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 participants 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 participants 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 Survey Sponsorship Return Envelopes Postage Personalization Anonymity Size, Color, and Reproduction Money Incentives 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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INSTRUMENTS OF PARTICIPANT COMMUNICATION

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Instrument Design Process

Phase 1: Developing the instrument design strategy Phase 2: Constructing and refining the measurement questions Phase 3: Drafting and refining the instrument
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Developing the Instrument Design Strategy

Management-Research Question Hierarchy: The management problem/question Research question(s) Investigative questions Measurement questions

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Strategic Concerns of Instrument Design

What type of data is needed to answer the management question? What communication approach will be used? Should the questions be structured, unstructured, or some combination? Should the questions be disguised or undisguised?
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Ways to Interact with the Participant

Personal interview Telephone Mail Computer

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Types of Measurement Questions?

Target Classification Administrative

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Appropriate Question Content

Should this question be asked? Is the question of proper scope and coverage? Can the participant adequately answer this question, as asked? Will the participant willingly answer this question, as asked?

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How to Test a Respondents Appropriateness

Filter questions Screen questions

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Question Wording Criteria

Is the question stated in terms of a shared vocabulary? Does the question contain vocabulary with a single meaning? Does the question contain unsupported assumptions? Is the question correctly personalized? Are adequate alternatives presented within the question?
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What Dictates Your Response Strategy?

Characteristics of participants Nature of the topic(s) being studied Type of data needed Your analysis plan

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Types of Response Questions

Free-response Dichotomous Multiple-choice Checklist Rating Ranking

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Guidelines to Refining the Instrument

Awaken the participant's interest Use buffer questions as a guide to request sensitive information Use the funnel approach to move to more specific questions

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Improving Survey Results

Pretesting is an established practice for discovering errors and useful for training the research team

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