Chapter 6: Primary Data by Communication

Question 1

• Personal Interviews

Answer 1

Direct face to face converstation. Includes mall intercepts.
Sampling control is a little different not always random
Can have any degree of structure
Adv. Ability to explain or rephrase questions and to have repondents explain answer
Can gather lots of info more than any other approach.
•Adv. Ability to secure correct respondent and response rate.
•Ad. Ability to probe for detailed answers, handle complex info, clarify questions, info obtained, flexibility of question and ablity to show visual displays.
•Disadvantages: interview bias, obtain personal info, ability to offer anonymity, and administrative control, takes lots of time, high cost, and quality control.

Question 2

• Telephone Interviews

Answer 2

oSimilar to personal interview except taken over the phone.
oTraditionally response rates are high, but with the trend to less landlines and caller ids it has fallen.
oCosts are lower than personal interviews.
oAs long as stay away from telephone books sampling control is good.
•Random digit dialing
oInformation Control- simple fixed questions so easy to give question easy for respondent to answer and to sequence the questions.
oAllow probe and follow up on respondent answers when necessary.
Biggest disadvantage is the limited amount of info that can be gathered. Unless of great interest can get bored easily so should not be over 5-10 minutes.
Are listening to it cant see the survey.
cost per contact is reasonable low
Adv. Sampling control is good, and able to probe for details and clarify questins, and flexible in question sequencing time is low and computer support.
Dis. – ability to handle complex questions, interview bias, not able to obtain personal info, or show visual displays or offer anonymity.

Question 3

•Mail Questionnaire

Answer 3

oSurveys sent to designated resepondents with an accompanying cover letter and reply envelope. Need accurate mailing list, or can purchase mailing lists.
Provide little control in getting a response. And don’t know if the respondent completed it or someone else. (more problem with businesses than consumers)
oOnly method that can be truly anonymous. So more likely to be candid in response. Best when topic is sensitive.
oNo interview bias, able to use visuals, can collect a bit more info.
oDisadvantages: do not allow clarification of questions or response categories and cant ask follow up questions or to clarify answer.
oMore difficult to write in open answer than to give orally.
oCan review entire questionnaire before filling out.
oDoesn’t cost a lot compared to hiring and training interviewers.
oQuality control
oTakes longer than telephone surveys but often faster than personal interviews

Question 4

• Internet Based Questions

Answer 4

Cost of mail surveys with low response rates and increased reliance on electronic communication makes online surveys very popular and attractive.
Pretty easy to obtain email addresses.
Because on internet easy for the survey to become inaccurate especially when offer incentives people lie so they can receive more benefits plus are professional panelists.
Low response rates
Disadvantage: sampling control, hard to secure list of population members and to secure correct respondents.
Advantage: ability to handle complex info, flexibility of question sequencing, protection from interviewer bias, and ability to show visual displays. Also admin control is an advantage

Question 5

disguised questions

Answer 5

questions that give the respondent no indication fo the true purpose of the research project

Question 6

Advantages of Structured Questions

Answer 6

simple to administer, questions are standardized, saves time and money, and easy to analyze, easy to interpret responses.

Question 7

Debriefing

Answer 7

the process of providing appropriate info to respondents after data have been collected using disguise.

Question 8

Mall Intercept method major problem

Answer 8

the ability to direct the inquiry to a randomly determined respondent

Question 9

Problem of nonresponse due to refusals to participate is usually

Answer 9

lower with personal interviews than with either telephone or mail administered questionnaires.

Question 10

methods of questionnaire admin rank in terms of time required to collect the data (quickest to lowest)

Answer 10

web based surveys, telephone surveys, personal interviews, mail surveys

Question 11

Least expensive admin method

Answer 11

email web based surveys

Question 12

Most versatile data collection method

Answer 12

personal interview