survey调查研究.ppt

* See the text Instructors Manual (downloadable from the text website) for ideas for using this research-generated statistic. * Exhibit 10-1 depicts the use of questionnaires and interviewers in the survey research process. * Exhibit 10-2 illustrates the possible data collection modes that can be used for the communication approach. * The communication approach involves surveying or interviewing people and recording their responses for analysis. A survey is a measurement process used to collect information during a highly structured interview - sometimes with a human interviewer and other times without. The great strength of the survey as a primary data collection approach is its versatility. Abstract information of all types can be gathered. A few well-chosen questions can yield information that otherwise would take more time and effort. A survey that uses the telephone, mail, a computer, e-mail, or the Internet as the medium of communication can expand geographic coverage at a fraction of the cost and time required by observation. The bad news for communication research is all communication research has some error. * Exhibit 10-3: There are three major sources of error in communication research: measurement questions and survey instruments, interviewers, and participants. Researchers/Interviewers cannot help a business decision maker answer a research question if they 1) select or craft inappropriate questions, 2) ask them in inappropriate order, or 3) use inappropriate transitions and instructions to elicit information. Interviewer error is error that results from interviewer influence of the participant. It can be caused by several actions such as failure to secure full participant cooperation, failure to record answers accurately and completely, failure to consistently execute interview procedures, failure to establish appropriate interview environment, falsification of answers, inappropriate influencing behavior, and physical presence bias. Pa