated • Economical for assembled groups of respondents

  36. Self-Administered SurveysGroup Self-Administered Survey • Key Disadvantage: • Must find groups and secure permission to conduct the survey • Comment: • Prone to errors or self-administered surveys good for pretests or pilot tests

  37. Self-Administered SurveysDrop-Off Survey • Questionnaires are left with the respondent to fill out. The administrator may return at a later time to pick up the completed questionnaire, or it may be mailed in. • Key Advantages: • Cost of interviewer eliminated • Appropriate for local market surveys

  38. Self-Administered SurveysDrop-Off Survey • Key Disadvantage: • Generally not appropriate for large-scale national survey • Comment: • Many variations exist with respect to logistics and applications

  39. Self-Administered SurveysMail Survey • Key Disadvantages: • Low response rates • Self-selection bias • Slow • Comment: • Many strategies to increase response rate exist

  40. Advantages and Disadvantages of Data-Collection Methods

  41. Choice of Survey Method • In selecting a data collection mode, the researcher balances quality against: • The survey data collection time horizon: telephone, online, mall intercept • The survey data collection budget: mail & new online such as Insight Express

  42. Choice of Survey Method • In selecting a data collection mode, the researcher balances quality against: • Incidence rate: Referring to the percentage of the population that possesses some characteristic necessary to be included in the survey. • A study of mobile phone usage using student sample (high incidence rate) … self-administered survey is appropriate • A study of credit card usage using student sample (low incidence rate) … one must firstly screen the sampling frame

  43. Choice of Survey Method • In selecting a data collection mode, the researcher balances quality against: • Cultural/infrastructure considerations: Scandinavia; dislike strangers in homes. Canada is more open. In India, <10% have phones

  44. Choice of Survey Method • In selecting a data collection mode, the researcher balances quality against: • Type of respondent interaction required: verbal only: telephone; static stimulus then can use mail or online; nonstatic; online/mall/personal

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