Survey

P. Vigneswara Ilavarasanhttp://web.iitd.ac.in/~vignes

Vignesh

Agenda

• Why?

• Survey – Types, Selection

• Tool - Questionnaire

• Selection / Sampling

• Management

– Field interviewers

Vignesh 2

Why?

• Descriptive research

– Not exploratory – Non use of toilets in Ghana

• Structured data collection

• Fixed (more or less) responses

• Supports ‘positivistic’ romance• Supports ‘positivistic’ romance

– primary data & NUMBERS!

• Uses a questionnaire

– Amenable to cross-checking

Vignesh 3

Types

Survey Methods

Telephone Int.Personal

Interviewing

In-Home /

Mail Interviewing

Ele. Interviewing

Traditional

Computer assisted

In-Home / Work

Mall Intercept

Computer Assisted

Mail

Mail Panel

E-Mail

Internet

Vignesh 4

Selection?

Diverse &

Flexible

Que

Sample

Control

Response

Rate

Control

over data

collection

Environ.

Speed

Cost

Anonymity

of R

Getting

sensitive

info

Physical

Stimuli

Quantity

of Data

Rate

Control of

field

force

Interviewer

Bias

Cost

Social

Desirability

Incidence

rate R. control

Vignesh 5

Tool - Questionnaire

• Most used & abused

• What I would like to have ≠ Respondent likes to share

• Each pen point � research question

• Need for pilot study• Need for pilot study

• Bad design / format – including the look

• Avoid double barrelled

• Clarity for Respondent & her ability to say

• Ordinary words

– Concepts cannot measure concepts

Vignesh 6

Que Exercise

Vignesh 7

Sampling

Non-probability Probability

Vignesh 8

ConvenienceSampling

JudgmentalSampling

QuotaSampling

SnowballSampling

Systematic Stratified Cluster Sequential & Double

Simple Random

Survey & Sampling Exercise!

Vignesh 9

Managing the agency

• Multiple levels of sub-contracting

• Partners, but vendors too..

– Less work, more money

• In touch with the last important person

– Visit, if needed.– Visit, if needed.

• Calculate the manpower days & keep buffer

• Sampling – useful for cross checking

• Random calling respondents to cross check

– Visiting, if needed.

Vignesh 10

Training of Interviewers

• Interviewers – Foot soldiers of data collection

• Share the questionnaire well in advance

• Explain the purpose of study

• Reading of each question by the group in circle

• Mock interviews• Mock interviews

• Language of the questionnaire

• Moderate the supervisor, if needed.

• Insist on same set of interviewers for the entire

study

Vignesh 11

References

• Babbie, E. (2009). The practice of social research

(12th ed.). Belmont, CA: Wadsworth

• Malhotra, N. K and Dash, S. (2011). Marketing

research: An applied orientation. Delhi, Chennai:

Pearson.Pearson.

Vignesh 12

Q & A?

Vignesh 13

Thank you!Thank you!

Vignesh 14