Business Research Methods William G' Zikmund

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BusinessResearch MethodsWilliam G. Zikmund

• Chapter 9
• Survey Research

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The Annenberg Public Policy Center Survey, 1999

• 1,102 parents in computer households
• 78 give away personal information on the
  Internet
• 78 view sexually explicit material
• 64 might become isolated
• 49 might interfere with parents ability to
  teach values and beliefs
• 42 develop anti-social behavior
• Most parents believe that the Internet is an
  essential tool with positive potential
• 32 parents using filtering software

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SURVEYS

• A method of gathering primary data based on
  communication with a representative sample of
  individuals using verbal or written questioning.
• Most survey research is descriptive research.
• May be quantitative or qualitative.

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RESPONDENTS

• Respondents are a representative sample of people

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Gathering Information Via Surveys

• Quick
• Inexpensive
• Efficient
• Accurate
• Flexible

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PROBLEMS

• Poor design
• Improper execution
• Samples are biased
• Questions are poorly phrased
• Interviewers are not properly instructed and
  supervised
• Results are misinterpreted

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Tree Diagram of Total Survey Error
Random sampling error
Total error
Systematic error (bias)
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Random Sampling Error

• The difference between the result of a sample and
  the result of a census conducted using identical
  procedures.
• A statistical fluctuation that occurs because of
  chance variation in the elements selected for the
  sample.

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Systematic Error(Nonsampling errors)

• Systematic error results from some imperfect
  aspect of the research design or from a mistake
  in the execution of the research.

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Sample 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.

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Tree Diagram of Total Survey Error
Administrative error
Systematic error (bias)
Respondent error
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Tree Diagram of Total Survey Error
Nonresponse error
Respondent error
Response bias
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Respondent Error

• A classification of sample bias resulting from
  some respondent action or inaction
• Nonresponse bias
• Response bias

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Nonresponse Error

• The statistical difference between a survey that
  includes only those who responded and a perfect
  survey that would also include those who failed
  to respond.
• Nonrespondents
• people who refuse to cooperate
• Not-at-homes
• Self-selection bias
• Over-represents extreme positions
• Under-represents indifference

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Response Bias

• A bias that occurs when respondents tend to
  answer questions with a certain slant that
  consciously or unconsciously misrepresents the
  truth.

Low-income Mexican Americans no consumption of
beer Low-income White Americans misrepresents
the quantity Middle-income White Americans
All groups overreported the purchases of products
with Positive Connotations, such as milk.
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Tree Diagram of Total Survey Error
Acquiescence bias
Extremity bias
Deliberate falsification
Response bias
Interviewer bias
Unconscious Misrepresen- tation
Auspices bias
Social desirability bias
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Deliberate Falsification
Why?

• To appear intelligent
• To conceal personal information
• To avoid embarrassment
• Responses may not be confidential
• Become bored
• To please the interviewer
• Average man effects
• Savings account balances, number of hours worked,
  voting behavior..

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Unconscious Misrepresentation
Why?

• Misunderstand the question
• Question format, question content
• Time lapse (forgot the details)
• little thought
• Cannot adequately express their feelings in words

Do you use toothpaste?
Few responded positively
Positive response rate roared
Do you use Colgate?
In Philippines
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Acquiescence bias

• A category of response bias that results because
  some individuals tend to agree with all questions
  or to concur with a particular position.
• New products, new programs, or ideas previously
  unfamiliar to the respondents

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Extremity bias

• A category of response bias that results because
  response styles vary from person to person some
  individuals tend to use extremes when responding
  to questions.

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Interviewer bias

• A response bias that occurs because the presence
  of the interviewer influences answers.
• Socially acceptable responses will be provided
• Interviewers face expressions

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Auspices bias

• Bias in the responses of subjects caused by the
  respondents being influenced by the organization
  conducting the study.

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Social desirability bias

• Bias in responses caused by respondents desire,
  either conscious or unconscious, to gain prestige
  or appear in a different social role.
• Ex Did you vote in the last election?
• What is your salary?
• Have you ever been fired from a job?

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Tree Diagram of Total Survey Error
Administrative error
Systematic error (bias)
Respondent error
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ADMINISTRATIVE ERROR

• Improper administration or execution of the
  research task

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Tree Diagram of Total Survey Error
Data processing error
Sample selection error
Interviewer error
Interviewer cheating
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Administrative error

• Interviewer cheating - filling in fake answers or
  falsifying interviewers.
• Data processing error - incorrect data entry,
  computer programming, or other procedural errors
  during the analysis stage.
• Sample selection error -improper sample design or
  sampling procedure execution.
• Interviewer error - field mistakes.

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TIME PERIOD FOR SURVEYS

• CROSS-SECTIONAL
• LONGITUDINAL

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Cross-sectional study

• A study in which various segments of a population
  are sampled.
• Data are collected at a single moment in time.

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Longitudinal study

• A survey of respondents at different times, thus
  allowing analysis of changes over time.
• Tracking study - compare trends and identify
  changes
• consumer satisfaction
• Example the Gallup Poll

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Consumer Panel

• A longitudinal survey of the same sample of
  individuals or households to record (in a diary)
  their attitudes, behavior, or purchasing habits
  over time.
• Example brand-switching behavior
• Often expensive to conduct