Chapter 9 Survey Research: An Overview

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Chapter 9 Survey Research An Overview
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Surveys
Survey is a research technique in which
information is gathered from a sample of people
by use of a questionnaire a method of data
collection based on communication with a
representative sample of individuals.
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The Nature of Survey

• Respondent is the person who answers an
  interviewers questions or the person who
  provides answers to written questions in
  self-administered surveys.
• Sample survey is formal term of survey it
  indicates that the purpose of contacting
  respondents is to obtain a representative sample
  of the target population.
• Primary data are data gathered and assembled
  specifically for the research project at hand.

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Survey Objectives Type of Information Gathered

• Most surveys are descriptive research.
• Most surveys have multiple objectives.
• Certain of survey may be qualitative.
• Surveys can also be designed to provide causal
  explanations or to explore ideas.

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Advantages of Survey

• Quick
• Inexpensive
• Efficient
• Accurate
• Flexible

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Problems in Survey

• Poor Design
• Biased samples
• Poorly phrased questions
• Improper Execution
• Poor interviewers
• Misinterpreted results

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Tree Diagram of Total Survey Error
Random sampling error
Total error
Systematic error (bias)
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Errors in Survey Research

• Random sampling error is 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 a
  sample.
• Systematic (Nonsampling) error is error resulting
  from some imperfect aspect of the research design
  that causes response error or from a mistake in
  the execution of the research error that comes
  from such sources as sample bias, mistakes in
  recording responses, and nonresponses from
  persons not contacted or refusing to participate.

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Errors in Survey Research

• Sample Bias is a persistent tendency for the
  results of a sample 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

• Nonresponse error is the statistical difference
  between a survey that includes only those who
  responded and a survey that also includes those
  who failed to respond.
• Nonrespondent is a person who is not contacted or
  who refuses to cooperate in a research project.
• Not-at-home is a potential respondent not at home
  on the first or second attempt at contact.
• Refusal is a person who is unwilling to
  participate in the research.
• Self-selection bias is a bias occurs because
  people who feel strongly about a subject are more
  likely to respond than people who feel
  indifferent about that subject.

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Tree Diagram of Total Survey Error
Deliberate falsification
Response bias
Unconscious misrepresentation
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Response Bias

• Response bias is error that occurs when
  respondents tend to answer questions in a certain
  direction. It can be intentional (Deliberate
  Falsification) or unintentional (Unconscious
  misrepresentation).
• Persons may deliberately falsify the answers to
• appear intelligent
• conceal personal information
• avoid embarrassment
• protect themselves from undesirable effects
• get rid of the interviewer
• please the interviewer
• become an average man (Average Man Effect)
• exaggerate what they think have positive
  connotation

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Response Bias

• Persons may unconsciously give wrong answers due
  to
• Question format
• Question content
• Some other stimulus
• Forgetfulness
• Unfamiliarity with the situation
• Inability to elaborate the answer in words
• Knowledge of only generic name
• Time lapse
• Preference on ideality about some future realities

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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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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.
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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.
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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.
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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 of the research
task Blunders Confusion Neglect Omission
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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. Interviewe
r 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
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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.
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Classification of Methods of Communication (See
Chapter 10 for Details)

• Personal Interview
• Telephone Interview
• Mail Survey

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Classification by Question Structures

• Structured/Undisguised
• Unstructured/Undisguised
• Structured/Disguised
• Unstructured/Disguised

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Total Quality Management and Customer
Satisfaction Surveys
Total quality management - A business philosophy
that emphasizes market-driven quality as a top
organizational priority.
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Stages in Tracking Quality Improvement
Initial quality improve- ment
Continuous Quality Improvement
Commitment and Exploration
Bench- marking
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Commitment and Exploration Stage
Management makes a commitment to total quality
assurance Business researchers explore external
customers needs and problems. Business
researchers explore internal customers needs,
beliefs, and motivations.
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Benchmarking Stage
Research establishes quantitative measures as
benchmarks or points of comparison Overall
satisfaction and quality ratings of specific
attributes Employees actual performance and
perceptions
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Initial Quality Improvement Stage
Tracking wave 1 measures trends Establishes a
quality improvement process within the
organization. Translate quality issues into the
internal vocabulary of the organization. Establish
performance standards and expectations for
improvement.
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Continuous Quality Improvement
Consists of many consecutive waves with the same
purposeto improve over the previous period.
Quality improvement management continues.
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Determinants of the Quality of Goods
Performance Features Conformance with
specifications Reliability Durability
Serviceability Aesthetic design
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Determinants of Service Quality
Access Communication Competence Courtesy Reliabili
ty Credibility