0. Surveys 授課老師： 洪新原 老師 報 告 者： 600530017 鄧任宏 602530008 蔡秉廷 602530013 傅翊宸
報 告 者：
鄧任宏
蔡秉廷
傅翊宸
日 期：
2013/12/09

1. Data Collection Approach: Impact on the Research Process

2. Selecting a Communication Data Collection Method

3. Communication 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.

4. Communication Approach(2/2)
Versatility
Efficiency
Geographic coverage
Strengths
Error
Weaknesses

5. Error in Communication Research(1/2)
Error Sources
Measurement Questions and Survey Instruments
Interviewer
Participant

6. Error in Communication Research(2/2)
Researchers cannot help a business decision maker answer a research question if they:
Select or craft inappropriate questions
Ask them in an inappropriate order
Use inappropriate transitions and instructions to elicit information

7. Interviewer Error
A 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.

8. Participant Error
Three 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.

9. Participation-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.

10. Factors Influencing Participant Motivation
Source: Influenced by Robert L. Kahn and Charles F. Cannell, "Interviewing", in David L. Sills, ed., Internation Encyclopedia of the Social Sciences, vol. 8, p Copyright © 1968 by Crowell Collier and Macmillan, Inc.

11. Nonresponse Error
In 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.

12. Response-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).

13. Response-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.

14. Self-Administered Surveys
Mail survey(Fax & Courier service)
Intercept studies
Computer-delivered(also labeled CASIs)
Disk-by-Mail survey

15. Self-Administered Surveys
The Web as a Survey Research Venue
Advantages
Short 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.

16. Self-Administered Surveys
The Web as a Survey Research Venue
Disadvantages
Recruiting 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

17. Evaluation of the Self-Administered Surveys
It cost less than surveys via personal interview.
Costs
It can contact participants who might otherwise be inaccessible.
Sample Accessibility
It can take more time to collect facts.
Time constraints
It provide more anonymity than other communication modes.
Anonymity
The type and amount of information that can be secured is a major limitation of self-administered surveys.
Topic Coverage

18. Maximizing Participation in the Self-Administered Survey(1/3)
The key points of the survey process where the response may break down
The 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.

19. Maximizing Participation in the Self-Administered Survey(2/3)
Using Total Design Method(TDM) to minimize the burden on participants by designing questionnaires
Are easy to read.
Offer clear response directions.
Include personalized communication.
Provide information about the survey via advance notification.
Encourage participants to respond.

20. Maximizing Participation in the Self-Administered Survey(3/3)
Several practical suggestions of methodological article which can improve response rate
Advance 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.

21. Self-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.

22. Self-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.

23. Self-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.

24. Self-Administered Survey Trends(4/5)
Two primary options:
An off-the-shelf software designed for researchers who possess the knowledge and skills.
Advantages
Questionnaire 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.

25. Self-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.

26. Survey 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.

27. Evaluation 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

28. Evaluation 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 telephone
Unlike 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 .

29. Evaluation 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 contacts
Refusal rate refers to the ratio of contacted participants to all potential contacts

30. Disadvantages of the Telephone Survey
Inaccessible households
Inaccurate or nonfunctioning numbers
Limitation on Interview length
Limitation on use of visual or complex question
Ease of interview termination
Less participant involvement
Distracting physical environment

31. Disadvantages of the Telephone Survey
Inaccessible households
rural households
households with incomes below the poverty line
more households are using filtering devices and services
the number of inaccessible individuals continue to increase as cellular/wireless phone use increases
A random dialing procedure is designed to reduce some of this bias.

32. Disadvantages of the Telephone Survey
Inaccurate or nonfunctioning numbers
several methods have been developed to overcome the deficiencies of directories.
choosing phone number by random dialing of combination of directories and random dialing
Limitation on Interview length
10 minutes has generally been thought of as ideal, but interviews of 20 minutes or more are not uncommon

33. Disadvantages of the Telephone Survey
Limitation on use of visual or complex question
visual 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 termination
participants find it easier to terminate a phone interview. public reason to investigative report of wrongdoing and unethical behavior

34. Disadvantages of the Telephone Survey
Less participant involvement
telephone surveys can result in less through responses
persons interviewed by phone find the experience to be less rewarding than personal interview
Distracting physical environment
replacement of home or office phones with cellular and wireless phone also raises concerns

35. Telephone Survey Trends
Future trends in telephone surveying bear watching.
Other findings suggested
1. individuals with answering machines were more likely to participate.
2. machine use was more prevalent on weekends than on weekday evenings
3. machines were more commonplace in urban than in rural.
Telemarketers might be the catalyst , but legitimate research will suffer

36. Survey via Personal Interview
A survey via personal interview is a two-way conversation between a trained interviewer and a participant

37. Evaluation of the Personal Interview Survey
Advantages
depth of information and detail
have more control than other kinds of communication studies
computer-assisted personal interview (CAPI) for using special scoring devices and visual materials

38. Evaluation of the Personal Interview Survey
Disadvantages
personal interviewing is costly in terms of both money and time
Some unwilling to invite strangers into homes
Interviewer bias possible
Exception
Survey via intercept interviews that targets in centralized locations reduce costs (interviewers, training, effectiveness)

39. Selecting an Optimal Survey Method
Self-Administered
Survey
Telephone
Survey via
Personal Interview
Advantages
Access inaccessible participants
Incentives for higher response rates
Lowest-cost
Geographic coverage
Minimal staff needed
Perceived anonymity
Reflection time
Lower costs than personal interview
Wide geographic coverage
Fewer Interviewers
Reduced interviewer bias
Fast completion time
Good cooperation rates
Interviewer can probe and explain
Visual aids possible
Interviewer can prescreen
CAPI possible

40. Selecting an Optimal Survey Method
Self-Administered
Survey
Telephone
Survey via
Personal Interview
Dis-advantages
Low response rates in some modes
No interviewer intervention
Cannot be too long
Cannot be too complex
Requires accurate list
Response rate is lower than for personal interview
Higher costs if geographically dispersed sample
Limited Interview length
Response may be less complete
High costs
Need for highly trained interviewers
Time consuming
Labor-intensive
Some unwilling to invite strangers into homes
Interviewer bias possible

41. Selecting 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 returns
In an objective which requires extensive questioning and probing, the survey via personal interview should be considered.

42. Selecting 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.

43. Selecting 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 interview
Telephone surveys
Self-administered surveys
Cost
High
Middle
Lost
Time-consuming

44. Selecting 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

45. Selecting an Optimal Survey Method
Outsourcing Survey Services
Commercial 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.

46. Thank you for your listening