Learning Objectives Copyright © 2004 John Wiley & Sons, Inc. Survey Research: The Profound Impact of the Internet CHAPTER Five

Learning Objectives 1. To understand the reasons for the popularity of survey research. 2. To learn the types of error in survey research. 3. To learn about the types of surveys. 4. To understand the advantages and disadvantage of online surveys.

Learning Objectives 5. To gain insight into the ways online surveys can be conducted. 6. To learn about recruiting sources for online surveys. 7. To recognize the special issues that arise in designing online questionnaires. 8. To gain insight into the factors that determine the choice of particular survey methods.

Learning Objectives Reasons for Collecting Primary Data by Survey Research 1. The need to know why To understand why people do or do not do something? 2. The need to know how To understand the process consumers go through before taking action 3. The need to know who To know who the person is from a demographic or lifestyle perspective To understand the reasons for the popularity of surveys. Popularity of Surveys

Learning Objectives Selection error Frame error Processin g error Response error Nonrespons e bias Instrument bias Interviewe r error Surrogate informatio n error Random sampling error Population specification error Sample design error Systematic error Table 5.1 Types of Survey Error Total survey error Measuremen t error

Learning Objectives Sampling Error (Bias) Random: chance variation The difference between the sample value and the true value of the population mean Systematic Error (Bias) Mistakes in the research design Flaws in the execution of the sample design Frame error: using an incomplete or inaccurate sampling frame To learn about the types of error in survey research. Types Of Error

Learning Objectives Population Specification Error an incorrect definition of the population Selection Error sampling procedures are incomplete Measurement Error Variation between the true value and the information actually obtained To learn about the types of error in survey research. Types Of Error

Learning Objectives Surrogate Information Error A discrepancy between the information actually required and the information being sought by the researcher Interviewer Error Interactions between the interviewer and respondent may influence answers Measurement Instrument Bias Problems with the measurement instrument or questionnaire To learn about the types of error in survey research. Types Of Error

Learning Objectives Processing Error Mistakes when entering information from the survey documents Nonresponse Bias Are those who did respond different from those who did not respond? Response Bias A tendency for people to answer a particular question in a certain way deliberate falsification unconscious misrepresentation To learn about the types of error in survey research. Types Of Error

Learning Objectives Door-to-Door Interview Interviewer completes survey in respondent’s home Executive Interviewing Interview industrial product user Mall Intercept Shoppers intercepted in public areas To learn about the types of surveys. Types Of Surveys

Learning Objectives Telephone Interviewing –Advantages –Disadvantages –Central-Location Telephone Interviewing –Conducted from a facility Completely Automated Telephone Surveys –Use interactive voice response (IVR) technology reads the questions and keys responses –Open-ended responses are recorded on tape –Outbound CATS –InBound CATS Types Of Surveys To learn about the types of surveys.

Learning Objectives To describe the types of surveys. Types Of Surveys Self-Administered Questionnaires –Filled out by respondents with no interviewer present –Advantages –Disadvantages –Point-of-service Touch Screen Kiosks with touch screen monitors Mail Surveys –Ad Hoc (one-shot) Mail Panels –Precontracted and Prescreened –Longitudinal Study –Gratuities –Higher response rate

Learning Objectives Advantages of Online Surveys Rapid Deployment, Real Time Reporting Dramatically Reduced Costs Readily Personalized High response rates Contact the Hard-to-Reach Simplified and Enhanced Panel Management Profitability for Research Firms To understand the advantages and disadvantages of online surveys Survey Research on the Internet

Learning Objectives Disadvantages of Online Surveys Internet users are not representative of the population as a whole Security and privacy on the Internet Unrestricted Internet sample To understand the advantages and disadvantages of online surveys. Survey Research On the Internet

Learning Objectives Questionnaires Like an message Converted CATA Systems Software translates questionnaires for distribution over the Web. Web Survey Systems Software for Web questionnaire construction and delivery To gain insight into the ways online surveys can be conducted. Methods of Conducting Internet Surveys

Learning Objectives Bulletin Boards Invite people to a specific Web site where a discussion topic is posted Downloadable Surveys Surveys are downloaded from the Web and then run on previously installed software provided by the researcher Survey Design Web Sites Allows the research to design a survey online without loading design software To gain insight into the ways online surveys can be conducted. Methods of Conducting Internet Surveys

Learning Objectives Internet Samples Screened Internet Samples Adjust for unrepresentitiveness of the self-selected respondents Use a branching or skip pattern Recruited Internet Samples To target populations in surveys that require more control of the sample To understand the advantages and disadvantages of online surveys. The Internet Has Changed Survey Research

Learning Objectives Recruiting Sources for Online Surveys Recruited Panels Opt-in List Rental Opt-in Panels Random Web Site Intercepts Web Data Capture of Visitors Creating Internet Questionnaires Use a survey design Web site Make it easy To learn about recruiting sources for online surveys. Methods of Conducting Internet Surveys

Learning Objectives The Interactive Marketing Research Organization (IMRO) A confederation of world leaders in interactive marketing research Representatives from 13 Internet marketing suppliers Modalis Research Technologies Greenfield Online Market Facts Will discuss spamming and misuse To recognize the special issues that arise in designing online questionnaires. Methods of Conducting Internet Surveys

Learning Objectives Sampling Precision Budget Available Requirements for Respondents Reaction Quality of Data Required Length of Questionnaire Incidence Rate Structure of the Questionnaire Time Available to Complete the Survey To gain insight into the factors that determine the choice of survey methods. The Choice of Particular Survey Methods

Learning Objectives Popularity of Surveys Types Of Error Types Of Surveys The Internet Has Changed Survey Research The Choice of Particular Survey Methods Methods of Conducting Internet Surveys The Interviewer SUMMARY

Learning Objectives The End Copyright © 2004, John Wiley & Sons, Inc.