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Surveys

Surveys. Methods of Obtaining Quantitative Data in Descriptive Research. Figure 7.3 Methods of Obtaining Quantitative Data in Descriptive Research. OBSERVATION Information Obtained by Observing Behavior or Phenomena. SURVEY Information Obtained by Questioning Respondents.

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Surveys

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  1. Surveys

  2. Methods of Obtaining Quantitative Data in Descriptive Research Figure 7.3 Methods of Obtaining Quantitative Data in Descriptive Research OBSERVATION Information Obtained by Observing Behavior or Phenomena SURVEY Information Obtained by Questioning Respondents Quantitative Descriptive Research

  3. Respondents • Respondents are a representative sample of people

  4. Surveys • Surveys ask respondents for information using verbal or written questioning

  5. Gathering Information via Surveys • Quick • Inexpensive • Efficient • Accurate • Flexible

  6. Figure 7.4 Classification of Survey Methods Classification of Survey Methods Survey Methods Telephone Personal Mail Electronic In-Home Mail/Fax Interview E-Mail Traditional Telephone Mall Intercept Mail Panel Computer-Assisted Telephone Interviewing Computer-Assisted Personal Interviewing Internet

  7. Personal Interviews • Form of direct communication in which an interviewer asks respondents questions face-to-face.

  8. Advantages of Personal Interviews • Opportunity for Feedback • Probing Complex Answers • Interviewer asks for clarification or expansion of answers • Length of Interview • Completeness of Questionnaires • Minimizes Item Nonresponse: failure by a respondent to answer a question on a questionnaire • Props & Visual Aids • High Participation

  9. Disadvantages of Personal Interviews • Interviewer Influence • Lack of Respondent Anonymity • Cost

  10. Types of Personal Interviews • Door-to-Door (In-Home) Interviews • Conducted at the respondent’s home or place of business • Mall Intercept Interviews • Personal interview conducted in a shopping mall or other high-traffic area

  11. Aspects of Personal Interview • Speed of data collection • Slow to Moderate • Geographical flexibility • Limited to moderate • Respondent cooperation • Excellent • Versatility of questioning • Quite versatile

  12. Aspects of Personal Interview • Questionnaire length • Long • Item nonresponse • Low • Possibility of respondent misunderstanding • Lowest

  13. Aspects of Personal Interview • Degree of interviewer influence of answer • High • Supervision of interviewers • Low to Moderate • Anonymity of respondent • Low

  14. Aspects of Personal Interview • Ease of call back or follow-up • Difficult • Cost • Highest • Special features • Visual materials may be shown or demonstrated; extended probing possible

  15. Telephone Surveys

  16. Telephone Surveys • Speed of Data Collection • Very fast • Geographical Flexibility • High • Respondent Cooperation • Poor • Versatility of Questioning • Moderate

  17. Telephone Surveys • Questionnaire Length • SHORT!!!!!!!!!!!!!!!!!!! • Item Nonresponse • Medium • Possibility of Respondent Misunderstanding • Average • Degree of Interviewer Influence of Answer • Moderate

  18. Telephone Surveys • Supervision of interviewers • High, especially with central location WATS interviewing • Anonymity of respondent • Moderate • Ease of call back or follow-up • Easy

  19. Telephone Surveys • Cost • Low to Moderate to High • Special features • Fieldwork and supervision of data collection are simplified; quite adaptable to computer technology

  20. Telephone Surveys • Central location interviewing • Computer-assisted telephone interviewing • Computerized voice-activated interviews

  21. Most Unlisted Markets • Sacramento, CA • Oakland, CA • Fresno, CA • Los Angles/Long Beach, CA

  22. Self-Administered Questionnaires

  23. Mail Surveys

  24. Mail Surveys • Speed of data collection • Researcher has no control over return of questionnaire; slow • Geographical flexibility • High • Respondent cooperation • Moderate--poorly designed questionnaire will have low response rate

  25. Mail Surveys • Versatility of questioning • Highly standardized format • Questionnaire length • Varies depending on incentive • Varies depending on whether business or consumer respondents • Item nonresponse • High

  26. Mail Surveys • Possibility of respondent misunderstanding • Highest--no interviewer present for clarification • Degree of interviewer influence of answer • None--interviewer absent • Supervision of interviewers • Not applicable

  27. Mail Surveys • Anonymity of respondent • High • Ease of call back or follow-up • Easy, but takes time • Cost • Moderate

  28. Figure 7.5 Improving Response Rates Improving Response Rates Methods of Improving Response Rates Prior Notification Incentives Follow-up Other Facilitators Monetary Nonmonetary Prepaid Promised

  29. E-Mail Questionnaire Surveys • Speed of data collection • Virtually Instantaneous • Geographic flexibility • worldwide • Cheaper distribution and processing costs

  30. E-Mail Questionnaire Surveys • Flexible, but • Extensive differences in the capabilities of respondents’ computers and e-mail software limit the types of questions and the layout • E-mails are not secure and “eavesdropping” can possibly occur • Respondent cooperation • Varies depending if e-mail is seen as “spam”

  31. Internet Surveys • A self-administered questionnaire posted on a Web site. • Respondents provide answers to questions displayed online by highlighting a phrase, clicking an icon, or keying in an answer.

  32. Internet Surveys • Speed of data collection • Instantaneous • Cost effective • Geographic flexibility • worldwide • Visual and interactive

  33. Internet Surveys • Respondent cooperation • Varies depending on web site • Varies depending on type of sample • When user does not opt-in or expect a voluntary survey cooperation is low. • Self-selection problems in web site visitation surveys - participants tend to be more deeply involved than the average person.

  34. Internet Surveys • Versatility of questioning • Extremely versatile • Questionnaire length • Individualized base on respondent answers • Longer questionnaires with panel samples • Item nonresponse • Software can assure none

  35. Internet Surveys • Representative samples • The quality of Internet samples may vary substantially. • A sample of those who visit a web page and voluntarily fill out a questionnaires can have self-selection error.

  36. Internet Surveys • 1) not all individuals in the general public have Internet access • 2) many respondents lack powerful computers with high-speed connections to the Internet • 3) many respondents computer skills will be relatively unsophisticated.

  37. Internet Surveys • Possibility for respondent misunderstanding • High • Interviewer influence of answers • None • Supervision of interviewers not required

  38. Internet Surveys • Anonymity of Respondent • Respondent can be anonymous or known • Ease of Callback or Follow-up • difficult unless e-mail address is known • Special Features • allows graphics and streaming media

  39. There is no best form of survey; each has advantages and disadvantages.

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