Chapter 11-collecting data by communication

key issues of collecting information by communication

degree of structure

degree of disguise

method of administration

degree of structure

unstructured

structured

degree of disguise

undisguised

disguised

method of administration

personal interview

telephone interview

mail questionnaire

online survey

structure

The degree of standardization used with the data collection instrument.

The degree of standardization used with the data collection instrument.

Questions in which the responses are limited to stated alternatives.

open-ended questions

A question in which respondents are free to reply in their own words rather than being limited to choosing from among a set of alternatives.

Effort Rule of Thumb

1 Open-ended = 3 fixed-alternative

pros of open ended questions

Closer approximation of daily life

Potentially Richer information

Possible Unique answers

No suggested alternatives reducing bias

People can write anything

cons of open ended questions

Expensive and time-consuming to administer (more taxing on respondents and need more interviewer training)

Harder to analyze

Coding is time-consuming, costly, and error prone

People can write anything

High Structure Advantages

ease of administration, ease of coding and analysis, measure reliability

high structure disadvantages

response bias: forced choice, omitted response and precision of response

disguise

The amount of knowledge people have about a study in which they are participating.

Under the rights model of ethics, the use of disguise amounts to a violation of the respondent's right to know.

Debriefing

The process of providing appropriate information to respondents after data have been collected using disguise.

personal interview

Direct, face-to-face conversation between a representative of the research organization, the interviewer, and a respondent or interviewee.

standardized interview

Make everything consistent so differences in answers could be interpreted as differences between in respondents.

Questions should be read as worded, so unclear terms should be avoided.

Probing is neutral:

"whatever it means to you", "we need a number", "is that a yes or no", or re-read the question

Interviewer gives no information

conversional interview

Respondents were interviewed one time in a standardized format, then later in a conversational format (Conrad & Schober, 2000). Answers should change with improved understanding.

Do Standardized Interviews Eliminate All Interviewer Error?

No

telephone interview

Telephone conversation between a representative of the research organization, the interviewer, and a respondent or interviewee

Random Digit Dialing (RDD)

a technique used in studies using telephone interviews in which the numbers to be called are randomly generated

Inbound Surveys

A method of data collection in which respondents access a survey by telephone (or on the Web) to respond to survey items.

mail survey

A survey administered by mail to designated respondents with an accompanying cover letter. The respondents return the questionnaire by mail to the research organization.

online survey

A method of administration that relies on the Web for completing the survey.

Motivated Misreporting

misreporting occurs in socially desirable direction in sensitive questions

in person interview types

Standardized

conversational

response rate

Why would response rates be higher for in person interviews than other types?

Social Ties (not just cold "cost/benefit" analysis)

Story: 1974 Phillip Kunz sent about 500 Christmas Cards. He got roughly 100 back.

Telephone Book Selection

rule of reciprocation

*You must not take without giving in return

response rate

*From Nielsen Audio (was Arbitron)

giving dollar bill

be part of the radio ratings!