Business Research Methods

William G. Zikmund

Chapter 9:

Survey Research

Surveys

Surveys ask respondents for information using verbal or written questioning

Respondents

Respondents are a representative sample of people

Gathering Information via Surveys

• Quick

• Inexpensive

• Efficient

• Accurate

• Flexible

Problems

• Poor Design

• Improper Execution

Totalerror

Systematicerror (bias)

Random samplingerror

Tree Diagram of Total Survey Error

Random Sampling Error

• A statistical fluctuation that occurs because of change variation in the elements selected for the sample

Systematic Error

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

Systematicerror (bias)

Administrativeerror

Respondenterror

Tree Diagram of Total Survey Error

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

Respondenterror

Nonresponseerror

Responsebias

Tree Diagram of Total Survey Error

Respondent Error

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

• Nonresponse bias

• Response bias

Nonresponse Error

• Nonrespondents - people who refuse to cooperate

• Not-at-homes

• Self-selection bias• Over-represents extreme positions

• Under-represents indifference

Responsebias

Unconsciousmisrepresentation

Deliberatefalsification

Tree Diagram of Total Survey Error

Response Bias

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

Acquiescence bias

Extremity bias

Interviewer bias

Auspices bias

Social desirability bias

Tree Diagram of Total Survey Error

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.

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.

Interviewer Bias

• A response bias that occurs because the presence of the interviewer influences answers.

Auspices Bias

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

Social Desirability Bias

• Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role.

Systematicerror (bias)

Administrativeerror

Respondenterror

Tree Diagram of Total Survey Error

Administrative Error

• Improper administration of the research task

• Blunders• Confusion• Neglect• Omission

Data processing error

Sample selection error

Interviewer error

Interviewer cheating

Tree Diagram of Total Survey Error

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

M E T H O DO F

C O M M U N I C A T I O N

S T R U C T U R E DA N D D I S Q U I S E D

Q U E S T I O N S

T E M P O R A LC L A S S I F I C A T I O N S

C L A S S I F Y I N GS U R V E Y

R E S E A R C HM E T H O D S

Time Period for Surveys

• Cross-sectional

• Longitudinal

Cross-Sectional Study

• A study in which various segments of a population are sampled

• Data are collected at a single moment in time.

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

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.

Total Quality Management and Customer Satisfaction Surveys

• Total quality management - A business philosophy that emphasizes market-driven quality as a top organizational priority.

Stages in Tracking Quality Improvement

CommitmentCommitmentand and ExplorationExploration

Bench-Bench-markingmarking

InitialInitialqualityqualityimprove-improve-mentment

ContinuousContinuousQualityQualityImprovementImprovement

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.

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

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.

Continuous Quality Improvement

• Consists of many consecutive waves with the same purpose—to improve over the previous period.

• Quality improvement management continues.

Determinants of the Quality of Goods

• Performance

• Features

• Conformance with specifications

• Reliability

• Durability

• Serviceability

• Aesthetic design

Determinants of Service Quality

• Access

• Communication

• Competence

• Courtesy

• Reliability

• Credibility