Chapter Eleven SURVEY METHODS: Communicating With Participants11-3
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
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
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
The Interview • Introduction – Establish a good relationship • Gather the data – Probing • Record the interview11-7
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
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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