帕梅拉-欣德勒-管理研究方法（英文版·第13版）Schindler_CH_09_Accessible.pptxVIP

Business Research MethodsThirteenth EditionPamela S. SchindlerChapter 9STAGE2: DATA COLLECTION DESIGN: SURVEY RESEARCH?2019 McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education. Research Thought Leader“We saw that our customers required help beyond the data sets they had and that they could benefit from a wider opinion. So we built SurveyMonkey Audience, and we’ve now got 4 million users who signed up to take surveys. Our clients can choose the demographic they want to hear from, and we can provide that sample.”David Goldberg CEOSurveyMonkey Learning ObjectivesUnderstand . . .The process for selecting the appropriate and optimal survey approach. The major advantages and disadvantages of the three survey methods. What factors affect participation in survey research. The major sources of error in communication studies and how to minimize them. Why an organization might outsource a communication study. Ethical issues with survey research and their solutions. Two Data Collection Design ApproachesJump to long description What is a SurveyCollect information during a structured interview.Comparable data across all cases Social Media Analytics vs. SurveyIf social media is the temperature check, surveys are the taste test to validate that the meal is cooked properly. Survey Research and the Research ProcessJump to long description Selecting a Survey MethodJump to long description Response TermsNoncontact rateRefusal rateIncidence rate Participant MotivationJump to long description Survey ApproachesSelf-Administered SurveyTelephone SurveySurvey via Personal Interview Self-Administered Surveys (1 of 2)Delivery Modes:Mobile service providerMessenger App.Computer deliveredInterceptCourierMailed/Faxed Self-Administered Surveys (2 of 2)Factors:AnonymityTopic CoverageCostSample AccessibilityTime Constraints Advantages of Self-Ad