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Costs Per Survey Response Tyson Fujikawa Ryan Palmer Nadia Vega.

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Presentation on theme: "Costs Per Survey Response Tyson Fujikawa Ryan Palmer Nadia Vega."— Presentation transcript:

1 Costs Per Survey Response Tyson Fujikawa Ryan Palmer Nadia Vega

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

3 Internet Advantages Advantages –Low cost –Requires minimal staff –Respondents have time to give thoughtful answers –Respondent can accomplish on their own time Disadvantages 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 Advantages –Interviewer can explain the study –Response rates tend to be like those of personal interview studies –More opportunity for thoughtful answers Disadvantages Disadvantages –Costs about as much as personal interviews –A field staff is required

5 Self-administration Advantages Advantages –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 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 Advantages –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 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 Advantages –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 Disadvantages –Various disadvantages of not having interviewer involved in data collection –Need for good nailing addresses for sample

8 Telephone Advantages Advantages –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 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 Advantages –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 Disadvantages –More costly than alternatives –Trained staff of interviewers geographically near the sample is needed Total data collection period is likely to be longer 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… LETS TALK NUMBERS…

11 *Based on a numbers from 1997 (Marketing Research, 8 th ed.) 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-$100s

12 In conclusion… Survey costs depend on a multitude of factors which include: 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


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