Deck 10: Surveys

Question 1

Distinguish among response error, interviewer error, and nonresponse error.

Answer 1

Response error occurs when the recorded data differ from the true data; such errors can come from the participant in the editing, coding, or data entry stages.
Interviewer error occurs when the interviewer in some fashion corrupts the data. This can occur as a result of inconsistent treatment of participants or questionnaires, ineffective participant motivation and cooperation created by the interviewer, social differences between participant and interviewer, and cheating.
Nonresponse error occurs when the researcher had difficulty in securing interviews from participants who have been selected into the sample, and the non-participants differ from the participants in a systematic way.

Question 2

How do environmental factors affect response rates in personal interviews How can we overcome these environmental problems

Answer 2

Many environmental conditions, such as the degree of urbanization in the area, the day of the week, the time of day, the location of the interview, and the other demands being made on the participant at the time of contact are all important factors in determining the rate of response. For example, many urban residents feel threatened in their neighborhoods and are reluctant to answer the door when a stranger calls. Likewise, in a business shopping center at dinnertime it may be difficult to secure cooperation from persons rushing home.
These problems can be only partially offset. Care in the selection and training of interviewers is one of the best ways to lessen these problems. Some interviewers consistently turn in better response rates. Techniques such as varying callback times, making calls at the times of highest probability of contact, setting up interviews by phone, interviewing other members of the family (when this is acceptable), and seeking assistance from neighbors to learn the best time to call are also ways to improve performance

Question 3

Assume you are planning to interview shoppers in a shopping mall about their views on increased food prices and what the federal government should do about them. In what different ways might you try to motivate shoppers to cooperate in your survey

Answer 3

There are many ways to motivate participants in such a case. Some methods are economic, such as cash, merchandise, or discount coupons for products sold in the mall. Other methods are psychological, such as developing good rapport with the participant, showing interest in the participant's thoughts and feelings, and convincing the participant that the research project and his participation is important and appreciated. Here it is often useful to indicate the utility of the research. In most cases a single method is not sufficient for adequately motivating participants; a combination of motivational approaches is necessary.

Question 4

In recent years, in-home personal interviews have grown more costly and more difficult to compete. Suppose, however, you have a project in which you need to talk with people in their homes. What might you do to hold down costs and increase response rate

Question 5

In the following situations, decide whether you would use a personal interview, telephone survey, or self-administered questionnaire. Give your reasons.
(a) A survey of the residents of a new subdivision on why they happened to select that area in which to live. You also wish to secure some information about what they like and do not like about life in the subdivision.
(b) A poll of students at Metro University on their preferences among three candidates who are running for president of the student government.
(c) A survey of 58 wholesale grocery companies scattered over the eastern United States, on their personnel management policies for warehouse personnel.
(d) A study of financial officers of the Fortune 500 corporations to learn their predictions for the economic outlook in their industries in the next year.
(e) A study of applicant requirements, job tasks, and performance expectations as part of a job analysis of student work-study jobs on a college campus of 2,000 students, where 1,500 are involved in the work-study program.

Question 6

You decide to take a telephone survey of 40 families in the 721-exchange area. You want an excellent representation of all subscribers in the exchange area. Explain how you will carry out this study.

Question 7

You plan to conduct a mail survey of the traffic managers of 1,000 major manufacturing companies across the country. The study concerns their company policies regarding the payment of moving expenses for employees who are transferred. What might you do to improve the response rate of such a survey

Question 8

A major corporation agrees to sponsor an internal study on sexual harassment in the workplace. This is in response to concerns expressed by its female employees. How would you handle the following issues:
a. The communication approach (self-administered, telephone, personal interview, and/or mixed)
b. The purpose: Fact finding, awareness, relationship building, and or change
c. Participant motivation.
d. Minimization of response and nonresponse error.

Question 9

Define the appropriate communication study for the Albany Outpatient Laser Clinic.

Question 10

Using Exhibit 10-1 as your guide, graph the communication study you designed in question 9.

Question 11

As competition for a scarcer dollar increases, an increasing number of companies are taking action by fostering customer-centric cultures that enhance satisfaction and drive bottom-line profitability. Research reveals that 96 percent of companies are leveraging voice-of-consumer data (VoC) in some way to improve business performance. Companies now expect to achieve substantial improvements in customer retention and top-line growth from these targeted customer programs. If you wanted to know what kind of VoC programs were being used and which were effective or ineffective, what type of survey would you design and why