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Survey Research
- 1. PR Campaigns J4-554 January 12, 2010, Margy Parker
- 2. Today’s class time Informal presentations by teams – client background, meeting, scope of project Research In-depth interviews Survey research Formulate a questionnaire – case study Assignments – January 14 Client Report #1
- 3. Informal presentation •Meet with your team for 10 minutes •Decide who will say what •Present --self introductions --client background --first client meeting --scope of your project • Audience observations
- 4. In-depth interviews Explore perspectives on a particular idea, program, or situation. Are used if people uncomfortable talking about something in front of others, or to refine a survey. Provide much more detailed info. Require less advance organization (than focus groups).
- 5. In-depth Interviews Not generalizable. Requires protocol for every step. Requires a discussion guide. Requires consent, bow out clauses. Interviewer bias – needs attention, caution.
- 6. In-depth interviews – How to Ask easy questions first – according to guideline. Then probe (“Can you elaborate, give an example, explain?”) Allow stories and tangents to develop. Complete when same stories/themes start to be common. Transcripts are analyzed for concepts, themes, lines of thought.
- 7. Survey Research – Why? Describe “what’s up” with individuals Establish the range of attitudes Assess needs Guide policy formation Support funding requests Plan for the future
- 8. Survey Research - Pitfalls Breadth, not depth Time consuming Subject to sampling & measurement error Lack of control Cannot establish causality Response rates tanking
- 9. Effective Questions Focus directly on the topic or issue to be measured Are brief, clear, simple as possible Have language that’s’ easily understood Address the purpose of the research
- 10. Ineffective Questions Double barreled, double bind Vague Complex Leading or loaded Unrealistic recall
- 11. Constructing Questions Closed ended easiest to analyze Open ended good for detail always include one at end Every question needs a purpose – why do you want to know?
- 12. Types of Questions Response scale Likert Linear – numeric Semantic distance Comparative
- 13. Types of Questions Multiple Choice Yes and no (never for the future) True and false (scales used more often) Specific traits (gender, race, income, education) Open ended
- 14. Types of Surveys Snail Mail Phone Personal (Intercept) Interviews Online SurveyMonkey Constant Comment
- 15. Best Practices Identify the area(s) of interest: Think beyond your industry Talk to a trade association Reference PR sites; Marketing Profs, Marketing Sherpa, PRSA
- 16. Best Practices Check out the competition Check research journal studies Interview users of other similar products or services
- 17. Assignments – January 14, 15 Client Report #1 – Background, SWOT, Project Scope Draft (print and email due to Margy – by class) Comments returned a.s.a.p. – by end of day Final due to client Friday, January 15 First weekly update report, January 15
Editor's Notes
- WHAT IS GENERALIZABLE?PROTOCOL – HUMAN SUBJECTS RESEARCH PARTICIPANT COLLECTION PARTICIPANT NOTIFICATION PARTICIPANT FOLLOW UP – HOW DATA IS USEDDISCUSSION GUIDE – NEEDS TO ADDRESS WHAT YOU’RE TRYING TO FIND OUT OR WHY YOU’RE CONDUCTING THE RESEARCHPARTICIPANT CAN BOW OUT AT ANY TIME AND HAVE THEIR REMARKS WITHDRAWNNEED PARTICIPANT PERMISSION WHEN USING QUOTESEASY FOR THE INTERVIEWER BY WORD OR GESTURE TO BE BIASEDWHAT WOULD BE SOME FEATURES OF BIAS?
- EASY QUESTION – CAN BE DESCRIPTIVE ONCE THE INTERVIEWER IS HEARING THE SAME THING, CONSISTENTLY, CAN STOP INTERVIEWINGMARK THE TRANSCRIPTS WITH IDEAS OR CONCEPTS THAT APPLY TO STATEMENTS, TRY TO LINK THEM
- SURVEYS ARE DESCRIPTIVEDESCRIBING AN AUDIENCE. THEY GIVE A CLIENT AN IDEA ABOUT PERCENTAGES OF AUDIENCES THAT FIT CERTAIN DESCRIPTORSSAME WITH ATTITUDES – DESCRIBE A RANGE OF ATTITUDES AND AUDIENCE MAY HAVE TOWARDS A TOPIC VERIFY THAT LA CROSS IS SEEN AS AN ELITE SPORT, VERIFY AN ATTITUDE THAT THERE’S NO TIME TO READ PRINTDESCRIBE WHAT AN AUDIENCE SEES AS IMPORTANT IN THE FUTURE, OR LIKELY IN THE FUTURE.DESCRIBE WHAT AN AUDIENCE EXPECTS AND CAN TOLERATE (AUDIENCE CAN BE EMPLOYEES, MEMBERS, PUBLIC AT LARGE, STAKEHOLDERSPROVIDE THE STATISTICS THAT SUPPORT FUNDING REQUESTS OR BUDGET ALLOCATIONS
- WHAT IS MEANT BY BREADTH, NOT DEPTHQUALITATIVE CAN DIG IN TO ATTITUDES AND PATTERNSCAUALITY ONLY ESTABLISHED THROUGH EXPERIMENTSPHONE – CELL PHONES AND CALLER BLOCKMAIL – LOTS OF MAIL DUMPEDINTERNET – HARD TO KNOW ANYTHING ABOUT THE RESPONDANT, UNLESS ITS AN INTRANET OR A SPECIFIC LISTPEOPLE DON’T LIKE TO BE INTERVIEWED IN PUBLIC (USUALLY)400 SURVEYS USUALLY HAS A 5% MARGIN OR ERROR – WHAT IS A MARGIN OF ERROR?400 SURVEY RESEARCH CAN COVER A MUCH
- DOUBLE BINDHave you stopped beating your wife yet?DOUBLE BARRELED (AVOID THE WORD “AND”“Do you believe we should ban assault weapons and require trigger locks?”VAGUELEADING“Don’t you believe Obama’s health care plan is socialism?”LOADEDloaded“Should we lower the speed limit to save lives?”“Do you have rules on tv viewing in your home?”COMPLEXI believe that life is a constant striving for balance, requiring frequent tradeoffs between morality and necessity, within a cyclic pattern of joy and sadness, forging a trail of bittersweet memories until one slips, inevitably, into the jaws of death. Agree or disagree?”UNREALISTIC RECALL“How many catalogue purchases have you made in the past 5 years?”
- A RESPONSE SCALE IS A GOOD WAY TO MEASURE VARIATION. A NUMBERIC VALUE IS ASSIGNED TO A RANGE OF THINGS, USUALLY, ONE TO FIVE AND AS MUCH AS TENLIKERT (range of opinion)Agree – DisagreeLINEAR – NUMERIC (range of numbers)How often – range of numbersSEMANTIC DISTANCE – range of wordsAttractive – UnattractiveElegant - PlainCOMPARATIVE – range of time or comparisonCompared to one year ago, or one month ago, how much of something has increased, decreased