Chapter 9
What are the disadvantages of telephone surveys?
Response rate is lower than for personal interview. Is difficult to ask complex questions. Interview length must be limited. Costs are higher if interviewing geographically dispersed sample.
Answers may be systematically inaccurate or biased when interviewers fail to appropriately train and motivate participants or fail to establish a suitable interpersonal setting.
appropriate interview enviros
Physical presence bias is what?
can be both
Information about past events is often available only through
communication
The ___ approach is surveying people, through the use of a questionnaire or a personal interview.
communications
The ___ and ___ survey has substantially replaced the paper-and-pencil survey.
computer mobile
CAI stands for
computer assisted interviewing
relates to avoidance of error, which translates to strict adherence to questionnaire structure and instructions.
confidentiality
As cell-phone-only households increase, access
decreases
Error may result from an interview recording procedure that forces the interviewer to summarize or interpret participant answers or that provides insufficient space to record verbatim answers as provided by the participant. Multiple choice question.
failure accurate and completely
We can collect data by ____ of a target population or a sample drawn from it.
faster
A personal interview approach that selects participants in centralized locations such as retail malls, sports arenas, concerts, conventions, or office buildings is called a(n) ____ interview.
intercept
Telephone and personal interviewing creates the possibility of injecting ___ bias
interview
The self-administered survey is a highly structured interview experience designed to be completed without an
interviewer
Self-administered surveys of all types typically cost __ than surveys via personal interview.
less
Not all customers will participate when invited. When this happens, it causes a
nonresponse
At the core of a survey or interview is an interaction between two people or between a person and a/an
organization
Several broad conditions must be met by participants to have a successful survey. What are they?
participant possess targeted investigative understand role accurate info adequate motivation cooperate
If your survey objective requires extensive questioning and probing; then the survey via ___ ___ should be considered.
personal interview
One unique quality that separates a personal interview from the self-administered survey is the interviewer's flexibility to _____ the participant for clarification by asking prepared follow-up questions.
probe
The primary categories of surveys are what?
self administered, personal interview, phone
If data must be collected very quickly, the survey should not be considered because of lack of control over the timeliness of returns.
Why are self-administered surveys inexpensive?
Lower data entry costs Lower per-participant survey delivery cost of very large studies The much lower cost of pre- and post-notification
Which of the following describe self-administered surveys?
People selected to be part of the sample are interviewed in person by a trained interviewer.
Which of the following describe phone surveys?
People selected to be part of the sample are interviewed on the phone by a trained interviewer.
What are the major sources of error in communication research?
measurement quest and survey instruments interviewers parrticipants
___ ___ research describes research where different participants in the same study will access a questionnaire by different methods.
mixed mode
Reduction of social-desirability error and noncoverage error are seen as the strengths of self-administration modes like the survey.
online
rate refers to the percentage of contacted potential participants who decline the interview.
refusal
When the target population is not geographically concentrated, a high cost of reaching participants often affects the __ of the sample
representativeness
A survey by personal interview can be conducted via the Internet as long as the participant and interviewer have the ability to ___ each other.
see
automation
is influencing survey research at all levels of the process.
Approximately what percentage of all U.S. households have access to telephone service?
90-99 percent
Computer-assisted self-interview is abbreviated as
CASI
____ is a telephone interviewing combined with immediate entry of the responses into a data file by means of terminals, personal computers, or voice data entry.
CATI
What are the advantages of telephone surveys?
Costs are lower than personal interview. Offers reduced interviewer bias. Allows for fastest completion time. Allows expanded geographic coverage without dramatic increase in costs. Uses fewer, more highly skilled interviewer
What are the disadvantages of personal interviews?
Difficult or costly if sample is geographically dispersed. Need for highly trained interviewers. High costs. Follow-up is labor-intensive, costly. Longer time frame for field data collection.
Which is the least expensive communication method for conducting surveys?
Email or Internet surveys
Results of surveys via personal interviews can be affected adversely by interviewers who do what?
Falsify entire interviews Alter the order of questions Falsify answers to individual questions Alter the questions asked Alter the protocol to select participants
What are the advantages of personal interviews?
Interviewer can answer questions about survey, probe for answers, use follow-up questions, and use observation. Allows good cooperation from participants. Interviewer can prescreen participant to ensure he or she fits the population profile.
Categorize the following survey disadvantages.
Self-Administered Survey matches Choice Access is declining as people switch from landlines to cell phones. Phone Survey matches Choice Response rate is lower than for personal interview. Survey via Personal Interview matches Choice High costs.
Which of the following describe self-administered surveys?
Sent via mobile device service provider (to phone, tablet) or delivered via messenger app. Computer-delivered via intranet, Internet, or online service. Mailed, faxed, or couriered with return mechanism generally included. People are intercepted in a central location for a computerized or paper survey.
What are the disadvantages of personal interviews?
Some neighborhoods are difficult, dangerous to visit. Not all desired participants are available or accessible. Participants may be unwilling to talk to researchers in their homes. Questions may be altered or participant coached by interviewers.
Which are moderate in cost and offer the quickest option?
Telephone surveys
Costs for a personal interview are particularly high when?
The study has stringent sampling requirements The study covers a wide geographic area
Even when the personal interview study design has the participant coming to the interviewer, it takes longer than other survey methods. Why?
Time to have a two-way conversation
What are the advantages of telephone surveys?
Visual and audio stimuli can be used if participant is on a smartphone or tablet. Offers better access to hard-to-reach participants through repeated callbacks. Interview may be closely supervised and recorded. Can use computerized random dialing. Allows CATI; responses can be entered directly into a computer file to reduce error and cost.
Categorize the following regarding using the web as a survey research venue.
Web Advantages matches Choice Ability to attract participants who would not participate in another research project, including international participants. Web Disadvantages matches Choice While research is more compatible with numerous browsers, the technology isn't perfect.
Categorize the following regarding using the web as a survey research venue.
Web Advantages matches Choice Short turnaround of results; results are tallied as participants complete surveys. Web Disadvantages matches Choice Converting surveys to the web can be expensive.
