This chapter discusses the modes of data collection possible for surveys. After reading this chapter, you should 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,. | Chapter 10 Surveys McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. This chapter discusses the modes of data collection possible for surveys. 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. 10- Some attitudes are expected “There once was a demographic survey done to determine if money was connected to happiness, and Ireland was the only place where this did not turn out to be true.” Fiona Shaw Irish actress and theater director 10- PulsePoint: Research Revelation 45 The percent of smartphone users who check their e-mail before they get dressed. 10- See the text Instructors Manual (downloadable from . | Chapter 10 Surveys McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. This chapter discusses the modes of data collection possible for surveys. 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. 10- Some attitudes are expected “There once was a demographic survey done to determine if money was connected to happiness, and Ireland was the only place where this did not turn out to be true.” Fiona Shaw Irish actress and theater director 10- PulsePoint: Research Revelation 45 The percent of smartphone users who check their e-mail before they get dressed. 10- See the text Instructors Manual (downloadable from the text website) for ideas for using this research-generated statistic. Data Collection Approach 10- Exhibit 10-1 depicts the use of questionnaires and interviewers in the survey research process. Selecting a Communication Data Collection Approach 10- Exhibit 10-2 illustrates the possible data collection modes that can be used for the communication approach. 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. 10- Communication Approach Weaknesses Error Inaccessible populations Strengths Versatility Efficiency Geographic coverage 10- The communication approach involves surveying or interviewing people and recording their responses for analysis. A survey is a measurement process used to collect .
