CHAPTER 10 SURVEYS THE COMMUNICATION APPROACH The communication

THE COMMUNICATION APPROACH The communication approach involves surveying or interviewing people and recording their

ERROR IN COMMUNICATION RESEARCH Measurement question and survey instruments Interviewer error Sampling error Data

Participationbased error Participant error Responsebased error Nonresponse error Lack of knowledge Misrepresentation of information

COMMUNICATION APPROACHES • Self-administered survey • Survey via telephone interview • Survey via personal

Self-administered survey Advantages • Sample accessibility • Lowest cost option • Expanded geographic coverage

Telephone interview Advantages • Lower costs • Expanded geographic coverage • Use of fewer,

Personal interview Advantages Disadvantages • Good cooperation from participant • Observing, probing, repeating questions

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CHAPTER 10 SURVEYS

THE COMMUNICATION APPROACH The communication approach involves surveying or interviewing people and recording their responses for analysis. A survey is a measurement process used to collect information during a highly structured interview. Goal – To derive comparable data across subsets of the chosen sample.

ERROR IN COMMUNICATION RESEARCH Measurement question and survey instruments Interviewer error Sampling error Data entry error Interview inconsistency Interview environment Data or survey falsification Influencing behaviors Physical presence bias

Participationbased error Participant error Responsebased error Nonresponse error Lack of knowledge Misrepresentation of information Concept or construct misinterpretation Incomplete participation Refusal of participation

COMMUNICATION APPROACHES • Self-administered survey • Survey via telephone interview • Survey via personal interview

Self-administered survey Advantages • Sample accessibility • Lowest cost option • Expanded geographic coverage • Minimal staffs • Anonymity • Time constraints • Visuals used Disadvantages • Low response rate • No probing or explanation • Less computer security • Inaccurate mailing lists

Telephone interview Advantages • Lower costs • Expanded geographic coverage • Use of fewer, more highly skilled interviewer • Fastest completion time • Better access to repeated callbacks Disadvantages • • Lower response rate Higher costs Limited interview length Inaccurate or nonfunctioning numbers • Inaccessible households • Limitations on use of visual questions • Less participant involvement

Personal interview Advantages Disadvantages • Good cooperation from participant • Observing, probing, repeating questions • Uses of visual aids • Prescreening the participant’s profile • Accessibility of literate and illiterate participant • Higher costs • Highly trained intervieweers needed • Longer period needed • Inaccessible participant • Participants’ unwillingness to talk in homes