Inquiring Minds Want to Know—Now!
Case Study 3
5. Critique the survey used for the study.
There was a two-prong approach used for this study through telephone interview and self-administered interview through the mail. The first was a reader-targeted mail questionnaire which was conducted by the means of a telephone interview. This sample was comprised of a small sample taken from a household database of 1.7 million subscribers. Then a second pretest included 300 subscribers. The final step of the survey was to mail out the concluded study to a population of 4,000 participants. The participants included managers, executives, engineers and purchasing agents selected from U. S. ...view middle of the document...
Experienced researches can guide a client on when this method is the best approach for their objectives” (Liberty).
Mail surveys are a “quantitative marketing research data collections method in which respondents complete questionnaires on paper and return them via the mail” (Mail Surveys, n.d.). Advantages of using mail surveys is that it is lower in cost to collect data than others methods. It is a approach for obtaining positive or negative feedback. If a consumer takes the time to fill out the survey and mail it back, then they are considered a captive audience whereas the telephonic survey may not always have a good captive audience. The only issue with mail surveys is that there may be bias because of the low turn in rates. For instance U. S Pentons large mailing went out to 4,000 business executives but only 710 took the time to fill them out. Could this be biased information that was received? Did this represent a true picture? “Low response rates mean results may not gully reflect the characteristics of the population being studied” (Mail Surveys, n.d.).
Penton Media used a stratified disproportionate random sampling for mailings. The first pretest was sent out to 300 consumers and the final was sent out to the 4,000 participants. Using this type of sampling increases the statistical efficiency. Data provided and then analyzed represents each subgroup (Cooper & Schindler, 2014).
6. Prepare the survey for analysis. Set up the code sheet for this study. How will this study be set up to be tabulated by a statistical analysis program like SPSS?
The first step in preparing the survey for analysis is to edit the survey. Editing the survey will show any errors or omissions. The main job of the editor is to make sure that the survey is “accurate, consistent with the intent of survey, entries are uniformly entered, completed and arranged to simplify the coding and tabulation” (Cooper & Schindler, 2014).
Editors should also understand the instructions that were given to the interviewers and coders. They should not make any changes or erase any responses provided by the participants on the surveys. If any changes are made it should be clearly initialed by editor. Any editing entries should be in a different color to show that edits were made by editor. Dates and initials should be placed on each completed sheet or data set (Cooper & Schindler, 2014).
“Coding involves assigning numbers or other symbols to answers so that the responses can be grouped into a limited number of categories” (Cooper & Schindler, 2014). A sample of
how a code sheet would be set up for the Penton Media is as follows:
Question | Variable Number | Code Description | Variable Name |
| 1 | Record Number | RECNUM |
| 2 | Respondent Number | RESID |
1 | 3 | Type | PURTYPE |
| | 1- Construction/renovation | |
| | 2-Equipment/machinery | |
| | 3-Maintenance/repair/operating supplies | |