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Canada (158,032)
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GGR271H1 (14)
Chapter 4

Chapter 4 Survey Reasearch.docx

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University of Toronto St. George
Matti Siemiatycki

Chapter 4 Survey ReasearchStructured Interviewing and Questionnaires The Structured Interview Interview Scheduleformalized script which ensures that all interviewees experience the same form of questioning and stimuli Structured interviews promote the standardization of both questions and responses They reduce error due to variation in the asking of questions and produce greater accuracy and ease in processing answers Sources of error y Poorly worded questions y Interviewer error in asking questions y Misunderstanding on the part of interviewee y Interviewee lapses in memory y Interviewer error in recording information y Mistakes in entering the datay Biases caused by innate characteristics of such as gender or race of the interviewers and the interviewees Intrainterviewer variability refers to one interviewers inconsistencies in asking questions Interinterviewer variability refers to the inconsistencies between multiple interviewers Accuracy and Data Processing Most questions are closed meaning they have a limited choice of responses for the respondentThis reduces variablility and facilitates data processingEliminates sources of error Some intervieweeinterviewer characteristics such as race or gender may affect response it is important to cultivate an environment where respondents feel comfortable answering questions honestly Telephone Interviews y Cheap and quick as distance and physical presence not necessary y CATI Computer Assisted Telephone Interviewing streamlines the interview process y Data quality can be more easily assured as calls can be monitored y Bias may also be reduced because of the blinded nature of the exchange Drawbacks y People without telephones cannot be reached creating a possible bias in results Poor unlisted the hearing impaired may also find it difficult y Interviews cannot be conducted for as long as in person y There is some evidence that they elicit weaker response about sensitive issues such as drug and alcohol use income tax payments and health y Identity of respondent is difficult to ascertain y Limited to vocal prompts and material y Greater instances of uncertainty in respondents in phone interviews
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