survey research bba

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SURVEY RESEARCHSURVEY RESEARCH

Survey research is one of the mostSurvey research is one of the mostimportant areas of measurement in appliedimportant areas of measurement in appliedsocial research. The broad area of surveysocial research. The broad area of surveyresearch encompasses any measurementresearch encompasses any measurementprocedures that involve asking questions of procedures that involve asking questions of respondents. A "survey" can be anythingrespondents. A "survey" can be anything

form a short paper-and-pencil feedbackform a short paper-and-pencil feedbackform to an intensive one-on-one in-depthform to an intensive one-on-one in-depthinterview.interview.



A Classification of SurveyA Classification of Survey

MethodsMethods

Traditional

Telephone

Computer-Assisted

Telephone

Interviewing

Mail

InterviewMail

Panel

In-Home Mall

Intercept

Computer-Assisted

Personal

Interviewing

E-mail Internet

SurveyMethods

Telephone Personal Mail Electronic



Advantages of SurveyAdvantages of Survey

ResearchResearch►Relatively large sample size, increasesRelatively large sample size, increases

generalizability of resultsgeneralizability of results

►Standardized format, ease of Standardized format, ease of

administering and recording questions andadministering and recording questions andanswersanswers

►Probe feelings, thoughts, activities,Probe feelings, thoughts, activities,

unobservablesunobservables►Statistical analysis/Group comparisonsStatistical analysis/Group comparisons



Disadvantages of SurveyDisadvantages of Survey

MethodsMethods► Difficulties associated with developing accurateDifficulties associated with developing accurate

survey instrumentssurvey instruments

► Limits to the in-depth detail of data structureLimits to the in-depth detail of data structure

► Lack of control over timeliness--response rateLack of control over timeliness--response rate► Uncertainties regarding respondents’ truthfulnessUncertainties regarding respondents’ truthfulness

► Misinterpretations of data results and inappropriateMisinterpretations of data results and inappropriate

use of data analysis proceduresuse of data analysis procedures



TYPES OF SURVEY TYPES OF SURVEY

►Surveys can be divided into two broadSurveys can be divided into two broad

categories: thecategories: the questionnaire questionnaire and theand the

interviewinterview. Questionnaires are usually. Questionnaires are usually

paper-and-pencil instruments that thepaper-and-pencil instruments that therespondent completes. Interviews arerespondent completes. Interviews are

completed by the interviewer based oncompleted by the interviewer based on

the respondent says.the respondent says.

http://www.socialresearchmethods.net/kb/survwrit.htm


http://www.socialresearchmethods.net/kb/intrview.htm






TYPES OF TYPES OF QuestionnaireQuestionnaire

► When most people think of questionnaires, theyWhen most people think of questionnaires, theythink of thethink of the mail surveymail survey. All of us have, at one. All of us have, at onetime or another, received a questionnaire in thetime or another, received a questionnaire in themail. There are many advantages to mailmail. There are many advantages to mailsurveys. They are relatively inexpensive tosurveys. They are relatively inexpensive toadminister. You can send the exact sameadminister. You can send the exact sameinstrument to a wide number of people. Theyinstrument to a wide number of people. Theyallow the respondent to fill it out at their ownallow the respondent to fill it out at their ownconvenience. But there are some disadvantagesconvenience. But there are some disadvantagesas well. Response rates from mail surveys areas well. Response rates from mail surveys areoften very low. And, mail questionnaires are notoften very low. And, mail questionnaires are notthe best vehicles for asking for detailed writtenthe best vehicles for asking for detailed written

responses.responses.




► A second type is theA second type is the group administeredgroup administeredquestionnairequestionnaire. A sample of respondents is brought. A sample of respondents is broughttogether and asked to respond to a structuredtogether and asked to respond to a structuredsequence of questions. Traditionally, questionnairessequence of questions. Traditionally, questionnaireswere administered in group settings forwere administered in group settings for

convenience. The researcher could give theconvenience. The researcher could give thequestionnaire to those who were present and bequestionnaire to those who were present and befairly sure that there would be a high response rate.fairly sure that there would be a high response rate.If the respondents were unclear about the meaningIf the respondents were unclear about the meaningof a question they could ask for clarification. And,of a question they could ask for clarification. And,

there were often organizational settings where itthere were often organizational settings where itwas relatively easy to assemble the group (in awas relatively easy to assemble the group (in acompany or business, for instance).company or business, for instance).




► A less familiar type of questionnaire isA less familiar type of questionnaire is

thethe household drop-off household drop-off survey. Insurvey. In

this approach, a researcher goes tothis approach, a researcher goes to

the respondent's home or businessthe respondent's home or businessand hands the respondent theand hands the respondent the

instrument.instrument.



TYPE OF INTERVIEWS TYPE OF INTERVIEWS►

Interviews are a far more personal form of Interviews are a far more personal form of research than questionnaires. In theresearch than questionnaires. In thepersonal interviewpersonal interview, the interviewer, the interviewerworks directly with the respondent. Unlikeworks directly with the respondent. Unlikewith mail surveys, the interviewer has thewith mail surveys, the interviewer has the

opportunity to probe or ask follow-upopportunity to probe or ask follow-upquestions. And, interviews are generallyquestions. And, interviews are generallyeasier for the respondent, especially if easier for the respondent, especially if what is sought is opinions or impressions.what is sought is opinions or impressions.Interviews can be very time consumingInterviews can be very time consuming

and they are resource intensive. Theand they are resource intensive. Theinterviewer is considered a part of theinterviewer is considered a part of themeasurement instrument and interviewersmeasurement instrument and interviewershave to be well trained in how to respondhave to be well trained in how to respondto any contingency.to any contingency.



TYPE OF INTERVIEWS TYPE OF INTERVIEWS

► Almost everyone is familiar with theAlmost everyone is familiar with the telephonetelephoneinterviewinterview. Telephone interviews enable a researcher to. Telephone interviews enable a researcher togather information rapidly. Most of the major publicgather information rapidly. Most of the major publicopinion polls that are reported were based on telephoneopinion polls that are reported were based on telephoneinterviews. Like personal interviews, they allow for someinterviews. Like personal interviews, they allow for some

personal contact between the interviewer and thepersonal contact between the interviewer and therespondent. And, they allow the interviewer to ask follow-respondent. And, they allow the interviewer to ask follow-up questions. But they also have some majorup questions. But they also have some majordisadvantages. Many people don't have publicly-listeddisadvantages. Many people don't have publicly-listedtelephone numbers. Some don't have telephones. Peopletelephone numbers. Some don't have telephones. People

often don't like the intrusion of a call to their homes. And,often don't like the intrusion of a call to their homes. And,telephone interviews have to be relatively short or peopletelephone interviews have to be relatively short or peoplewill feel imposed upon.will feel imposed upon.




► MAIL SURVEYSMAIL SURVEYS► ADVANTAGES:ADVANTAGES:► Generally lowest costGenerally lowest cost► Can be administered by smaller team of people (no field staff)Can be administered by smaller team of people (no field staff)► Access to otherwise difficult to locate, busy populationsAccess to otherwise difficult to locate, busy populations

► Respondents can look up information or consult with othersRespondents can look up information or consult with othersDISADVANTAGES:DISADVANTAGES:► Most difficult to obtain cooperationMost difficult to obtain cooperation► No interviewer involved in collection of dataNo interviewer involved in collection of data► Need good sampleNeed good sample

► More likely to need an incentive for respondentsMore likely to need an incentive for respondents► Slower data collection period than telephoneSlower data collection period than telephone



TYPES OF SURVEY TYPES OF SURVEY► TELEPHONE INTERVIEWINGTELEPHONE INTERVIEWING

ADVANTAGES:ADVANTAGES:► Less expensive than personal interviewsLess expensive than personal interviews► Shorter data collection period than personal interviewsShorter data collection period than personal interviews► Interviewer administration (vs. mail)Interviewer administration (vs. mail)► Better control and supervision of interviewers (vs. personal)Better control and supervision of interviewers (vs. personal)► Better response rate than mail for list samplesBetter response rate than mail for list samples

DISADVANTAGES:DISADVANTAGES:► Biased against households without telephones, unlisted numbersBiased against households without telephones, unlisted numbers► No responseNo response► Questionnaire constraintsQuestionnaire constraints► Difficult to administer questionnaires on sensitive or complexDifficult to administer questionnaires on sensitive or complex

► topicstopics



SELECT THE SURVEYSELECT THE SURVEY

METHODMETHOD►Population IssuesPopulation Issues

Can the population be enumerated?Can the population be enumerated?

Is the population literate?Is the population literate?

Are there language issues?Are there language issues?

Will the population cooperate?Will the population cooperate?

What are the geographic restrictions?What are the geographic restrictions?




METHODMETHOD►Sampling IssuesSampling Issues

What data is available?What data is available?

Can respondents be found?Can respondents be found?

Who is the respondent?Who is the respondent?

Can all members of population beCan all members of population be

sampled?sampled?

Are response rates likely to be a problem?Are response rates likely to be a problem?




METHODMETHOD►Question IssuesQuestion Issues

What types of questions can be asked?What types of questions can be asked?

How complex will the questions be?How complex will the questions be?

Will screening questions be needed?Will screening questions be needed?

Can question sequence be controlled?Can question sequence be controlled?

Will lengthy questions be asked?Will lengthy questions be asked?

Will long response scales be used?Will long response scales be used?




METHODMETHOD►Content IssuesContent Issues

Can the respondents be expected to knowCan the respondents be expected to knowabout the issue?about the issue?

Will respondent need to consult records?Will respondent need to consult records?Bias IssuesBias Issues

Can social desirability be avoided?Can social desirability be avoided?

Can interviewer distortion and subversionCan interviewer distortion and subversion

be controlled?be controlled?Can false respondents be avoided?Can false respondents be avoided?




METHODMETHOD►Administrative IssuesAdministrative Issues

costscosts

facilitiesfacilities

timetime

personnelpersonnel




► Panel Studies :Panel Studies :

Panel studies allow the researcher to find out whyPanel studies allow the researcher to find out whychanges in the population are occurring, since theychanges in the population are occurring, since theyuse the same sample of people every time. Thatuse the same sample of people every time. Thatsample is called a panel. A researcher could, forsample is called a panel. A researcher could, forexample, select a sample of UT graduate students,example, select a sample of UT graduate students,

and ask them questions on their library usage. Everyand ask them questions on their library usage. Everyyear thereafter, the researcher would contact theyear thereafter, the researcher would contact thesame people, and ask them similar questions, and ask same people, and ask them similar questions, and ask them the reasons for any changes in their habits.them the reasons for any changes in their habits.Panel studies, while they can yield extremely specificPanel studies, while they can yield extremely specificand useful explanations, can be difficult to conduct.and useful explanations, can be difficult to conduct.They tend to be expensive, they take a lot of time,They tend to be expensive, they take a lot of time,

and they suffer from high attrition rates.and they suffer from high attrition rates. Attrition Attrition isiswhat occurs when people drop out of the study.what occurs when people drop out of the study.




► ObservationObservation This is the most classical and natural of techniques. It simply involves This is the most classical and natural of techniques. It simply involves

looking at what is going on - watching and listening. We all do it,looking at what is going on - watching and listening. We all do it,most of us badly because we do not know what to look for or how tomost of us badly because we do not know what to look for or how torecord it. Work study practitioners are probably the most competentrecord it. Work study practitioners are probably the most competentof observers - after all, they have been trained to do it. So, too, areof observers - after all, they have been trained to do it. So, too, are

most researchers and teachers. Important in being a good observermost researchers and teachers. Important in being a good observeris to have a wide scope, great capacity for being alert, and the abilityis to have a wide scope, great capacity for being alert, and the abilityto pick up significant events. Here, technology can aid us, offeringto pick up significant events. Here, technology can aid us, offeringservices ranging from simple pen and paper through tape recordersservices ranging from simple pen and paper through tape recordersand cameras to videotapes. If carried out quietly, unobtrusively, andand cameras to videotapes. If carried out quietly, unobtrusively, andshrewdly, observation can be a useful, if not powerful, technique. Itshrewdly, observation can be a useful, if not powerful, technique. Itdoes not allow much scope for probing, exploring relationshipsdoes not allow much scope for probing, exploring relationships

further, unless used in conjunction with other techniques. Thefurther, unless used in conjunction with other techniques. Thecombinational use of techniques is now quite widespread and hascombinational use of techniques is now quite widespread and hasmuch to commend it. Since, however, observation is ''simple'' (if much to commend it. Since, however, observation is ''simple'' (if time-consuming) and opportunities for using it often presenttime-consuming) and opportunities for using it often presentthemselves, it can be used quite effectively for its purpose - enablingthemselves, it can be used quite effectively for its purpose - enablinga general picture to be built up.a general picture to be built up.



ProjectiveProjectiveTechniquesTechniques

Research procedures

designed to identifyconsumers’

subconscious feelings

and motivations.

These tests often

require consumers to

interpret ambiguous

stimuli such asincomplete sentences,

cartoons, or inkblots.



Projective TechniquesProjective Techniques

►Consist of a variety of disguisedConsist of a variety of disguised

“tests” that contain ambiguous stimuli.“tests” that contain ambiguous stimuli.

►Sometimes administered as part of aSometimes administered as part of a

focus group, but usually used withfocus group, but usually used with

depth interviews.depth interviews.

► The theory is that respondents’ inner The theory is that respondents’ inner

feelings influence how they perceivefeelings influence how they perceive

stimuli.stimuli.



Focus GroupFocus Group

A qualitativeresearch method in

which about eight to

ten persons

participate in an

unstructured group

interview about a

product or serviceconcept.



Focus GroupsFocus Groups

► Consists of 8 to 10 respondents who meet with aConsists of 8 to 10 respondents who meet with a

moderator-analyst for a focused group discussion.moderator-analyst for a focused group discussion.

► Respondents encouraged to discuss their interests,Respondents encouraged to discuss their interests,

attitudes, reactions, motives, lifestyles, feelingsattitudes, reactions, motives, lifestyles, feelings

about the product or product category, usageabout the product or product category, usageexperience, etc.experience, etc.

► Respondents recruited on the basis of consumerRespondents recruited on the basis of consumer

profiles, based on specifications defined byprofiles, based on specifications defined by

marketing management.marketing management.



SOCIOMETRY SOCIOMETRY is the measurement of social distance between groupis the measurement of social distance between group

members. More precisely, it is the assessment of members. More precisely, it is the assessment of

attractions and repulsions between individuals in aattractions and repulsions between individuals in agroup and with the group structure as defined bygroup and with the group structure as defined byfeelings. The method was first established by thefeelings. The method was first established by thesocial psychologist J.L. Moreno in 1934, and to thissocial psychologist J.L. Moreno in 1934, and to thisday, always involves a graphical depiction of theday, always involves a graphical depiction of thestructure of group relations called astructure of group relations called a sociogramsociogram. The. Theprocedure for constructing a sociogram begins withprocedure for constructing a sociogram begins witha questionnaire-based sociometric test which asksa questionnaire-based sociometric test which askseach group member the following:each group member the following:

► name two or three peers you like the most, likename two or three peers you like the most, likeworking with, or are your best friendsworking with, or are your best friends

► name two or three peers you least like, dislikename two or three peers you least like, dislikeworking with, or that you reject as friendsworking with, or that you reject as friends

► rate every member of the group in terms of like orrate every member of the group in terms of like or

dislike on a 5-point scaledislike on a 5-point scale



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survey research bba

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