5-1 chapter five. why is survey research so popular? 5-2 key terms & definitions the need to know...

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Survey Research Error 5-3 Key Terms & Definitions

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5-1 Chapter Five Why is Survey Research so Popular? 5-2 Key Terms & Definitions The need to know why. For example, why did they buy or not buy a particular brand? What did they like or dislike about it? Who or what influenced them? The need to know how. How did they make the decision? What time period passed? What did they examine or consider? When and where was the decision made? What do they plan to do next? The need to know who. Who is the person from a demographic or lifestyle perspective? Information on age, income, occupation, marital status, stage in the family life cycle, education, and other factors is necessary for the identification and definition of market segments. Survey Research Error 5-3 Key Terms & Definitions Random Error or Random Sampling Error: Error that results from chance variation. Chance Variation: The difference between the sample value and the true value of the population mean. Systematic Error or Bias: Error that results from problems or flaws in the execution of the research design; Sometimes called non-sampling error. Sample Design Error: Systematic error that results from an error in the sample design or sampling procedures. Survey Research Error Key Definitions 5-4 Key Terms & Definitions Population Specification Error: Error that results from incorrectly defining the population or universe from which a sample is chosen. Selection Error: Error that results from incomplete or improper sampling procedures or not following appropriate procedures. Measurement Error: Systematic error that results from a variation between the information being sought and what is actually obtained by the measurement process. Surrogate Information Error: Error that results from a discrepancy between the information needed to solve a problem and that sought by the researcher. Survey Research Error Continued 5-5 Key Terms & Definitions Interviewer Error or Interviewer Bias: Error that results from the interviewers influencing consciously or unconsciously the answers of the respondent. Measurement Instrument Error: Error that results from the design of the questionnaire or measurement instrument; also known as questionnaire bias. Processing Error: Error that results from the incorrect transfer of information from a survey document to a computer. Survey Research Error Continued 5-6 Key Terms & Definitions Nonresponse Bias: Error that results from a systematic difference between those who do and those who do not respond to the measurement instrument. Refusal Rate: Percentage of persons contacted who refuse to participate in a survey. This is the opposite of the cooperation rate. Response Bias: Error that results from the tendency of people to answer a question incorrectly through either deliberate falsification or unconscious misrepresentation. Survey Research Error Continued 5-7 Key Terms & Definitions Response Bias: Error that results from the tendency of people to answer a question incorrectly through either deliberate falsification or unconscious misrepresentation. Too often response bias is believed to be a deliberate falsification of data, but improper question formats, content, and even the demeanor of the interviewer can skew the respondents reply. Review materials for leading questions and use qualified, trained interviewers who are less likely to bias the respondent Bad Questions Generate Bad Data 5-8 Key Terms & Definitions Door-to-Door: Interviews conducted face to face with customers in their homes. Pros - direct customer contact, can demonstrate products, responses rates still good. Cons - expensive, bad image, liability, safety issues. Executive Interviews: Industrial equivalent of door-to-door interviewing. Pros - talking with decision maker is valuable, can have complicate questioning. Cons - hard to get decision maker, might not be reflective of the population. Mall-Intercept Interviews: Face-to-face interviews conducted by intercepting people at high traffic locations. Pros - direct customer contact, can test products, human interaction. Cons - expensive, not always representative of the population, bad image. Survey Types 5-9 Key Terms & Definitions Central Location Telephone Interviews: Interviews conducted by calling respondents from a central location. Pros - good segmentation, can verify respondent as right person. Cons - cost, response rates slipping, need to have short surveys. Computer Assisted Telephone Interviews (CATI): Central-location telephone interviews in which interviewers enter respondents answers directly into a computer. Pros - data can be directly entered into computer, can have complicated skip patterns, data entry errors rare. Cons - computer glitches, need interviewer training, the equipment can be expensive. Cell Phone Surveys: Pros - not too expensive, high rate of reaching people. Cons - dropped calls terminate survey, survey should be brief, low response rates as people on the move. Survey Types Continued 5-10 Key Terms & Definitions Self Administered Questionnaires: Questionnaires filled out by respondents with no interviewer present. Pros - respondents can take their time, good response rates. Cons - respondents often take a long time, researcher might overcomplicate the survey since respondents have more time. Mail Surveys: Ad hoc / cross sectional and mail panels / longitudinal - (See following slide). Pros - not too expensive, can get targeted mailing lists, can have longer questionnaires. Cons - low response rates, mailing list often out of date, not sure who completed the survey, manual data entry common.- Internet: P ros - cheap, direct access, can get quick information, can download results can contact hard-to-reach people, good responses rates for web. Cons - response rates low (or); cant verify responder; security issues not always representative of the population. Survey Types Continued 5-11 Key Terms & Definitions Self Administered Questionnaires: Kiosk-based computer interviewing is relatively new and a successful way of capturing data on a consumers most recent experience. Kiosk Surveys 5-12 Key Terms & Definitions Self Administered Questionnaires: Customers may be more comfortable sharing their opinion of services via a self administered questionnaire and not feel pressure if they have no comments to share. Airline Surveys 5-13 Key Terms & Definitions The Length of the Questionnaire: People shopping at a mall ordinarily do not have an hour to spend being interviewed. Terminations increase and tempers flare when interviewers must try to keep respondents on the phone for an hour. Response rates plummet when people receive through the mail questionnaires that take an hour or more to complete. The trick is to match the survey technique to the length of the questionnaire. Survey Length 5-14 Key Terms & Definitions Cross Sectional Surveys: Are one time snapshots of population Use the same survey & different sample Longitudinal Surveys: Identify market trends Use the same survey & same sample Use tracking panels & groups Cross Sectional Surveys: Are one time snapshots of population Use the same survey & different sample Longitudinal Surveys: Identify market trends Use the same survey & same sample Use tracking panels & groups Survey Types Cross Sectional vs. Longitudinal 5-15 Key Terms & Definitions Strengths and Weaknesses of Survey Methods 5-16 Key Terms & Definitions Which method should we use? 5-17 Key Terms & Definitions Taste Tests 5-18 Key Terms & Definitions Taste tests are a form of product sampling that are most often conducted in a controlled environment because of their unique requirements. The percentage of people or households in the general population that fit the qualifications to be sampled. The percentage of qualified persons contacted who agree to complete the survey. Accessing the Population Two Critical Concepts 5-19 Key Terms & Definitions Daily text messaging by teens to friends has increased rapidly since early Some 38 percent of teens were daily texters in February 2008, and that has risen to 54 percent of teens who use texting in September Of the 75 percent of teens who own cellphones, 87 percent use text messaging at least occasionally. Among those texters: Half of teens send 50 or more text messages a day, or 1,500 texts a month, and one in three send more than 100 texts a day, or more than 3,000 texts a month. 15 percent of teens who are texters send more than 200 texts a day, or more than 6,000 texts a month. Boys typically send and receive 30 texts a day; girls typically send and receive 80 messages per day. Teen texters ages 1213 typically send and receive 20 texts a day. 14- to 17-year-old texters typically send and receive 60 text messages a day. Older girls who text are the most active, with 14- to 17-year-old girls typically sending 100 or more messages a day, or more than 3,000 texts a month. While many teens are avid texters, a substantial minority are not. One-fifth of teen texters (22 percent) send and receive just 110 texts a day, or 30300 a month. Sample Data 5-20 Key Terms & Definitions Sample Data 5-21 Key Terms & Definitions 5-22 Key Terms & Definitions Survey Research Error Overview Random (Sampling) ErrorRandom (Sampling) Error Chance Variation Systematic Error or Bias Sample Design Error Sampling Frame Frame Error Population Specific Error Selection Error Measurement Error Surrogate Information Error Interview Error or Bias Measurement Instrument Bias Processing Error Links and button are active when in Slide Show Mode Key Terms & Definitions Nonresponse Bias Refusal Rate Response Bias Door-to-door Interviews Executive Interviews Mall Intercept Interviews Central Location Telephone Numbers Computer Assisted Telephone Interviews Self Administered Questionnaires Ad Hoc Mail Surveys Mail Panels Determination of the Survey Method Cross Sectional and Longitudinal Studies Incidence and Cooperation Rate