Chapter 10Chapter 10Survey Research: Survey Research: Communicating Communicating

With RespondentsWith Respondents

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EIGHTH EDITION

BUSINESS MARKET RESEARCH

ZIKMUND BABINCARR GRIFFIN

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LEARNING OUTCOMESLEARNING OUTCOMESLEARNING OUTCOMESLEARNING OUTCOMES

1.1. Summarize ways researchers gather information Summarize ways researchers gather information through interviewsthrough interviews

2.2. Compare the advantages and disadvantages of Compare the advantages and disadvantages of conducting door-to-door, mall intercept, and telephone conducting door-to-door, mall intercept, and telephone interviewsinterviews

3.3. Evaluate the advantages and disadvantages of Evaluate the advantages and disadvantages of distributing questionnaires through the mail, the distributing questionnaires through the mail, the Internet, and other meansInternet, and other means

4.4. Discuss the importance of pretesting questionnairesDiscuss the importance of pretesting questionnaires

5.5. Describe ethical issues that arise in survey researchDescribe ethical issues that arise in survey research

After studying this chapter, you should be able to

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Interviews as Interactive Interviews as Interactive CommunicationCommunication• Interactive Survey ApproachesInteractive Survey Approaches

Those that allow spontaneous two-way interaction Those that allow spontaneous two-way interaction between the interviewer and the respondent.between the interviewer and the respondent.

Can be either personal or electronic.Can be either personal or electronic.

• Noninteractive MediaNoninteractive Media Those that do not facilitate two-way communication Those that do not facilitate two-way communication

and are largely a vehicle by which respondents give and are largely a vehicle by which respondents give answers to static questions.answers to static questions. Tradition forms with less flexibilityTradition forms with less flexibility Self-administered mail and Internet surveysSelf-administered mail and Internet surveys

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Personal InterviewsPersonal Interviews

• A personal interview is a form of direct A personal interview is a form of direct communication in which an interviewer asks communication in which an interviewer asks respondents questions face-to-face.respondents questions face-to-face. Versatile and flexibleVersatile and flexible Truly interactiveTruly interactive

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Advantages of Personal InterviewsAdvantages of Personal Interviews

PersonalInterviews

PersonalInterviews

Opportunity for Feedback

Probing Complex Answers

Length of Interview

Completeness ofQuestionnaire

High Participation

Props and Visual Aids

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Disadvantages of Personal InterviewsDisadvantages of Personal Interviews

CostCostCostCost

Interviewer Interviewer InfluenceInfluence

Interviewer Interviewer InfluenceInfluence

Lack of Lack of Anonymity of Anonymity of RespondentRespondent

Lack of Lack of Anonymity of Anonymity of RespondentRespondent

Personal Personal InterviewsInterviews

Personal Personal InterviewsInterviews

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Door-to-Door InterviewsDoor-to-Door Interviews

• Personal interviews conducted at respondents’ Personal interviews conducted at respondents’ doorsteps in an effort to increase the doorsteps in an effort to increase the participation rate in the survey.participation rate in the survey.

• CallbacksCallbacks Attempts to recontact individuals selected for a Attempts to recontact individuals selected for a

sample who were not available initially.sample who were not available initially.

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Door-to-Door Interview CharacteristicsDoor-to-Door Interview Characteristics

• Speed of data collection: Speed of data collection: moderate to fastmoderate to fast

• Geographical flexibility: limited Geographical flexibility: limited to moderateto moderate

• Respondent cooperation: Respondent cooperation: excellentexcellent

• Versatility of questioning: quite Versatility of questioning: quite versatileversatile

• Questionnaire length: longQuestionnaire length: long• Item nonresponse: lowItem nonresponse: low• Possibility of respondent Possibility of respondent

misunderstanding: lowestmisunderstanding: lowest

• Degree of interviewer influence Degree of interviewer influence of answer: highof answer: high

• Supervision of interviewers: Supervision of interviewers: moderatemoderate

• Anonymity of respondent: lowAnonymity of respondent: low

• Ease of call back or follow-up: Ease of call back or follow-up: difficultdifficult

• Cost: highest due to travel Cost: highest due to travel costscosts

• Special features: visual Special features: visual materials may be shown or materials may be shown or demonstrated; extended demonstrated; extended probing possibleprobing possible

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Mall Intercept Personal InterviewMall Intercept Personal Interview

• Personal interviews conducted in a shopping Personal interviews conducted in a shopping mall.mall.

• Interviewers typically intercept shoppers at a Interviewers typically intercept shoppers at a central point within the shopping center or at the central point within the shopping center or at the main entrance.main entrance.

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Mall Intercept Interview Mall Intercept Interview CharacteristicsCharacteristics• Speed of data collection: fastSpeed of data collection: fast

• Geographical flexibility: Geographical flexibility: confined, urban biasconfined, urban bias

• Respondent cooperation: Respondent cooperation: moderate to lowmoderate to low

• Versatility of questioning: Versatility of questioning: extremely versatileextremely versatile

• Questionnaire length: moderate Questionnaire length: moderate to longto long

• Item nonresponse: mediumItem nonresponse: medium

• Possibility of respondent Possibility of respondent misunderstanding: lowestmisunderstanding: lowest

• Degree of interviewer influence Degree of interviewer influence of answers: highestof answers: highest

• Supervision of interviewers: Supervision of interviewers: moderate to highmoderate to high

• Anonymity of respondent: lowAnonymity of respondent: low

• Ease of call back or follow-up: Ease of call back or follow-up: difficultdifficult

• Cost: Lower than door-to-doorCost: Lower than door-to-door

• Special features: taste tests, Special features: taste tests, viewing of TV commercials viewing of TV commercials possiblepossible

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Personal InterviewsPersonal Interviews

• Global ConsiderationsGlobal Considerations Variations in willingness to participateVariations in willingness to participate

Sensitivity to interview subject matterSensitivity to interview subject matter

Beliefs about appropriate business conductBeliefs about appropriate business conduct

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Telephone InterviewsTelephone Interviews

• Telephone InterviewsTelephone Interviews Personal interviews conducted by telephone.Personal interviews conducted by telephone. The mainstay of commercial survey research.The mainstay of commercial survey research. ““No-call” legislation has limited this capacity.No-call” legislation has limited this capacity.

• Mobile Phone InterviewsMobile Phone Interviews In U.S., no telemarketing can be directed toward In U.S., no telemarketing can be directed toward

mobile phone numbers.mobile phone numbers. Recipient of call is even more likely to be distracted.Recipient of call is even more likely to be distracted. Area codes not necessarily tied to geography.Area codes not necessarily tied to geography. Phones have varying abilities.Phones have varying abilities.

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Phone Interview CharacteristicsPhone Interview Characteristics

• SpeedSpeed

• CostCost

• Absence of face-to-face contactAbsence of face-to-face contact

• CooperationCooperation

• Incentives to respondIncentives to respond

• Representative samplesRepresentative samples

• CallbacksCallbacks

• Limited durationLimited duration

• Lack of visual mediumLack of visual medium

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Types of Telephone InterviewsTypes of Telephone Interviews

• Central Location InterviewingCentral Location Interviewing Conducting interviews from a central location allowing firms to Conducting interviews from a central location allowing firms to

hire a staff of professional interviewers and to supervise and hire a staff of professional interviewers and to supervise and control the quality of interviewing more effectively.control the quality of interviewing more effectively.

• Computer-Assisted Telephone Interviewing (CATI)Computer-Assisted Telephone Interviewing (CATI) Allows answers to telephone interviews to be entered directly Allows answers to telephone interviews to be entered directly

into a computer for processing.into a computer for processing.

• Computerized Voice-Activated Telephone InterviewComputerized Voice-Activated Telephone Interview Combining computerized telephone dialing and voice-activated Combining computerized telephone dialing and voice-activated

computer messages to allow researchers to conduct telephone computer messages to allow researchers to conduct telephone interviews without human interviewers.interviews without human interviewers.

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Telephone Interview RecapTelephone Interview Recap

• Speed of data collection: very Speed of data collection: very fastfast

• Geographical flexibility: highGeographical flexibility: high

• Respondent cooperation: goodRespondent cooperation: good

• Versatility of questioning: Versatility of questioning: moderatemoderate

• Questionnaire length: moderateQuestionnaire length: moderate

• Item nonresponse: mediumItem nonresponse: medium

• Possibility of respondent Possibility of respondent misunderstanding: averagemisunderstanding: average

• Degree of interviewer influence Degree of interviewer influence of answer: moderateof answer: moderate

• Supervision of interviewers: Supervision of interviewers: high, especially with central high, especially with central location interviewinglocation interviewing

• Anonymity of respondent: Anonymity of respondent: moderatemoderate

• Ease of call back or follow-up: Ease of call back or follow-up: easyeasy

• Cost: low to moderateCost: low to moderate

• Special features: fieldwork and Special features: fieldwork and supervision of data collection supervision of data collection are simplified; quite adaptable are simplified; quite adaptable to computer technologyto computer technology

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EXHIBIT 10.1EXHIBIT 10.1 Self-Administered Questionnaires Can Be Either Printed or Self-Administered Questionnaires Can Be Either Printed or ElectronicElectronic

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Mail QuestionnairesMail Questionnaires

• Characteristics of Mail QuestionnairesCharacteristics of Mail Questionnaires Geographical flexibilityGeographical flexibility CostCost Respondent convenienceRespondent convenience

Anonymity of respondentAnonymity of respondent

Absence of interviewerAbsence of interviewer

Standardized questionsStandardized questions

Time is money Time is money

Length of mail questionnaireLength of mail questionnaire

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Self-Administered QuestionnairesSelf-Administered Questionnaires

• Response RateResponse Rate The number of questionnaires returned or completed The number of questionnaires returned or completed

divided by the number of eligible people who were divided by the number of eligible people who were asked to participate in the survey.asked to participate in the survey.

• Factors that Bias the Response RateFactors that Bias the Response Rate Persons who will complete questionnaires versus Persons who will complete questionnaires versus

those persons who will not.those persons who will not. Person filling out survey is not the intended subject.Person filling out survey is not the intended subject.

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Increasing Response Rates for Mail Increasing Response Rates for Mail SurveysSurveys• Cover letterCover letter

• Money helpsMoney helps

• Interesting questionsInteresting questions

• Follow-upsFollow-ups

• Advance notificationAdvance notification

• Survey sponsorshipSurvey sponsorship

• Other techniquesOther techniques

• Keying mail questionnaires Keying mail questionnaires with codeswith codes

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EXHIBIT 10.2EXHIBIT 10.2

A Cover A Cover Letter Letter Requesting Requesting Participation Participation in a Surveyin a Survey

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EXHIBIT 10.3EXHIBIT 10.3 Plots of Actual Response Patterns for Two Commercial SurveysPlots of Actual Response Patterns for Two Commercial Surveys

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Fax Surveys Fax Surveys

• A survey that uses fax machines as a way for A survey that uses fax machines as a way for respondents to receive and return respondents to receive and return questionnaires.questionnaires.

• AdvantagesAdvantages Reduce sender’s printing and postage costsReduce sender’s printing and postage costs Is quicker than traditional mail surveysIs quicker than traditional mail surveys

• DisadvantageDisadvantage Only respondents with fax machines who are willing Only respondents with fax machines who are willing

to exert the extra effort will return questionnaires.to exert the extra effort will return questionnaires.

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E-Mail Surveys E-Mail Surveys

• Surveys distributed through electronic mail.Surveys distributed through electronic mail.• Ways to contact respondents:Ways to contact respondents:

Include a questionnaire in the body of an e-mail.Include a questionnaire in the body of an e-mail. Distribute questionnaire as an attachment.Distribute questionnaire as an attachment. Include a hyperlink within the body of an e-mail.Include a hyperlink within the body of an e-mail.

• AdvantagesAdvantages Speed of distributionSpeed of distribution Lower distribution and processing costsLower distribution and processing costs Faster turnaround timeFaster turnaround time More flexibilityMore flexibility Less handling of paper questionnairesLess handling of paper questionnaires

• DisadvantageDisadvantage Not all e-mail systems have the same capacityNot all e-mail systems have the same capacity

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Internet SurveysInternet Surveys

• A self-administered questionnaire posted on a A self-administered questionnaire posted on a Web site. Web site. Respondents provide answers to questions displayed Respondents provide answers to questions displayed

online by highlighting a phrase, clicking an icon, or online by highlighting a phrase, clicking an icon, or keying in an answer.keying in an answer.

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Internet Survey CharacteristicsInternet Survey Characteristics

• Speed and cost Speed and cost effectivenesseffectiveness

• Visual appeal and Visual appeal and interactivityinteractivity

• Respondent participation Respondent participation and cooperationand cooperation

• Representative samplesRepresentative samples• Accurate real-time data Accurate real-time data

capturecapture

• CallbacksCallbacks• Personalized and flexible Personalized and flexible

questioningquestioning• Respondent anonymityRespondent anonymity• Response ratesResponse rates• Security concernsSecurity concerns

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Other ApproachesOther Approaches

• Kiosk SurveysKiosk Surveys

Placed in high-traffic locations (e.g., airports).Placed in high-traffic locations (e.g., airports).

• Mixed-Mode Survey ResearchMixed-Mode Survey Research

Employs any combination of survey methods.Employs any combination of survey methods.

• Text-Message SurveysText-Message Surveys

May use SMS (short-message service) or MMS May use SMS (short-message service) or MMS (Multi-Media Service).(Multi-Media Service).

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Selecting the Appropriate Survey Selecting the Appropriate Survey Approach Approach • Questions to be answered:Questions to be answered:

Is the assistance of an interviewer necessary?Is the assistance of an interviewer necessary?

Are respondents interested in the issues being Are respondents interested in the issues being investigated?investigated?

Will cooperation be easily attained?Will cooperation be easily attained?

How quickly is the information needed?How quickly is the information needed?

Will the study require a long and complex Will the study require a long and complex questionnaire?questionnaire?

How large is the budget?How large is the budget?

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Pretesting Survey InstrumentsPretesting Survey Instruments

• PretestingPretesting Screening procedure that involves a trial run with a Screening procedure that involves a trial run with a

group of respondents to iron out fundamental group of respondents to iron out fundamental problems in the survey design.problems in the survey design.

• Basic Ways to Pretest:Basic Ways to Pretest: Screen the questionnaire with other research Screen the questionnaire with other research

professionals.professionals. Have the client or the research manager review the Have the client or the research manager review the

finalized questionnaire.finalized questionnaire. Collect data from a small number of respondents.Collect data from a small number of respondents.

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Ethical Issues in Survey ResearchEthical Issues in Survey Research

• Many ethical issues apply to survey research:Many ethical issues apply to survey research: Respondents’ right to privacyRespondents’ right to privacy

Use of deceptionUse of deception

Respondents’ right to be informedRespondents’ right to be informed

Need for confidentialityNeed for confidentiality

Need for honesty in collecting dataNeed for honesty in collecting data

Need for objectivity in reporting dataNeed for objectivity in reporting data