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Chapter 7Evaluating Survey Data Collection Methods
1Copyright © 2014 Pearson Education, Inc
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#earning $%&ectives 'o learn the (our %asic alternative )odes (or
gathering survey data
'o understand the advantages anddisadvantages o( each o( the various datacollection )odes
'o co)prehend the (actors researchers
consider +hen choosing a particular survey)ethod
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#earning $%&ectives 'o %eco)e -no+ledgea%le a%out the
details o( di.erent types o( survey data
collection )ethods, such as personalintervie+s, telephone intervie+s, andco)puter"ad)inistered intervie+s,including online surveys
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Conte)porary Survey
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Surveyshat is a survey
3 survey involves intervie+s +ith a large nu)%er o(respondents using a predesigned uestionnaire
Di.erences %et+een a survey5uestionnaire and polls6
Polls6 Consist o( one )ultiple choice uestion +here therespondent can generally only select one ans+er
Survey6 Is a )easure o( opinions5e7periences o( a groupor people
8uestionnaire6 Is a type o( survey through +rittenuestions +it the purpose o( conducting a statisticalstudy
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Surveys=our %asic survey )ethods6
Person"ad)inistered surveys
Co)puter"assisted surveysSel("ad)inistered surveys
Mi7ed")ode >hy%rid? surveys
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=our 3lternativeData Collection Modes
Person administered6 an intervie+er
reads uestions, either (ace"to"(ace or overthe telephone, to the respondent andrecords his or her ans+ers
Computer administered6 the intervie+er
%asically ver%ali9es the uestions +hilerelying to so)e degree on co)putertechnology to (acilitate the intervie+ +or-
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=our 3lternativeData Collection Modes
Self-administered6 the respondentco)pletes the survey on his or her o+n
Mixed mode6 a co)%ination o( t+o or)ore )ethods
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Person"3d)inistered Surveys>ithout Co)puter 3ssistance?
3 person-administered survey is one in
+hich an intervie+er reads uestions,either (ace"to"(ace or over the telephone,to the respondent and records his or herans+ers
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Person"3d)inistered Surveys>ithout Co)puter 3ssistance?3dvantages6
=eed%ac-Aapport >relationship?
8uality control
3dapta%ility
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Person"3d)inistered Surveys>ithout Co)puter 3ssistance?
Disadvantages6
Bu)ans )a-e errorsSlo+ speed
Bigh cost
=ear o( intervie+5presence o( others
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Person"3d)inistered Surveys>ithout Co)puter 3ssistance?Disadvantages6
Intervie+ evaluation6 apprehensive theyare ans+ering the uestion :correctly;=eel they are %eing :evaluated;
Pro%le)s ans+ering very personal
uestions especially a pro%le) +ithsensitive topics such as hygiene,nances, political opinions, etc
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Co)puter"3d)inistered Surveys3dvantages6
E7tensiveness o( user"(riendly (eatures
Aelatively ine7pensiveAeduction o( intervie+ evaluation
concern in respondents
Aelatively Error"=ree intervie+s
se o( pictures, videos or graphics
8uic- capture o( data
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Co)puter"3d)inistered SurveysDisadvantages6
Aeuires co)puter"literate and Internet"
connected respondentsInitial set up cost5e7pense can %e high
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Sel("3d)inistered
Surveys3 self-administered survey is one in
+hich the respondent co)pletes the
survey on his or her o+n F Go hu)an orco)puter progra) agent ad)inisters it
'raditional :paper and pencil; survey
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Sel("3d)inistered
Surveys3dvantages6
Aeduced cost
Aespondents control pace at +hich theyans+er
Go intervie+"evaluation or (ear o(apprehension
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Sel("3d)inistered
SurveysDisadvantages6
Aespondent controls the surveyHdoes
not send in on ti)e or does not send in#ac- o( )onitoringHno one to e7plain or
encourage respondents
Bigh uestionnaire reuire)entsHit
)ust %e per(ect (or respondents to use FClear instructions, design, etc
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Mi7ed"Mode >By%rid?
SurveysMixed-mode surveys use )ultiple data
collection )ethods
It has %eco)e increasingly popular to use)i7ed")ode surveys in recent years
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Mi7ed"Mode >By%rid?
Surveys3dvantages6
Multiple advantages to achieve data
collection goal e76 /0 online, /0traditional
E7a)ple6 May use online surveys touic-ly reach portion o( population +ith
Internet access and )ay use telephonecalling to reach those +ithout Internetaccess
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Mi7ed"Mode >By%rid?
SurveysDisadvantages6
Mode a.ects response
ill consu)ers responding to an in"ho)e intervie++ith a personal intervie+er respond di.erently thanthose responding to an i)personal, online survey
3dditional co)ple7ity Multiple )odes (or gathering data )ay add to the
co)ple7ity o( data collection E76 I( collecting datavia online and telephone online participants +illread uestions, telephone participants +ill listen touestions F Do +e use the sa)e +ording =urther,data analyses +ill need to integrate %oth types o(
uestions into a single data set
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In"Bo)e Surveys3n in-home survey is conducted %y an
intervie+er in the ho)e o( the respondent
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Person"3d)inistered SurveysIn"Bo)e Intervie+Jey advantages6
Conducted in the privacy o( the ho)e,+hich (acilitates intervie+erFrespondentrapport
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Person"3d)inistered Surveys>ithout Co)puter 3ssistance?
Pri)ary ad)inistration )ethod (or )any
years until develop)ent o(co))unications syste)s andadvance)ent in co)puter technology
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Mall"Intercept Surveys 'he mall-intercept survey is one in +hich
the respondent is encountered anduestioned +hile he or she is visiting ashopping )all
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Mall"Intercept SurveysJey advantages6
Mall"intercept intervie+s are conducted
in large shopping )alls, and they areless e7pensive per intervie+ than are in"ho)e intervie+s
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Mall"Intercept SurveysJey disadvantages6
$nly )all patrons are intervie+ed
Aespondents )ay (eel unco)(orta%leans+ering the uestions in the )all
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In"$Kce SurveysIn-oce surveys ta-e place in person
+hile the respondent is in his or her oKceor perhaps in a co)pany lounge area
@"
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In"$Kce SurveysJey advantage6
se(ul (or intervie+ing %usy e7ecutives
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In"$Kce SurveysJey disadvantages6
Aelatively high cost per intervie+
Laining access is so)eti)es diKcult
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Central #ocation 'elephoneSurveying
Involves a eld data collection co)panyinstalling several telephone lines at one
location (ro) +hich intervie+ers )a-ecalls
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Central #ocation 'elephoneSurveying
Jey disadvantage6
Aestricted to telephone co))unication
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C3'I 'he )ost advanced telephone intervie+
co)panies have co)puteri9ed the centrallocation telephone intervie+ing process+ith syste)s called computer-assistedtelephone interviews >C3'I?
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Co)puter"3d)inistered SurveysJey advantages6
Co)puter eli)inates hu)an intervie+er
errorSi)ultaneous data input to co)puter le
Lood uality control
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=ully 3uto)ated SurveySo)e co)panies have developed (ully
auto)ated surveys in +hich the survey isad)inistered %y a co)puter %ut not online
In the research industry, this approach is-no+n as co)pletely auto)ated telephonesurvey >C3'S?
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=ully Co)puteri9ed Survey >Got$nline?
Jey advantages6
Aespondent responds at his or her o+npace
Co)puter data le results
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$nline Intervie+s 'he Internet"%ased uestionnaire in +hich
the respondent ans+ers uestions onlinehas %eco)e the industry standard (orsurveys in virtually all high"Internet"penetration countries
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=ully Co)puteri9ed $nline SurveysJey advantages6
Ease o( creating and posting
=ast turnaroundCo)puter data le
Aesults
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=ully Co)puteri9ed $nline SurveysJey disadvantage6
Mar-eting researchers +ere uic- to
reali9e that online surveys presenteddesign challenges and opportunitiesrelated to (ostering cooperation inpotential respondents
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Lroup Sel("3d)inisteredSurvey3 group self-administered survey
entails ad)inistering a uestionnaire torespondents in groups rather thanindividually (or convenience and to gainecono)ies o( scale
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Lroup Sel("3d)inisteredSurveyJey advantages6
Cost o( intervie+er eli)inatedEcono)ical (or asse)%led groups o(
respondents
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Lroup Sel("3d)inisteredSurveyJey disadvantage6
Must nd groups and secure per)issionto conduct the survey
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Drop"$. Survey 'he drop-o survey is so)eti)es called:drop and collect,; in +hich the surveyrepresentative approaches a prospectiverespondent, introduces the generalpurpose o( the survey to the prospect, andleaves it +ith the respondent to ll out on
his or her o+n
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Drop"$. SurveyJey advantages6
Cost o( intervie+er eli)inated
3ppropriate (or local )ar-et surveys
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Drop"$. SurveyJey disadvantage6
Lenerally not appropriate (or large"scale
national survey
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Mail Survey3 mail survey is one in +hich theuestions are )ailed to prospectiverespondents +ho are as-ed to ll the) outand return the) to the researcher %y )ail
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Sel("3d)inistered SurveysMail SurveyJey disadvantage6
Gonresponse, +hich re(ers touestionnaires that are not returned
Sel("selection %ias, +hich )eans thatthose +ho do respond are pro%a%ly
di.erent (ro) those +ho do not ll outthe uestionnaire and return it
@"
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Choice o( Survey MethodIn selecting a data collection )ode, theresearcher %alances uality against the(ollo+ing6
'i)e availa%le (or data collection
Money availa%le (or data collection
'ype o( respondent interaction reuired
>such as sa)pling a product, vie+ing anad, etc?
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Choice o( Survey MethodIn selecting a data collection )ode, theresearcher %alances uality against the(ollo+ing6
Incidence rate6 screen %y online ortelephone
Cultural5in(rastructure considerations6
Scandinavian countries disli-e strangersin ho)es Canada is )ore open In India,10 have phones
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3ll rights reserved Go part o( this pu%lication )ay %e reproduced,stored in a retrieval syste), or trans)itted, in any (or) or %y any
)eans, electronic, )echanical, photocopying, recording, or other+ise,+ithout the prior +ritten per)ission o( the pu%lisher Printed in the
nited States o( 3)erica