class_12 survey method

7/28/2019 Class_12 Survey Method

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Dr. Sasmita Mishra

KSOM, Bhubaneswar


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Typically, survey investigations attempt to

describe what is happening or to learn the

reasons for a particular business activity.

Surveys are conducted to collect quantitative

as well as qualitative information.

Mostly surveys are descriptive, but can be

also conducted to find out causalrelationships.


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Construct

Measurement

Response

Edited Response

Survey statistics

Target Population

Sampling Frame

Sample

Respondent

Postsurvey Adjustments

The Measurement dimension describeswhat data are to be collected about the

observational units in the sample

The Representational dimentionconcerns what population are

described by the survey

Whatis thesurveyabout?

Whois the

surveyabout?


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Constructs are the elements of information that aresought by the researcher :Emotional Labour

Leadership style

The degree of knowledge of mathematics of childrens

Measurements are ways to gather information aboutconstructs :

Questions posed to a respondentNB: the critical task for maesurement is to design questions that

produce answers reflecting perfectly the construct we are trying to

measure.

Response could be produced in a variety of meansBut in general the nature of the response is determined by

the nature of the measurement

Editing of data may examine the full distributionof answers and look for atypical patterns ofresponsesEdited responses are the data from wich inference is made aboutthe values of the construct for an individual respondent

Construct

Measurement

Response

EditedResponse


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The target population is the set of unit to bestudied

The adult population living in households in 2009;The frame population if the set of target populationmembers that has chance to be selected into thesurvey sample :In a simple case it is a list of all units in the target population, but

sometimes it is a set of units imperfectly linked to population

members.

i.e. a list of telephone numbers when the target population is the

adult population

The sample is the group from wich measurement will besought. In many case it is a very small fraction of the the sampling frame

Postsurvey adjustments consist on weighting up theunderrepresented groups in order to improve the surveyestimateBecause of mismatches of the sampling frame and the target population

(coverage problems) statistics based on the respondents can differ from

caracteristics of the target population. Examination of non response patternsmay suggest an underrepresentation of some groupes relative to the sampling

frame

Target Population

Sample

Respondent

PostsurveyAdjustments

Sampling Frame

Respondents are the elements successfully measures. Non

respondents is the complement


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Frame population

Target population

Undercoverage

Elements in the

target

population

missing from

the frame

i.e.:non telephone

household, using a

telephone frame to

cover the full

household

population

Covered population

Ineligible units

Ineligible units

Elements in the

frame that are no

member of thetarget population

i.e.:business telephone

numbers, using a

telephone frame to

cover the full household

population

Undercoverage


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Are the answers good measures of the intended

construct?

Exemple of methods that can be used

to evaluate draft survey questions

Expert reviews The substantive expert review the wording, theorder and the structure of questions, theresponse alternatives etc.

A small number of target population participate in asystematic discussion about the survey topic. The

researcher learn about the nomenclature of theconcept, the common perspective taken by the targetpopulation on key issues etc

Focus groups

Questionnaire pretestResearcher test how questions are readand answered. A behaviour coding isoften used


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Total

error

Systematic

error (bias)

Random

sampling

error

Respondenterror

Administrativeerror

Nonresponse

error

Response

bias

Sample

selection

error

Interviewer

error

Interviewer

cheating

Data

processing

error

Deliberatefalsification

Unconscious

misrepresentation

Acquiescence

bias

Extremity

bias

Interviewer

bias

Social

desirability

bias

Auspices

bias


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Random sampling errorrefers to statistical fluctuationsthat occur because of chance variations in the elementsselected for the sample

sampling units even if correctly selected due to sampling theorymay not perfectly represent the population

if a sample is selected using true randomisation (every element ofthe population has an equal chance of selection) then a sample canbe a good approx. of the population

random sampling error is a function of sample size (as sample size>, random sample error )

Systematic (nonsampling ) errorresults fromnonsampling factors; primarily due to the nature of a studysdesign & the correctness of execution


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Sampling frame error - an error that occurs whencertain sample elements are not listed or are notaccurately represented in a sampling frame (occurs betweenthe population and sampling frame)

Random sampling error as discussed onprevious slide (occurs between the sampling frame and theplanned sample for study)

Nonresponse error the statistical differencebetween a survey that includes only those who respondedand a perfect survey that would also include those whofailed to respond (occurs between the planned sample and therespondents (actual sample))


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Face to face

Telephone

Mail

CATIcomputer assisted

telephone

interviewing

CAPI computer assisted personal interviewing

TDETouchtone

data entry

OCR/ICROptical/intelligent

caracter recognition

FAX

Disk by Mail E-mail WebComputerised Self

Administered

Questionnaires

IVRInteractive

voice response

SAQSelf administered

questionnaire

Walkman

Text

CASI

Audio

CASI

Video

CASI


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OCR/ICROptical/intelligent

character recognition

FAX

Disk by Mail E-mail WebMail


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CATIcomputer assisted

telephone

interviewing

TDETouchtone

data entry

IVRInteractive

voice response

Telephone


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Face to face CAPI computer assisted personal interviewing

SAQSelf administered

questionnaire

Walkman

Text

CASI

Audio

CASI

Video

CASI


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V8 is a 100-percent vegetable juice drink produced and marketed by the

Campbell Soup Company. The juice drink, made from concentrate with added

ingredients, provides a full serving vegetables and is a natural source of beta

carotene. V8s ingredients include tomato juice from concentrate;

reconstituted vegetable juice blend, made from water and concentrated

juices of carrots, celery, beets, parsley, lettuce, watercress, and spinach;

salt; vitamin C (ascorbic acid);flavoring; and critic acid. The drink contains

no fat or cholesterol, and it is a good source of vitamins A and C.

V8 has for many years had a large share of the tomato and vegetable juice

market. However, sales had begun to slip, so the company decided it needed

to conduct consumer research that would enable it to develop a new

advertising campaign.


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What research objectives should marketers

at v8 establish?

What research methods would be most

appropriate to accomplish these objectives?


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A manufacturer of baseball cards, football

cards, and other sports and novelty cards had

never conducted business research with its

customers. The president of the company

decided that the company needed to learn

more about its customers. He instructed his

business research department to conduct a

focus group with some boys in the fourth

grade.


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Outline what you would like to learn in the

focus group

What particular problems might be involved

when conducting a focus group with children?

class_12 survey method

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