Surveys HOW…can I deliver the questions to the participant? (possible question types) HOW…interviewing methods? Personal interviews Telephone surveys Mail surveys
9-2 Personal Interview Survey Advantages Good cooperation rates Interviewer can probe and explain Visual aids possible Illiterate participants can be reached Interviewer can prescreen CAPI possible Disadvantages High costs Need for highly trained interviewers Time consuming Labor-intensive Some unwilling to invite strangers into homes Interviewer bias possible
Advantages of the Telephone Survey Lower costs than personal interview Wide geographic coverage Fewer interviewers Reduced interviewer bias Fast completion time Random Dialing CATI Computer-Assisted Telephone Interviewing
9-4 Disadvantages of the Telephone Survey Lower response rate Early termination Higher costs if geographically dispersed sample Limited Interview length Inaccessible populations Limited complexity of scales iPhone Voice-over IP
Surveys HOW…can I deliver the questions to the participant? (possible question types) HOW…interviewing methods? Personal interviews Telephone surveys Mail surveys Computer direct interviews Email surveys Web-based surveys USING TECHNOLOGY
Write questionnaires more quickly
Create visually driven instruments
Eliminate manual data entry
Save time in data analysis
Computer Direct Surveys Interviewees enter their own answers directly into a computer ADVANTAGES The virtual elimination of data entry and editing costs. You will get more accurate answers to sensitive questions. The elimination of interviewer bias. The computer asks the questions the same way every time. Response rates are usually higher. DISADVANTAGES The Interviewees must have access to a computer or one must be provided for them. As with mail surveys, computer direct interviews may have serious response rate problems in populations of lower educational and literacy levels. This method may grow in importance as computer use increases.
Email Surveys ADVANTAGES Speed. An email questionnaire can gather several thousand responses within a day or two. There is practically no cost involved once the set up has been completed. You can attach pictures and sound files. The novelty element of an email survey often stimulates higher response levels than ordinary “snail” mail surveys. DISADVANTAGES You must possess (or purchase) a list of email addresses. Many people dislike unsolicited email even more than unsolicited regular mail. You cannot use email surveys to generalize findings to the whole populations. People who have email are different from those who do not, even when matched on demographic characteristics, such as age and gender.
9-8 Advantages of Surveying Software Questionnaire design in word processing environment Question and scale libraries Automated publishing to the Web Real-time viewing of incoming data Rapid transmission of results Flexible analysis and reporting mechanisms
9-9 The Web as a Survey Research Venue Advantages Cost savings Short turnaround Use of visual stimuli Access to participants Perception of anonymity Access to data and experiences otherwise unavailable Disadvantages Recruitment Coverage Difficulty developing probability samples Technical skill System compatibility issues Possible self-selection bias
Your choice of survey method will depend on several factors.