Chapter 10

SURVEYS

McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives

Understand . . .
 The process for selecting the appropriate and
optimal communication approach.
 Factors affect participation in communication
studies.
 Sources of error in communication studies and
how to minimize them.
 Major advantages and disadvantages of the
three communication approaches.
 Why an organization might outsource a
communication study.
10-2
Pull Quote

“If social media is the temperature check, surveys are the

taste test to validate that the meal is cooked properly. A
good survey enables you to: (1) tune out the noise and zero
in on the opinions and comments that are directly applicable
to your most pressing questions, and (2) validate trends and
shifts in preference that you may have suspected, but
weren’t certain about.”

Reggie Aggarwal, CEO,

Cvent

10-3
Data
Collection
Approach

10-4
Selecting a
Communication

Data Collection
Approach

10-5
Dilemma for Surveys

“The ubiquity of cell phones and the rapid and

continuing development of the Internet have
completely altered the way we talk to each other,
the way marketers talk to customers, the way
customers shop and the way the media research
their audiences.”
Alain Tessier, founder,
Mediamark Research, Inc.

10-6
Communication Approach

Strengths
Versatility
Efficiency
Geographic coverage

Weaknesses
Error
Inaccessible
populations
10-7
Sources of Error

Measurement
Participant
Questions

Interviewer

10-8
Participant Motivation

10-9
Response Terms

Noncontact rate

Refusal rate

Incidence rate

10-10
Communication Approaches

Self- Survey via

Telephone
Administered Personal
Survey
Survey Interview

10-11
Self-Administered Surveys

Mail

Intercept
Intercept Drop-off
Drop-off

Modes
Modes
Disk-by-Mail
Disk-by-Mail Fax
Fax

CASI

10-12
Self-Administered Surveys

Costs

Topic
Topic Sample
Sample
Coverage
Coverage Accessibility
Accessibility
Systematic
Systematic
Anonymity Time
Anonymity
Constraints

10-13
Designing Questionnaires Using the TDM

Easy
Easy to
to read
read

Offer
Offer clear
clear directions
directions

Include
Include personalization
personalization

Notify
Notify in
in advance
advance

Encourage
Encourage response
response

10-14
Options for Web-based Surveys

Fee-Based Surveying
Service Software

10-15
Advantages of Surveying Software

Questionnaire design in word processing

environment
Question and scale libraries
Automated publishing to the Web
Real-time viewing of incoming data
Rapid transmission of results
Flexible analysis and reporting mechanisms

10-16
The Web as a Survey Research Venue

Advantages Disadvantages
Cost savings Recruitment
Short turnaround Coverage
Use of visual stimuli Difficulty developing
Access to participants probability samples
Perception of Technical skill
anonymity System compatibility
Access to data and issues
experiences otherwise Possible self-selection
unavailable bias

10-17
Advantages of
Self-Administered Study

Access inaccessible
participants
Incentives for higher
response rates
Lowest-cost
Geographic coverage
Minimal staff Question complexity
needed Rapid data collection
Perceived anonymity Visuals possible
Reflection time Multiple sampling
possible
10-18
Disadvantages of
Self-Administered Study

Low response rates in Skewed responses by

some modes extremists
No interviewer Participant anxiety
intervention possible
Cannot be too long Directions necessary
Cannot be too complex Need for low-distraction
Requires accurate list environment
Security

10-19
Improving Response Rates

Advance
Advance Notification
Notification

Reminders
Reminders

Return
Return Directions
Directions &
& Devices
Devices

Monetary
Monetary Incentives
Incentives

Participation
Participation Deadlines
Deadlines

Promise
Promise of
of Anonymity
Anonymity

Appeal
Appeal for
for Participation
Participation

10-20
Telephone Survey

Traditional

CATI systems

Computer-administered

10-21
Designing Questionnaires Using the TDM

Lower
Lower Cost
Cost vs.
vs. Personal
Personal Interview
Interview

Wide
Wide geographic
geographic coverage
coverage

Fewer
Fewer Interviewers
Interviewers

Reduced
Reduced interviewer
interviewer bias
bias

Fast
Fast completion
completion time
time

Random
Random dialing
dialing

CATI
CATI

10-22
Disadvantages of the Telephone Survey

Lower response rate

Early termination iPhone
Higher costs if
geographically
dispersed sample
Limited Interview
length Voice-over IP
Inaccessible
populations
Limited complexity of
scales
10-23
Survey via Personal Interview

CAPI Intercept

10-24
Personal Interview Survey

Advantages Disadvantages
Good cooperation rates High costs
Interviewer can probe Need for highly trained
and explain interviewers
Visual aids possible Time consuming
Illiterate participants Labor-intensive
can be reached Some unwilling to invite
Interviewer can strangers into homes
prescreen Interviewer bias
CAPI possible possible
10-25