Telephone Survey Methods

Paul J. Lavrakas, PhD, is a Research Psychologist and Research Methodologist consultant. He served as Chief Research Methodologist for Nielsen Media Research from 2000-2007. Before joining Nielsen, he was a Full Professor at Northwestern University (1978-1996) and Ohio State University (1996-2000), as well as the founding faculty director of the survey centers at both universities. He is the author of Telephone Survey Methods: Sampling, Selection, and Supervision (2nd Edition, SAGE, 1993) and four other books covering election polling and the news media, as well as numerous other methodological and substantive publications and conference papers.

• INTRODUCTIONTotal Survey ErrorTelephone Surveying in PerspectiveThe Telephone Phenomenon in the United StatesBasic Steps in the Telephone Survey ProcessComputer-Assisted Telephone Interviewing (CATI)Contents and Organization of This TextAdditional Sources of Instruction on Survey MethodologiesExercisesGENERATING TELEPHONE SURVEY SAMPLING POOLSChoosing a Valid Sampling DesignRandom Digit Dialing (RDD)Directory and List-Based Sampling PoolsMixed Mode Sampling PoolsSampling Pool SizeExercisesPROCESSING TELEPHONE SURVEY SAMPLING POOLSIssues in Controlling the Sampling PoolUsing the Call-Sheet to Control the Sampling PoolRefusal Report Form, Refusal Conversions, and Nonresponse ErrorExpectations in Processing Sampling PoolsSampling Pool Dispositions and Survey Response and Nonresponse RatesSampling Pools in Mixed Mode SurveysProcessing Sampling Pools with CATIExercisesSELECTING RESPONDENTS AND SECURING COOPERATIONStarting Off on a Solid FootingIntroducing the SurveyRespondent Selection and Screening TechniquesAdvance Contract of RespondentsExercisesSUPERVISION ISTRUCTURING INTERVIEWERS′ WORKQuality Control in Telephone Versus Personal InterviewingRecruitment and Hiring of InterviewersTraining SessionsPresurvey Practice and On-the-Job TrainingTotal Survey Error and the InterviewerExercisesSUPERVISION IISTRUCTURING SUPERVISORY WORKStaffing and Scheduling Interviewing SessionsInterviewing Session SetupSupervising Interviewing Sessions in PAPI and CATI SurveysVerifying Completed InterviewsConclusionExercises