商业研究方法011(免费阅读).pptVIP

Chapter ElevenSURVEY METHODS:Communicating With Participants Communication Approach Impacts the Research Process Creation and selection of measurement questions Sampling issues, drive contact and callback procedures Instrument design, which incorporates attempts to reduce error and create participant-screening procedures Data collection processes, which create the need for follow-up procedures and possible interviewer training Personal Interview Requirements for success Availability of the needed information from the participant An understanding by the participant of his or her role Adequate motivation by the participant to cooperate Personal Interview To Increase participant’s receptiveness they must believe the experience will be pleasant and satisfying think answering the survey is an important and worthwhile use of their time have any mental reservations satisfied The Interview Introduction Establish a good relationship Gather the data Probing Record the interview Probing Styles A brief assertion of understanding and interest An expectant pause Repeating the question Repeating the participant’s reply A neutral question or comment Question clarification Interview Problems Nonresponse error Interview Problems Nonresponse error Response error participant-initiated interviewer error Interview Problems Interviewer error Failure to secure cooperation Failure to execute interview procedures Failure to establish appropriate environment Falsification of answers Inappropriate interviewing behavior Failure to accurately record answers Physical presence bias Interview Problems Nonresponse error Response error Cost Telephone Interview Types Computer-assisted telephone interviewing Computer-administered telephone survey Problems Noncontact rate Refusal rate Self-Administered Surveys Types Mail survey Computer-delivered Intercept studies Disadvantages Large nonresponse error Cannot obtain detailed or large amounts of information Concurrent Techniques to Improve