Travel Reference
In-Depth Information
Sampling is a critical element of research. ASDE Inc. provides sampling and related services to research
professionals making Survey Sampler, which draws sample numbers through a random digit dialing
methodology, available to clients doing phone surveys. Randa Bell, marketing director, serves client
needs. PhotocourtesyoftheTravelandTourismResearchAssociation.
Speed and low cost tend to be the primary advantages of telephone interviews. Computer-assisted
telephone interviewing using random dialing is still a much-used technique.
The survey questionnaire is entered into computer memory. The interviewer reads the questions
from the computer screen and records the respondent
s answers into computer memory by using a
keyboard or by simply touching a sensitive screen. Because the data are recorded immediately, these
systems tend to be faster and less expensive than old reentry of data methods.
'
Mail Surveys
Mail surveys have the potential of being the lowest-cost method of research, especially if e-mail is used.
As would be expected, mail surveys involve mailing the questionnaire to carefully selected sample
respondents and requesting them to return the completed questionnaires (see Figure 18.1). This survey
approach has a great advantage when large geographical areas must be covered and when it would be
dif cult to reach respondents. With the advent of e-mail, these advantages are even more apparent.
Other advantages of this approach are that personal interview bias is absent and the respondent
can fill out the questionnaire at his or her convenience.
The greatest problem in conducting a mail survey is having a good list and getting an adequate
response. If a large percentage of the target population fails to respond, you will have to question
whether those who did not respond are different from those who have replied and whether this
introduces bias. Length is another consideration in mail questionnaires. Although they can be longer
than telephone surveys, they still must be a reasonable length. Another limitation of mail surveys is
that questions must be worded carefully and simply so that respondents will not be confused.
Questions that are very clear to the person who wrote them might be very unclear to the respondent.
Observational Method
The observational method relies on the direct observation of physical phenomena in the gathering of data.
Observing some action of the respondent is obviously much more objective and accurate than is utilizing
Search WWH ::




Custom Search