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SURVEY INTERVIEWING TECHNIQUES

SURVEY INTERVIEWING TECHNIQUES. Methods that Use Large Sample Sizes and Create Results that Can Be Projected to the Populations if probability sampling is done. Demographics* Personality traits Psychographics VALS AIO scales Attitudes and opinions* Awareness. Knowledge Self assessed

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SURVEY INTERVIEWING TECHNIQUES

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  1. SURVEY INTERVIEWINGTECHNIQUES Methods that Use Large Sample Sizes and Create Results that Can Be Projected to the Populations if probability sampling is done

  2. Demographics* Personality traits Psychographics VALS AIO scales Attitudes and opinions* Awareness Knowledge Self assessed Actual Intentions** Motivations Behavior Typical information collected *Very important in marketing ** Intention questions not predictive of actual behavior

  3. Mail: Def: self administered questionnaires -panels -cold - fax - e-mail

  4. Internet/Computer Assisted Surveys Allow for lots of branching/interactive Allows for personalization Great anonymity Representative Samples??? Examples: Zoomerang, Qaultrics…

  5. Other Survey Methods: Telephone Personal in-home (Door-to-Door) Mall intercepts

  6. Each Method Has Advantages and Disadvantages See page 154 for a partial summary TREND – USE A COMBINATION OF METHODS

  7. Things to consider when choosing which method to use: 1)Versatility – ability of the technique to collect info on types of data of interest Do you need: - Visual cues - Structure - Complex questions….

  8. 2) Consider Quantity of Data Function of questionnaire length: Short: ______________ - 5-10 minutes Moderate: ____________ < 20 minutes Long:________________ < 60 minutes

  9. 3) Consider Sample Control Contacting the right people mailing list quality interviewer qualifying 20% don’t shop at malls phone unlisted/no land line (only a cell phone) Random digit dialing Plus-one sampling

  10. 4) Consider the Quality of Data Response bias (see next slide) Interviewer bias Interpreting data a certain way Leading Interviewer cheating Poor questionnaire design Sample bias

  11. Response Biases Acquiescence Extremity Interviewer Auspices Social Desirability

  12. 5) Consider Non-Response Error Problems occur because the people responding to the questionnaire differ significantly from those not responding Possible Self-selection bias Example -survey 500 students to see if they need transportation to and from school - 50 answer and say yes -conclude that all 450 that did not answer do not need it Did you make the correct conclusion?

  13. How to Increase Response Rate Prior notification Motivate with rewards Good looking questionnaires Good cover letter Follow-up Make it fun!!

  14. 6) Consider Speed Phone is ____________ Computer-assisted phone/internet is _________ Mail is ____________

  15. 7) Consider Cost Internet: relatively inexpensive Mail: depends on pre-contacts and follow-ups Telephone: next most expensive Mall/In-home $30 up to $100

  16. Specific Uses for Methods Cold mail respondents very interested in topic Mail panels On-going, general information, in-home use Phone nationwide samples Mall intercept copy tests, product tests, branding/package testing

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