A survey is as flexible as a series of interviews, but it is more expensive.

This is a preview. Log in through your library.

Abstract

Standardized survey interviewing is widely advocated in order to reduce interviewer-related error, for example by Fowler and Mangione. But Suchman and Jordan argue that standardized wording may decrease response accuracy because itprevents the conversational flexibility that respondents need in order to understand question as survey designers intended. We propose that the argument for these competing positions-standardized versus flexible interviewing approaches-may be correct under different circumstances. In particular, both standardized and flexible interviewing should produce high levels of accuracy when respondents have no doubts about how concepts in a question map onto their circumstances. However, flexible interviewing should produce higher response accuracy in cases where respondents are unsure about these mapping. We demonstrate this in a laboratory experiment in which professional telephone interviewers, using either standardized or flexible interviewing techniques, asked respondents questions from three large government surveys. Respondents answered on the basis fictional descriptions so that we could measure response accuracy. The two interviewing techniques led to virtually perfect accuracy whenthe concepts in the questions clearly mapped onto the fictional situations. Whenthe mapping was less clear, flexible interviewing increased accuracy by almost 60 percent. This was true whether flexible respondents had requested help from interviewers or interviewers had intervened without being asked for help. But the improvementin accuracy came at a substantial cost-a large increase in interview duration. We propose that different circumstances may justify the use of either interviewing technique.

Journal Information

Since 1937, The Public Opinion Quarterly has been the leading interdisciplinary journal for practitioners and academicians studying the development and role of communication research, current public opinion, as well as the theories and methods underlying opinion research. Such methods include survey validity, questionnaire construction, interviewing and interviewers, sampling strategy, mode of administration, and analytic approaches. Each issue presents theoretical advances, along with tested applications throughout the social and behavioral sciences.

Publisher Information

Oxford University Press is a department of the University of Oxford. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide. OUP is the world's largest university press with the widest global presence. It currently publishes more than 6,000 new publications a year, has offices in around fifty countries, and employs more than 5,500 people worldwide. It has become familiar to millions through a diverse publishing program that includes scholarly works in all academic disciplines, bibles, music, school and college textbooks, business books, dictionaries and reference books, and academic journals.

34. A systems analyst conducts a preliminary investigation to study the _____ and recommendspecific action.a. systems requestb. project scheduling reportc. systems validationd. project staffing reportANSWER:a

41. A _____ is a requirement or condition that a system must satisfy or an outcome that a systemmust achieve.b

42. The objective of _____ is to gather data about project usability, costs, benefits, and schedules.b

43. A(n) _____ is not as flexible as a series of interviews, but it is less expensive, generally takesless time, and can involve a broad cross-section of people.

b. experimentc. surveyd. researchANSWER:cChapter 4Multiple Choice1. The _____ phase of the SDLC includes four main activities: requirements modeling, data andprocess modeling, object modeling, and consideration of development strategies.a. systems planningb. systems analysisc. systems designd. systemsimplementationANSWER:b

2. One of the main activities in the systems analysis phase is _____, which involves fact-findingto describe the current system and identification of the specifications for the new system.b

3. _____ enable a systems analyst to identify a problem, evaluate the key elements, and develop auseful solution.a

4. Greater user involvement in the system development process usually results in _____.b

5. _____ are important to a systems analyst who must work with people at all organizationallevels, balance conflicting needs of users, and communicate effectively.

a. Problem solvingskillsb. Artistic skillsc. Interpersonal skillsd. Confrontational skillsANSWER:c

6. In addition to joint application development, another popular user-oriented method is _____,which resembles a condensed version of the entire SDLC with users involved every step of theway.c

7. Rapid application development (RAD) relies heavily on _____.a

Which is an example of discretionary project?

When assessing a system analyst must consider the interaction between time and costs?

Which is an example of an intangible benefit quizlet?

What is the technique used to represent the possible causes of a problem as a graphical outline?