pink-book

PROS AND CONS OF VARIOUS SURVEY FORMATS
Survey Formats
Mail
Pros
Can be used to costeffectively
access difficult-toreach
populations (e.g., the
homebound, rural populations)
Respondents can answer
questions when most
convenient for them
Cons
Not appropriate for
respondents with limited
literacy skills
Low response rate diminishes
value of results
May require extensive/
expensive followup by mail or
telephone to increase
response rate
Respondents may return
incomplete questionnaires
Can be difficult to
read responses
May take long time to
receive sufficient numbers
of responses
Postage may be expensive if
sample is large, questionnaire
is long, or multiple reminder
cards are needed
Telephone
With interviewer using
paper-and-pencil
questionnaires
Appropriate for those with
limited literacy skills
Results in more complete
responses because
interviewer fills out
questionnaires
Can control
question sequence
Potential respondents without
phones cannot participate
Respondents may hang up
if they believe the survey is
part of a solicitation call or
they don’t want to take time
to participate
Using computer-assisted
telephone interviewing
(CATI)
Useful for complex
questionnaires because
“skip patterns” can be
programmed in
Data entry is eliminated
Requires CATI software
and computers
Requires extensive
interviewer training
Requires time to program
questionnaire into CATI
In Person
Interviewer-administered
Face-to-face persuasion
tactics can be used to
increase response rates
Can be used with those with
limited literacy skills
Useful with difficult-to-reach
populations (e.g., homeless,
rural) or when intended
More expensive than selfadministered
or telephone
data collection
Not appropriate for sensitive,
threatening, or controversial
questions (respondents may
not answer as truthfully
in person)
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158 Communication Research Methods