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Business Research Methods Chap011

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Transcript

  • 1. 11-1
  • 2. Part Three SOURCES AND COLLECTION OF DATA 11-2McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc.,All Rights Reserved.
  • 3. Chapter Eleven SURVEY METHODS: Communicating With Participants11-3
  • 4. Communication Approach Impacts the Research Process • Creation and selection of measurement questions • Sampling issues, drive contact and callback procedures • Instrument design, which incorporates attempts to reduce error and create participant-screening procedures • Data collection processes, which create the need for follow-up procedures and possible interviewer training11-4
  • 5. Personal Interview • Requirements for success – Availability of the needed information from the participant – An understanding by the participant of his or her role – Adequate motivation by the participant to cooperate11-5
  • 6. Personal Interview • To Increase participant’s receptiveness they must – believe the experience will be pleasant and satisfying – think answering the survey is an important and worthwhile use of their time – have any mental reservations satisfied11-6
  • 7. The Interview • Introduction – Establish a good relationship • Gather the data – Probing • Record the interview11-7
  • 8. Probing Styles • A brief assertion of understanding and interest • An expectant pause • Repeating the question • Repeating the participant’s reply • A neutral question or comment • Question clarification11-8
  • 9. Interview Problems • Nonresponse error11-9
  • 10. Interview Problems • Nonresponse error • Response error – participant-initiated – interviewer error11-10
  • 11. Interview Problems • Interviewer error – Failure to secure cooperation – Failure to execute interview procedures – Failure to establish appropriate environment – Falsification of answers – Inappropriate interviewing behavior – Failure to accurately record answers – Physical presence bias11-11
  • 12. Interview Problems • Nonresponse error • Response error • Cost11-12
  • 13. Telephone Interview • Types – Computer-assisted telephone interviewing – Computer-administered telephone survey • Problems – Noncontact rate – Refusal rate11-13
  • 14. Self-Administered Surveys • Types – Mail survey – Computer-delivered – Intercept studies • Disadvantages – Large nonresponse error – Cannot obtain detailed or large amounts of information11-14
  • 15. Concurrent Techniques to Improve Mail Response • Reduce Length • Anonymity • Survey Sponsorship • Size, Color, and • Return Envelopes Reproduction • Postage • Money Incentives • Personalization • Deadline Dates • Cover Letters11-15
  • 16. Outsourcing Survey Services • Research Firms Provide – Centralized-location interviewing – Focus group facilities – Trained staff with experience – Data-processing and statistical analysis capabilities – Access to point-of-sale data Panels11-16

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