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Part Three
SOURCES AND
COLLECTION OF DATA

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McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc.,All Rights Reserved.
 Chapter Eleven
SURVEY METHODS:
Communicating With
Participants

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 Communication Approach
Impacts the Research Process

• Creation and selection of measurement

questions
• Sampling issues, drive contact and
callback procedures
• Instrument design, which incorporates
attempts to reduce error and create
participant-screening procedures
• Data collection processes, which create
the need for follow-up procedures and
possible interviewer training
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 Personal Interview

• Requirements for success

– Availability of the needed information from
the participant
– An understanding by the participant of his
or her role
– Adequate motivation by the participant to
cooperate

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 Personal Interview

• To Increase participant’s receptiveness

they must
– believe the experience will be
pleasant and satisfying
– think answering the survey is an
important and worthwhile use of their
time
– have any mental reservations
satisfied
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 The Interview

• Introduction
– Establish a good relationship

• Gather the data

– Probing

• Record the interview

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 Probing Styles

• A brief assertion of understanding and

interest
• An expectant pause
• Repeating the question
• Repeating the participant’s reply
• A neutral question or comment
• Question clarification

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 Interview Problems

• Nonresponse error

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 Interview Problems

• Nonresponse error
• Response error
– participant-initiated
– interviewer error

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 Interview Problems

• Interviewer error
– Failure to secure cooperation
– Failure to execute interview procedures
– Failure to establish appropriate
environment
– Falsification of answers
– Inappropriate interviewing behavior
– Failure to accurately record answers
– Physical presence bias
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 Interview Problems

• Nonresponse error
• Response error
• Cost

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 Telephone Interview

• Types
– Computer-assisted telephone interviewing
– Computer-administered telephone survey

• Problems
– Noncontact rate
– Refusal rate

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 Self-Administered Surveys

• Types
– Mail survey
– Computer-delivered
– Intercept studies
• Disadvantages
– Large nonresponse error
– Cannot obtain detailed or large amounts of
information

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 Concurrent Techniques to
Improve Mail Response

• Reduce Length • Anonymity

• Survey Sponsorship • Size, Color, and
• Return Envelopes Reproduction
• Postage • Money Incentives
• Personalization • Deadline Dates
• Cover Letters

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 Outsourcing Survey Services

• Research Firms Provide

– Centralized-location interviewing
– Focus group facilities
– Trained staff with experience
– Data-processing and statistical analysis
capabilities
– Access to point-of-sale data
Panels

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