1. DILLMAN’S TOTAL DESIGN METHOD
Mail and Telephone Surveys
TDM is described in detail in Dillman’s book Total Design Method published in 1978.
This presentation will be a summary of that book.
Gary Masters

2. Mail and phone surveys were viewed with skepticism in the past.
Low return rate of mail surveys
Phone access limited
Face-to-face was accepted standard
Literary Digest debacle 1936 (Landon/Roosevelt)
Neither mail nor telephone has been considered anything more than a poor substitute for the much heralded face-to face interview.
It seemed that only the most educated would respond to the surveys & return rates were very low
The problem with the telephone survey was only the wealthy had access to a phone.
Two face-to-face interviews for every one mail survey were completed over one 8 year period
Twenty face-to-face for every one phone interview over one 8 year test period.
35% of the population had access to phones in 1936

3. What is the Total Design Method
STEP ONE: Identify each aspect of survey process affecting either quality or quantity of response and modify to obtain best possible responses
STEP TWO: Organize survey efforts so design intentions are carried out in complete detail

4. Total Design Method (Cont.)
The first step is guided by a theoretical view about why people respond to questionnaires.
The second step is guided by an administrative plan which insures the survey is implemented according to design intentions.

5. Why People Respond Social Exchange
The actions of individuals are motivated by the return these actions are expected to bring from others.
People attempt to keep their costs below the rewards they expect to receive.
Social Exchange Homans, Blau, Thibaut and Kelley
Different from “Economic Exchange” which is an exact measure of the worth of one’s actions.
The nature of the return under social cannot be bargained about but must be left to the discretion of the one who owes it.
It is assumed that people engage in any activity because of the rewards they hope to reap.
All activities they perform incur certain costs.

6. 3 things that must be done to maximize survey response
Minimize the costs for responding
Maximize the rewards for doing so
Establish trust that those rewards will be delivered

7. Respondent Cost Time Physical or mental effort
Revealing personal information
Becoming subordinate to the researcher
Direct monetary costs

8. Respondent Rewards Being regarded positively by another person
Expression of verbal appreciation
Being consulted
Making the survey interesting
Physical gifts/money
Opportunity to make a difference

9. Respondent Trust
One must trust that the other will discharge his/her obligation to return the favor with another.
One reason token financial incentives have been effective is the fact that they are a symbol of trust.
If the study is tied to a trusted company or university credence is given to the study.

10. Administrative detail is crucial to obtaining high-quality data
Planning
Timing
Supervision
Control

11. Response Rates
Mail survey response rates averaging 74% can be counted on using TDM
Phone survey response rate as high as 91% are the norm using TDM

12. Writing Questions Kind of information sought Question structure
Choice of words

13. Types of information sought
Attitudes
Beliefs
Behavior
Attributes

14. Types of information sought
Attitudes
Overall the content in this class is:
Beliefs
Compared to other courses this class is more intellectually challenging–agree-disagree
Behavior
In a typical week, how many hours do you spend outside of class preparing for this class?
Attributes
What year in school are you? A = Freshman B = Sophomore C = Junior D = Senior E= Other
Meaningful A B C D E
Meaningless

15. Question Structure Open-ended Close-ended with ordered choices
Close-ended with unordered choices
Partially close-ended

16. Wording Problems Exhausted Tired Candid Honest Priority Most Important
Leisure Free Time
Supervision Care

17. Constructing Mail Questionnaires
The mail questionnaire, more than any other type of questionnaire, requires careful construction, for it alone comes under the respondent’s complete control.

18. Questionnaire Attributes
Size
Structure
Color
Paper
Cover design
Question order

19. Design

20. Pretest Questions measuring what is intended?
Are all words understood?
Questions interpreted similarly by all?
Close-ended questions apply to all?
Questionnaire creates positive impression?
Are questions answered as intended?

21. Causes of Non-response
Wrong address and postage rate
Resembled “junk” mail
Incomplete instructions
Intercepted by another person
Temporarily laid it aside
Return address misplaced
Appeared difficult

22. Cover Letter
The cover letter is virtually the only opportunity the researcher has for anticipating and countering respondent questions.

23. Cover Letter (what to include)
Explain what the study is about
Convince respondent study is useful
His/her response is important to study
Promise confidentiality
Reemphasize social usefulness
Pressed blue ball point signature

24. Follow-up Mailings
Without follow-up mailings, response rates would be less than half those normally attained by the TDM.

25. Three Carefully Timed Follow-up Mailings
One Week: A postcard reminder sent to everyone.
Three Weeks: A letter and replacement questionnaire sent only to non-respondents.
Seven Weeks: Final mailing similar to preceding except sent by certified mail

26. Telephone Questionnaires
Design of the telephone questionnaire is shaped by the needs of three audiences:
Respondents
Interviewers
Coders

27. Questions That Are Too Long
Key Word: Building in redundancy to stress the main point of the question

28. The First Question Close-ended Relevant Interesting Easy to answer
Applicable to everyone in the study

29. Implementing Telephone Surveys
The speed with which phone surveys can be executed remains one of its primary virtues.

30. Two Methods for Selecting Sampling Units
Sampling of published directories
Calling lists of randomly generated telephone numbers.

31. An Advance Letter
It appears that a prior letter influences the quality of data obtained in household phone surveys.

32. Which Method is Best?
It all depends – and that’s final!