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Donald Cooper Pamela Schindler 

Chapter 11

Business Research

Methods

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Chapter 11

Survey Methods:Communicating with

 Respondents

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Communication Approach

Impacts the Research Process

Creation and selection of measurement questions

Sampling issues, drie contact and call!ack

 proceduresInstrument design, "hich incorporates attempts to

reduce error and create respondent#screening

 procedures

Data collection processes, "hich create the need forfollo"#up procedures and possi!le interie"er

training

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Personal Interie"

Requirements for success

Aaila!ility of the needed information from the

respondent

An understanding !y the respondent of his or

her role

Adequate motiation !y the respondent tocooperate

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Personal Interie"

$o Increase Respondent%s Receptieness

they must

 !eliee the e&perience "ill !e pleasant and

satisfying

think ans"ering the surey is an important

and "orth"hile use of their timehae any mental reserations satisfied

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$he Interie"

Introduction

'sta!lish a good relationship

(ather the data

  Pro!ing

Record the interie"

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Click to edit Master title stylePro!ing Styles

A !rief assertion of understanding and

interest

An e&pectant pause

Repeating the question

Repeating the respondent%s reply

A neutral question or comment

)uestion clarification

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Click to edit Master title styleInterie" Pro!lems

  *onresponse error 

  Response error 

  Interie"er error 

Cost

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Click to edit Master title style$elephone Interie"

$ypes

Computer#assisted telephone interie"ing

  Computer#administered telephone surey

Pro!lems

  *oncontact rate

  Refusal rate

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Click to edit Master title styleSelf#Administered Sureys

$ypes

Mail surey

  Computer#deliered

 Intercept studies

Disadantages

+arge nonresponse error 

Cannot o!tain detailed or large amounts of information

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Click to edit Master title styleConcurrent $echniques to

Improe Mail Response

Reduce +ength

Surey

Sponsorship

Return 'nelopes

PostagePersonaliation

Anonymity

Sie, Color, and

Reproduction

Money Incenties

Deadline DatesCoer +etters

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Click to edit Master title style-utsourcing Surey Serices

Research .irms Proide

Centralied#location interie"ing

.ocus group facilities

$rained staff "ith e&perience

Data#processing and statistical analysis

capa!ilitiesAccess to point#of#sale data

  Panels

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