Survey Research: Basic Communication Methods

Dr. Md. Mamun Habib Assistant Professor

Surveys
Surveys as a respondent for information using verbal or written questioning

Respondents
Respondents are a representative sample of people

Gathering Information via Surveys

Quick Inexpensive Efficient Accurate Flexible

Communicating with Respondents

Personal interviews
Door-to-door Shopping mall intercepts

Telephone interviews Self-administered questionnaires

Mail Surveys Email Surveys Internet Surveys

1. Personal Interviews

Good Afternoon, my name is _________. I am with _________ survey research company. We are conducting a survey on_________

1.1 Door-to-Door Personal Interview

Speed of data collection
Moderate to fast

Geographical flexibility
Limited to moderate

Respondent cooperation
Excellent

Versatility of questioning
Quite versatile (resourceful/flexible)

1.1Door-to-Door Personal Interview

Questionnaire length
Long

Item non-response
Low

Possibility of respondent misunderstanding

Lowest

1.1 Door-to-Door Personal Interview

Degree of interviewer influence of answer
High

Supervision of interviewers
Moderate

Anonymity (secrecy) of respondent

Low

1.1 Door-to-Door Personal Interview

Ease of call back or follow-up
Difficult

Cost
Highest

Special features
Visual materials may be shown or demonstrated; extended probing possible

1.2 Mall Intercept Personal Interview

Speed of data collection
Fast

Geographical flexibility
Confined

Respondent cooperation
Moderate to low

Versatility of questioning
- Extremely versatile (flexible)

1.2 Mall Intercept Personal Interview

Questionnaire length
Moderate to long

Item non-response
Medium

Possibility of respondent misunderstanding

Lowest

1.2 Mall Intercept Personal Interview

Degree of interviewer influence of answers
Highest

Supervision of interviewers
Moderate to high

Anonymity (secrecy) of respondent

Low

1.2 Mall Intercept Personal Interview

Ease of call back or follow-up
Difficult

Cost
Moderate to high

Special features
Taste test, viewing of TV commercials possible

2. Telephone Surveys

2. Telephone Surveys
Speed of Data Collection
Very fast

Geographical Flexibility
High

Respondent Cooperation
Good

Versatility of Questioning
Moderate

2. Telephone Surveys
Questionnaire Length
Moderate

Item Non-response
Medium

Possibility of Respondent Misunderstanding

Average

Degree of Interviewer Influence of Answer

Moderate

2. Telephone Surveys
Supervision of interviewers
High, especially with central location interviewing

Anonymity (secrecy) of respondent

Moderate

Ease of call back or follow-up

Easy

2. Telephone Surveys
Cost
Low to moderate

Special features
Fieldwork and supervision of data collection are simplified; quite adaptable to computer technology