Texarkana Artisan Gallery Telephone Survey (TDI)
due in two weeks

Our class client is interested in learning how perceive the arts in Texarkana.  Specific interest is in how far (radius) people might drive to visit our client's gallery and what kinds of artworks and prices would attract people to regularly visit, to bring friends to visit, and to make occasional purchases.

One way to interview people is through telephone depth interviews.  Below is a letter that could be sent to this client to propose a TDI study.  On the assumption that our client agrees that a telephone survey should be conducted in the manner proposed in this letter, write the script for the TDI. 

Your survey must include a combination of quantitative measures as well as exploratory qualitative probes.  For the sake of a classroom assignment, your quantitative questions must include at least one each of a Likert scale, a semantic differential scale, and a nominal or ordinal scale of styles that were discussed in this course.  Do not invent your own kinds of scales. 

Refer to our earlier focus group recruiting screener assignment: your telephone survey must be based on the same general research objectives of that study as well as follow the same general issues of sampling.  In these telephone surveys, however, we would like to interview a total of 100 respondents with 55 living within the immediate area of Texarkana and 45 living in the outlying areas.

For a survey of this type, it is appropriate to offer a participation incentive via an honorarium.  For this study, indicate to the respondent that the survey is expected to take fifteen minutes and that an honorarium of $25 will be sent if the respondent qualifies to take the survey and completes the survey. 

Perceptions regarding confidentiality are crucial.  Therefore, you must include the following confidentiality statement in your initial offer to conduct the survey: "Your identity will not be shared with anyone.  Any lists or other information with your name will be shredded after this project is completed."

Note that it is likely that you would not be administering the survey yourself.  Therefore, anything is not meant to be read on the phone should be put in bold and capital letters.  Be sure to clearly identify branches and skips when needed.  Don't forget to identify your survey form with the study number and study title.


Dear Mr. Artisan,

As a followup to our telephone conversation, here is a proposal to help find answers to the kinds of questions that you had.  Our understanding is that your interest is with regard to how far (radius) people might drive to visit your gallery and what kinds of artworks and prices would attract people to regularly visit, to bring friends to visit, and to make occasional purchases.

Objectives

The proposed study would be an initial exploration into artisan interests of people who live in Texarkana and surrounding areas, how far they would be willing to travel to experience such artworks, and how much they would be wiling to spend to purchase such artworks.

Methodology

Our proposal is to randomly call people who live in the geographic region of Texarkana and surrounding areas.  The respondent's location would be determined by asking the zip code as an initial screening question after the introduction.  Once past initial screening questions, we would continue to interview the respondent if s/he is willing.  The total number of respondents in the study would be 100, including 55 from the immediate area of Texarkana (inclusive of Wake Village and Nash) and 45 from surrounding areas such as Mount Pleasant, Ashdown, Linden, etc. 

Question Areas

Recommended survey flow is as follows:

  1. Initial screening questions regarding the appropriateness of the person on the phone to participate in the survey would include the person's age, where s/he lives (Texarkana or an outlying area), and if s/he has lived in the area for at least two years.

  2. Question regarding the person's education level.

  3. Question regarding the person's income level.

  4. Question(s) regarding total annual expenditures on all forms of artwork in the home.

  5. Question(s) regarding the person's attitudes about various kinds of artisan displays that Texarkana should consider hosting.

  6. Question(s) regarding whether the person would attend various kinds of exhibits if hosted in Texarkana.

  7. Question(s) regarding what kinds of artisan displays the person would like to see in Texarkana.

Analysis

Some of the questions will be quantitative (e.g., attitude scales) and some questions will be qualitative (open ended).  We will provide you with a summary of the numerical averages of responses to quantitative questions, and will provide a written summary of the qualitative responses.  Where appropriate, these will be broken out by respondent demographics.

Timeline

Our estimated timeline is as follows:

Week 1: Write and edit a telephone questionnaire (in consultation with and approved by you).

Weeks 2 and 3: Conduct the telephone surveys.

Week 4: Compile and analyze data, write reports.

Week 5: Present results to you orally and in written report form.

Budget

Since the materials that we would consume are part of the normal, reasonable costs for a student, there will be no cost to you for materials.  Since this is a student learning project, there also would be no cost to you for time.  However, since students cannot be asked to incur the costs of long distance phone calls to outlying areas, you would have to allow these calls to be made from your shop.

Mr. Artisan, please let me know if you need any additional information.  Thanks for considering us in the conduct of your research.

Sincerely,

[sign your name]

[type your name]
Assistant Project Director