3. Chapter Eleven
SURVEY METHODS:
Communicating With
Participants
11-3
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 training
11-4
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
cooperate
11-5
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
satisfied
11-6
7. The Interview
• Introduction
– Establish a good relationship
• Gather the data
– Probing
• Record the interview
11-7
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 clarification
11-8
14. Self-Administered Surveys
• Types
– Mail survey
– Computer-delivered
– Intercept studies
• Disadvantages
– Large nonresponse error
– Cannot obtain detailed or large amounts of
information
11-14
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
Panels
11-16