Comstrat 312 1nd Edition Lecture 19 Outline of Last Lecture 1. Research: the basics for informed decision making2. Types of research3. Validity4. Sampling and external validity Outline of Current Lecture 1. Surveys2. Mail3. Telephone4. Personal interviews5. internetCurrent Lecture1. Surveys2. Maila. Advantagesi. Lower costsii. Scattered respondentsiii. Sensitive subjectsiv. Lists available v. No interviewer biasvi. Professionals, other busy people b. Disadvantagesi. Time (studies take longer to complete)ii. Response rates tend to be low (this is changing)iii. Control (who completes surveys?)These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.iv. No questions flexibility/explanation (requires careful pretesting)v. Length (generally, survey should be short)vi. Inducements needed to increase participation 3. Telephonea. Advantagesi. Lower costsii. Time (studies take less time to complete)iii. Lists available to sample from (or random digit dialing)iv. Some question flexibility/explanation b. Disadvantagesi. Response rates now are lowii. Length (survey must be short)iii. Potential for confusioniv. Potential for biasv. As a practical matter, may be limited to persons with land-line phones 4. Personal Interviewsa. Advantagesi. Flexibleii. Response rate (questionable)iii. Lists availableiv. Can estimate some informationv. Rapport may help with data collection b. Disadvantagesi. Cost (can be very expensive)ii. Time (studies take longer to complete)iii. Strong potential for bias iv. Supervision intensive/labor intensivev. Some groups are hard to reach c. Mall intercepts (& other intercepts)i. Quick and easy to conductii. Nonprobability sampleiii. Poor data-collection environmentiv. Strong potential to misuse results 5. Interneta. Advantagesi. Cost (generally inexpensive)ii. Time (studies completed more quickly)iii. Some survey flexibility iv. Useful for reaching widely scattered respondentsv. No interviewer biasvi. Lists availablevii. Professionals, other busy people b. Disadvantagesi. Sample limitationsii. Low response rates (need to motivate response with inducements)iii. Length (survey must be short)iv. Control (who fills out
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