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Quality at what cost – Evaluating CATI Quality Improvement Measures in a Large National Longitudinal Survey

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Abstract:

For largely paper based surveys, the CATI has historically been a useful follow-up tool for gaining cooperation and converting refusals from reluctant sample members, or retrieving missing critical items from self-administered questionnaires. In the most recent round of the Survey of Doctorate Recipients (SDR), we have attempted to test the boundaries of the CATI's efficacy and value. In conjunction with a mode experiment where a subsample of the 2003 SDR were offered a telephone interview as the primary data collection mode, we made three enhancements to the CATI to improve upon the quality of the paper questionnaire.

The first enhancement involved using data collected in the prior round for select items. Panel respondents could verify previously reported employer and occupation information when reporting that their employer and/or job remained the same. We evaluate if this enhancement measurably reduced the respondent’s interview administration time, and the respondent’s reporting consistency within the survey. Secondly, to reduce non-response for items of critical importance to analysis, formal probes were used in CATI. Interviewers are standardly trained to always probe when given a non-response answer. We evaluate the level of item non-response for questions that are formally probed versus those that are not. The third modification involved the targeted inclusion of additional demographic questions in the CATI mode. The sample member’s sex is only captured in the baseline census survey and ethnicity and race are asked for intermittently. However, this demographic data is essential for reporting accuracy. Those missing sex, ethnicity or race data were given CATI as the first mode of data collection. We evaluate the effectiveness of obtaining this data in CATI.

Finally, we evaluate the cost implication of using the CATI as the first mode of data collection versus a self-administered mode and offer recommendations for using this approach for other studies.

Author's Keywords:

CATI, data quality, experiment, mode
Convention
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Association:
Name: American Association for Public Opinion Research
URL:
http://www.aapor.org


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URL: http://www.allacademic.com/meta/p116090_index.html
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MLA Citation:

grigorian, karen., Seelig, Surella. and Herrmann, Angela. "Quality at what cost – Evaluating CATI Quality Improvement Measures in a Large National Longitudinal Survey" Paper presented at the annual meeting of the American Association for Public Opinion Research, Pointe Hilton Tapatio Cliffs, Phoenix, Arizona, May 11, 2004 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p116090_index.html>

APA Citation:

grigorian, k. H., Seelig, S. E. and Herrmann, A. , 2004-05-11 "Quality at what cost – Evaluating CATI Quality Improvement Measures in a Large National Longitudinal Survey" Paper presented at the annual meeting of the American Association for Public Opinion Research, Pointe Hilton Tapatio Cliffs, Phoenix, Arizona <Not Available>. 2009-05-26 from http://www.allacademic.com/meta/p116090_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: For largely paper based surveys, the CATI has historically been a useful follow-up tool for gaining cooperation and converting refusals from reluctant sample members, or retrieving missing critical items from self-administered questionnaires. In the most recent round of the Survey of Doctorate Recipients (SDR), we have attempted to test the boundaries of the CATI's efficacy and value. In conjunction with a mode experiment where a subsample of the 2003 SDR were offered a telephone interview as the primary data collection mode, we made three enhancements to the CATI to improve upon the quality of the paper questionnaire.

The first enhancement involved using data collected in the prior round for select items. Panel respondents could verify previously reported employer and occupation information when reporting that their employer and/or job remained the same. We evaluate if this enhancement measurably reduced the respondent’s interview administration time, and the respondent’s reporting consistency within the survey. Secondly, to reduce non-response for items of critical importance to analysis, formal probes were used in CATI. Interviewers are standardly trained to always probe when given a non-response answer. We evaluate the level of item non-response for questions that are formally probed versus those that are not. The third modification involved the targeted inclusion of additional demographic questions in the CATI mode. The sample member’s sex is only captured in the baseline census survey and ethnicity and race are asked for intermittently. However, this demographic data is essential for reporting accuracy. Those missing sex, ethnicity or race data were given CATI as the first mode of data collection. We evaluate the effectiveness of obtaining this data in CATI.

Finally, we evaluate the cost implication of using the CATI as the first mode of data collection versus a self-administered mode and offer recommendations for using this approach for other studies.

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