chp.9

Question 1

what is a survey?

Answer 1

information collected during a structured interview

Question 2

what is a key point about data from surveys?

Answer 2

comparable across all cases

Question 3

a good survey enables you to:

Answer 3

tune out noise - zero in on opinions and comments that are directly applicable to most pressing questions

validate trends and shifts in preference that you may have suspected but weren’t certain about.

Question 4

what does this show

Answer 4

GRIT trends in survey research

Question 5

name the 3 survey approaches

Answer 5

Self- Administered

Telephone Survey

Personal Interview

Question 6

name the 3 survey response terms

Answer 6

noncontact rate
refusal rate
incidence rate

Question 7

what is noncontact rate?

why would a contact be unreachable (clue: BAND)

Answer 7

ratio of potential but unreached contacts to all potential contacts.

unreachable due to:

busy signal
answering machine or voicemail
no answer
disconnects

Question 8

what is refusal rate?

Answer 8

ratio of contacted participants who decline the interview to all potential
contacts.

Question 9

what is incidence rate?

Answer 9

ratio of contacted people who qualify for the survey to all contacts.

Question 10

describe nature of Self-Administered Survey

Answer 10

Highly structured, completed without an interviewer

Question 11

describe delivery of Self-Administered Survey

Answer 11

Mail

Mobile service provider

CASIs – Computer Assisted Self-Interviews

Question 12

how are participants targeted for Self-Administered Survey

Answer 12

post-purchase or self-selecting

Question 13

why are Self-Administered Surveys highly used?

Answer 13

due to digital divide

Question 14

traits of a Self-Administered Survey

(clue: St. Cmp)

Answer 14

Survey groups more accessible
Time constraints (5 min max)
Cheap
Minimal info obtained
Perceived as being more anonymous

Question 15

what are the options for Web-based Surveys

Answer 15

Fee-based services
Software programs

Question 16

fee based services

Answer 16

researcher is guided through questionnaire design and then the supplier’s staff

generates the questionnaire HTML code, hosts the survey at their server, and provides

data consolidation and reports.

Question 17

software programs

Answer 17

Surveymonkey.com and Perseus are examples of fee-based services.

allow easy programming and deployment

Need server to support data collection efforts

Question 18

what’s one way to design a questionnaire?

Answer 18

Total Method Design

Question 19

good things about TMD

(clue: SPEEC)

Answer 19

Survey information via advance notification

Personalized communication

Easy to read

Encourage response

Clear directions

Question 20

benefits of a telephone survey

(clue: HEL)

Answer 20

High level of phone service penetration

efficient

low-cost

Question 21

where are telephone calls conducted?

Answer 21

from call centers or from interviewers’ homes.

Question 22

how is data collected from telephone surveys?

Answer 22

Immediate entry of the responses into a data file by means of terminals, personal computers, or
voice data entry

Question 23

2 types of telephone survey

Answer 23

Computer-assisted telephone interviewing (CATI)

Computer-administered telephone survey

Question 24

Computer-assisted telephone interviewing (CATI): where and how is information collected?

Answer 24

Facility w/ isolated interviewing areas, and interviewer has a personal computer that is
networked to the phone system and central data processing unit.

Question 25

CATI: how does interviewer know what to do?

Answer 25

A software program prompts the interviewer with introductory statements, qualifying questions, and pre-coded questionnaire items.

Question 26

CATI: what management system does it work by?

Answer 26

CATI works with a phone number management system to select numbers, dial the sample, and enter responses.

Question 27

Computer-administered telephone survey - what makes it different to CATI?

Answer 27

Questions are voice-synthesized - no human interviewer.

Question 28

Computer-administered telephone survey: what 3 modes exist

Answer 28

touch-tone data entry, voice recognition, and automatic speech recognition.

Question 29

how does a Computer-administered telephone survey work? (4 steps)

Answer 29

computer calls number conducts interview places data into a file for later tabulation terminates the contact.

Question 30

telephone survey: 7 disadvantages clue: HELLHIL

Answer 30

High costs when geographically dispersed Early termination Limited interview length Lower response rate High distraction environment Inaccessible populations Limited complexity

Question 31

2 types of personal interview surveys

Answer 31

Prescheduled & Intercept

Question 32

prescheduled (personal interview survey): describe and give 1 con

Answer 32

Computer-assisted personal interviewing (CAPI) Uses computer-sequenced questions capable of employing visualization techniques. Can be costly.

Question 33

Intercept (personal interview survey):

Answer 33

Targets participants in centralized locations such as retail malls.

Question 34

discuss costs associated with intercept (personal interview survey)

Answer 34

Reduce costs associated with the need for several interviewers, training, and travel. The cost effectiveness is offset when representative sampling is crucial to the study’s outcome.

Question 35

advantages of personal interview survey clue: CHIVIRI

Answer 35

C A P I Higher cooperation rates Interviewer can probe, explain Visual aids possible Illiterate participants Random dialing Interviewers can prescreen

Question 36

disadvantages of personal interview survey clue: HHHTRIL

Answer 36

High costs Highly trained interviewers Home access Time-consuming Random dialing Interviewer bias Labor intensive

Question 37

3 major sources of error in communication research clue: MIP

Answer 37

Measurement questions and survey instruments Interviewers Participants

Question 38

Researchers/Interviewers cannot help a business decision maker answer a research question if they... clue: inappropriate!

Answer 38

select or craft inappropriate questions ask them in inappropriate order use inappropriate transitions and instructions to elicit information

Question 39

Interviewer error is error that results from interviewer influence of the participant. It can be caused by several actions such as:

Answer 39

failure to secure full participant cooperation failure to record answers accurately and completely failure to consistently execute interview procedures failure to establish appropriate interview environment falsification of answers inappropriate influencing behavior physical presence bias

Question 40

2 ways that participants cause error

Answer 40

whether they respond (willingness) how they respond (Truthfulness).

Question 41

Nonresponse error

Answer 41

when the participants differ in some systematic way from the responses of nonparticipants

Question 42

Response error

Answer 42

when the participant fails to give a correct or complete answer

Question 43

Response bias

Answer 43

responding in such a way as to unconsciously or consciously misrepresent their actual behavior, attitudes, preferences, motivations, or intentions.

Question 44

social desirability bias

Answer 44

responding in a socially acceptable way

Question 45

Three factors influence participation: The participant must...

Answer 45

believe that the experience will be pleasant and satisfying. believe that answering the survey is worthwhile. dismiss any mental reservations about participation.

Question 46

5 Ethical Issues with Surveys

Answer 46

Deception, confidentiality, quality, safety, privacy

Question 47

California Consumer Privacy Act (CCPA): participants have a...

Answer 47

right to know right to delete right to opt-out

Question 48

ethical issue: what's Personally Identifiable Information (PII)

Answer 48

any information that if de-anonymized could identify a participant and thus violate their privacy.

Question 49

2 types of PII

Answer 49

Non-sensitive (available through public records: name, gender, address, phone number, and email address) Sensitive (could cause harm if the data is revealed: biometrics, unique identifiers, and medical and financial data)

Question 50

what is this and who uses it

Answer 50

informed consent part of introduction to interview, by the Indiana University Center for Survey Research

Question 51

who offers an ethical issue solution?

Answer 51

IRB – Institutional Review Board (Regulates research on human participants, and Institutions have their own IRB process and make sure all research complies with the guidelines)