business research method，chapter10.pptVIP

Chapter 10 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 Exhibit 10-1 Data Collection Approach A Dilemma for Survey Research “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, MRI Exhibit 10-2 Selecting a Communication Data Collection Approach Communication Approach Strengths Versatility Efficiency Geographic coverage Weaknesses Error Exhibit 10-3 Sources of Error Exhibit 10-4 Participant Motivation Response Terms Communication Approaches Self-Administered Surveys Self-Administered Surveys Designing Questionnaires using the TDM Options forWeb-based Surveys Advantages of Surveying Software Questionnaire design in word processing environment Question and scale libraries Automated publishing to the Web Real-time viewing of incoming data Rapid transmission of results Flexible analysis and reporting mechanisms Exhibit 10-6 The Web as a Survey Research Venue Advantages Cost savings Short turnaround Use of visual stimuli Access to participants Perception of anonymity Access to data and experiences otherwise unavailable Disadvantages Recruitment Coverage Difficulty developing probability samples Technical skill System compatibility issues Possible self-selection bias Advantages of Self-Administered Study Allows contact with inaccessible participants Incentives increase response rates Lowest-cost option Geographic coverage Minimal staff required Perceived as anonymous Allows participants time for reflection