The Listener Survey Toolkit
Chapter 4
Advantages and disadvantages of mail and telephone surveys

TABLE OF CONTENTS
Overview
Why Conduct a Listener or Member Survey
Research Myths and Misconceptions
Building the Survey
Survey Methodology
Survey Questions
Processing the Data
Data Analysis and Reporting
Applying the Survey Results
Station Service and Support for the Listener Survey Toolkit
Sample Questions
There are two fundamental methods of conducting a survey: by mail or by telephone. Here are some of the advantages and disadvantages of each.

TELEPHONE SURVEYS

Advantages:

  • Generally more expensive than those done by mail, but telephone surveys provide more random and accurate results because the sample is less self-selective. The percentage of those contacted who respond is generally higher than for mail surveys.
  • Usually quicker to complete, the results can often be gathered in days rather than weeks.
  • More adaptable. Since a live person is administering the survey, there is room for some flexibility in the manner and order of the questions. The survey caller also can guide respondents through any questions that might not be understood.
  • Quality control is generally better, because a handful of trained individuals are entering the answers. This means the answers are completed more accurately than the written responses returned by hundreds of different listeners that occur in a mail survey.

Disadvantages:

  • Generally limited to a maximum of about 15 minutes. The longer a phone survey continues, the more people will "drop out" and not fully answer all the questions.
  • Questions must be simple and clearly stated. Since those responding cannot see or read the questions, complicated or long questions are not appropriate for telephone surveys.

MAIL SURVEYS

Advantages:

  • Are generally less expensive, especially with very large samples. For example, calling 20,000 listeners would be very expensive, but it might be feasible and cost effective to include 20,000 postcard-type surveys in a mailing or in a program guide.
  • Can sometimes contain longer and more complicated questions, since the respondent can see the question and read it at their own pace.
  • Allows a picture to be shown as part of a question, or a tape to be included, if desired.

Disadvantages:

  • Many mailed surveys are never returned, making the sample very self-selective and less random, since there is little control over who completes and returns the survey and who does not
  • Do not provide the option of someone to explain questions if needed, and do not provide a chance for followup or probing for responses
  • The sample is more self-selected, with a lower, and less random level of response

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