3Communication Approach(1/2) The communication approach involves surveying or interviewing people and recording their responses for analysis.A survey is a measurement process used to collect information during a highly structured interview.Questions are carefully chosen or crafted, sequenced, and precisely asked of each participant.The goal of the survey is to derive comparable data across subsets of chosen sample so that similarities and differences can be found.
5Error in Communication Research(1/2) Error SourcesMeasurement Questions and Survey InstrumentsInterviewerParticipant
6Error in Communication Research(2/2) Researchers cannot help a business decision maker answer a research question if they:Select or craft inappropriate questionsAsk them in an inappropriate orderUse inappropriate transitions and instructions to elicit information
7Interviewer ErrorA major source of sampling error and response bias, is caused by numerous actions:Failure to secure full participant cooperation (sampling error).Failure to record answers accurately and completely (data entry error).Failure to consistently execute interview procedures.Failure to establish appropriate interview environment.Falsification of individual answers or whole interviews.Inappropriate influencing behavior.Physical presence bias.
8Participant ErrorThree broad conditions must be met by participants to have a successful survey:The participant must possess the information being targeted by the investigative questions.The participant must understand his or her role in the interview as the provider of accurate information.The participant must have adequate motivation to cooperate.
9Participation-Based Errors Three factors influence participation:The participant must believe that the experience will be pleasant and satisfying.The participant must believe that answering the survey is an important and worthwhile use of his or her time.The participant must dismiss any mental reservations that he or she might have about participation.
11Nonresponse ErrorIn surveys, nonresponse error occurs when the responses of participants differ in some systematic way from the responses of nonparticipants.The researcher cannot locate the person.The researcher is unsuccessful in encouraging that person to participate.
12Response-Based Errors(1/2) Response errors is generated in two way: when the participant fails to give a correct answer or fails to give the complete answer.If we ask participants to report on events that they have not personally experienced, we need to assess the replies carefully.Participants also cause error by responding in such a way as to unconsciously or consciously misrepresent their actual behavior, attitudes, preferences, motivations, or intentions (response bias).
13Response-Based Errors(2/2) Participants create response bias when they modify their responses to be socially acceptable or to save face or reputation with the interviewer (social desirability bias), and sometimes even in an attempt to appear rational and logical.One major cause of response bias is acquiescence－the tendency to be agreeable.Participants may also interpret a question or concept differently from what was intended by the researcher. This occurs when the researcher uses words that are unfamiliar to participant. Thus, the individual answers a question that is different from the one the researcher intended to ask.
15Self-Administered Surveys The Web as a Survey Research VenueAdvantagesShort turnaround of results.Ability to use visual stimuli.Ability to do numerous surveys over time.Ability to attract participants who wouldn’t participate in another research project.Participants feel anonymous.Shortened turnaround from questionnaire draft to execution of survey.
16Self-Administered Surveys The Web as a Survey Research VenueDisadvantagesRecruiting the right sample is costly and time-consuming.Converting surveys to the web can be expensive.It takes technical as well as research skill to field a Web survey.While research is more compatible with numerous browsers, the technology isn’t perfect
17Evaluation of the Self-Administered Surveys It cost less than surveys via personal interview.CostsIt can contact participants who might otherwise be inaccessible.Sample AccessibilityIt can take more time to collect facts.Time constraintsIt provide more anonymity than other communication modes.AnonymityThe type and amount of information that can be secured is a major limitation of self-administered surveys.Topic Coverage
18Maximizing Participation in the Self-Administered Survey(1/3) The key points of the survey process where the response may break downThe wrong address, or postal.The envelope or fax cover sheet may look like junk mail.Lack of proper instructions for completion.A participant may find no convincing inducement.A participant may temporarily set the questionnaire aside.
19Maximizing Participation in the Self-Administered Survey(2/3) Using Total Design Method(TDM) to minimize the burden on participants by designing questionnairesAre easy to read.Offer clear response directions.Include personalized communication.Provide information about the survey via advance notification.Encourage participants to respond.
20Maximizing Participation in the Self-Administered Survey(3/3) Several practical suggestions of methodological article which can improve response rateAdvance notification of the delivery of a self-administered questionnaire.Reminders after the delivery of a self-administered questionnaire .Clearly specified return directions and devices .Monetary incentives for participation.An appeal for participant is essential.
21Self-Administered Survey Trends(1/5) Computer surveying is surfacing.At trade shows, it provides a stimulus for attendees to visit a particular exhibit, and gives the exhibitor detailed information for evaluating the productivity.In companies, it is used to evaluate employee polices and behaviors.On web sites, it is used to find registration procedures and full-scale surveying.
22Self-Administered Survey Trends(2/5) The Web-based questionnaire:A measurement instrument both delivered and collected via the Internet.It has the power of computer-assisted telephone interview systems, but without the expense of network administrators, specialized software, or additional hardware.Most software products has the design features that allow custom survey creation and modification.
23Self-Administered Survey Trends(3/5) Two primary options:A proprietary solutions offered through research firms.Problem formulation, questionnaire design, etc.Supplier’s staff generate the questionnaire HTML code.Supplier’s staff hosts the survey at their server.Supplier’s staff provides data consolidation and reports.
24Self-Administered Survey Trends(4/5) Two primary options:An off-the-shelf software designed for researchers who possess the knowledge and skills.AdvantagesQuestionnaire design in a word processing environment.Ability to import questionnaire forms from text files.A coaching device to guide you through question and response formatting.Question and scale libraries.Flexible analysis and reporting mechanisms.
25Self-Administered Survey Trends(5/5) A Web survey is much less expensive than conventional survey research.Any instrument may be configured as an questionnaire.The computer-delivered survey has made it possible to use many of the suggestions for increasing participation.
26Survey via Telephone Interview The telephone survey is still the workhouse of survey research.Telephone service penetration access to participants through low-cast , efficient means has made telephone interviewing a very attractive alternative for researches.
27Evaluation of the Telephone Interviewing One study reports that sampling and data collection costs for telephone surveys can run from 45 to 64 percent lower than costs for comparable personal interview
28Evaluation of the Telephone Interviewing Computer-assisted telephone interview(CATI)CATI works with a telephone number management system to select numbers, dial the sample , and enter responses.Computer-administered telephoneUnlike CATI, there is no human interviewer.A computer calls the phone number, conducts the interview, places data into a file for later tabulation, and terminates the contact .
29Evaluation of the Telephone Interviewing CATI is often compared to the self-administered questionnaire and offers the advantage of enhanced participant privacy .Study found that rejection of this mode of data collection affects the refusal rate.Noncontact rate is a ratio of potential but unreached contacts to all potential contactsRefusal rate refers to the ratio of contacted participants to all potential contacts
30Disadvantages of the Telephone Survey Inaccessible householdsInaccurate or nonfunctioning numbersLimitation on Interview lengthLimitation on use of visual or complex questionEase of interview terminationLess participant involvementDistracting physical environment
31Disadvantages of the Telephone Survey Inaccessible householdsrural householdshouseholds with incomes below the poverty linemore households are using filtering devices and servicesthe number of inaccessible individuals continue to increase as cellular/wireless phone use increasesA random dialing procedure is designed to reduce some of this bias.
32Disadvantages of the Telephone Survey Inaccurate or nonfunctioning numbersseveral methods have been developed to overcome the deficiencies of directories.choosing phone number by random dialing of combination of directories and random dialingLimitation on Interview length10 minutes has generally been thought of as ideal, but interviews of 20 minutes or more are not uncommon
33Disadvantages of the Telephone Survey Limitation on use of visual or complex questionvisual or complex question is possible with personal interviewing , CASI ,or WWW survey.interviewers have supplied these prior to a prescheduled interview via fax , , or the Internet.Ease of interview terminationparticipants find it easier to terminate a phone interview. public reason to investigative report of wrongdoing and unethical behavior
34Disadvantages of the Telephone Survey Less participant involvementtelephone surveys can result in less through responsespersons interviewed by phone find the experience to be less rewarding than personal interviewDistracting physical environmentreplacement of home or office phones with cellular and wireless phone also raises concerns
35Telephone Survey Trends Future trends in telephone surveying bear watching.Other findings suggested1. individuals with answering machines were more likely to participate.2. machine use was more prevalent on weekends than on weekday evenings3. machines were more commonplace in urban than in rural.Telemarketers might be the catalyst , but legitimate research will suffer
36Survey via Personal Interview A survey via personal interview is a two-way conversation between a trained interviewer and a participant
37Evaluation of the Personal Interview Survey Advantagesdepth of information and detailhave more control than other kinds of communication studiescomputer-assisted personal interview (CAPI) for using special scoring devices and visual materials
38Evaluation of the Personal Interview Survey Disadvantagespersonal interviewing is costly in terms of both money and timeSome unwilling to invite strangers into homesInterviewer bias possibleExceptionSurvey via intercept interviews that targets in centralized locations reduce costs (interviewers, training, effectiveness)
39Selecting an Optimal Survey Method Self-AdministeredSurveyTelephoneSurvey viaPersonal InterviewAdvantagesAccess inaccessible participantsIncentives for higher response ratesLowest-costGeographic coverageMinimal staff neededPerceived anonymityReflection timeLower costs than personal interviewWide geographic coverageFewer InterviewersReduced interviewer biasFast completion timeGood cooperation ratesInterviewer can probe and explainVisual aids possibleInterviewer can prescreenCAPI possible
40Selecting an Optimal Survey Method Self-AdministeredSurveyTelephoneSurvey viaPersonal InterviewDis-advantagesLow response rates in some modesNo interviewer interventionCannot be too longCannot be too complexRequires accurate listResponse rate is lower than for personal interviewHigher costs if geographically dispersed sampleLimited Interview lengthResponse may be less completeHigh costsNeed for highly trained interviewersTime consumingLabor-intensiveSome unwilling to invite strangers into homesInterviewer bias possible
41Selecting an Optimal Survey Method In an inaccessible participants situation, the telephone interview, mail survey, or computer-delivered survey should be considered.If data must be collected very quickly, the mail survey would likely be ruled out because of lack of control over the returnsIn an objective which requires extensive questioning and probing, the survey via personal interview should be considered.
42Selecting an Optimal Survey Method If none of the choices turns out to be a particularly good fit, it is possible to combine the best characteristics of two or more alternatives into a hybrid survey.Although this decisions will incur the costs of combined modes, the flexibility of tailoring method to your unique needs is often an acceptable trade-off.
43Selecting an Optimal Survey Method All researchers are confronted by the practical realities of cost and deadlines.As Exhibit 10-5 suggests, a conclusion was made as follows.Surveys via personal interviewTelephone surveysSelf-administered surveysCostHighMiddleLostTime-consuming
44Selecting an Optimal Survey Method Most of the time, an optimal method will be apparent, however managers’ needs for information often exceed their internal resources.So managers will seek assistance from research vendors of survey-related services.Outsourcing Survey Services
45Selecting an Optimal Survey Method Outsourcing Survey ServicesCommercial suppliers of research services vary from full-service operations to specially consultants.The exploratory work, design, sampling, data collection, or processing and analysis may be contracted separately or as a whole.Research firms also offer special advantages that their clients do not typically maintain in-house.