surveys objectives 1.to understand why surveys are popular 2.to describe the types of surveys 3.to...
Post on 18-Dec-2015
219 Views
Preview:
TRANSCRIPT
Objectives
1. To understand why surveys are popular
2. To describe the types of surveys
3. To discover the advantages and disadvantages of the various types of survey research
4. To gain insight into the factors that determine the choice of particular survey methods
5. To learn the types of error in survey research.
Why Survey?
Get lots of structured information from lots of people.
Simplify and standardize data collection. Use statistics to make predictions. Find out about things that can not be
observed. Such as?• Thoughts, Emotions, Intentions, Attitudes
The Need to Know How• Also it is often necessary to understand the process consumers go
through before taking some action. The Need to Know Who
• Information on age, income, occupation, marital status, stage in the family life cycle, education, and other lifestyle factors is necessary to the identification and definition of market segments.
The Need to Know WhyThere generally is a critical need to have some idea about why people do or do not do something.
• Likes, dislikes, attitudes, behaviors, influences
Personal Interview•Door-to-Door (in-home), Mall-Intercept, Purchase-Intercept Technique (PIT), Executive
Telephone-Interview•People vs. Machines•Computer assisted (CATI)
Self-Administered•Mail Survey•Fax•One-time vs. Panels
Computer Direct Computer Interviewing Interactive voice response technology-Automated Telephone Surveys
Survey Methods
Personal Interviews
Can arouse and keep interest
Can build rapport and enlist cooperation
Ask complex questions
Can use visual and other aids
Clarify misunderstandings
High degree of flexibility
Probe for more complete answers
Do not need an explicit or current list of households or individuals
Advantages
Personal Interviews
Bias of Interviewer
Response Bias
• Embarrassing/personal questions
Time Requirements
Cost Per Completed Interview Is High.
A trained staff of interviewers that is geographically near the sample is needed.
The total data collection period is likely to be longer than for most procedures.
Disadvantages:
Telephone Interviewing
Selecting telephone numbers• Pre specified list• A directory• Random dialing procedure
• Random digit dialing• Systematic random digit dialing (SRDD)
The introduction When to call Call reports
What are the Important Aspects of Telephone Interviewing?
Telephone Interviewing
Central location, under supervision, at own hours
More interviews can be conducted in a given time
• Travelling time is saved More hours of the day are productive
Repeated call backs at lower cost
Lower administrative costs/ Lower cost per completed interview
Less sample bias
Better access to certain populations Shorter data collection periods.
Advantages:
Telephone Interviewing
Inability to employ visual aids or complex tasks
Can't be longer than 5-10 min. or they get boring
Amount of data that can be collected is relatively less
A capable interviewer essential
Sample bias -- Not all people have phones, or are not listed
Nonresponse associated with RDD sampling is higher than with interviews
Possibly less appropriate for personal or sensitive questions if no prior contact
Limitations and Disadvantages:
Increasing Phone Survey Response
Call at a convenient time (Weekdays 7-9 PM, Sunday afternoon)
Have a nice Pleasant introduction
Emphasize you are not selling anything.
State how long it will take.
Keep the survey short
Respondent Reads Survey
Questions and Records
Answers Without
Assistance
Respondent Reads Survey
Questions and Records
Answers Without
AssistanceDrop Off Survey
Questionnaires are left with respondent to be completed at a later time and
returned to the researcher.
Drop Off SurveyQuestionnaires are left with respondent
to be completed at a later time and returned to the researcher.
Direct Mail SurveyQuestionnaire is distributed to and returned from respondents via the
postal service.
Direct Mail SurveyQuestionnaire is distributed to and returned from respondents via the
postal service.
Mail Panel SurveySelected group of individuals that have
made an advance agreement to participate in a series of direct mail
surveys.
Mail Panel SurveySelected group of individuals that have
made an advance agreement to participate in a series of direct mail
surveys.
Self-Administered Types of Survey Research
Mail Surveys Requires a broad identification of the individuals to be
sampled before data collection begins• Ad Hoc Mail Surveys (cold):
• Questionnaires for a particular project sent to selected names and addresses with no prior contact by the researcher.
• Mail Panels (warm):• Pre-contacted and screened participants who are periodically
sent questionnaires.• A mail panel is a type of longitudinal study. A longitudinal
study in one in which the same respondents are re-sampled over time.
Mail Surveys
Type of Return Envelope Postage Method of Addressing Cover Letter The Questionnaire Length, Layout,
Color, Format Etc Method of Notification Incentive to Be Given
Some Decisions That Need to Be Taken
Mail Surveys
Relatively low cost
Reliable answers as no inhibiting intermediary
Survey answered at respondents discretion
Can be accomplished with minimal staff and facilities.
Provides access to widely dispersed samples.
Respondents have time to give thoughtful answers, look up records, or consult others.
Advantages
Mail Surveys
No control over whom the respondent consults before answering the questions
The identity of the respondent is inadequately controlled
The speed of the response can't be monitored
No control on the order in which the questions are exposed or answered
Especially careful questionnaire design is needed.
Open questions usually are not useful.
Good reading and writing skills are needed by respondents.
The interviewer is not present to exercise quality control with respect to answering all questions, meeting questions objectives, or the quality of answers provided.
Disadvantages
The respondent may not clearly understand the question and no opportunity to clarify
No long questionnaires
Subject to availability of a mailing list
Response rate is generally poor
Number of problems such as obsolescence, omissions, duplications, etc
Ineffective as a way of enlisting cooperation. Need for good mailing addresses for sample.
Disadvantages (Contd.):
Mail Surveys
Perceived amount of work required, and the length of the questionnaire
Intrinsic interest in the topic
Characteristics of the sample
Credibility of the sponsoring organization
Level of induced motivation
Factors Affecting the Response Rate
• Advance postcard or telephone call alerting respondent of survey.
• Follow-up postcard or phone call.
• Monetary incentives (nickel, dime, quarter, half-dollar).
• Premiums (pencil, pen, keychain, coupons, etc.).
• Postage stamps rather than metered envelopes.
• Self-addressed, stamped return envelope.
• Personalized address and well-written cover letter.
• Promise of contributions to favorite charity.
Tactics Employed to Increase Mail Survey Response Rate
• Entry into drawing for prize.
• Emotional appeals.
• Affiliation with institutions or reputed organizations.
• Personally signed cover letter.
• Multiple mailings of the questionnaire.
• Bids for sympathy.
• Offer to share information from the survey.
• Reminder that respondent participated in previous study.
Tactics Employed to Increase Mail Survey Response Rate
The interviewer can explain the study, answer questions, and designate a respondent.
Response rates tend to be like those of personal interview studies.
There is more opportunity to give thoughtful answers and consult records.Costs about as much as personal interviews.A field staff is required.
Drop-off questionnaires
Relatively low cost Can be accomplished with minimal staff and
facilities Provides access to widely dispersed samples. Respondents have time to give thoughtful answers. Local faxes are free. Administrative costs are fixed. It is fast. List management is easy. Can send and receive by computer.
Fax SurveysAdvantages
Higher fixed costs for computer/fax equipment, multiple phone lines.
Cost varies by time on line, time of day, distance, and telephone carrier.
Currently limited to organizational populations. Loss of anonymity.
Fax Surveys
Disadvantages
Internet Samples•Unrestricted
• Open to any Internet user.
•Screened • adjust for unrepresentitiveness of the self-selected respondents by imposing quotas based on some desired sample characteristics
Recruited• to target populations in surveys that require more control of the sample
To realize the importance of the marketing research interviewer.
Internet Surveys
The advantages of interviewer administration (In contrast to mail surveys).
smaller staff needed, High-speed,Instantaneous data accessCost efficient, Automatic data entryMultimedia stimuliEasy to update Ability to reach a lot of people
Internet SurveysAdvantages:
Internet SurveysAdvantages:Potential for longitudinal studiesSurveys can be unobtrusively included with a general sitepre-screening of respondents possibletracking No geographic boundaries supervision and quality control potentially better.
Likely better response rate from a list sample than from mail
use a branching or skip pattern
Disadvantages:
Internet Surveys
•Internet users are not representative of the population as a whole (strong sample bias)
•Strong selection bias for respondents who are not pre-screened
•security/privacy issues
• unrestricted: anyone can complete the questionnaire
• fully self-selecting
E-mail Questionnaires
• The questionnaire is prepared like a simple E-mail message, and is sent to a list of known E-mail addresses. The respondent fills in the answers, and E-mails the form plus replies back to the research organization
Increasing Response: Internet/E-mail Survey
Almost all the actions listed for mail survey should hold for E-Mail/Internet survey with some modifications.
The questionnaire should be fairly short. No need for advance notification Have short, pleasant introduction Monetary incentives not given. But sharing
information would be nice. Reminder e-mail would be useful.
Criteria for Determining Choice Of Particular Survey Methods
Sample Criteria: Ability to reach and get responses from the desired sample (right type of people and “adequate” sample size).
Information Criteria: Ability to get the desired information from respondents.
Need to Expose Respondents to Various Stimuli or Perform Certain Specialized Tasks e.g. Taste tests, product concept and prototype tests, ad tests, card sorts, etc.
Length of Questionnaire Degree of Structure of the Questionnaire
Administrative Criteria: time for data collection and analysis Interviewer control Budget
Personal:
Mail:
Phone:
E-Mail/Internet:.
Factors Determining the Choice of Survey Method.
Use for long, complex questionnaires where respondent is important and budgets are high.
Use when you have a mailing list, somewhat long / complex questionnaire, and budgets are low.
Use to reach a large number of people quickly and you have a short questionnaire that can be easily understood.
Use when target audience is educated, topic interesting, short questionnaire, have e-mail list, representativeness not a major issue
Comparative Evaluation
Personal Phone Mail Sample control Use of physical stimuli Diversity of questions Length Perceived anonymity Potential for interviewer bias Field force control Speed Cost
Advantages & Disadvantages of Survey Methods
Personal Mail/Self Report Telephone
Speed of data collection
Moderate to fast No control over return of questionnaire
Very fast
Geographic flexibility
Limited to moderate
High Good
Respondent cooperation
Excellent except in shopping malls
Moderate –poorly designed questionnaires have poor response rates
Good
Versatility of questioning
Very versatile Highly standardized format
Moderate
Personal Mail/Self Report Telephone
Questionnaire length
Long Varies depending on incentive
Moderate/Short
Respondent misunderstanding
Lowest Highest Moderate
Interviewer influence
High None Moderate
Supervision of interviewers
Moderate Not applicable High
Anonymity of respondent
Low in face-to-face situations
High Moderate
Advantages & Disadvantages of Survey Methods
Personal Mail/Self Report Telephone
Ease of callback or follow-up
Difficult Easy, but takes time
Easy
Cost Highest Lowest Low to moderate
Special features Visual materials may be shown or demonstrated; extended probing possible
Respondents may answer questions at own convenience; has time to reflect on answers
Field and supervision of data collection are simplified; quite adaptable to computer technology
Note: These reflect typical situations. For example, an elaborate mail survey may be far more expensive than a short interview, but this is generally not the case.
Advantages & Disadvantages of Survey Methods
Did you ask the right questions in the right way? Did you ask the right people? Did they tell you the truth, the whole truth, and
nothing but the truth? • Will they? • Can they? Do they have the knowledge, opinions, attitudes, or facts
required. Do they understand the questions?
Structure causes a loss of data richness. Have the Respondents/Interviewers understood and
correctly recorded the responses
Lack of control causes time and response problems.
Potential Problems with SurveysHow accurate are the results?
Overview of the Types of Errors in Survey Research Methods
Random Sampling Error
statistically measured difference between the actual sampled results and the estimated true population results.
error because of chance variation
Nonsampling Error (Systematic Error)
results from mistakes or problems in the research design or from flaws in the execution of the sample design
Causes your data to be misleading or incomplete in some systematic way
If you are aware of the problem you may be able to deal with it.
Survey research errors can be classified as either:
Systematic Sample Design Error Frame Error: The list from which you draw your
sample is not what you think it is—some on it don’t belong and/or some who belong are not on it.
Population Specification Error: incorrect definition of the universe or population from which the sample is to be selected.You left people out of the study.
Selection Error: You include or exclude people in the sample so that it is not random. Use of incomplete or improper sampling procedures or when appropriate selection procedures are not properly followed.
Systematic Measurement Error Surrogate Information Error
• Acquisition of the wrong data because wrong question was asked.
Interviewer Error• interviewer may, consciously or unconsciously, influence
respondents to give untrue or inaccurate answers. Instrument Bias
misunderstood or leading ?s. Processing Error
• sloppy data input Non-response Bias
• differences between the “did” vs. “did not” answer question Response Bias
a failure to tell the truth., consciously or unconsciously
top related