Learning ObjectivesLearning Objectives
Copyright © 2004John Wiley & Sons, Inc.
Survey Research: The Profound Impact of the Internet
CHAPTER
Five
CHAPTER
Five
Learning ObjectivesLearning Objectives
Learning Objectives
1. To understand the reasons for the popularity of survey research.
2. To learn the types of error in survey research.
3. To learn about the types of surveys.
4. To understand the advantages and disadvantage of online surveys.
Learning ObjectivesLearning Objectives
Learning Objectives
5. To gain insight into the ways online surveys can be conducted.
6. To learn about recruiting sources for online surveys.
7. To recognize the special issues that arise in designing online questionnaires.
8. To gain insight into the factors that determine the choice of particular survey methods.
Learning ObjectivesLearning Objectives
Reasons for Collecting Primary Data by Survey Research
1. The need to know why
To understand why people do or do not do something?
2. The need to know how
To understand the process consumers go through before taking action
3. The need to know who
To know who the person is from a demographic or lifestyle perspective
To understand the reasons for the popularity of surveys.
Popularity of Surveys
Learning ObjectivesLearning Objectives
Selection error
Frame error
Processing error
Response error
Nonresponse bias
Instrument bias
Interviewer error
Surrogate informatio
n error
Random sampling
error
Population specification
error
Sample design error
Systematic error
Table 5.1 Types of Survey Error
Total survey error
Measurement error
Learning ObjectivesLearning Objectives
Sampling Error (Bias)
• Random: chance variation
• The difference between the sample value and the true value of the population mean
Systematic Error (Bias)
• Mistakes in the research design
• Flaws in the execution of the sample design
Frame error: using an incomplete or inaccurate sampling frame
To learn about the types of error in survey research.
Types Of Error
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Population Specification Error
• an incorrect definition of the population
Selection Error
• sampling procedures are incomplete
Measurement Error
Variation between the true value and the information actually obtained
To learn about the types of error in survey research.
Types Of Error
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Surrogate Information Error
A discrepancy between the information actually required and the information being sought by the researcher
Interviewer Error
Interactions between the interviewer and respondent may influence answers
Measurement Instrument Bias
Problems with the measurement instrument or questionnaire
To learn about the types of error in survey research.
Types Of Error
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Processing Error
Mistakes when entering information from the survey documents
Nonresponse Bias
Are those who did respond different from those who did not respond?
Response Bias
A tendency for people to answer a particular question in a certain way
• deliberate falsification
• unconscious misrepresentation
To learn about the types of error in survey research.
Types Of Error
Learning ObjectivesLearning Objectives
Door-to-Door Interview
• Interviewer completes survey in respondent’s home
Executive Interviewing
• Interview industrial product user
Mall Intercept
• Shoppers intercepted in public areas
To learn about the types of surveys.
Types Of Surveys
Learning ObjectivesLearning Objectives
• Telephone Interviewing– Advantages– Disadvantages– Central-Location Telephone Interviewing– Conducted from a facility
• Completely Automated Telephone Surveys – Use interactive voice response (IVR) technology reads the
questions and keys responses– Open-ended responses are recorded on tape– Outbound CATS– InBound CATS
Types Of Surveys To learn about the types of surveys.
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To describe the types of surveys.Types Of Surveys
• Self-Administered Questionnaires – Filled out by respondents with no interviewer present– Advantages– Disadvantages– Point-of-service Touch Screen
• Kiosks with touch screen monitors
• Mail Surveys– Ad Hoc (one-shot)
• Mail Panels– Precontracted and Prescreened– Longitudinal Study– Gratuities– Higher response rate
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Advantages of Online Surveys
• Rapid Deployment, Real Time Reporting
• Dramatically Reduced Costs
• Readily Personalized
• High response rates
• Contact the Hard-to-Reach
• Simplified and Enhanced Panel Management
• Profitability for Research Firms
To understand the advantages and disadvantages of online surveys
Survey Research on the Internet
Learning ObjectivesLearning Objectives
Disadvantages of Online Surveys
• Internet users are not representative of the population as a whole
• Security and privacy on the Internet
• Unrestricted Internet sample
To understand the advantages and disadvantages of online surveys.
Survey ResearchOn the Internet
Learning ObjectivesLearning Objectives
E-mail Questionnaires
• Like an e-mail message
Converted CATA Systems
• Software translates questionnaires for distribution over the Web.
Web Survey Systems
• Software for Web questionnaire construction and delivery
To gain insight into the ways online surveys can be conducted.
Methods of Conducting Internet Surveys
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Bulletin Boards
• Invite people to a specific Web site where a discussion topic is posted
Downloadable Surveys
• Surveys are downloaded from the Web and then run on previously installed software provided by the researcher
Survey Design Web Sites
• Allows the research to design a survey online without loading design software
To gain insight into the ways online surveys can be conducted.
Methods of Conducting Internet Surveys
Learning ObjectivesLearning Objectives
Internet Samples
Screened Internet Samples
• Adjust for unrepresentitiveness of the self-selected respondents
• Use a branching or skip pattern
Recruited Internet Samples
• To target populations in surveys that require more control of the sample
To understand the advantages and disadvantages of online surveys.
The Internet Has Changed Survey Research
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Recruiting Sources for Online Surveys
• Recruited Panels
• Opt-in List Rental
• Opt-in Panels
Random Web Site Intercepts
Web Data Capture of Visitors
Creating Internet Questionnaires
• Use a survey design Web site
• Make it easy
To learn about recruiting sources for online surveys.
Methods of Conducting Internet Surveys
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The Interactive Marketing Research Organization (IMRO)
• A confederation of world leaders in interactive marketing research
• Representatives from 13 Internet marketing suppliers
•Modalis Research Technologies
•Greenfield Online
•Market Facts
• Will discuss spamming and misuse
To recognize the special issues that arise in designing online questionnaires.
Methods of Conducting Internet Surveys
Learning ObjectivesLearning Objectives
Sampling Precision
Budget Available
Requirements for Respondents Reaction
Quality of Data Required
Length of Questionnaire
Incidence Rate
Structure of the Questionnaire
Time Available to Complete the Survey
To gain insight into the factors that determine the choice of survey methods.
The Choice of Particular Survey Methods
Learning ObjectivesLearning Objectives
• Popularity of Surveys
• Types Of Error
• Types Of Surveys
• The Internet Has Changed Survey Research
• The Choice of Particular Survey Methods
• Methods of Conducting Internet Surveys
• The Interviewer
SUMMARY