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Survey-Data Collection Methods Surveys • A survey involves interviews with a large number of respondents using a predesigned questionnaire. • Four basic survey methods: – Person-administered surveys – Computer-assisted surveys – Self-administered surveys – Mixed-mode (hybrid) surveys Ch 9 2 Advantages of Surveys • • • • Standardization Ease of administration Ability to tap the “unseen” Suitability to tabulation and statistical analysis • Sensitivity to subgroup differences Ch 9 3 Four Alternative Data Collection Modes • Person-administered: an interviewer reads questions, either face-to-face or over the telephone, to the respondent and records his or her answers • Computer-administered: computer technology plays an essential role in the interview work Ch 9 4 Four Alternative Data Collection Modes • Self-administered: the respondent completes the survey on his or her own • Mixed Mode: a combination of two or more methods Ch 9 5 Person-Administered Surveys (Without Computer Assistance) • A person-administered survey is one in which an interviewer reads questions, either face-to-face or over the telephone, to the respondent and records his or her answers. • Primary administration method for many years until development of communications systems and advancement in computer technology Ch 9 6 Person-Administered Surveys (Without Computer Assistance) • Advantages: – Feedback – Rapport – Quality control – Adaptability Ch 9 7 Person-Administered Surveys (Without Computer Assistance) • Disadvantages: – Humans make errors – Slow speed – High cost – Interview evaluation: apprehensive they are answering the question “correctly.” Feel they are being “evaluated.” Especially a problem with sensitive topics such as hygiene, Ch 9 8 finances, political opinions, etc. Computer-Administered Surveys • A computer-assisted survey is one in which computer technology plays an essential role in the interview work. Ch 9 9 Computer-Administered Surveys • Advantages: – Speed – Error-free interviews – Use of pictures, videos, and graphics – Real-time capture of data – Reduction of “interview evaluation” concern in respondents Ch 9 10