copyright © 2008 by nelson, a division of thomson canada limited chapter 7 part 2 designing...

Copyright © 2008 by Nelson, a division of Thomson Canada Limited

Chapter

7

Part 2

Designing Research Studies

SURVEY RESEARCH: AN OVERVIEW

LEARNING OBJECTIVESLEARNING OBJECTIVESLEARNING OBJECTIVESLEARNING OBJECTIVES

1. To understand the terms survey, sample survey, and respondent

2. To understand the advantages of using surveys

3. To recognize that few surveys are error-free

4. To distinguish between random sampling error and systematic error

5. To classify the various types of systematic error and give examples of each type

6. To discuss how response error may be an unconscious misrepresentation or a deliberate falsification

What you will learn in this chapter

Copyright © 2008 by Nelson, a division of Thomson Canada Limited 7–1

LEARNING OBJECTIVES (cont’d)LEARNING OBJECTIVES (cont’d)LEARNING OBJECTIVES (cont’d)LEARNING OBJECTIVES (cont’d)

7. To distinguish between cross-sectional and longitudinal studies

8. To classify surveys according to method of communication, according to the degree of structure and disguise in questionnaires, and on a temporal basis

What you will learn in this chapter


Respondent The person who verbally answers an interviewer’s

questions or provides answers to written questions

Sample survey A more formal term for a survey

Survey A method of collecting primary data in which information is

gathered by communicating with a representative sample of people

The Nature of SurveysThe Nature of SurveysThe Nature of SurveysThe Nature of Surveys


• Survey Objectives: Type of Information Survey Objectives: Type of Information GatheredGatheredThe type of information gathered in a survey varies

considerably depending on its objectives Typically, surveys attempt to describe what is

happening or to learn the reasons for a particular marketing activity

Surveys can be both quantitative and qualitativeSurvey research is descriptive research

The Nature of Surveys (cont’d)The Nature of Surveys (cont’d)The Nature of Surveys (cont’d)The Nature of Surveys (cont’d)


• Advantages of SurveysAdvantages of SurveysQuickInexpensiveEfficientAccurateFlexible

The Nature of Surveys (cont’d)The Nature of Surveys (cont’d)The Nature of Surveys (cont’d)The Nature of Surveys (cont’d)


• Random Sampling ErrorRandom Sampling ErrorA statistical fluctuation that occurs because of

chance variation in the elements selected for a sample

• Systematic ErrorSystematic ErrorError resulting from some imperfect aspect of the

research design that causes respondent error or from a mistake in the execution of the research

Sample Bias A persistent tendency for the results of a sample to deviate

in one direction from the true value of the population parameter

Errors in Survey Research (cont’d)Errors in Survey Research (cont’d)Errors in Survey Research (cont’d)Errors in Survey Research (cont’d)


• Respondent ErrorRespondent ErrorA category of sample bias resulting from some

respondent action or inaction such as nonresponse or response bias

• Nonresponse ErrorNonresponse ErrorThe statistical differences between a survey that

includes only those who responded and a perfect survey that would also include those who failed to respond

Respondent ErrorRespondent ErrorRespondent ErrorRespondent Error


• Nonresponse Error (cont’d)Nonresponse Error (cont’d)Nonrespondent

A person who is not contacted or who refuses to cooperate in the research

No contact A person who is not at home or who is otherwise

inaccessible on the first and second contact

Refusal A person who is unwilling to participate in a research project

Self-selection bias A bias that occurs because people who feel strongly about

a subject are more likely to respond to survey questions than people who feel indifferent about it

Respondent Error (cont’d)Respondent Error (cont’d)Respondent Error (cont’d)Respondent Error (cont’d)


• Response Bias Response Bias A bias that occurs when respondents either

consciously or unconsciously tend to answer questions with a certain slant that misrepresents the truth

Deliberate falsificationUnconscious misrepresentation



• Response Bias (cont’d)Response Bias (cont’d)Types of response bias

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 some individuals tend to use extremes when responding to questions

Interviewer bias: A response bias that occurs because the presence of the interviewer influences respondents’ answers

Auspices bias: Bias in the responses of subjects caused by their being influenced by the organization conducting the study



• Response Bias (cont’d)Response Bias (cont’d)Types of response bias (cont’d)

Social desirability bias: Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role



• Administrative ErrorAdministrative ErrorAn error caused by the improper administration or

execution of the research task

• Data Processing ErrorData Processing ErrorA category of administrative error that occurs

because of incorrect data entry, incorrect computer programming, or other procedural errors during data analysis

Administrative ErrorAdministrative ErrorAdministrative ErrorAdministrative Error


• Sample Selection ErrorSample Selection ErrorAn administrative error caused by improper sample

design or sampling procedure execution

• Interviewer ErrorInterviewer ErrorMistakes made by interviewers failing to record

survey responses correctly

• Interviewer CheatingInterviewer CheatingThe practice of filling in fake answers or falsifying

questionnaires while working as an interviewer

Administrative Error (cont’d)Administrative Error (cont’d)Administrative Error (cont’d)Administrative Error (cont’d)


• Many researchers have established Many researchers have established conservative rules of thumb based on conservative rules of thumb based on experience to estimate systematic errorexperience to estimate systematic errorBenchmark figures Standards of comparison

Rule-of-Thumb Estimates For Systematic ErrorRule-of-Thumb Estimates For Systematic ErrorRule-of-Thumb Estimates For Systematic ErrorRule-of-Thumb Estimates For Systematic Error


• There are ways to handle and reduce survey There are ways to handle and reduce survey errorserrorsChapter 13 on questionnaire design discusses the

reduction of response biasChapters 14 and 15 discuss the reduction of sample

selection and random sampling error

What Can Be Done To Reduce Survey Error?What Can Be Done To Reduce Survey Error?What Can Be Done To Reduce Survey Error?What Can Be Done To Reduce Survey Error?


• Structured and Disguised QuestionsStructured and Disguised QuestionsStructured question

A question that imposes a limit on the number of allowable responses

Unstructured question A question that does not restrict the respondents’ answers

Undisguised question A straightforward question that assumes the respondent is

willing to answer

Disguised question An indirect question that assumes the purpose of the study

must be hidden from the respondent

Classifying Survey Research MethodsClassifying Survey Research MethodsClassifying Survey Research MethodsClassifying Survey Research Methods


• Temporal ClassificationTemporal ClassificationCross-sectional study

A study in which various segments of a population are sampled and data are collected at a single moment in time

Longitudinal study A survey of respondents at different times, thus allowing

analysis of response continuity and changes over time Tracking study: A survey of respondents at different times,

thus allowing analysis of response continuity and changes over time

Consumer panel: A longitudinal survey of the same sample of individuals or households to record their attitudes, behaviour, or purchasing habits over time

Classifying Survey Research Methods (cont’d)Classifying Survey Research Methods (cont’d)Classifying Survey Research Methods (cont’d)Classifying Survey Research Methods (cont’d)


Total Quality Management and Customer Total Quality Management and Customer Satisfaction SurveysSatisfaction SurveysTotal Quality Management and Customer Total Quality Management and Customer Satisfaction SurveysSatisfaction Surveys

• Total Quality ManagementTotal Quality ManagementA business philosophy that emphasizes market-

driven quality as a top organizational priority

• What Is Quality?What Is Quality?The degree to which a good or service corresponds

to buyers’ expectations

• Internal and External CustomersInternal and External CustomersEveryone in the organization has customers


Total Quality Management and Customer Total Quality Management and Customer Satisfaction Surveys (cont’d)Satisfaction Surveys (cont’d)Total Quality Management and Customer Total Quality Management and Customer Satisfaction Surveys (cont’d)Satisfaction Surveys (cont’d)

• Implementing Total Quality ManagementImplementing Total Quality ManagementTo improve quality, an organization must regularly

conduct surveys to evaluate quality improvementCommitment and exploration stageBenchmarking stageInitial quality improvement stageContinuous quality improvement stage

• Example: Clairol Canada


copyright © 2008 by nelson, a division of thomson canada limited chapter 7 part 2 designing...

Documents

terms survey

perfect survey

qualitativesurvey research

research design

respondent action

contactrefusala person

researchno contacta

learning objectives