Objective of the session•Survey Method•Advantages and Disadvantages of Survey method•Classification of Survey Method•Criteria for Evaluating Survey Methods•Comparative Evaluations of Survey Methods•Basic of Observational Method•Classification of Observation Method•Advantages and Disadvantages of Observation Method
Survey Method•Survey: A structured questionnaire given to a sample of a population and designed to elicit specific information from respondents.•Structure refers to the degree of standardization imposed on the data collection process•Structured data collection: Use of a formal questionnaire that presents questions in a prearranged order.•Fixed alternative questions: Questions that require respondents to choose from a set of predetermined answers.
Advantages of Survey Method•Simple to administer•Reliable data•Coding, Analysis and Interpretation are easy
Disadvantages of Survey Method•Respondents may be unable or unwilling to give desired information.•Structured questions and fixed options alternatives may results in loss of validity for certain types of data such as beliefs and feelings.•Wording questions properly is not easy.
A Classification of Survey Methods
Criteria for Evaluating Survey MethodsTASK FACTORSDiversity of Questions and Flexibility of Data Collection•The flexibility of data collection is determined primarily by the extent to which the respondent can interact with the interviewer and the survey questionnaire. The diversity of questions that can be asked in a survey depends upon the degree of interaction the respondent has with the interviewer and the questionnaire, as well as the ability to actually see the questions.Use of Physical Stimuli•The ability to use physical stimuli such as the product, a product prototype, commercials, or promotional displays during the interview.
Criteria for Evaluating Survey MethodsSample Control•Sample control is the ability of the survey mode to reach the units specified in the sample effectively and efficiently.Quantity of Data•The ability to collect large amounts of data.Response Rate•Survey response rate is broadly defined as the percentage of the total attempted interviews that are completed.
Random Digit Directory Designs
Criteria for Evaluating Survey MethodsSITUATIONAL FACTORSControl of the Data Collection Environment•The degree of control a researcher has over the environment in which the respondent answers the questionnaire.Control of Field Force•The ability to control the interviewers and supervisors involved in data collection.
Criteria for Evaluating Survey MethodsPotential for Interviewer Bias•The extent of the interviewer's role determines the potential for bias.
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- Fall '20