Bài giảng Business Research Methods - Chapter 10: Surveys

SurveysChapter 10Learning 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.Pull Quote“If social media is the temperature check, surveys are the taste test to validate that the meal is cooked properly. A good survey enables you to: (1) tune out the noise and zero in on the opinions and comments that are directly applicable to your most pressing questions, and (2) validate trends and shifts in preference that you may have suspected, but weren’t certain about.”Reggie Aggarwal, CEO,CventData Collection ApproachSelecting a Communication Data Collection ApproachDilemma 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. Communication ApproachStrengthsVersatilityEfficiencyGeographic coverage WeaknessesErrorInaccessible populationsSources of ErrorMeasurement QuestionsInterviewerParticipantParticipant MotivationResponse TermsNoncontact rateRefusal rateIncidence rateCommunication ApproachesSelf-AdministeredSurveySurvey via PersonalInterviewTelephoneSurveySelf-Administered SurveysDisk-by-MailInterceptModesDrop-offMailCASIFaxSelf-Administered SurveysAnonymityTopic CoverageSystematicSample AccessibilityCostsTime ConstraintsDesigning Questionnaires Using the TDMEasy to readOffer clear directionsInclude personalizationNotify in advanceEncourage responseOptions for Web-based SurveysSurveying SoftwareFee-BasedServiceAdvantages 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 mechanismsThe 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 biasAdvantages of Self-Administered StudyAccess inaccessible participantsIncentives for higher response ratesLowest-costGeographic coverageMinimal staff neededPerceived anonymityReflection timeQuestion complexityRapid data collection Visuals possibleMultiple sampling possibleDisadvantages 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 environmentSecurityImproving Response RatesMonetary IncentivesParticipation DeadlinesPromise of AnonymityAppeal for ParticipationAdvance NotificationRemindersReturn Directions & DevicesTelephone SurveyTraditionalCATI systemsComputer-administeredDesigning Questionnaires Using the TDMLower Cost vs. Personal InterviewFast completion timeRandom dialingCATIWide geographic coverageFewer InterviewersReduced interviewer biasDisadvantages of the Telephone SurveyLower response rate Early terminationHigher costs if geographically dispersed sampleLimited Interview lengthInaccessible populationsLimited complexity of scalesiPhoneVoice-over IPSurvey via Personal InterviewInterceptCAPIPersonal 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 possibleKey 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 surveyKey Terms (cont.)Noncontact rateNonresponse errorPanelPersonal interviewRandom dialingRefusal rateResponse errorSelf-administered surveySurveyTelephone interviewWeb-based questionnaireAdditional Discussion opportunitiesChapter 10Snapshot: Gamification in ResearchPicProfile: Methodology TrendsPicProfile: Mixed-mode ResearchSnapshot: Are Cell phones & Smartphones Ready for Research?31.6% wireless only homesMulti-method phone studies are the normMulti-method phone studies are the normPhone method data is weighted by population parametersCell phone studies offer unique challenges.PicProfile: Declining Phone ResponseSnapshot: Voice Adds Depth“By eliminating the human interviewer from the call, we allow the caller to participate whenever it suits them, rather than when it suits us.”Longer, more robust answers to open-ended questionsPull Quote“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 directorPulsePoint: Research Revelation45The percent of smartphone users who check their e-mail before they get dressed.SurveysChapter 10Photo AttributionsSlideSource7©Ocean/Corbis14Fuse/Getty Images21Purestock/SuperStock22Liam Norris/Getty Images29Courtesy of Research Through Gaming32©Siri Stafford Digital Vision/Getty Images