Ch10BriefOutline

Ch10BriefOutline - CHAPTER 10 Survey Research: Basic...

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CHAPTER 10 Survey Research: Basic Methods of Communication with Respondents Brief Outline Zikmund Chapter Content Media – types of media used to communicate with respondent Personal Interviews – advantages and disadvantages, types of interviews Telephone Interviews – approaches, strengths and weaknesses, considerations Self-Administered Questionnaires – various types—mail, email, Internet Selecting the Research Design – pretests and ethical issues Media Used to Communicate with Respondents Each technique for conducting surveys has its merits and shortcomings. This chapter looks how different survey methods should be used. Three broad classes of media are discussed: Human Interactive Media – refers to forms of personal communication where the researcher and the respondent(s)—individuals or small groups—are in direct personal face-to-face interaction or voice-to-voice exchange by telephone. Electronic Interactive Media – the use of communication media that allow the originator and respondent to interact using digital technology through the Internet, CD-ROM, DVD, kiosks, and so on Noninteractive Media – communication in which there is no direct interaction such as through self-administered questionnaires Personal Interviews Personal interviews are the oldest form of information gathering—dating back to census taking in Ancient Egypt and Rome for the purposes of military conscription or establishing tax rates. Personal Interview – the gathering of information through face–to-face contact with a respondent Advantages of Personal Interviews o Feedback – personal interviews provide opportunity for the interviewer to provide assurances or to seek clarifications of the respondent’s responses o Flexibility – enables the interviewer to probe and seek amplification and depth in complex answers, especially with respect to open-ended questions and unstructured information Probing – verbal prompts made by a fieldworker when the respondent needs to be motivated to communicate his or her answer more fully—encouraging respondents to enlarge upon, clarify, or explain answers o Interview length – personal interviews can be considerably longer than telephone interviews—up to an hour and a half versus about 10 minutes by telephone o Completeness – the social nature of the personal interview increases the chance the respondent will answer all items—versus hanging up the telephone Item nonresponse – an unanswered question on an otherwise complete questionnaire o Props – personal interviews make it easy to introduce physical props and visual aids o Participation – the interviewer’s physical presence increases the participation rate— there’s no reading or writing for the respondent—respondent only has to talk Ch10BriefOutline.doc 1
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Door-to-Door Interviews – interviews conducted at respondent’s home or place of business Advantages o Representativeness
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Ch10BriefOutline - CHAPTER 10 Survey Research: Basic...

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