chp.9 Flashcards
what is a survey?
information collected during a structured interview
what is a key point about data from surveys?
comparable across all cases
a good survey enables you to:
tune out noise - zero in on opinions and comments that are directly applicable to most pressing questions
validate trends and shifts in preference that you may have suspected but weren’t certain about.
what does this show
GRIT trends in survey research
name the 3 survey approaches
Self- Administered
Telephone Survey
Personal Interview
name the 3 survey response terms
noncontact rate
refusal rate
incidence rate
what is noncontact rate?
why would a contact be unreachable (clue: BAND)
ratio of potential but unreached contacts to all potential contacts.
unreachable due to:
busy signal
answering machine or voicemail
no answer
disconnects
what is refusal rate?
ratio of contacted participants who decline the interview to all potential
contacts.
what is incidence rate?
ratio of contacted people who qualify for the survey to all contacts.
describe nature of Self-Administered Survey
Highly structured, completed without an interviewer
describe delivery of Self-Administered Survey
Mobile service provider
CASIs – Computer Assisted Self-Interviews
how are participants targeted for Self-Administered Survey
post-purchase or self-selecting
why are Self-Administered Surveys highly used?
due to digital divide
traits of a Self-Administered Survey
(clue: St. Cmp)
Survey groups more accessible
Time constraints (5 min max)
Cheap
Minimal info obtained
Perceived as being more anonymous
what are the options for Web-based Surveys
Fee-based services
Software programs
fee based services
researcher is guided through questionnaire design and then the supplier’s staff
generates the questionnaire HTML code, hosts the survey at their server, and provides
data consolidation and reports.
software programs
Surveymonkey.com and Perseus are examples of fee-based services.
allow easy programming and deployment
Need server to support data collection efforts
what’s one way to design a questionnaire?
Total Method Design
good things about TMD
(clue: SPEEC)
Survey information via advance notification
Personalized communication
Easy to read
Encourage response
Clear directions
benefits of a telephone survey
(clue: HEL)
High level of phone service penetration
efficient
low-cost
where are telephone calls conducted?
from call centers or from interviewers’ homes.
how is data collected from telephone surveys?
Immediate entry of the responses into a data file by means of terminals, personal computers, or
voice data entry
2 types of telephone survey
Computer-assisted telephone interviewing (CATI)
Computer-administered telephone survey
Computer-assisted telephone interviewing (CATI): where and how is information collected?
Facility w/ isolated interviewing areas, and interviewer has a personal computer that is
networked to the phone system and central data processing unit.
CATI: how does interviewer know what to do?
A software program prompts the interviewer with introductory statements, qualifying
questions, and pre-coded questionnaire items.
CATI: what management system does it work by?
CATI works with a phone number management system to select numbers, dial the sample,
and enter responses.
Computer-administered telephone survey - what makes it different to CATI?
Questions are voice-synthesized - no human interviewer.
Computer-administered telephone survey: what 3 modes exist
touch-tone data entry, voice recognition, and automatic speech recognition.
how does a Computer-administered telephone survey work? (4 steps)
computer calls number
conducts interview
places data into a file for later tabulation
terminates the contact.
telephone survey: 7 disadvantages
clue: HELLHIL
High costs when geographically dispersed
Early termination
Limited interview length
Lower response rate
High distraction environment
Inaccessible populations
Limited complexity
2 types of personal interview surveys
Prescheduled & Intercept
prescheduled (personal interview survey): describe and give 1 con
Computer-assisted personal interviewing (CAPI)
Uses computer-sequenced questions capable of employing visualization techniques.
Can be costly.
Intercept (personal interview survey):
Targets participants in centralized locations such as retail malls.
discuss costs associated with intercept (personal interview survey)
Reduce costs associated with the need for several interviewers, training, and travel.
The cost effectiveness is offset when representative sampling is crucial to the study’s outcome.
advantages of personal interview survey
clue: CHIVIRI
C A P I
Higher cooperation rates
Interviewer can probe, explain
Visual aids possible
Illiterate participants
Random dialing
Interviewers can prescreen
disadvantages of personal interview survey
clue: HHHTRIL
High costs
Highly trained interviewers
Home access
Time-consuming
Random dialing
Interviewer bias
Labor intensive
3 major sources of error in
communication research
clue: MIP
Measurement questions and survey
instruments
Interviewers
Participants
Researchers/Interviewers cannot help a business decision maker answer a research question if
they…
clue: inappropriate!
select or craft inappropriate questions
ask them in inappropriate order
use inappropriate transitions and instructions to elicit information
Interviewer error is error that results from interviewer influence of the participant. It can be
caused by several actions such as:
failure to secure full participant cooperation
failure to record answers accurately and completely
failure to consistently execute interview procedures
failure to establish appropriate interview environment
falsification of answers
inappropriate influencing behavior
physical presence bias
2 ways that participants cause error
whether they respond (willingness)
how they respond (Truthfulness).
Nonresponse error
when the participants differ in some systematic way from the
responses of nonparticipants
Response error
when the participant fails to give a correct or complete answer
Response bias
responding in such a way as to unconsciously or consciously misrepresent
their actual behavior, attitudes, preferences, motivations, or intentions.
social desirability bias
responding in a socially acceptable way
Three factors influence participation: The participant must…
believe that the experience will be pleasant and satisfying.
believe that answering the survey is worthwhile.
dismiss any mental reservations about participation.
5 Ethical Issues with Surveys
Deception, confidentiality, quality, safety, privacy
California Consumer Privacy Act (CCPA): participants have a…
right to know
right to delete
right to opt-out
ethical issue: what’s Personally Identifiable Information (PII)
any information that if de-anonymized could identify a participant and thus violate their privacy.
2 types of PII
Non-sensitive
(available through public records: name, gender, address, phone number, and email address)
Sensitive
(could cause harm if the data is revealed: biometrics, unique identifiers, and medical and financial data)
what is this and who uses it
informed consent part of introduction to interview, by the Indiana University Center for Survey Research
who offers an ethical issue solution?
IRB – Institutional Review Board
(Regulates research on human participants, and Institutions have their own IRB process and make sure all research complies with the
guidelines)
