1. Communication Methods in Survey Research Reference: Chapter 9
King Fahd University of Petroleum & Minerals Department of Management and Marketing MKT 345 Marketing Research Dr. Alhassan G. Abdul-Muhmin
Communication Methods in Survey Research Reference: Chapter 9

2. Learning Objectives
At the end of this discussion you should be able to:
list the different communication methods available for data gathering in survey research
identify and explain the key characteristics of each communication method
compare the advantages and disadvantages of the different communication methods
identify key issues in the choice of survey communication method
explain the concept of “response rate” in surveys and list the approaches to increasing survey response rates
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

3. Broad Classification of Communication Methods in Survey Research
Interviewer-administered survey methods
Personal Interviews.
Telephone Interviews.
(Respondent) Self-administered survey methods.
Paper-based
Electronic
Mixed-mode surveys.
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

4. PERSONAL INTERVIEWS
Personal Interview – A form of direct communication in which an interviewer asks respondents questions face-to-face.
Door-to-Door Interviews – Interviews conducted at respondents’ doorsteps (in their homes)
Mall Intercept Interviews (Shopping Center Sampling) – Interviews conducted by intercepting respondents at a central location in a shopping mall
Pre-arranged Meetings – Interviewing respondents at other mutually agreed upon places
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

5. Advantages of Personal Interviews
Opportunity for feedback.
Opportunity to probe complex questions.
Willingness of respondents to spend longer time on interview.
Reduction in rate of item nonresponse (completeness of questionnaire).
Possibility of using visual aids & props.
High response rate / willingness of respondents to participate.
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

6. Disadvantages of Personal Interviews
Interviewer influence.
Respondent cannot be anonymous.
There may be a need for several callbacks (attempts to re-contact individuals who have been selected for a sample but who were not available during the earlier visit)
High cost.
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

7. TELEPHONE INTERVIEWS
Interviewer-administered interviews that are conducted over the telephone.
Telephone interviews are the most widely used method in commercial survey research
Telephone Interviewing Systems
Central Location Interviewing.
Computer-Assisted Telephone Interview.
Computerized Voice-Activated Telephone Interviewing.
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

8. Telephone Interviewing Systems
Central Location Interviewing:
Conducting telephone interviews from a single central location from which all interviewers work
Usually through WATS (Wide Area Telecommunications Service) contracts that provide fixed long-distance rates, and allow unlimited calls within a specific geographic area
Allows Supervision and control.
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

9. Telephone Interviewing Systems
Computer-Assisted Telephone Interviewing (CATI):
Telephone interviewing system in which the interviewer reads questions from a computer screen and enters the answers directly into the computer
Usually incorporate telephone management systems that handle:
Phone number selection.
Automatic dialing.
Sample selection.
Automatic callback scheduling.
Reporting on number of completed interviews.
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

10. Telephone Interviewing Systems
Computerized Voice-Activated Telephone Interviews
Computer assumes responsibility for all aspects of the interview administration
It dials the respondent, asks the questions, and records the responses.
Used mainly for short, simple questionnaires.
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

11. Advantages of Telephone Interviews
Relatively high speed of data collection.
Inexpensive compared to personal interviews.
Better respondent anonymity than personal interviews.
Relatively higher respondent cooperation  lower nonresponse compared to personal interviews.
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

12. Disadvantages of Telephone Interviews
Problems in getting representative samples; unlisted phone numbers; random digit dialing as solution.
Problem of answering machines & faxes.
Need for callbacks.
Respondent can easily hang up.
Inability to use visual aids.
Need for shorter forms of questioning.
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

13. [RESPONDENT] SELF-ADMINISTERED SURVEYS
Surveys in which respondents take the responsibility for reading and answering the questions.
Present a special challenge in questionnaire design because self-administered surveys rely on the efficiency of the written word rather than the skill of the interviewer.
Self-administered questionnaires can be classified into paper-based (printed) or electronic (non-printed)
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

14. EXHIBIT 9.1 Self-Administered Questionnaires Can Be Either Printed or Electronic
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

15. Paper (Printed) Self-Administered Questionnaires
Distribution Methods
Mail (or Postal) Surveys – using regular mail system (now usually called “Snail Mail Surveys”).
Drop-off / Pick-up method.
Fax surveys
Inserts – e.g. in product packages, magazines, etc.
Direct distribution to customers – e.g. in restaurants, airplanes, banks.
Warranty / Owner registration cards.
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

16. Advantages of Postal and Other Printed Self-Administered Surveys
Geographic flexibility.
Lower cost.
Respondent convenience
Respondent can take time to think about response.
Respondent has chance to check records for information.
Respondent anonymity.
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

17. Disadvantages of Postal and Other Printed Self-Administered Surveys
Absence of interviewer means:
Loss of control over the data collection.
Respondent can misinterpret questions.
Visual props cannot be used.
Questions have to be standardized.
Takes long time to receive response.
Questionnaire has to be short.
Low response rates.
No assurance that intended subject actually completed the questionnaire.
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

18. RESPONSE RATE ISSUES IN (POSTAL) SURVEYS
Number of completed and returned questionnaires divided by number of eligible people contacted.
Methods for increasing response rate:
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

19. EXHIBIT 9.2 Example of Cover Letter for Household Survey
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals
Source: Reprinted with permission of John Wiley & Sons, Inc.

20. Methods for Increasing Response Rate
Cover letter explaining:
Study importance.
Request for help.
Importance of respondent.
Sampling method.
Description of reward.
Promise of confidentiality.
Etc.
Rewards (monetary & non-monetary).
Advance notification.
Follow-ups.
Prestige of sponsoring institution.
Color of questionnaire paper.
Type of postage
Interesting questions.
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

21. Increase in response rate over control group
Effects of Different Methods for Increasing Response Rates in Mail Surveys
Method
Increase in response rate over control group
Prior telephone calls
19%
Monetary incentives:
$ 0.10
17%
$ 0.25
$ 1
26%
$ 0.20
15%
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

22. Increase in response rate over control group
Effects of Different Methods for Increasing Response Rates in Mail Surveys
Method
Increase in response rate over control group
Non-monetary:
Pen
12%
Pocket knife
15%
Stamp vs. business reply
7 %
Anonymity (in-company)
20%
Anonymity (external)
10%
Follow-ups
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

23. Electronic Self-Administered Questionnaires
Distribution Methods
Text
HTML
File attachments
Internet
Bulletin boards
Web HTML
Downloadable surveys
Kiosk Interactive Surveys
On-site computers
Disk-by-mail (CD-ROM by mail)
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

24. Advantages of E-mail Questionnaires
Speed of distribution
Lower distribution costs
Faster turnaround (response) time
Greater flexibility
Less handling of paper
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

25. Disadvantages of E-mail Questionnaires
Lack of security (Eavesdropping by administrators)
Lack of anonymity
Differences in capabilities of respondent’s computers and software
Difficulties for novices
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

26. Advantages of Internet Surveys
Speed
Cost-effectiveness
Eliminate cost of paper, postage, and data entry
Larger samples can be obtained
Visual appeal and interactivity
More sophisticated lines of questioning
Can use color, sound, animation, and visual materials
Accurate real-time data capture
Easy callback capabilities
Personalized and flexible questioning
Respondent anonymity
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

27. Disadvantages of Internet Surveys
Non-widespread use of internet in the general population
Differences in capabilities of respondent’s computers and connection speeds
Differences in computer skills
Lack of security for personal information
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

28. Advantages and Disadvantages of Typical Survey Methods
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

29. Advantages and Disadvantages of Typical Survey Methods
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

30. ISSUES IN CHOICE OF COMMUNICATION METHOD
Is the assistance of an interviewer necessary?
Are respondents interested in the issues being investigated?
Will cooperation be easily attained?
How quickly is the information needed?
Will the study require a long and complex questionnaire?
How large is the budget?
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals

31. Ethical Issues in Survey Research
The American Marketing Association’s code of ethics expresses researchers’ obligation to:
Protect the public from misrepresentation and exploitation under the guise of marketing research
Protect respondents’ right to privacy
Avoid the use of deception
Inform respondents about the purpose of the research
Maintain confidentiality and honesty in collecting data
Maintain objectivity in reporting data
Dr. Alhassan G. Abdul-Muhmin
King Fahd University of Petroleum and Minerals