1. Business Research Methods
12. Fieldwork and Non-response Error
April 17, 2017
Dr. Basim Makhool

2. Lecture Outline 1) The Nature of Fieldwork
2) Fieldwork/Data Collection Process
3) Selection of Field Workers
4) Training of Field Workers
5) Supervision of Field Workers
6) Validation of Fieldwork
7) Evaluation of Field Workers
Dr. Basim Makhool
April 17, 2017

3. Fieldwork/Data Collection Process
Selecting Field Workers
Training Field Workers
Supervising Field Workers
Validating Fieldwork
Evaluating Field Workers
Dr. Basim Makhool
April 17, 2017

4. Selection of Field Workers
The researcher should:
Develop job specifications for the project, taking into account the mode of data collection.
Decide what characteristics the field workers should have.
Recruit appropriate individuals.
Dr. Basim Makhool
April 17, 2017

5. General Qualifications of Field Workers
Healthy. Field workers must have the stamina required to do the job.
Outgoing. The interviewers should be able to establish rapport with the respondents.
Communicative. Effective speaking and listening skills are a great asset.
Pleasant appearance. If the field worker's physical appearance is unpleasant or unusual, the data collected may be biased.
Educated. Interviewers must have good reading and writing skills.
Experienced. Experienced interviewers are likely to do a better job.
Dr. Basim Makhool
April 17, 2017

6. Training of Field Workers
Making the Initial Contact – Interviewers should be trained to make opening remarks that will convince potential respondents that their participation is important.
Asking the Questions
Be thoroughly familiar with the questionnaire.
Ask the questions in the order in which they appear in the questionnaire.
Use the exact wording given in the questionnaire.
Read each question slowly.
Repeat questions that are not understood.
Ask every applicable question.
Follow instructions, skip patterns, probe carefully.
Dr. Basim Makhool
April 17, 2017

7. Training of Field Workers
Probing التحقيق – Some commonly used probing techniques:
Repeating the question.
Repeating the respondent's reply.
Using a pause or silent probe.
Boosting or reassuring the respondent.
Eliciting clarification.
Using objective/neutral questions or comments.
Dr. Basim Makhool
April 17, 2017

8. Commonly Used Probes and Abbreviations
Dr. Basim Makhool
April 17, 2017

9. Training of Field Workers
Recording the Answers – Guidelines for recording answers to unstructured questions:
Record responses during the interview.
Use the respondent's own words.
Do not summarize or paraphrase the respondent's answers.
Include everything that pertains to the question objectives.
Include all probes and comments.
Repeat the response as it is written down.
Terminating the Interview – The respondent should be left with a positive feeling about the interview.
Dr. Basim Makhool
April 17, 2017

10. Guidelines on Interviewer Training: The Council of American Survey Research Organizations
Training should be conducted under the direction of supervisory personnel and should cover the following:
The research process: how a study is developed, implemented & reported.
Importance of interviewers; need for honesty, objectivity & professionalism.
Confidentiality of the respondent & client.
Familiarity with market research terminology.
Importance of following the exact wording & recording responses verbatim.
Purpose & use of probing & clarifying techniques.
The reason for & use of classification & respondent information questions.
A review of samples of instructions & questionnaires.
Importance of the respondent’s positive feelings about survey research.
An interviewer must be trained in the interviewing techniques outlined above.
Dr. Basim Makhool
April 17, 2017

11. Guidelines on Supervision: The Council of American Survey Research Organizations
All research projects should be properly supervised. It is the data collection agency’s responsibility to:
Properly supervise interviews.
See that an agreed-upon proportion of interviewers’ telephone calls are monitored.
Be available to report on the status of the project daily to the project director, unless otherwise instructed.
Keep all studies, materials, and findings confidential.
Notify concerned parties if the anticipated schedule is not met.
Attend all interviewer briefings.
Keep current & accurate records of the interviewing progress.
Make sure all interviewers have all materials in time.
Edit each questionnaire.
Provide consistent & positive feedback to the interviewers.
Not falsify any work.
Dr. Basim Makhool
April 17, 2017

12. Guidelines on Interviewing: The Council of American Survey Research Organizations
Each interviewer is to follow these techniques for good interviewing:
Provide his or her full name, if asked by the respondent, as well as a phone number for the research firm.
Read each question exactly as written. Report any problems to the supervisor as soon as possible.
Read the questions in the order indicated on the questionnaire, following the proper skip sequences.
Clarify any question by the respondent in a neutral way.
Not mislead respondents as to the length of the interview.
Not reveal the ultimate client’s identity unless instructed to do so.
Keep a tally on and the reason for each terminated interview.
Remain neutral, do not indicate (dis) agreement with the respondent.
Dr. Basim Makhool
April 17, 2017

13. Guidelines on Interviewing: The Council of American Survey Research Organizations
Speak slowly & distinctly.
Record all replies verbatim, not paraphrased.
Avoid unnecessary conversation with the respondent.
Probe & clarify in a neutral manner for additional comments on all open-ended questions, unless otherwise indicated.
Write neatly & legibly.
Check all work for thoroughness before turning in to the supervisor.
When terminating a respondent, do it neutrally.
Keep all studies, materials, and findings confidential.
Not falsify any interviews or any answers to any question.
Thank the respondent for participating in the study.
Dr. Basim Makhool
April 17, 2017

14. Supervision of Field Workers
Supervision of field workers means making sure that they are following the procedures and techniques in which they were trained. Supervision involves quality control and editing, sampling control, control of cheating, and central office control.
Quality Control and Editing – This requires checking to see if the field procedures are being properly implemented.
Sampling Control – The supervisor attempts to ensure that the interviewers are strictly following the sampling plan.
Control of Cheating – Cheating can be minimized through proper training, supervision, and validation.
Central Office Control – Supervisors provide quality and cost-control information to the central office.
Dr. Basim Makhool
April 17, 2017

15. Validation of Fieldwork
The supervisors call % of the respondents to inquire whether the field workers actually conducted the interviews.
The supervisors ask about the length and quality of the interview, reaction to the interviewer, and basic demographic data.
The demographic information is cross-checked against the information reported by the interviewers on the questionnaires.
Dr. Basim Makhool
April 17, 2017

16. Evaluation of Field Workers
Cost and Time. The interviewers can be compared in terms of the total cost (salary and expenses) per completed interview.
Response Rates. It is important to monitor response rates on a timely basis so that corrective action can be taken if these rates are too low.
Quality of Interviewing. To evaluate interviewers on the quality of interviewing, the supervisor must directly observe the interviewing process.
Quality of Data. The completed questionnaires of each interviewer should be evaluated for the quality of data.
Dr. Basim Makhool
April 17, 2017

17. Non-sampling Error in Marketing Research
Nonsampling error includes
All types of nonresponse error
Data gathering errors
Data handling errors
Data analysis errors
Interpretation errors
Dr. Basim Makhool
April 17, 2017

18. Possible Errors in Field Data Collection
Field worker error: errors committed by the persons who administer the questionnaires
Respondent error: errors committed on the part of the respondent
Errors may be either intentional or unintentional.
Dr. Basim Makhool
April 17, 2017

19. Data Collection Errors
Dr. Basim Makhool
April 17, 2017

20. Possible Errors in Field Data Collection: Field-Worker Errors
Intentional field worker error: errors committed when a data collection person willfully violates the data collection requirements set forth by the researcher
Interviewer cheating occurs when the interviewer intentionally misrepresents respondents
Leading respondents occurs when the interviewer influences respondent’s answers through wording, voice inflection, or body language
Dr. Basim Makhool
April 17, 2017

21. Possible Errors in Field Data Collection: Field-Worker Errors
Unintentional field worker error: errors committed when an interviewer believes he or she is performing correctly
Interviewer personal characteristics occurs because of the interviewer’s personal characteristics such as accent, sex, and demeanor
Dr. Basim Makhool
April 17, 2017

22. Possible Errors in Field Data Collection: Field-Worker Errors
Interviewer misunderstanding occurs when the interviewer believes he or she knows how to administer a survey but instead does it incorrectly
Fatigue-related mistakes occur when interviewer becomes tired
Dr. Basim Makhool
April 17, 2017

23. Possible Errors in Field Data Collection: Respondent Errors
Intentional respondent error: errors committed when there are respondents that willfully misrepresent themselves in surveys
Falsehoods occur when respondents fail to tell the truth in surveys
Nonresponse occurs when the prospective respondent fails to take part in a survey or to answer specific questions on the survey
Dr. Basim Makhool
April 17, 2017

24. Possible Errors in Field Data Collection: Respondent Errors
Unintentional respondent error: errors committed when a respondent gives a response that is not valid but that he or she believes is the truth
Respondent misunderstanding occurs when a respondent gives an answer without comprehending the question and/or the accompanying instructions
Guessing occurs when a respondent gives an answer when he or she is uncertain of its accuracy
Dr. Basim Makhool
April 17, 2017

25. Possible Errors in Field Data Collection: Respondent Errors
Attention loss occurs when a respondent’s interest in the survey wanes
Distractions (such as interruptions) may occur while questionnaire administration takes place
Fatigue occurs when a respondent becomes tired of participating in a survey
Dr. Basim Makhool
April 17, 2017

26. How to Control Data Collection Errors: Fieldworkers
Dr. Basim Makhool
April 17, 2017

27. How to Control Data Collection Errors: Respondents
Dr. Basim Makhool
April 17, 2017

28. How to Control Data Collection Errors: Respondents
Dr. Basim Makhool
April 17, 2017

29. Data Collection Errors with Online Surveys
Multiple submissions by the same respondent
Bogus respondents and/or responses
Misrepresentation of the population
Dr. Basim Makhool
April 17, 2017

30. Nonresponse Error
Nonresponse: failure on the part of a prospective respondent to take part in a survey or to answer specific questions on the survey
Refusals to participate in survey
Break-offs during the interview
Refusals to answer certain questions (item omissions)
Completed interview must be defined
Dr. Basim Makhool
April 17, 2017

31. Nonresponse Error
Response rate enumerates the percentage of the total sample with which the interviews were completed
Dr. Basim Makhool
April 17, 2017

32. Nonresponse Error
Council of American Survey Research Organizations-CASRO response rate formula:
Dr. Basim Makhool
April 17, 2017

33. Reducing Nonresponse Error
Mail surveys:
Advance notification
Monetary incentives
Follow-up mailings
Telephone surveys:
Callback attempts
Dr. Basim Makhool
April 17, 2017

34. Unreliable Responses
Unreliable responses are found when conducting questionnaire screening, and an inconsistent or unreliable respondent may need to be eliminated from the sample.
Dr. Basim Makhool
April 17, 2017

35. Minimizing Non-Sampling Error
Cannot eliminate and cannot measure (except for non-response error)
Implement CONTROLS to minimize error:
Close supervision of data collectors
Training
Dr. Basim Makhool
April 17, 2017

36. Minimizing Non-Sampling Error
Care in constructing questionnaire and instructions…pretest!
Provide incentives to respondents
VALIDATION…industry standard is 10%
Dr. Basim Makhool
April 17, 2017