1. Costs Per Survey Response
Tyson Fujikawa
Ryan Palmer
Nadia Vega

2. Different Types of Surveys
Internet
Drop-off Questionnaire
Self-administration
Fax
Mail
Telephone
Personal Interviews

3. Internet Advantages Disadvantages Low cost Requires minimal staff
Respondents have time to give thoughtful answers
Respondent can accomplish on their own time
Disadvantages
Internet users do not represent the population as a whole
Security
Unrestricted internet sample (anyone who wants to complete the questionnaire can do so)

4. Drop-off Questionnaire
Advantages
Interviewer can explain the study
Response rates tend to be like those of personal interview studies
More opportunity for thoughtful answers
Disadvantages
Costs about as much as personal interviews
A field staff is required

5. Self-administration Advantages Disadvantages
Ease of presenting questions requiring visual aids
Asking questions with long or complex response categories
Respondent does not have to share answers with an interviewer
Disadvantages
Especially careful questionnaire design is needed
Open questions not useful
Good reading and writing skills are needed by respondents
Interviewer is not present to exercise quality control

6. Fax surveys Advantages Disadvantages Relatively low cost
Requires minimal staff and facilities
It is fast
Technology is improving
There is time for thoughtful answers
Can send and receive by computer
More reliable than mail in some countries
Disadvantages
Costs increase with minutes
Cost varies by time on line, time of day, distance, and telephone carrier
Limited to organizational population
Loss of anonymity

7. Mail Advantages Disadvantages Relatively low cost
Requires minimal staff
Provides access to widely dispersed samples and samples that for other reasons are difficult to reach by telephone or in person
Time for thoughtful answers
Disadvantages
Various disadvantages of not having interviewer involved in data collection
Need for good nailing addresses for sample

8. Telephone Advantages Disadvantages
Lower costs than personal interviews
Random-digit-dialing (RDD)
Shorter data collection period
The advantages of interviewer administration (in contrast to mail surveys)
Required smaller staff which is easily managed
Likely better response rate from a list sample than from mail
Disadvantages
Sampling limitations (omit those without a phone)
Nonresponse associated with RDD sampling is higher than with interviews
Limits on response alternatives, use of visual aids, and interviewer observations
Possibly less appropriate for personal or sensitive questions if no prior contact

9. Personal Interviews Advantages Disadvantages
Most effective way of enlisting cooperation
Easier to probe for answers
Observation, visual cues, and self-administered sections are feasible
Rapport and confidence building are possible
Probably longer interviews can be done in person
Disadvantages
More costly than alternatives
Trained staff of interviewers geographically near the sample is needed
Total data collection period is likely to be longer

10. Hey, LISTEN UP!
This is when you get out your pens and write down this vital information. This is what our presentation is really all about…
LET’S TALK NUMBERS…

11. Cost per Response Mail Survey $6.00-$16.00 Telephone (7 min.)
$10.00-$16.00
(15 min.)
$26.00-$34.00
Personal (10 min.)
$30.00-$36.00
(60 min.)
$50.00-$70.00
(Executive)
$80.00-$
Internet (varies w/ amounts)
$0.02-$100’s
*Based on a numbers from 1997 (Marketing Research, 8th ed.)

12. In conclusion…
Survey costs depend on a multitude of factors which include:
Amount of professional time required to design the questionnaire
Questionnaire length
Geographic dispersion of the sample
Availability and interest of the sample
Callback procedures
Respondent selection rules
Availability of trained staff…etc