ERIC Number: ED161410
Record Type: RIE
Publication Date: 1977-Jan
An Evaluation of Ascertainment Data Collection Methods Appropriate to Rural Areas. Final Report.
Anderson, James A.
Five data collection techniques and two sampling methods were examined in terms of costs, rates of return, quality of the data collected, and degree of representativeness in assessing needs and interests of public television viewers in rural areas. Data collection techniques were (1) mail only, (2) mail incentive, (3) telephone only, (4) mail and telephone, and (5) intercept or street interviews. Sampling was from telephone directories for the mail and telephone surveys, and by location for the intercept interviews. Results indicated that mail survey procedures were least efficient in terms of time and money, but the small quantity of data returned seemed to be of high quality when open-ended items are used. The intercept interview was found to be of highest efficiency in terms of time, money, and rate of return. Telephone surveys were found to be of high efficiency; however, controls over male/female ratio need to be exercised, and rates of telephone penetration and unlisted numbers must be considered. (CMV)
Publication Type: Reports - Research
Education Level: N/A
Sponsor: Corporation for Public Broadcasting, Washington, DC.
Authoring Institution: Ohio Univ., Athens. Broadcast Research Center.
Note: For related documents, see IR 006 184-190