Bài giảng Business Research Methods - Chapter 10: Surveys

Chapter 10SurveysMcGraw-Hill/IrwinCopyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. Learning ObjectivesUnderstand . . .The process for selecting the appropriate and optimal communication approach. Factors affect participation in communication studies.Sources of error in communication studies and how to minimize them.Major advantages and disadvantages of the three communication approaches.Why an organization might outsource a communication study.2Some attitudes are expected“There once was a demographic survey doneto determine if money was connected tohappiness, and Ireland was the only placewhere this did not turn out to be true.”Fiona Shaw Irish actress and theater director3PulsePoint: Research Revelation45The percent of smartphone users who check their e-mail before they get dressed.4Data Collection Approach5Selecting a Communication Data Collection Approach6Dilemma for Surveys“The ubiquity of cell phones and the rapid and continuing development of the Internet have completely altered the way we talk to each other, the way marketers talk to customers, the way customers shop and the way the media research their audiences.” Alain Tessier , founder, Mediamark Research, Inc. 7Communication ApproachWeaknessesErrorInaccessible populationsStrengthsVersatilityEfficiencyGeographic coverage 8Sources of ErrorMeasurement QuestionsInterviewerParticipant9Participant Motivation10Response TermsNoncontact rateRefusal rateIncidence rate11Communication ApproachesSelf-AdministeredSurveySurvey via PersonalInterviewTelephoneSurvey12Self-Administered SurveysDisk-by-MailInterceptModesDrop-offMailCASIFax13Self-Administered SurveysAnonymityTopic CoverageSystematicSample AccessibilityCostsTime Constraints14Designing Questionnaires Using the TDMEasy to readOffer clear directionsInclude personalizationNotify in advanceEncourage response15Options for Web-based SurveysSurveying SoftwareFee-BasedService16Advantages of Surveying SoftwareQuestionnaire design in word processing environmentQuestion and scale librariesAutomated publishing to the WebReal-time viewing of incoming dataRapid transmission of resultsFlexible analysis and reporting mechanisms17The Web as a Survey Research VenueAdvantagesCost savingsShort turnaroundUse of visual stimuliAccess to participants Perception of anonymityAccess to data and experiences otherwise unavailableDisadvantagesRecruitmentCoverageDifficulty developing probability samplesTechnical skillSystem compatibility issuesPossible self-selection bias18Advantages of Self-Administered StudyAccess inaccessible participantsIncentives for higher response ratesLowest-costGeographic coverageMinimal staff neededPerceived anonymityReflection timeQuestion complexityRapid data collection Visuals possibleMultiple sampling possible19Disadvantages of Self-Administered StudyLow response rates in some modesNo interviewer interventionCannot be too longCannot be too complexRequires accurate listSkewed responses by extremistsParticipant anxiety possibleDirections necessaryNeed for low-distraction environmentSecurity20Improving Response RatesMonetary IncentivesParticipation DeadlinesPromise of AnonymityAppeal for ParticipationAdvance NotificationRemindersReturn Directions & Devices21Telephone SurveyTraditionalCATI systemsComputer-administered22Designing Questionnaires Using the TDMLower Cost vs. Personal InterviewWide geographic coverageFewer InterviewersReduced interviewer biasFast completion timeRandom dialingCATI23Disadvantages of the Telephone SurveyLower response rate Early terminationHigher costs if geographically dispersed sampleLimited Interview lengthInaccessible populationsLimited complexity of scalesiPhoneVoice-over IP24Survey via Personal InterviewInterceptCAPI25Personal Interview SurveyAdvantagesGood cooperation ratesInterviewer can probe and explainVisual aids possibleIlliterate participants can be reachedInterviewer can prescreenCAPI possibleDisadvantagesHigh costsNeed for highly trained interviewersTime consumingLabor-intensiveSome unwilling to invite strangers into homesInterviewer bias possible26Key TermsCommunication approachComputer-administered telephone surveyComputer-assisted personal interviewing (CAPI)Computer-assisted self interview (CASI)Disk-by-mail surveyComputer-assisted telephone interviewing (CATI)Intercept interviewInterviewer errorMail survey27Key Terms (cont.)Noncontact rateNonresponse errorPanelPersonal interviewRandom dialingRefusal rateResponse errorSelf-administered surveySurveyTelephone interviewWeb-based questionnaire28