Ch10 1
- 1. Business
Research Methods
William G. Zikmund
Chapter 10:
Survey Research: Basic
Communication Methods
- 2. Copyright © 2000 by Harcourt, Inc.
All rights reserved. Requests for
permission to make copies of any part
of the work should be mailed to the
following address: Permissions
Department, Harcourt, Inc., 6277 Sea
Harbor Drive, Orlando, Florida
32887-6777.
- 3. SURVEYS
SURVEYS ASK A RESPONDENT FOR
INFORMATION USING VERBAL OR
WRITTEN QUESTIONING
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- 4. COMMUNICATING WITH
RESPONDENTS
• PERSONAL INTERVIEWS
• DOOR-TO-DOOR
• SHOPPING MALL INTERCEPTS
• TELEPHONE INTERVIEWS
• SELF-ADMINISTERED
QUESTIONNAIRES
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- 6. Good Afternoon, my name is
_________. I am with _________
survey research company. We are
conducting a survey on_________.
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- 7. 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
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- 8. Door-to-Door Personal Interview
Questionnaire Length Long
Item Nonresponse Low
Possibility of Respondent Lowest
Misunderstanding
Degree of Interviewer High
Influence of Answer
Supervision of Interviewers Moderate
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- 9. Door-to-Door Personal Interview
Anonymity of Respondent Low
Ease of Call Back or Follow-up Difficult
Cost Highest
Special Features Visual materials may be
shown or demonstrated;
extended probing possible
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- 10. Mall Intercept Personal Interview
Speed of Data Collection Fast
Geographical Flexibility Confined, urban bias
Respondent Cooperation Moderate to low
Versatility of Questioning Extremely versatile
Questionnaire Length Moderate to Long
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- 11. Mall Intercept Personal Interview
Item Nonresponse Medium
Possibility of Respondent Lowest
Misunderstanding
Degree of Interviewer Highest
Influence of Answers
Supervision of Interviewers Moderate to high
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- 12. Mall Intercept Personal Interview
Anonymity of Respondent Low
Ease of Call Back or Difficult
Follow-up
Cost Moderate to high
Special Features Taste test, viewing
of TV Commercials
possible
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- 14. Telephone Surveys
Speed of Data Collection Very fast
Geographical Flexibility High
Respondent Cooperation Good
Versatility of Questioning Moderate
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- 15. Telephone Surveys
Questionnaire Length Moderate
Item Nonresponse Medium
Possibility of Respondent Average
Misunderstanding
Degree of Interviewer Moderate
Influence of Answer
Supervision of Interviewers High, especially with
central location WATS
interviewing
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- 16. Telephone Surveys
Anonymity of Respondent Moderate
Ease of Call Back or Follow-up Easy
Cost Low to moderate
Special Features Fieldwork and supervision
of data collection are
simplified; quite adaptable
to computer technology
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- 17. TELEPHONE SURVEYS
• Central Location Interviewing
• Computer-Assisted Telephone Interviewing
• Computerized Voice-Activated Interviews
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- 18. MOST UNLISTED MARKETS
• Sacramento, CA
• Oakland, CA
• Fresno, CA
• Los Angeles/Long Beach, CA
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- 19. MAIL SURVEYS
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- 20. Mail Survey
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
Versatility of Questioning Highly standardized format
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- 21. Mail Survey
Questionnaire Length Varies depending on incentive
Item Nonresponse High
Possibility of Respondent Highest--no interviewer
Misunderstanding present for clarification
Degree of Interviewer None--interviewer absent
Influence of Answer
Supervision of Interviewers Not applicable
Copyright © 2000 by Harcourt, Inc. All rights reserved.
- 22. Mail Survey
Anonymity of Respondent High
Ease of Call Back or Follow-up Easy, but takes
time
Cost Lowest
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- 23. How to Increase Response Rates for Mail Surveys
• 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
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- 24. Increasing Response Rates
• Effective Cover Letter
• Money Helps
• Interesting Questions
• Follow-Ups
• Advanced Notification
• Survey Sponsorship
• Keying Questionnaires Copyright © 2000 by Harcourt, Inc. All rights reserved.
- 25. SELF-ADMINISTERED
QUESTIONNAIRES
• MAIL
• PLACE OF BUSINESS
• DROP-OFF
• COMPUTERIZED
• E-MAIL
• INTERNET
• OTHER VARIATIONS
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- 26. INTERNET SURVEYS
• Speed of Data Collection
– instantaneous
• Geographic Flexibility
– worldwide
• Respondent Cooperation
– varies depending on web site
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- 27. INTERNET SURVEYS
• Versatility of questioning
– extremely versatile
• Questionnaire Length
– modest
• Item Nonresponse
– software can assure none
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- 28. INTERNET SURVEYS
• Possibility for Respondent
misunderstanding
– high
• Interviewer Influence of Answers
– none
• Supervision of Interviewers
– none
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- 29. INTERNET SURVEYS
• Anonymity of Respondent
– Respondent can be anonymous or known
• Ease of Callback or Follow-up
– difficult
• Cost
– low
• Special Features
– allows graphics and motion
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- 30. INTERNET SURVEYS
• Item Nonresponse
software can assure none
• Possibility for Respondent
misunderstanding
– high
• Degree of Interviewer Influence of Answers
– none
• Supervision of Interviewers
– none
Copyright © 2000 by Harcourt, Inc. All rights reserved.
- 31. INTERNET SURVEYS
• Anonymity of Respondent
• Respondent can be anonymous or known
• Ease of Callback or Follow-up
– difficult
• Cost
– low
• Special Features
– allows graphics and motion
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- 32. There is no best form of
survey; each has advantages
and disadvantages.
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- 33. 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?
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- 34. 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?
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- 35. Pre-testing
• A trial run with a group of
respondents to iron out
fundamental problems in the
instructions or survey design
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- 36. “Practice is the best
of all instructors.”
Publilius Syrus
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