Tailored Design Method

1
Tailored Design Method

• Chapter 1 Notes

2
The Social Trend Toward Self-Administration

• more activities by consumers are self- service.
• Self-administered surveys will benefit from
  advances in information technologies
• Computer skills of most people have increased
  enough to fill out surveys
• Telephone is more annoying than in past. Other
  modes more useful.

3
Reducing Survey Error

• Sampling error result of attempting to survey
  some, not all respondents of a population.
• Coverage error when list does not contain all
  the elements of the desired population
• Measurement error inaccurate, imprecise
  respondent answers.
• Nonresponse error when people dont answer
  questionnaire and have different characteristics
  from those who did.
• MEASUREMENT and NONRESPONSE errorsare featured
  in the Tailored Design Method.

4
Tailored Design

• The development of survey procedures that create
  trust and perceptions of increased rewards and
  reduced costs for being a respondent, which take
  into account features of the survey situation and
  have as their goal the overall reduction of
  survey error.

5
Social Exchange and Respondent Behavior

• Actions of individuals are motivated by the
  return these actions are expected to bring, and
  in fact usually do bring, from others. The
  likelihood of responding to the request to
  complete a self-administered questionnaire, and
  doing so accurately, is greater when the
  respondent trusts that the expected rewards of
  responding will outweigh the anticipated costs.

6
To establish trust

• Provide token of appreciation in advance
• Sponsorship by legitimate authority
• Make the task appear important
• Invoke other exchange relationships

7
To Increase Rewards

• Show positive regard
• Say thank you.
• Ask for advice
• Support Group Values
• Give tangible rewards
• Make the questionnaire interesting
• Give social validation
• Communicate scarcity of response opportunities

8
To reduce social costs

• Avoid subordinating language
• Avoid embarrassment
• Avoid inconvenience
• Make questionnaire short and easy
• Minimize requests to obtain personal information
• Emphasize similarity to other requests