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Designing and Implementing an Effective Tobacco Counter-Marketing Campaign

Table 3.5: Pros and Cons of Survey Formats (cont.)

Format

Pros

Cons

Internet

Self-administered on computer:

Questionnaire displayed on respondent’s comput- er screen through a Web site.

  • “Skip patterns” can be included, which is useful for complex questionnaires.

  • The sequence of questions can be controlled.

  • The need for data entry is elimi- nated, and quick summary and analysis of results are provided.

  • Use is not appropriate for audiences with limited literacy skills or those uncomfortable with computers.

  • Respondents must have Internet access and be comfortable using computers.

  • There’s no way to confirm the validity of identifying information provided by respondents.

  • Response rates are declining, espe- cially for telephone and Internet surveys (Singer, et al. 2000).

  • Samples are not representative.

put the diary or log information into a specific format. This information may cover issues such as the quality of program components or how your audience uses the components. (See Chapter 5: Evaluating the Success of Your Counter-Marketing Program for guidance on planning and conducting program evaluation.)

Pros:

  • Diaries and logs give respondents flexibility in their answers.

  • These records enable researchers to observe behavior over time, rather than only once.

Cons:

  • Diaries and logs require considerable effort by respondents and may not be filled out in a timely or thorough manner. For this reason, offering

incentives for completing the diaries or logs is important.

  • The data may be voluminous and challenging to code and compare.

  • These records can be hard to read and are thus not appropriate for respon- dents with low literacy or poor writing skills or penmanship.Here are the five major steps for diary or activity log research:

    • 1.

      Plan the research.

    • 2.

      Identify who will complete the diaries or activity logs.

    • 3.

      Develop and pretest the form for collecting information.

    • 4.

      Collect the data.

    • 5.

      Analyze the results.

Chapter 3: Gaining and Using Target Audience Insights

81

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