Survey ResearchInternet Surveys

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Survey Research/Internet Surveys

• Lecture 7 Marketing Research 412

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Tree Diagram of Total Survey Error
Random sampling error
Total error
Systematic error (bias)
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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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Tree Diagram of Total Survey Error
Deliberate falsification
Response bias
Unconscious misrepresentation
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Tree Diagram of Total Survey Error
Acquiescence bias
Extremity bias
Interviewer bias
Auspices bias
Social desirability bias
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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
Data processing error
Sample selection error
Interviewer error
Interviewer cheating
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Tailored Design Method

• By Don Dillman

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The Social Trend Toward Self-Administration

• more activities by consumers are self- service.
• Self-administered surveys will benefit from
  advances in information technologies
• Computer skills of most people have increased
  enough to fill out surveys
• Telephone is more annoying than in past. Other
  modes more useful.

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Reducing Survey Error

• Sampling error result of attempting to survey
  some, not all respondents of a population.
• Coverage error when list does not contain all
  the elements of the desired population
• Measurement error inaccurate, imprecise
  respondent answers.
• Nonresponse error when people dont answer
  questionnaire and have different characteristics
  from those who did.
• MEASUREMENT and NONRESPONSE errors are featured
  in the Tailored Design Method.

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Tailored Design

• The development of survey procedures that create
  trust and perceptions of increased rewards and
  reduced costs for being a respondent, which take
  into account features of the survey situation and
  have as their goal the overall reduction of
  survey error.

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Social Exchange and Respondent Behavior

• Actions of individuals are motivated by the
  return these actions are expected to bring, and
  in fact usually do bring, from others. The
  likelihood of responding to the request to
  complete a self-administered questionnaire, and
  doing so accurately, is greater when the
  respondent trusts that the expected rewards of
  responding will outweigh the anticipated costs.

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To establish trust

• Provide token of appreciation in advance
• Sponsorship by legitimate authority
• Make the task appear important
• Invoke other exchange relationships

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To Increase Rewards

• Show positive regard
• Say thank you.
• Ask for advice
• Support Group Values
• Give tangible rewards
• Make the questionnaire interesting
• Give social validation
• Communicate scarcity of response opportunities

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To reduce social costs

• Avoid subordinating language
• Avoid embarrassment
• Avoid inconvenience
• Make questionnaire short and easy
• Minimize requests to obtain personal information
• Emphasize similarity to other requests

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Keeping interview length short improves
cooperation
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Disclosing length of Interview in the
introduction improves cooperation
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Honest disclosure of facts during interview has
positive effect on cooperation
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Advantages and Disadvantages of Typical Survey
Methods
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Advantages and Disadvantages of Typical Survey
Methods
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Combinations of survey methods
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Comparative Index of Survey Costs
1.0 20 (in 1997 dollars).
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Methods for Computerized Data Collection

• Computer assisted personal interviewing
• Computer assisted self-interviewing
• Fully automated self-interviewing
• Computer assisted telephone interviewing
• Automated telephone interviewing
• Computer disks by mail
• Electronic mail survey
• Interactive Web survey

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Online survey services

• http//web-online-surveys.com/
• http//www.keysurvey.com/
• http//www.intouchsurvey.com/

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E-Mail Questionnaire Surveys

• Speed of data collection
• Instantaneous
• Geographic flexibility
• worldwide
• Cheaper distribution and processing costs

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E-Mail Questionnaire Surveys

• Flexible, but
• Extensive differences in the capabilities of
  respondents computers and e-mail software limit
  the types of questions and the layout
• E-mails are not secure and eavesdropping can
  possibly occur
• Respondent cooperation
• Varies depending if e-mail is seen as spam

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Internet Surveys

• A self-administered questionnaire posted on a Web
  site.
• Respondents provide answers to questions
  displayed online by highlighting a phrase,
  clicking an icon, or keying in an answer.

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Internet Surveys

• Speed of data collection
• Instantaneous
• Cost effective
• Geographic flexibility
• worldwide
• Visual and interactive

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Internet Surveys

• Respondent cooperation
• Varies depending on web site
• Varies depending on type of sample
• When user does not opt-in or expect a voluntary
  survey cooperation is low.
• Self-selection problems in web site visitation
  surveys - participants tend to be more deeply
  involved than the average person.

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Internet Surveys

• Versatility of questioning
• Extremely versatile
• Questionnaire length
• Individualized base on respondent answers
• Longer questionnaires with panel samples
• Item nonresponse
• Software can assure none

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Internet Surveys

• Representative samples
• The quality of internet samples may vary
  substantially.
• A sample of those who visit a web page and
  voluntarily fill out a questionnaires can have
  self-selection error.

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Internet Surveys

• 1) not all individuals in the general public have
  internet access
• 2) many respondents lack powerful computers with
  high-speed connections to the internet
• 3) many respondents computer skills will be
  relatively unsophisticated.

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Internet Surveys

• Possibility for respondent misunderstanding
• High
• Interviewer influence of answers
• None
• Supervision of interviewers not required

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Internet Surveys

• Anonymity of Respondent
• Respondent can be anonymous or known
• Ease of Callback or Follow-up
• difficult unless e-mail address is known
• Special Features
• allows graphics and streaming media

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Welcome Screen

• Welcome Screen like a cover letter
• It contains the name of the research company and
  how to contact the organization if there is a
  problem or concern.
• "If you have any concerns or questions about this
  survey, or if you experience any technical
  difficulties, please contact (NAME OF RESEARCH
  ORGANIZATION).

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Welcome Screen should ask for password and give
instructions

• Please enter your personal password from your
  invitation.Then, press the "enter" key to begin
  the survey or simply click on the right arrow at
  the bottom of the page to begin the survey (after
  you have read the remaining instructions)
• During the survey, please do not use your
  browser's FORWARD and BACK buttons.
• Use the arrows on the lower right to move
  backward and forward through the survey.

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