Chapter 7; part 1
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35 terms
Terms | Definitions |
|---|---|
 survey method | a structured questionnaire given to a sample of a population and designed to elicit specific information from respondents |
| surveys are used... | when research involves sampling a large number of people and asking them questions |
| Methods of Administration | 1. telephone 2. personal 3. mail 4. electronic |
| survey | the use of a questionnaire to gather facts, opinions, and attitudes |
| Advantages of Survey research | 1. ease of administration and collection of data 2. reliability--minimal opportunity for interviewer bias 3. simplicity--coding and analysis is a lot simpler 4. lots of data |
| Disadvantages of survey research | 1. you don't get information you want 2. respondents are unable or unwilling to provide you with the info you need 3. structured data collection can result in loss of validity for certain types of data such as religious beliefs 4. difficult to phrase questions |
| Two types of telephone methods | 1. traditional telephone 2. computer assisted telephone interviewing |
| Traditional telephone interviews (types of telephone method) | phoning a sample of respondents and asking them a series of questions- 1. paper questionnaire and records responses 2. conducted from a central facility--which allows supervisors to control and it's a low cost option when you have a lot of interviewers 3. They can call you beyond the hours of telemarketers |
| CATI interviewing ( 2 types of telephone interviewing method) | 1. computer assisted comes from contacting people (the machine randomly calls a number) but also in the completion of the survey because the interviewer reads the questions from the computer screen in front of them and records answers in the computer 2. random digit dialing supplies a random sample 3. this is becoming more popular than traditional telephone |
| Personal Methods | 1. In-Home 2. Mall-Intercept 3. CAPI (computer assisted personal interviews) |
| In-home interviews (3 personal methods) | 1. interviewees are interviewed in their homes which lasts for about an hour 2. decline in recent years because of cost and safety |
| Mall-Intercept Interviews (3 personal methods) | 1. Respondents are approached and interviewed in shopping malls or public venue 2. utilized more often than home 3. face to face contact which allows for more complex questions |
| CAPI (3 personal methods) | 1. the respondent sits in front of a computer terminal answers a questionnaire on the screen by using a keyboard or mouse |
| Mail Methods ( 2 methods) | 1. Mail Interviews 2. Mail panels |
| Mail interviews (2 Types of Mail methods) | 1. "cold" mail survey that is sent to individuals who meet a specified demographic 2. you could also do a fax survey--but only with companies because most households don't have fax machines |
| mail panels (2 types of mail methods) | 1. large and nationally representative sample of individuals who have agreed to participate in periodic survey research 2. it's now considered junk mail which can be a problem |
| Electronic Methods (2) | 1. email 2. internet |
| email surveys (2 types of electronic methods) | 1. respondents key in their response into the email survey that was sent to them 2. use batch type of email address lists 3. time and cost advantages |
| nonresponse bias | bias that arises when actual respondents differ from those who refuse to participate in ways that affect the survey results |
| internet survey (2 types of electronic methods) | 1. questionnaire posted on the web that is self administered by the respondent 2. questionnaire designer, web server, a database, and data delivery program |
| Other Survey Methods (8) | 1. Completely automated telephone survey 2. wireless phone interview (voice based) 3. in-office interview 4. central location interview 5. kiosk based computer interview 6. fax interview 7. drop off survey 8. wireless phone interview (text based) |
| If complex questions need to be asked... | choose personal methods (in home, mall intercept, capi) |
| If physical stimuli is needed | personal methods |
| If sample control is an issue... | cold mail, fax, and electronic methods |
| control of the data collection environment can be done through... | central location (mall intercept and CAPI |
| high quantity of data | in home, mail panels, and telephone interviewing |
| low response rates makes (blank) disadvantageous | cold mail and electronic methods |
| speed favors... | electronic, telephone, and fax |
| interviewer bias can be helped by using... | mail, fax and electronic |
| social desirability is an issue | mail, fax, and internet surveys |
| costs in order of most favorable to least favorable | cold mail, fax, electronic, mail panels, telephone, mall intercept, CAPI, and in-home methods |
| Criteria for choosing type of survey | 1. quantity of data 2. cost 3. perceived anonymity 4. response rate 5. interviewer bias 6. quantity of data 7. control of the data, environment, field force 8. flexibility 9. diversity of the questions 10. use of physical stimuli |
| Methods of improving response rates | 1. prior notification 2. incentives a) monetary--prepaid v. promised b) non-monetary 3. follow up 4. other facilitators--personalization |
| prepaid incentive | this is a monetary gift included with the quesitonnaire; this has improved response rates more than promised |
| promise incentive | this is a monetary incentive sent only to the respondents who complete the survey |
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