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Survey Research
Measurement & Methods
SURVEYSSURVEYS
SURVEYS ASK RESPONDENTS FOR INFORMATION USING VERBAL OR WRITTEN QUESTIONING
RESPONDENTS ARE A REPRESENTATIVE SAMPLE OF PEOPLE
GATHERING INFORMATION GATHERING INFORMATION VIA SURVEYSVIA SURVEYS
• QUICK
• INEXPENSIVE
• EFFICIENT
• ACCURATE
• FLEXIBLE
PROBLEMSPROBLEMS
• POOR DESIGN
• IMPROPER EXECUTION
Total Error
Systematic Error (bias)
Random SamplingError
Tree Diagram of Total Survey ErrorTree Diagram of Total Survey Error
RANDOM SAMPLING ERRORRANDOM SAMPLING ERROR
A STATISTICAL FLUCTUATION THAT OCCURS BECAUSE OF CHANGE VARIATION IN THE ELEMENTS SELECTED FOR THE SAMPLE
SYSTEMATIC ERRORSYSTEMATIC ERROR
SYSTEMATIC ERROR RESULTS FROM SOME IMPERFECT ASPECT OF THE RESEARCH DESIGN OR FROM A MISTAKE IN THE EXECUTION OF THE RESEARCH
Systematic Error (bias)
AdministrativeError
RespondentError
Tree Diagram of Total Survey ErrorTree Diagram of Total Survey Error
SAMPLE BIASSAMPLE BIAS
SAMPLE BIAS - WHEN THE RESULTS OF A SAMPLE SHOW A PERSISTENT TENDENCY TO DEVIATE IN ONE DIRECTION FROM THE TRUE VALUE OF THE POPULATION PARAMETER
RespondentError
NonresponseError
ResponseBias
Tree Diagram of Total Survey ErrorTree Diagram of Total Survey Error
ResponseBias
UnconsciousMisrepresentation
DeliberateFalsification
Tree Diagram of Total Survey ErrorTree Diagram of Total Survey Error
RESPONSE BIASRESPONSE BIAS
A BIAS THAT OCCURS WHEN RESPONDENTS TEND TO ANSWER QUESTIONS WITH A CERTAIN SLANT THAT CONSCIOUSLY OR UNCONSCIOUSLY MISREPRESENT THE TRUTH
Acquiescence bias
Extremity bias
Interviewer bias
Auspices bias
Social desirability bias
Tree Diagram of Total Survey ErrorTree Diagram of Total Survey Error
Systematic Error (bias)
AdministrativeError
RespondentError
Tree Diagram of Total Survey ErrorTree Diagram of Total Survey Error
ADMINISTRATIVE ERRORADMINISTRATIVE ERROR
• IMPROPER ADMINISTRATION OF THE RESEARCH TASK
• BLUNDERS• CONFUSION
• NEGLECT
• OMISSION
Data Processing Error
Sample Selection Error
Interviewer Error
Interviewer Cheating
Tree Diagram of Total Survey ErrorTree Diagram of Total Survey Error
COMMUNICATING WITH COMMUNICATING WITH RESPONDENTSRESPONDENTS
• PERSONAL INTERVIEWS• DOOR-TO-DOOR
• SHOPPING MALL INTERCEPTS
• TELEPHONE INTERVIEWS
• SELF-ADMINISTERED QUESTIONNAIRES
PERSONAL INTERVIEWSPERSONAL INTERVIEWS
Speed of Data Collection Moderate to fast
Geographical Flexibility Limited to moderate
Respondent Cooperation Excellent
Versatility of Questioning Quite versatile
Door-to-Door Personal InterviewDoor-to-Door Personal Interview
Questionnaire Length Long
Item Nonresponse Low
Possibility of Respondent LowestMisunderstanding
Degree of Interviewer HighInfluence of Answer
Supervision of Interviewers Moderate
Door-to-Door Personal InterviewDoor-to-Door Personal Interview
Anonymity of Respondent Low
Ease of Call Back or Follow-up Difficult
Cost Highest
Special Features Visual materials may beshown or demonstrated;extended probing possible
Door-to-Door Personal InterviewDoor-to-Door Personal Interview
Speed of Data Collection Fast
Geographical Flexibility Confined, urban bias
Respondent Cooperation Moderate to low
Versatility of Questioning Extremely versatile
Questionnaire Length Moderate to Long
Mall Intercept Personal InterviewMall Intercept Personal Interview
Item Nonresponse Medium
Possibility of Respondent LowestMisunderstanding
Degree of Interviewer HighestInfluence of Answers
Supervision of Interviewers Moderate to high
Mall Intercept Personal InterviewMall Intercept Personal Interview
Anonymity of Respondent Low
Ease of Call Back or DifficultFollow-up
Cost Moderate to high
Special Features Taste test, viewing of TV Commercials possible
Mall Intercept Personal InterviewMall Intercept Personal Interview
MAIL SURVEYSMAIL SURVEYS
Speed of Data Collection Researcher has no controlover return of questionnaire; slow
Geographical Flexibility High
Respondent Cooperation Moderate--poorly designedquestionnaire will have low
response rate
Versatility of Questioning Highly standardized format
MAIL SURVEYSMAIL SURVEYS
Questionnaire Length Varies depending on incentive
Item Nonresponse High
Possibility of Respondent Highest--no interviewerMisunderstanding present for clarification
Degree of Interviewer None--interviewer absentInfluence of Answer
Supervision of Interviewers Not applicable
MAIL SURVEYSMAIL SURVEYS
Anonymity of Respondent High
Ease of Call Back or Follow-up Easy, but takes time
Cost Lowest
MAIL SURVEYSMAIL SURVEYS
• Write a “Sales Oriented” Cover Letter• Money Helps• - As a token of appreciation• - For a charity• Stimulate Respondents’ Interest with Interesting Questions• Follow Up• - Keying questionnaires with codes• Advanced Notification• Sponsorship by a Well-known and Prestigious Institution
How to Increase Response Rates for How to Increase Response Rates for Mail SurveysMail Surveys
Telephone SurveysTelephone Surveys
Speed of Data Collection Very fast
Geographical Flexibility High
Respondent Cooperation Good
Versatility of Questioning Moderate
Telephone SurveysTelephone Surveys
Questionnaire Length Moderate
Item Nonresponse Medium
Possibility of Respondent Average Misunderstanding
Degree of Interviewer Moderate Influence of Answer
Supervision of Interviewers High, especially with central locationWATS interviewing
Telephone SurveysTelephone Surveys
Anonymity of Respondent Moderate
Ease of Call Back or Follow-up Easy
Cost Low to moderate
Special Features Fieldwork and supervisionof data collection aresimplified; quite adaptableto computer technology
Telephone SurveysTelephone Surveys
1. Fortune magazine tries to appeal to executives. Recently, the editor was reviewing the magazine's editorial policy. Among other things the editor felt it would be helpful to know how interested his readers were in each of twelve topics. A one-page structured questionnaire was constructed to collect data from a sample of 500.
____ Personal interview____ Telephone interview____ Mail questionnaire
Communication Media Questions
2. Your firm has just finished a radio advertising campaign for a new department store it recently opened in downtown Indianapolis. The store is designed to appeal primarily to the middle class. You want to measure the current level of awareness of the store and its features before deciding on next month's advertising budget. A two-page structured questionnaire has been prepared for this purpose. A sample size of 500 has been set.
____ Personal interview____ Telephone interview____ Mail questionnaire
Communication Media Questions
3. General Motors has developed a five-page structured questionnaire to measure its dealers' attitudes toward GM's sales representatives. GM's sales representatives have frequent interactions with each of the dealers to whom they are assigned. GM plans to conduct a national survey of 2,000 dealers.
____ Personal interview____ Telephone interview____ Mail questionnaire
Communication Media Questions
4. You work for the Indianapolis Bus Company and have developed a four-page questionnaire concerning consumer satisfaction with bus service. Included are several questions designed to uncover previously unidentified problems with the bus system. You want to conduct 400 interviews throughout the city. The attitudes and perceptions of those adults who have no alternative means of transportation are the most important part of this survey.
____ Personal interview____ Telephone interview____ Mail questionnaire
Communication Media Questions
5. Your firm has just developed a new product for preventing car windows from fogging over. You are considering marketing the product through gas stations but would like to do a survey of 50 gas station managers in Chicago to get their reactions to the product and its packaging before making a final decision. You also feel these managers might be a useful source of ideas on how to promote the product.
____ Personal interview____ Telephone interview____ Mail questionnaire
Communication Media Questions
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