METHODOLOGIES

When deciding upon the methodology that best suits your information needs, you should consider several factors.

How many people do we need to survey?: The question of a valid sample size takes into consideration the size of the target population and the degree of confidence and margin of error are acceptable to the client. Generally, the larger the target population, the larger needed sample size.
What is the best way to contact our target population?: Telephone, mail, in-person and internet methodologies each have advantages and disadvantages when considering the nature of your target population.
What is the complexity or depth of the information we need to collect?: Requests for complex information is sometimes best understood and communicated by a respondent when they can see questions and their components. Some types of information requests might require the respondent to retrieve information. These types of information requests are well suited to mail and internet surveys. When seeking in-depth qualitative information, focus groups are sometimes the best suited method.
How much time do we have to collect the data?: Telephone surveys generally provide the fastest method of data collection. Mail surveys, regardless of the sample size, can take 4 to 8 weeks depending on the number of follow-up mailings.
What is our budget?: Generally, but not always, telephone surveys are more expensive to conduct. Mail and internet surveys are more economical but have other draw backs.

With these questions in mind, SRC will work with you to design the methodology that best suits your information needs while considering your timeline and budgetary requirements.

Telephone Surveys

SRC uses the Sawtooth Ci3 Computer-Assisted Telephone Interviewing System (Ci3/CATI) on IBM personal computers and operates 20 interviewing stations and two monitoring stations from its interviewing facility in Denton, Texas. Ci3/CATI is an interactive computing system that allows on-line interviewing and continual data entry for each respondent. The survey questionnaire is programmed into the system; interviewers then read each question as it appears on a computer monitor and directly enter the respondent's answer into the computerized data base. The software automatically:

takes the interviewer through any skip or branching patterns in the instrument;
eliminates incorrect response codes;
eliminates the need for separate data entry, and;
allows for frequent tabulation of data as the survey proceeds.

An experienced telephone supervisor is on duty at all times to supervisor the administration of the sample, monitor for quality control, and handle any other contingencies. Shifts of trained interviewers are used throughout the day and evening, both weekdays and weekends. All telephone numbers in a sample are tried at least five times, using a rotating schedule of call-backs to ensure that a number has been tried on weekends, during weekday evenings, and during the day.

Mail Surveys

SRC employs a bulk-processing system for mail surveys. The system can be adapted for all types of mail surveys. For the best response rate, a five-step process of contacting respondents is employed.

Initial contact letter
Cover letter and survey instrument
Reminder card
Second cover letter and survey instrument
Third cover letter and copy of instrument

The process is designed to yield the highest possible response rate. SRC has handled the printing, preparation and mail out of surveys exceeding 35,000 respondents and is equipped to handle larger samples.

Internet Surveys

Internet-based surveys can be effective for methodologies where contacting a well-regulated, internet-connected audience is targeted. An internet-based methodology is also useful where responses are sought after a long period of time such as months or years. Internet-based methodologies are not recommended for general population surveys since internet access is not as prevalent as phone and mail service access. This lack of access also tends to disproportionately exclude certain ethnic, income and age groups.

Where an internet-based methodology is appropriate, SRC can create a valid survey instrument using accepted principles of design to produce actionable results. Survey instruments are mounted on SRC's web server and are accessible throughout the world.

Where appropriate, respondents can be contacted through e-mail and the survey instrument can be accessible only with a correct password.

Focus Groups

Focus groups are an effective methodology where in-depth qualitative data is needed to fulfill a project's requirements. Focus groups can be used to enhance the understanding of survey data or can comprise the entire data collection of a project.

Focus group participants are recruited from the target population and are brought together to participate in a moderated discussion. SRC offers the service of experienced moderators to conduct focus groups. All focus groups are audio taped, and video tapes can also be produced. Findings are written in a generalizable, easy to understand format.

Reporting

SRC writes all of its findings in a graphic and tabular format with explanatory text. Statistical testing is used in order to understand differences between particular segments of the population.