References for Business Research Methods: Chapter 7
One of the top research organizations in the world is the Survey Research Center of the University
of Michigan. The material in this section draws heavily on the Interviewer’s Manual (rev. edn.).
Ann Arbor, Survey Research Center, University of Michigan, 1976; and Floyd J. Fowler, Jr., Survey
Research Methods. Beverly Hills, CA: Sage, 1988, Chapter 7.
1
Robert L. Kahn and Charles F. Cannell, The Dynamics of Interviewing. New York: Wiley, 1957, pp.
45–51.
2
3
Survey Research Center, Interviewer’s Manual, p. 8.
4
Ibid., pp. 15–16.
5
Ibid., p. 17.
6
Fowler, Survey Research Methods, p. 112.
S.A. Richardson, B.S. Dohrenwend and D. Klein, Interviewing: Its Forms and Functions. New York:
Basic Books, 1965, pp. 328–58.
7
Reproduced by special permission from Charles F. Cannell and Robert L. Kahn, ‘Interviewing’, in
G. Lindzey and E. Aronson (eds.), The Handbook of Social Psychology (2nd edn.), Vol. 2. Reading,
MA: Addison-Wesley, 1968. See also Fowler, Survey Research Methods, p. 115; P.J. Guenzel, T.R.
Berkmans and Charles F. Cannell, General Interviewing Techniques. Ann Arbor: Institute for Social
Research, University of Michigan, 1983.
8
In one study, 5.5 per cent of white participants and 11 per cent of non-white respondents were still
not contacted after six calls. See W.C. Dunkleberg and G.S. Day, ‘Nonresponse bias and callbacks
in sample surveys’, Journal of Marketing Research, May 1974, Table 3.
9
10
Ibid.
11
Fowler, Survey Research Methods, p. 50.
C.H. Fuller, ‘Weighting to adjust for survey nonresponse’, Public Opinion Quarterly, Summer
1974, pp. 239–46.
12
13
Dunkleberg and Day, ‘Nonresponse bias’, Table 3.
14
Ibid., pp. 160–8.
Eleanore Singer, ‘Agreement between inaccessible respondents and informants’, Public Opinion
Quarterly, Winter 1972/73, pp. 603–11.
15
16
Fowler, Survey Research Methods, p. 111.
B.W. Schyberger, ‘A study of interviewer behavior’, Journal of Marketing Research, February 1967,
p. 35.
17
B.S. Dohrenwend, J.A. Williams, Jr. and C.H. Weiss, ‘Interviewer biasing effects: toward a
reconciliation of findings’, Public Opinion Quarterly, Spring 1969, pp. 121–9.
18
19
Seymour Sudman, Reducing the Costs of Surveys. Chicago: Aldine, 1967, p. 67.
20
Ibid., p. 59.
21
Ibid., p. 63.
22
Ibid., p. 53.
Robert M. Groves and Robert L. Kahn, Surveys by Telephone. New York: Academic Press, 1979, p.
223.
23
Michael J. Havice, ‘Measuring nonresponse and refusals to an electronic telephone survey’,
Journalism Quarterly, Fall 1990, pp. 521–30.
24
www.telecommagazine.com/default.asp?journalid=28&fune=articles&page:0310i10&year
=2003&month=10; www.dmeurope.com/default.asp?articleid=1464
25
See, for example, J.H. Frey, Jr., Survey Research by Telephone. Beverly Hills, CA: Sage, 1983.
26
Statistical Office of the European Communities, ‘Statistics on the information society in Europe:
data 1996–2002’, 2003, pp. 42–4.
27
www.commil.com/industryquotes.htm
28
G.J. Glasser and G.D. Metzger, ‘Random digit dialing as a method of telephone sampling’, Journal
of Marketing Research, February 1972, pp. 59–64; Seymour Sudman, ‘The uses of telephone
directories for survey sampling’, Journal of Marketing Research, May 1973, pp. 204–7.
29
A block is defined as an exchange group composed of the first four or more digits of a seven-digit
number, such as 721–0, 721–1, and so on.
30
Sudman, Reducing the Costs of Surveys, p. 65.
31
J.J. Wheatley, ‘Self-administered written questionnaires or telephone interviews’, Journal of
Marketing Research, February 1973, pp. 94–5.
32
33
Groves and Kahn, Surveys by Telephone, p. 223.
Paul J. Lavrakas, Telephone Survey Methods: Sampling, Selection, and Supervision (2nd edn.).
Thousand Oaks, CA: Sage, 1993, p. 16.
34
Peter S. Tuckel and Barry M. Feinberg, ‘The answering machine poses many questions for telephone
survey researchers’, Public Opinion Quarterly, Summer 1991, pp. 200–17.
35
36
Don A. Dillman, Mail and Telephone Surveys. New York: Wiley, 1978, p. 6.
D. Wallace, ‘A case for and against mail questionnaires’, Public Opinion Quarterly, Spring 1954, pp.
40–52.
37
Harzing, Anne-Wil, ‘Response rates in international mail surveys: results of a 22 country study’,
International Business Review 6 (1997), pp. 641–65.
38
Leslie Kanuk and Conrad Berenson, ‘Mail surveys and response rates: a literature review’, Journal
of Marketing Research, November 1975, pp. 440–53; Arnold S. Linsky, ‘Stimulating responses to
mailed questionnaires: a review’, Public Opinion Quarterly 39 (1975), pp. 82–101; Julie Yu and
Harris Cooper, ‘A quantitative review of research design effects on response rates to questionnaires’,
Journal of Marketing Research 20 (1983), pp. 36–44.
39
Kanuk and Berenson, ‘Mail surveys’, p. 450. Reprinted from the Journal of Marketing Research,
published by the American Marketing Association.
40
41
Dillman, Mail and Telephone Surveys, p. 8.
42
Ibid., p. 12.
43
Ibid., pp. 22–4.
44
Total Design Method (http://survey.sesrc.wsu.edu/tdm.htm), 4 February 2000. Don Dillman is
Professor of Sociology and Rural Sociology and Deputy Director of Research and Development of
the Social and Economic Sciences Research Center at Washington State University.
45
Dillman, Mail and Telephone Surveys, pp. 160–1.
C.H. Lovelock, Ronald Still, David Cullwick and Ira M. Kaufman, ‘An evaluation of the
effectiveness of drop-off questionnaire delivery’, Journal of Marketing Research, November 1976, pp.
358–64.
46
Donald Tomaskovic-Devey, Jeffrey Leiter and Shealy Thompson, ‘Organizational survey
nonresponse’, Administrative Science Quarterly, 1994, pp. 439–57.
47
Statistical Office of the European Communities, ‘Statistics on the information society in Europe:
data 1996–2002’, 2003, p. 50.
48
These examples are drawn from the personal experience of the authors, as well as from Noah
Shachtman, ‘Why the web works as a market research tool’, AdAge.com, Summer 2001
(http://adage.com/tools2001).
49
Nelson King, ‘[Web-based surveys] how they work’, PC Magazine, 18 January 2000
(http://www.pcmag.com).
50
There are a number of sources for research services, some of which are annotated. For current
listings, consult the latest edition of the Marketing Services Guide; The American Marketing
Association Membership Directory. Chicago: American Marketing Association; Consultants and
Consulting Organizations Directory. Detroit: Gale Research Corporation; or the research section of
Marketing News.
51
A list of panel vendors is provided in Duane Davis, Business Research for Decision Making (4th
edn.). Belmont, CA: Wadsworth, 1996, p. 283.
52