bharatbhasha.com
Free Articles  >>  Marketing >>  Page 106  >> 

Questionnaire Design and Data Collection Alignment





Design to Align
Questionnaire or Research Instrument (RI) design for any data collection approach (e.g., telephone and web-based) must be aligned with the method selected. Web-based and telephone instruments share the major requirements for good design, such as avoiding (at all costs) double-barreled questions, clear question construction, use of definitions when needed, and many other basic tenets of question writing.

However, the implementation of the RI for a web-based versus a telephone study requires different treatments of some issues. For example, the instruction sets used by interviewers versus instructions provided for respondents need to be written with each approach in mind.

In telephone interviews the interviewer can tell the person what to expect and read definitions to the interviewee. Web-based instruments must be careful not to ask too much of the respondent with respect to long passages the person must read to answer a set of questions.

On the other hand, a web-based study allows the respondent to go at his or her own pace and easily review a set of answers or change item percents that need to total to 100%. These examples and many other considerations need to be taken into account when designing the research instrument to optimize data collection and data quality.

Using a Hybrid Approach
An interesting option is the use of a hybrid approach, such as the telephone-to-web method, which combines telephone recruiting and screening with a URL for data collection. Another hybrid approach is to allow respondents to choose between a web-based instrument and a telephone interview. Only studies that can be conducted equally well with both methods should attempt this approach.

The telephone-to-web hybrid approach leverages the advantages of both data collection methods. It brings a level of control to the web-based method that is otherwise minimal. It allows researchers to use lists not constructed for web interaction, and it maximizes your ability to fill quotas. In addition, when the benefits of a web approach outweigh the telephone method, the combination allows the research team to use the best of both worlds.

Unfortunately, in practice this best of both worlds approach does not often materialize. The reason is simple: Although telephone recruiting is used for all its advantages, in the end, the percent of respondents that complete the instrument is often too low to justify the cost.

This was not always the case, but the percent of telephone-recruited, web-based completes has been dropping over the last several years. What once yielded good results at a competitive price point (especially for larger studies) now may cost more than a telephone survey.

Completion ratios of 50-60% or higher (i.e., 1 in 2 or more recruited telephone respondents complete the study) are typically cost effective. However, a ratio of 1 complete per 3 recruited respondents or a 1 in 4 completion ratio are not tenable. This has caused a significant decrease in the use of this approach and new approaches have not been forthcoming to take the place of this hybrid method. However, some companies are experimenting with improved recruitment methods and on occasion this approach might yield cost-effective results.

Ultimately, the research requirements should be the most important consideration when selecting a data collection methodology. A detailed evaluation of the strengths and weaknesses of each approach in relation to the goals of the study will provide the best basis for that decision.

Summary
In this short paper we have touched on a few of the key issues researchers must address as they scope out a study and define the data collection approach to achieve high quality results. The length of this paper does not allow for an in-depth treatment of the issues presented nor does it identify all the concerns one must be take into account. However, it does provide an overview that should help readers understand the complex relationship between selecting a data collection method and the work required to accomplish the goal of optimizing a questionnaire design.

About Author Carey Azzara :

For more details on questionnaire design go to Featured Resource on the AtHeath.com Homepage or contact Carey. He is a research professional with 20 years experience and two advanced degrees. Two important features of AtHeath are its Market Research Resource Center and the Expert Community.
Our blog "The Research Playbook" is http://researchplaybook.wordpress.com
Carey's newest book: Questionnaire Design for Business Research (2010, Tate Publishing) please visit http://bit.ly/Questionnaire_Design


Article Source: http://www.bharatbhasha.com
Article Url: http://www.bharatbhasha.com/marketing.php/234112


Article Added on Monday, April 26, 2010
LD
Other Articles by Carey Azzara

Two Marketing Research Axioms You Must Remember
There are two complimentary research tasks, which are essential building blocks of market research, but at times are relegated to the back of the line on research projects. The first is a strong questionnaire design and the second is the task of high quality sample development. Putting both building blocks in place is the equivalent of a good building frame on top of a good foundation. First Research Axiom: You will never fully recover from a badly written questionnaire. 1. No amount of...

Analysis Plans The Underdog of Market Research
Often when I recommend that a research team prepare a formal analysis plan the first response I hear is, “Why? The analysis isn’t due for weeks and I have too many other things to do.” An analysis plan is not extra work; it’s work that makes all the other project tasks flow efficiently. It will help you produce on-time project deliverables. Typically, you develop an analysis plan in parallel with your research instrument (RI) or questionnaire. Like the questionnaire the analysis plan is tied...

Telephone versus Web based Study Cost Structures
Differences in Cost The differences in cost between telephone and web-based data collection methods have generally narrowed over time. However, this is highly dependent on the research requirements. In general, telephone lists are inexpensive to purchase, but the call-through cost to find the person is high. Web-based studies, if only modest stratification requirements are imposed, typically have a lower CPC (Cost per Complete). In general, the cost of lists for telephone interviews is...

Data Collection an Eclectic Approach
We will start with the premise that data collection methods should align with research objectives. No one methodology is the best approach for all research designs. The criterion for deciding on a method should relate directly to the research requirements. Consideration of secondary factors should influence the decision only after the primary objectives are satisfied. On occasion lower priority criteria, such as time in field, or a concern about professional survey takers, are used to...

Who Cares About Panel Recruiting Practices
Apparently many people do and with good reason. We recently posted a poll on LinkedIn. The question posed was, “When you select a sample provider, how much importance do you place on their panel recruitment process?” Is it: 1. Not at all important 2. Somewhat important 3. Important 4. Very important 5. Extremely important While the results derived are from a sample of convenience and hardly scientific, they are nevertheless instructional. So what did the 96 people (as of 2-2-2010)...

Is It Time for a Bounce Rate Tune up
Many website experts have told us new site visitors decide to continue exploring or move on to other sites in less than 5 seconds and on occasion less than 3 seconds. This is a scary reality for most website owners. If it is true, and it probably is in many cases, you have to ask a hard question, Would you stay on your company website's homepage for more than 5 seconds? This question might be hard to answer honestly regarding your own website. The only way to get an unbiased answer is to...

Publishers / Webmasters
Article ID: 234112
DELINK URL from Authors Bio
REMOVE Article
Tell A Friend
Leave A Comment!
Download this article in PDF
Report Article!
Search through all the articles:


177 Users Online!!
Related Articles:
Latest Articles:
 
marketing >> Top 50 Articles on marketing
Category - >
Advertising Advice Affiliate Programs Automobiles
Be Your Own Mentor Careers Communication Consumers
CopyWriting Crime Domain Names DoT com Entrepreneur Corner
Ebooks Ecommerce Education Email
Entertainment Environment Family Finance And Business
Food & Drink Gardening Health & Fitness Hobbies
Home Business Home Improvement Humour House Holds
Internet And Computers Kiddos and Teens Legal Matters Mail Order
Management Marketing Marriage MetaPhysical
Motivational MultiMedia Multi Level Marketing NewsLetters
Pets Psychology Religion Parenting
Politics Sales Science Search Engine Optimization
Site Promotion Sports Technology Travel
Web Development Web Hosting WeightLoss Women's Corner
Writing Miscellaneous Articles Real Estate Arts And Crafts
Aging


Disclaimer: The information presented and opinions expressed in the articles are those of the authors
and do not necessarily represent the views of bharatbhasha.com and/or its owners.


Copyright © AwareINDIA. All rights reserved || Privacy Policy || Terms Of Use || Author Guidelines || Free Articles
FAQs Link To Us || Submit An Article || Free Downloads|| Contact Us || Site Map  || Advertise with Us ||
Click here for Special webhosting packages for visitors of this website only!
Vastu Shastra

Virus Free Email Hosting Provided By AwareIndia







Company IDS