Designing and Implementing an Effective Tobacco Counter-Marketing Campaign
Table 3.5: Pros and Cons of Survey Formats (cont.)
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.)
Diaries and logs give respondents flexibility in their answers.
These records enable researchers to observe behavior over time, rather than only once.
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:
Plan the research.
Identify who will complete the diaries or activity logs.
Develop and pretest the form for collecting information.
Collect the data.
Analyze the results.
Chapter 3: Gaining and Using Target Audience Insights