Page 90 - DLIS401_METHODOLOGY_OF_RESEARCH_AND_STATISTICAL_TECHNIQUES

Unit 5: Research Techniques and Tools

Disadvantages: Notes

• Often connected with selling.
• Questionnaire required.
• Not everyone has a telephone.
• Repeat calls are inevitable – average 2.5 calls to get someone.
• Time is wasted.

• Straightforward questions are required.
• Respondent has little time to think.
• Cannot use visual aids.
• Can cause irritation.
• Good telephone manner is required.
• Question of authority.

Getting started
Locate the respondent:
• Repeat calls may be necessary especially if you are trying to contact people in organisations
where you may have to go through secretaries.
• You may not know an individual’s name or title – so there is the possibility of interviewing
the wrong person.
• You can send an advance letter informing the respondent that you will be telephoning.
This can explain the purpose of the research.
Getting them to agree to take part:
• You need to state concisely the purpose of the call scripted and similar to the introductory
letter of a postal questionnaire.
• Respondents will normally listen to this introduction before they decide to co-operate or
refuse.
• When contact is made respondents may have questions or raise objections about why
they could not participate. You should be prepared for these.
Ensuring quality
• Quality of questionnaire – Follows the principles of questionnaire design. However, it
must be easy to move through as you cannot have long silences on the telephone.
• Ability of interviewer – Follows the principles of face-to-face interviewing.

Table 5.2: Comparison of the three common methods of surveys
Postal survey Telephone survey Personal interview
Cost (assuming Often lowest Usually in-between Usually highest
a good response
rate)
Ability to probe No personal Some chance for Greatest opportunity
contact or gathering additional for observation,

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