Collecting Primary Data: Survey Research Design Lecture & Seminar

1.What is survey? 2.What are the advantages of survey 3.Describe the type of information that may be gathered in a survey 4.What are the sources of error in survey research 5.Distinguish among the various categories of surveys

9–3 Survey Research Respondents & Sample survey Image:

9–4 Why using Surveys? To describe what is happening, what people believe, what they are like, or to learn the reasons for a particular business activity. Survey research is descriptive research: Identifying characteristics of target markets Measuring consumer attitudes Identifying information regarding activities that could make the company more “green”

9–5 Advantages of Surveys Quick Inexpensive Efficient Accurate

Categories of Survey Errors 9–6 Source: Zikmund et al (2013)

9–7 Survey Research Methods Disguised/Undisguised Questionnaires Undisguised questions: assume the respondent is willing to answer. Disguised questions: assume the purpose of the study must be hidden from the respondent. Structured/Unstructured Questionnaires Structured question: imposes a limit on the number of allowable responses. Unstructured question: does not restrict respondents’ answers.

9–9 Classifying Survey Research Methods Cross-sectional study: various segments of a population are sampled and data are collected at a single moment in time. Temporal Classification Group 1 Group 2 Group 3 Compared at one time

9–10 Classifying Survey Research Methods Longitudinal study: A survey of respondents at different times, thus allowing analysis of response continuity and changes over time. Temporal Classification Image: lynn-library.libguides.com

Longitudinal Research for Total Quality Management 9–11 Source: Zikmund et al (2013)

10–12 Survey: Interviews Personal Interviews Opportunity for Feedback Probing Complex Answers Length of Interview Completeness of Questionnaire High Participation Props and Visual Aids

A Cover Letter Requesting Participation in a Survey Source: Zikmund et al (2013)

Ethical Issues in Survey Research 1.Respondents’ right to privacy 2.Use of deception 3.Respondents’ right to be informed 4.Need for confidentiality 5.Need for honesty in collecting data 6.Need for objectivity in reporting data

1.Define surveys and explain their advantages 2.Describe the type of information that may be gathered in a survey 3.Identify sources of error in survey research 4.Distinguish among the various categories of surveys R & R: LOs