Author: Dillman, Don A.

Publication Year: 1977

Media Type: Book

Summary:

For the first time, here is a book devoted entirely to a comprehensive, detailed discussion of how to conduct successful mail and telephone surveys. From his personal survey experience, the author has developed a theoretically based system guided by principles of social exchange and administration that ensure high quality surveys at low cost.

Abstract:

For the first time, here is a book devoted entirely to a comprehensive, detailed discussion of how to conduct successful mail and telephone surveys. From his personal survey experience, the author has developed a theoretically based system guided by principles of social exchange and administration that ensure high quality surveys at low cost.

This Total Design Method (TDM) approach relies on a theoretical view of why people do and do not respond to questionnaires. It is based on the premise that to maximize both the quantity and quality of response, attention must be given to every administrative detail that might affect response behavior. These TDM procedures, which have been refined and developed in numerous surveys, have proven highly effective. Extensive use has shown that a response rate of nearly 75 percent can be consistently attained in mail surveys of the general public, and 80-90 percent response rates can be attained in similar telephone surveys. Even higher response rates are probable in surveys of more specialized populations.

The author outlines his TDM approach in explicit, step-by-step procedures. The reader learns both what to do and why each step is important. Many examples are included, and where appropriate, the author contrasts acceptable and unacceptable procedures. Students and professional researchers in sociology, education, business, economics, political science, and other fields which utilize survey research will find here the detailed mechanics that they need to plan and conduct successful mail and telephone surveys.

CONTENTS

Chapter One.
The Total Design Method (TDM): a new approach to mail and telephone surveys. The need for alternatives to face-to-face interviews. Why mail and telephone methods have been inadequate. Past research on mail surveys. Past research on telephone surveys. The total design method. Why people respond: the theoretical basis of the total design method. Administration of the survey: planning ahead.|Results from the total design method: what the user can expect. Response to TDM mail surveys. Response to TDM telephone surveys. Conclusion. Notes.

Chapter Two.
Which is best: the advantages and disadvantages of mail, telephone, and face-to-face surveys. Obtaining completed questionnaires from a representative sample. Is there a known opportunity for all members of the population to be included in the sample? Can the selection of respondents within sample units be controlled? Can selected respondents be located? Is substitution of respondents detrimental? Can adequate response rates be attained? Can unknown bias from refusals be avoided? Obtaining answers to all questions one wants to ask: How long can the questionnaire be? What types of questions can be asked? Is inadequate attention to construction procedures detrimental? Obtaining accurate answers: Can social desirability bias be avoided? Can interviewer distortion and subversion be avoided? Can contamination by others be avoided? Administering the survey: Can the personnel requirements be met? Can the survey be implemented as fast as desired? Can the cost be afforded? Conclusion. Notes.

Chapter Three.
Writing questions: some general principles. The kind of information being sought. Attitudes. Beliefs. Behavior. Attributes. The importance of distinguishing among types of information. Deciding question structure. Open-ended questions. Close-ended questions with ordered answer choices. Close-ended questions with unordered answer choices. Partially close-ended questions. Choosing the most appropriate structure. Common wording problems: Will the words be uniformly understood? Do the questions contain abbreviations or unconventional phrases? Are the questions too vague? Is the question too precise? Is the question biased? Is the question objectionable? Is the question too demanding? Is it a double question? Does the question have a double negative? Are the answer choices mutually exclusive? Have you assumed too much knowledge? Has too much been assumed about respondent behavior? Is the question technically accurate? Is an appropriate time referent provided? Can the responses be compared with existing information? Are the questions too cryptic? Conclusion. Notes.

Chapter Four.
Constructing mail questionnaires: The basic constraints: booklet format and printing procedures. Ordering the questions. Choosing the first question. Formulating the pages. Use lower case letters for questions, upper case for answers. Identify answer categories on left, with numbers. Establish a vertical flow. Provide directions for how to answer. Special procedures for items in a series. Show how to skip screen questions. Make questions fit each page. Use transitions for continuity. Designing the front cover. Designing the back cover. Pretesting. Conclusion.

Chapter Five.
Implementing mail surveys: Overview of the implementation process. The basic appeal. Writing the cover letter. This is a useful study. You are important to the success of this study. Your questionnaire will be treated confidentially. Other important messages. Preparing the cover letter for transmittal. Printing the cover letter. Preparing the envelope. Adding postage. Identifying the questionnaire. Preparing return envelopes. Assembling the mailout package. Selecting the mailout date. Follow-up mailings. The first follow-up. The second follow-up. The third follow-up. Still more follow-ups? Dynamics of the implementation process. Handling undelivered questionnaires. Answering respondent questions. Responding to other inquiries. Scrutinizing early returns. The importance of planning ahead. Conclusion. Notes.

Chapter Six.
Constructing telephone questionnaires. Serving three audiences. Needs of the respondent. Needs of the interviewer. Needs of the coder. Wording the questions: the special problems of telephone questionnaires. Questions that are too long. Too many response categories. Problems in ranking categories. Items in a series. Maps, diagrams and pictures. Incorporation of response categories into the wording of the question. Rotation of answer choices. Ordering the questions. General principles of question order. The first few questions. Constructing the page: Use of lower case letters for questions; upper case for answers. List answer categories not provided to respondent. Precoding the answer categories. Place precoding information to right of the answer categories. Use special format for screen questions. Put interviewer and coder instructions onto questionnaire. Use transitions and explanatory material freely. Break pages where convenient for the interviewer. Pretesting. Printing. Conclusion. Notes.

Chapter Seven.
Implementing telephone surveys: Deciding how the sample is to be drawn . Sampling telephone directories. Random digit dialing. Choosing between directory sampling and random digit dialing: which is best? Writing the introduction. The advance letter. Selecting respondents within the household. The need for centralized interviewing facilities. Recruiting the interviewers. Training the interviewers. Operating the telephone. Answering respondent questions. Completing the call record. Administering the questionnaire. Editing the completed questionnaire. Scheduling the interviewing sessions. Final preparations. Drawing the sample. Facilities and equipment. Computer needs. Materials. Advance letter. Personnel. Other resources. Conducting the interviewing sessions. Conclusion. Notes.

Chapter Eight.
Looking to the future: prospects and concerns. Beyond the total design method (TDM) . Developing data collection systems. New uses for survey methods. Boon or boondoggle: which will it be? Notes. Reference bibliography. Author index. Topic index.

Arts & Intersections:

Categories: Fundraising