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The survey

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When you conduct a census you measure every member of a population ... Movie posters, videos, etc. Interviewer can probe for deeper answers. Response rate high ... – PowerPoint PPT presentation

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Title: The survey


1
The survey
  • Broad-based information
  • on a population

2
Getting the lay of the land
3
Telecommunications surveys
4
Census v. sample survey
  • When you conduct a census you measure every
    member of a population
  • When you conduct a sample survey a you measure a
    subset of the population
  • Sample surveys are used to estimate what a census
    would have found

5
Census
  • U.S. census
  • Course evaluations

6
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7
A survey of judicial candidates from Kentucky
  • Kentucky Partnership for Commonsense Justice
    asked all Kentucky Supreme Court and appeals
    court justice candidates about their judicial
    philosophy
  • Will post responses on its website

8
The sample survey
  • Most telecommunications surveys are sample
    surveys because populations researchers study are
    usually very large
  • a census would be very expensive and inefficient

9
Sample surveys in telecommunications
  • Nielsen ratings and surveys
  • Arbitron ratings and surveys
  • Gallup surveys
  • RTNDA American Radio News Audience Survey

10
An example of surveys used in a marketing effort
for ATT
  • ATT 800 number portability study

11
How do you collect the data?
  • Personal interviews
  • Phone interviews
  • Mail interviews
  • Computer-mediated interviews

12
Why choose one over the other?
  • Cost
  • Response rate
  • Respondent need for guidance
  • Anonymity/confidentiality
  • Speed
  • Control over data collection

13
Personal interviews
14
Personal interviews
  • An interviewer asks the respondent a number of
    questions face-to-face

15
Source www.lynnefeatherstone.org/gallery.htm
16
Advantages of the personal interview
  • Interviewer can monitor respondents answers
  • Interviewer can react to nonverbal cues
  • Survey can include visual stimuli
  • Movie posters, videos, etc.
  • Interviewer can probe for deeper answers
  • Response rate high
  • High level of control over the interview
    situation
  • Respondent identity
  • Interviewer can prevent input from other people
    in household, noise and other distractions

17
Disadvantages of personal interviews
  • Expensive
  • Slow
  • Supervision of interviewing staff is difficult
  • Significant potential for interviewer bias

18
Telephone interviews
  • An interviewer asks questions of the respondent
    over the phone
  • Very common method
  • Computer-automated dialing
  • Computer-aided interviewing

19
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20
Advantages of telephone interviewing
  • Moderate cost
  • Can be carried out quickly
  • Supervising interviewers is relatively easy
  • Interviewers can help respondents with their
    questions and concerns
  • High response rate
  • Callbacks are relatively easy
  • Personal touch (human voice)

21
Disadvantages of telephone interviews
  • Less control over the interview situation
  • Cannot use visual stimuli
  • No face contact
  • Respondents get bored quickly
  • Probes, depth limited

22
  • Response rate is lower than with personal
    interviews
  • Unlisted numbers
  • Cell phones
  • Refusals
  • Not-at-homes (answering machines)

23
Questionnaires v. interviews
  • Questionnaires are given to the respondent, and
    the respondent fills them out herself
  • Distribution can happen in a wide variety of ways
  • Product warranties
  • Restaurants
  • Doctors offices
  • Magazines
  • Blogs

24
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25
Mail interviews
  • A questionnaire is sent through the mail,
    self-administered
  • Used for radio/tv diaries, vcr tapes with ads on
    them, product warranty cards, political polls by
    representatives

26
Advantages of mail interviews
  • Low cost
  • Wide sample possible
  • No field staff to manage
  • Confidentiality
  • No interviewer bias
  • Respondent is not rushed, can answer questions at
    her leisure
  • Can include limited graphics

27
Disadvantages of mail interviews
  • Low response rates
  • May be biased in favor of those interested in
    topic
  • Respondents must interpret questions without help
    available
  • Complicated questions cannot be asked (nor can
    extensive probes be used)
  • No ability to be certain the respondent is who
    she says she is

28
Disadvantages of mail interviews
  • Respondents must be literate in the language on
    the survey
  • U.S. has a high adult illiteracy rate
  • English may not be the respondents first
    language
  • It takes a significant amount of time to collect
    the data
  • Surveys come in after the data are analyzed

29
Computer-mediated interviewing
  • The survey is distributed in computer file form,
    either to list of people via e-mail or
    administered to those who visit a website
  • Becoming much more popular

30
Advantages of computer-mediated interviewing
  • Very inexpensive
  • Data can automatically be included into the
    database without inputting
  • Skip patterns can be programmed in
  • Data can be collected quickly
  • Audiovisual materials can accompany the
    questionnaire

31
Disadvantages of computer-mediated interviewing
  • Sample bias
  • Many people dont have Internet access
  • Upscale homes, workplaces
  • Internet access is not the same as use
  • No help available for respondent
  • Respondent self-selection
  • Low response rate
  • Multiple response
  • Groups may want to influence survey outcome

32
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