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PROS AND CONS OF VARIOUS SURVEY FORMATS CONTINUED...<br />
Survey Formats<br />
Pros<br />
Cons<br />
In Person/Intervieweradministered<br />
continued...<br />
audience cannot be sampled<br />
using other data<br />
collection methods<br />
Interviewer can clarify<br />
questions for respondents<br />
Results in more complete<br />
responses because<br />
interviewer fills out<br />
questionnaires<br />
Written, self-administered<br />
Respondents are asked to<br />
complete survey at a location<br />
frequented by the target<br />
population (e.g., during a<br />
conference, in a classroom,<br />
after viewing an exhibit at a<br />
health fair)<br />
Can connect with harder-toreach<br />
respondents in locations<br />
convenient and comfortable<br />
for them<br />
Can be conducted quickly<br />
Cost-effective means of<br />
gathering data in relatively<br />
short time<br />
Must be able to reach<br />
respondents in person at a<br />
central location or a gathering<br />
Respondents must have<br />
adequate literacy skills and be<br />
self-motivated to respond<br />
Can result in increased<br />
number of respondents within<br />
intended audience if<br />
appropriate location chosen<br />
Computerized, selfadministered<br />
Questionnaire is displayed<br />
on computer screen and<br />
respondents key in<br />
their answers<br />
Internet<br />
Computerized, selfadministered<br />
Questionnaire is displayed on<br />
respondent’s computer screen<br />
via a Web site<br />
Useful for complex<br />
questionnaires because<br />
computerized “skip patterns”<br />
can be used<br />
Can control<br />
question sequence<br />
Eliminates data entry and<br />
provides quick summary or<br />
analysis of results<br />
Useful for complex<br />
questionnaires because<br />
computerized “skip patterns”<br />
can be used<br />
Can control<br />
question sequence<br />
Eliminates data entry and<br />
provides a quick summary or<br />
analysis of results<br />
Not appropriate for intended<br />
audiences with limited literacy<br />
skills or those unfamiliar or<br />
uncomfortable with computers<br />
Requires expensive technical<br />
equipment that may not be<br />
readily available or may be<br />
cumbersome in many settings<br />
Not appropriate for audiences<br />
with limited literacy skills or<br />
those unfamiliar with or<br />
uncomfortable with computers<br />
Respondents must have<br />
access to the Internet and<br />
be somewhat familiar with<br />
using computers<br />
No way to confirm the validity<br />
of information provided<br />
by respondents<br />
METHODS<br />
Making Health Communication Programs Work 159
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