SURVEY INTERVIEWING TECHNIQUES

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SURVEY INTERVIEWINGTECHNIQUES

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

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Typical information collected

• Knowledge
• Self assessed
• Actual
• Intentions
• Motivations
• Behavior

• Demographics
• Personality traits
• Psychographics
• VALS
• AIO scales
• Attitudes and opinions
• Awareness

Very important in marketing Intention
questions not predictive of actual behavior
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Mail

• Def self administered questionnaires
• -panels
• -cold
• - fax
• - e-mail

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Internet/Computer Assisted Surveys

• Allow for lots of branching/interactive
• Allows for personalization
• Great anonymity
• Representative Samples???
• Examples Zoomerang, Qaultrics

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Other Survey Methods

• Telephone
  
• Personal in-home (Door-to-Door)
  
• Mall intercepts

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Each Method Has Advantages and Disadvantages

• See page 154 for a partial summary
• TREND USE A COMBINATION OF METHODS

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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.

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2) Consider Quantity of Data

• Function of questionnaire length
• Short ______________
• - 5-10 minutes
• Moderate ____________
• lt 20 minutes
• Long________________
• lt 60 minutes

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3) Consider Sample Control

• Contacting the right people
• mailing list quality
• interviewer qualifying
• 20 dont shop at malls
• phone unlisted/no land line (only a cell phone)
• Random digit dialing
• Plus-one sampling

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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

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Response Biases

• Acquiescence
• Extremity
• Interviewer
• Auspices
• Social Desirability

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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?
  
  

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How to Increase Response Rate

• Prior notification
• Motivate with rewards
• Good looking questionnaires
• Good cover letter
• Follow-up
• Make it fun!!

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6) Consider Speed

• Phone is ____________
• Computer-assisted phone/internet is _________
• Mail is ____________

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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

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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