EMR 6500: Survey Research Dr. Chris L. S. Coryn Spring 2012

Agenda Cluster sampling for proportions Customer feedback surveys and alternative delivery technologies

Estimation of a Population Proportion

*Note: Where a i is the total number of elements in cluster i that possess the characteristic of interest

ClusterNumber of residents, mRenters, a NMMedSD Resident Renters

Example for a Population Proportion

Selecting the Sample Size for Estimating Population Proportions

Sample Size for Estimating Population Proportions

Example for Sample Size for Estimating Population Proportions

Customer Feedback Surveys and Alternative Delivery Technologies

Customer Feedback Surveys Permeate nearly all sectors involving products or services Used to evaluate seminars, workshops, training, and classes, programs watched on television, and stations listened to on the radio Numerous methods employed, some precise and accurate, others not

Designing Customer Feedback Surveys

Sampling Methods 1.Consider randomly sampling portions of the population instead of trying to survey the entire population, especially when the latter leads to people being surveyed unnecessarily and repeatedly 2.Develop procedures for ensuring that onsite sampling is carefully executed and will not be affected by personal preference – Intercept surveys in which every nth customer or visitor is surveyed, usually at different periods throughout the day, week, or year

Nonresponse 1.Actively seek means of using follow-up reminders in order to reduce nonresponse error – In-person delivery increases social obligation to respond 2.Provide all selected respondents with similar amounts and types of encouragement to respond – Nonresponse can be magnified due to the nature of delivery procedures and incentives

Measurement 1.Avoid encouraging higher ratings during the delivery of the survey request 2.Obtain responses from customers when they are best able to provide them 3.Choose measurement devices that will have credibility with those who will use the results as well as respondents 4.Avoid choosing measurement devices primarily because of their potential for increasing response rates 5.Be sure that scales are balanced and the measurement procedure fully revealed when reporting satisfaction survey results 6.Carefully evaluate the impact of using both aural and visual modes to measure satisfaction

Typical Customer Feedback Survey

Enhancing the Accuracy of Customer Surveys through Selection of Delivery Methods

In-Person Appeals with Diverse Follow-Up Methods Human interaction is used to encourage response Capitalizes on the opportunity to talk to people in order to increase the likelihood of response and to make the request salient The key to success is making the initial encounter much more than a request to complete a survey

Interactive Voice Response Methods Interactive voice response (IVR) methods are a substitute to telephone interviewing and have become commonplace in the last decade Prerecorded scripts are used to ask questions and inform people how to respond Cost effective, but problematic

Diaries that Capture Customer Behavior when it Happens Commonly used to gather information on programs watched on television and stations listened to on the radio Many contacts are made to remind respondents to complete diaries Diaries vary from a week to several weeks in length

Group Administration Commonly used to evaluate seminars, workshops, training, and classes Paper is the favored method of administration, because few will go online after a seminar, workshop, training, or class and complete a survey