Chapter Ten

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(10) PDC Using Survey Instruments

Davis, 2005

PDC Vendors

Who will design and manage the research process?

internal vs. external

resources

objectivity

expertise

confidentiality

Panel Vendors

diary

true panel vs. ominbus panel

Panel

respondants that get measured repeatedly

The Feel Good Store (project)

vendors will be internal, i.e. my partner and I

we could definitely use online and offline methods

ie. personal interviewing and email surveys to students at the university

primary data collection would be crucial for our project

Active PDC Using Survey Instruments

A comparison of Collection Methods

evaluate:

time and cost contraints

data needs

"No one data collection is the best for all situations"

Online Methods

Downloadable interactive surveys

Cons ~ long programming time and respondants may be reluctant to open (may contain virus)

Pros ~ it's a sophisticated survey

HTML form surveys

Cons ~ long programming and setup time

Pros ~ very flexible, can include graphics and sound, build skip logic into the questionnaire, and can randomize answers

E-mail surveys

Cons ~ too simple

Pros ~ easy to reach a large number of participants

low in cost

timely

interactive

easy to administer

Internet-based survey methods and focus groups

Offline Methods

personal

telephoning

mailing

mail interviewing

written interogation sent by mail

computerized interviewing

low response rates

respondant anonymity, confidentiality, convenience to the respondant

low cost

telephone interviewing

Cons:

call screening

technology trends

not everyone have telephones

Pros:

quick

cost effective

best used for structured and undesguised studies

Personal interviewing

person to person

planning the interview

motivation

expertise of the interviewer

trust/ goodwill

access

cheating

monitoring

response errors

respondent error

method od administration

question structure and sequence

interview variability

nonresponse errors

when a participant can't be reached

The Nature

primary data is data being researched from original sources for a specific purpose.

method of collection

how is the data obtained from the participants?

degree of structure

how much is the study formalized?

degree of disguise

is the purpose of the study know to the participant?

qualitative vs. quantitative research

quan. ~ results can be quantified numerically or statistically

qual. ~ can't meaningfully be quantified

active vs. passive data collection

passive data collection involves observing subjects in personal or nonpersonal means

active data collection involves questioning subjects in personal or nonpersonal means