Ch10 1

Business
Research Methods

William G. Zikmund

Chapter 10:
Survey Research: Basic
Communication Methods

Copyright © 2000 by Harcourt, Inc.

All rights reserved. Requests for
permission to make copies of any part
of the work should be mailed to the
following address: Permissions
Department, Harcourt, Inc., 6277 Sea
Harbor Drive, Orlando, Florida
32887-6777.

SURVEYS

SURVEYS ASK A RESPONDENT FOR
INFORMATION USING VERBAL OR
WRITTEN QUESTIONING

Copyright © 2000 by Harcourt, Inc. All rights reserved.

COMMUNICATING WITH
RESPONDENTS
• PERSONAL INTERVIEWS
• DOOR-TO-DOOR
• SHOPPING MALL INTERCEPTS
• TELEPHONE INTERVIEWS
• SELF-ADMINISTERED
QUESTIONNAIRES


PERSONAL INTERVIEWS


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


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



Questionnaire Length Long

Item Nonresponse Low

Possibility of Respondent Lowest
Misunderstanding

Degree of Interviewer High
Influence of Answer

Supervision of Interviewers Moderate



Anonymity of Respondent Low

Ease of Call Back or Follow-up Difficult

Cost Highest

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


Mall Intercept Personal Interview

Speed of Data Collection Fast

Geographical Flexibility Confined, urban bias

Respondent Cooperation Moderate to low

Versatility of Questioning Extremely versatile

Questionnaire Length Moderate to Long



Item Nonresponse Medium

Possibility of Respondent Lowest
Misunderstanding

Degree of Interviewer Highest
Influence of Answers

Supervision of Interviewers Moderate to high



Anonymity of Respondent Low

Ease of Call Back or Difficult
Follow-up

Cost Moderate to high

Special Features Taste test, viewing
of TV Commercials
possible

Telephone Surveys


Telephone Surveys

Speed of Data Collection Very fast

Geographical Flexibility High

Respondent Cooperation Good

Versatility of Questioning Moderate


Telephone Surveys

Questionnaire Length Moderate

Item Nonresponse Medium

Possibility of Respondent Average
Misunderstanding

Degree of Interviewer Moderate
Influence of Answer

Supervision of Interviewers High, especially with
central location WATS
interviewing

Telephone Surveys

Anonymity of Respondent Moderate

Ease of Call Back or Follow-up Easy

Cost Low to moderate

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


TELEPHONE SURVEYS

• Central Location Interviewing
• Computer-Assisted Telephone Interviewing
• Computerized Voice-Activated Interviews


MOST UNLISTED MARKETS

• Sacramento, CA
• Oakland, CA
• Fresno, CA
• Los Angeles/Long Beach, CA


MAIL SURVEYS


Mail Survey

Speed of Data Collection Researcher has no control
over return of questionnaire; slow

Geographical Flexibility High

Respondent Cooperation Moderate--poorly designed
questionnaire will have low
response rate

Versatility of Questioning Highly standardized format


Mail Survey

Questionnaire Length Varies depending on incentive

Item Nonresponse High

Possibility of Respondent Highest--no interviewer
Misunderstanding present for clarification

Degree of Interviewer None--interviewer absent
Influence of Answer

Supervision of Interviewers Not applicable


Mail Survey

Anonymity of Respondent High

Ease of Call Back or Follow-up Easy, but takes
time

Cost Lowest


How to Increase Response Rates for Mail Surveys

• Write a “Sales Oriented” Cover Letter
• Money Helps
- As a token of appreciation
- For a charity
• Stimulate Respondents’ Interest with Interesting Questions
• Follow Up
- Keying questionnaires with codes
• Advanced Notification
• Sponsorship by a Well-known and Prestigious Institution


Increasing Response Rates

• Effective Cover Letter

• Money Helps

• Interesting Questions

• Follow-Ups

• Advanced Notification

• Survey Sponsorship

• Keying Questionnaires Copyright © 2000 by Harcourt, Inc. All rights reserved.

SELF-ADMINISTERED
QUESTIONNAIRES
• MAIL
• PLACE OF BUSINESS
• DROP-OFF
• COMPUTERIZED
• E-MAIL
• INTERNET
• OTHER VARIATIONS

INTERNET SURVEYS

• Speed of Data Collection
– instantaneous
• Geographic Flexibility
– worldwide
• Respondent Cooperation
– varies depending on web site


INTERNET SURVEYS

• Versatility of questioning
– extremely versatile
• Questionnaire Length
– modest
• Item Nonresponse
– software can assure none


INTERNET SURVEYS

• Possibility for Respondent
misunderstanding
– high
• Interviewer Influence of Answers
– none
• Supervision of Interviewers
– none


INTERNET SURVEYS

• Anonymity of Respondent
– Respondent can be anonymous or known
• Ease of Callback or Follow-up
– difficult
• Cost
– low
• Special Features
– allows graphics and motion

INTERNET SURVEYS

• Item Nonresponse
software can assure none
• Possibility for Respondent
misunderstanding
– high
• Degree of Interviewer Influence of Answers
– none
• Supervision of Interviewers
– none

INTERNET SURVEYS

• Anonymity of Respondent
• Respondent can be anonymous or known
• Ease of Callback or Follow-up
– difficult
• Cost
– low
• Special Features
– allows graphics and motion

There is no best form of
survey; each has advantages
and disadvantages.


Selected Questions to determine the
appropriate technique:

• Is the assistance of an interviewer
necessary?
• Are respondents interested in the issues
being investigated?
• Will cooperation be easily attained?


Selected Questions to determine the
appropriate technique:

• How quickly is the information needed?
• Will the study require a long and complex
questionnaire?
• How large is the budget?


Pre-testing

• A trial run with a group of
respondents to iron out
fundamental problems in the
instructions or survey design


“Practice is the best
of all instructors.”

Publilius Syrus


Ch10 1

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