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Cards In This Set
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Interactive survey approaches
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Communication that allows spontaneous two-way interaction between the interviewer and the respondent
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Noninteractive survey approaches
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Two way communication by which respondents give answers to static questions
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Personal interview
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Face-to-face communication in which an interviewer asks a respondent to answer questions
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Item nonresponse
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Failure of a respondent to provide an answer to a survey question
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Door-to-door interviews
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Personal interviews conducted at respondents' doorsteps in an effort to increase the participation rate in the survey
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Callbacks
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Attempts to recontact individuals selected for a sample who were not available initially
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Mall intercept interviews
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Personal interviews conducted in a shopping mall
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Telephone interviews
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Personal interviews conducted by telephone, the mainstay of commercial survey research
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Random digit dialing
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Use of telephone exchanges and a table of random numbers to contact respondents with unlisted phone numbers
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Central location interviewing
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Telephone interviews conducted from a central location allowing firms to hire a staff of professional interviewers and to supervise and control the quality of interviewing more effectively.
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Computer-assisted telephone interviewing (CATI)
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Technology that allows answers to telephone interviews to be entered directly into a computer for processing
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Self-administered questionnaires
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Surveys in which the respondent takes the responsibility for reading and answering the questions
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Mail survey
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A self-administered questionnaire sent to respondents through the mail
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Response rate
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The number of questionnaires returned or completed divided by the number if eligible people who were asked to participate in the survey
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Cover letter
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Letter that accompanies a questionnaire to induce the reader to complete and return the questionnaire
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