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Lecture Business research methods (12/e): Chapter 10 - Donald R. Cooper, Pamela S. Schindler

Chapter 10 - Surveys. After studying this chapter you will be able to understand: The process for selecting the appropriate and optimal communication approach, factors affect participation in communication studies, sources of error in communication studies and how to minimize them, major advantages and disadvantages of the three communication approaches, why an organization might outsource a communication study. | Surveys Chapter 10 1 Learning Objectives Understand . . . The process for selecting the appropriate and optimal communication approach. Factors affect participation in communication studies. Sources of error in communication studies and how to minimize them. Major advantages and disadvantages of the three communication approaches. Why an organization might outsource a communication study. 2 Pull Quote “If social media is the temperature check, surveys are the taste test to validate that the meal is cooked properly. A good survey enables you to: (1) tune out the noise and zero in on the opinions and comments that are directly applicable to your most pressing questions, and (2) validate trends and shifts in preference that you may have suspected, but weren’t certain about.” Reggie Aggarwal, CEO, Cvent Data Collection Approach 4 Selecting a Communication Data Collection Approach 5 Dilemma for Surveys “The ubiquity of cell phones and the rapid and continuing development of the Internet . | Surveys Chapter 10 1 Learning Objectives Understand . . . The process for selecting the appropriate and optimal communication approach. Factors affect participation in communication studies. Sources of error in communication studies and how to minimize them. Major advantages and disadvantages of the three communication approaches. Why an organization might outsource a communication study. 2 Pull Quote “If social media is the temperature check, surveys are the taste test to validate that the meal is cooked properly. A good survey enables you to: (1) tune out the noise and zero in on the opinions and comments that are directly applicable to your most pressing questions, and (2) validate trends and shifts in preference that you may have suspected, but weren’t certain about.” Reggie Aggarwal, CEO, Cvent Data Collection Approach 4 Selecting a Communication Data Collection Approach 5 Dilemma for Surveys “The ubiquity of cell phones and the rapid and continuing development of the Internet have completely altered the way we talk to each other, the way marketers talk to customers, the way customers shop and the way the media research their audiences.” Alain Tessier, founder, Mediamark Research, Inc. Communication Approach Strengths Versatility Efficiency Geographic coverage Weaknesses Error Inaccessible populations 7 Sources of Error Measurement Questions Interviewer Participant 8 Participant Motivation 9 Response Terms Noncontact rate Refusal rate Incidence rate 10 Communication Approaches Self- Administered Survey Survey via Personal Interview Telephone Survey 11 Self-Administered Surveys Disk-by-Mail Intercept Modes Drop-off Mail CASI Fax 12 Self-Administered Surveys Anonymity Topic Coverage Systematic Sample Accessibility Costs Time Constraints 13 Designing Questionnaires Using the TDM Easy to read Offer clear directions Include personalization Notify in advance Encourage response 14 Options for Web-based Surveys Surveying Software Fee-Based Service 15 Advantages of .