Survey Research

Surveys

Surveys ask respondents for information using verbal or written questioning

Respondents

Respondents are a representative sample of people

Gathering Information via Surveys

Quick Inexpensive Efficient Accurate Flexible

M E TH O DO F

C O M M U N IC A TIO N

S TR U C TU R E DA N D D IS Q U IS E D

Q U E S TIO N S

TE M P O R A LC L A S S IF IC A TIO N S

C L A S S IF Y IN GS U R V E Y

R E S E A R C HM E TH O D S

Time Period for Surveys Cross-sectional Longitudinal

Cross-Sectional Study

A study in which various segments of a population are sampled

Data are collected at a single moment in time.

Longitudinal Study

A survey of respondents at different times, thus allowing analysis of changes over time.

Tracking study - compare trends and identify changes consumer satisfaction

Consumer Panel

A longitudinal survey of the same sample of individuals or households to record (in a diary) their attitudes, behavior, or purchasing habits over time.

Communicating with Respondents

Personal interviews Door-to-door Shopping mall intercepts

Telephone interviews Self-administered questionnaires

Personal Interviews

Good Afternoon, my name is

_________. I am with _________

survey research company. We are conducting a

survey on_________

Door-to-Door Personal Interview

Speed of data collection Moderate to fast

Geographical flexibility Limited to moderate

Respondent cooperation Excellent

Versatility of questioning Quite versatile

Door-to-Door Personal Interview

Questionnaire length Long

Item nonresponse Low

Possibility of respondent misunderstanding Lowest

Door-to-Door Personal Interview

Degree of interviewer influence of answer High

Supervision of interviewers Moderate

Anonymity of respondent Low

Door-to-Door Personal Interview

Ease of call back or follow-up Difficult

Cost Highest

Special features Visual materials may be shown or

demonstrated; extended probing possible

Mall Intercept Personal Interview

Speed of data collection Fast

Geographical flexibility Confined, urban bias

Respondent cooperation Moderate to low Versatility of questioning

Extremely versatile

Mall Intercept Personal Interview

Speed of Data Collection Fast

Geographical Flexibility Confined, urban bias

Respondent Cooperation Moderate to low Versatility of Questioning Extremely versatile

Mall Intercept Personal Interview

Questionnaire length Moderate to long

Item nonresponse Medium

Possibility of respondent misunderstanding Lowest

Mall Intercept Personal Interview

Degree of interviewer influence of answers Highest

Supervision of interviewers Moderate to high

Anonymity of respondent Low

Mall Intercept Personal Interview

Ease of call back or follow-up Difficult

Cost Moderate to high

Special features Taste test, viewing of TV commercials

possible

Telephone Surveys

Telephone Surveys

Speed of Data Collection Very fast

Geographical Flexibility High

Respondent Cooperation Good

Versatility of Questioning Moderate

Telephone Surveys

Questionnaire Length Moderate

Item Nonresponse Medium

Possibility of RespondentMisunderstanding Average

Degree of Interviewer Influence of Answer Moderate

Telephone Surveys

Supervision of interviewers High, especially with central location

WATS interviewing Anonymity of respondent

Moderate Ease of call back or follow-up

Easy

Telephone Surveys

Cost Low to moderate

Special features Fieldwork and supervision of data

collection are simplified; quite adaptable to computer technology

Telephone Surveys

Central location interviewing Computer-assisted telephone

interviewing Computerized voice-activated

interviews

M A IL IN -P E R S O ND R O P -O F F

IN S E R TS F A X

P A P E RQ U E S TIO N N A IR E S

E -M A IL IN TE R N E TW E B S ITE

K IO S K

E L E C TR O N ICQ U E S TIO N N A IR E S

S E L F -A D M IN IS TE R E DQ U E S TIO N N A IR E S

Self-Administered Questionnaires

Mail Surveys

Mail Surveys

Speed of data collection Researcher has no control over return

of questionnaire; slow Geographical flexibility

High Respondent cooperation

Moderate--poorly designed questionnaire will have low response rate

Mail Surveys

Versatility of questioning Highly standardized format

Questionnaire length Varies depending on incentive

Item nonresponse High

Mail Surveys

Possibility of respondent misunderstanding Highest--no interviewer present for

clarification Degree of interviewer influence of

answer None--interviewer absent

Supervision of interviewers Not applicable

Mail Surveys

Anonymity of respondent High

Ease of call back or follow-up Easy, but takes time

Cost Lowest

• Write a “sales oriented” cover letter• Money helps

- As a token of appreciation- For a charity

• Stimulate respondents’ interest with interesting questions• Follow Up

- Keying questionnaires with codes• Advanced notification• Sponsorship by a well-known and prestigious institution

How to Increase Response Rates for Mail Surveys

Increasing Response Rates

Effective cover letter Money helps Interesting questions Follow-ups Advanced notification Survey sponsorship Keying questionnaires

E-Mail Questionnaire Surveys

Speed of data collection Instantaneous

Geographic flexibility

worldwide Cheaper distribution and

processing costs

E-Mail Questionnaire Surveys

Flexible, but Extensive differences in the

capabilities of respondents’ computers and e-mail software limit the types of questions and the layout

E-mails are not secure and “eavesdropping” can possibly occur

Respondent cooperation Varies depending if e-mail is seen as

“spam”

Internet Surveys

A self-administered questionnaire posted on a Web site.

Respondents provide answers to questions displayed online by highlighting a phrase, clicking an icon, or keying in an answer.

Internet Surveys

Speed of data collection Instantaneous

Cost effective Geographic flexibility

worldwide Visual and interactive

Internet Surveys

Respondent cooperation Varies depending on web site Varies depending on type of sample When user does not opt-in or expect a

voluntary survey cooperation is low. Self-selection problems in web site

visitation surveys - participants tend to be more deeply involved than the average person.

Internet Surveys

Versatility of questioning

Extremely versatile Questionnaire length

Individualized base on respondent answers

Longer questionnaires with panel samples

Item nonresponse Software can assure none

Internet Surveys

Representative samples The quality of internet samples

may vary substantially. A sample of those who visit a web

page and voluntarily fill out a questionnaires can have self-selection error.

Internet Surveys

1) not all individuals in the general public have internet access

2) many respondents lack powerful computers with high-speed connections to the internet

3) many respondents computer skills will be relatively unsophisticated.

Internet Surveys

Possibility for respondent misunderstanding High

Interviewer influence of answers None

Supervision of interviewersnot required

Internet Surveys

Anonymity of Respondent Respondent can be anonymous or

known Ease of Callback or Follow-up

difficult unless e-mail address is known

Special Features allows graphics and streaming media

Welcome Screen

Welcome Screen like a cover letter It contains the name of the research

company and how to contact the organization if there is a problem or concern.

"If you have any concerns or questions about this survey, or if you experience any technical difficulties, please contact (NAME OF RESEARCH ORGANIZATION).

Welcome Screen should ask for password and give instructions Please enter your personal password from

your invitation.Then, press the "enter" key to begin the survey or simply click on the right arrow at the bottom of the page to begin the survey (after you have read the remaining instructions):

During the survey, please do not use your browser's FORWARD and BACK buttons.

Use the arrows on the lower right to move backward and forward through the survey.

Selected Questions to Determine the Appropriate Technique

Is the assistance of an interviewer necessary?

Are respondents interested in the issues being investigated?

Will cooperation be easily attained?

Selected Questions to Determine the Appropriate Technique

How quickly is the information needed?

Will the study require a long and complex questionnaire?

How large is the budget?

Pretesting

A trial run with a group of respondents to iron out fundamental problems in the instructions of survey design

A Classification of Survey Methods

Traditional Telephone

Computer-Assisted Telephone Interviewing

Mail Interview

Mail Panel

In-Home Mall Intercept

Computer-Assisted Personal

Interviewing

E-mail Internet

Survey Methods

Telephone Personal Mail Electronic

Some Decisions Related to the Mail Interview Package

Outgoing Envelope Outgoing envelope: size, color, return addressPostage Method of addressingCover LetterSponsorship Type of appeal PostscriptPersonalization SignatureQuestionnaireLength Size Layout FormatContent Reproduction Color Respondent anonymityReturn EnvelopeType of envelope PostageIncentivesMonetary versus non-monetary Prepaid versus promised amount

Criteria for Evaluating Survey Methods

Flexibility of Data Collection The flexibility of data collection is determined primarily

by the extent to which the respondent can interact with the interviewer and the survey questionnaire.

 Diversity of Questions The diversity of questions that can be asked in a survey

depends upon the degree of interaction the respondent has with the interviewer and the questionnaire, as well as the ability to actually see the questions.

 Use of Physical Stimuli The ability to use physical stimuli such as the product, a

product prototype, commercials, or promotional displays during the interview.

 

Criteria for Evaluating Survey Methods

Sample Control Sample control is the ability of the survey mode to reach

the units specified in the sample effectively and efficiently.

Control of the Data Collection Environment The degree of control a researcher has over the

environment in which the respondent answers the questionnaire.

 Control of Field Force The ability to control the interviewers and supervisors

involved in data collection.  Quantity of Data The ability to collect large amounts of data.  

Criteria for Evaluating Survey Methods

Response Rate Survey response rate is broadly defined as the

percentage of the total attempted interviews that are completed.

Perceived Anonymity Perceived anonymity refers to the respondents'

perceptions that their identities will not be discerned by the interviewer or the researcher.

 Social Desirability/Sensitive Information Social desirability is the tendency of the respondents to

give answers that are socially acceptable, whether or not they are true.

Criteria for Evaluating Survey Methods

Potential for Interviewer Bias The extent of the interviewer's role determines

the potential for bias.

Speed The total time taken for administering the

survey to the entire sample.

Cost The total cost of administering the survey and

collecting the data.