Survey Research: Communicating with Respondents (Source: W.G Zikmund, B.J Babin, J.C Carr and M. Griffin, Business Research Methods, 8th Edition, U.S, South-Western Cengage Learning, 2008)

Objectives Define surveys and explain their advantages Describe the type of information that may be gathered in a survey Identify sources of error in survey research Distinguish among the various categories of surveys Discuss the importance of survey research to total quality management programs

Survey Research Respondents Sample Survey People who verbally answer an interviewer’s questions or provide answers to written questions. Sample Survey A survey that emphasizes contacting respondents who are a representative sample of the target population.

Using Surveys Survey Objectives Surveys attempt 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” Surveys can be both quantitative and qualitative.

Advantages of Surveys Advantages of Surveys Gathering information via surveys is: Quick Inexpensive Efficient Accurate

Errors in Survey Research Random Sampling Error A statistical fluctuation that occurs because of chance variation in the elements selected for a sample. Systematic Error Error 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.

Categories of Survey Errors

Respondent Error Respondent Error Nonresponse Error A category of sample bias resulting from some respondent action or inaction such as nonresponse or response bias. Nonresponse Error The 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 Error Nonrespondents People who are not contacted or who refuse to cooperate in the research. No contacts: people who are not at home or who are otherwise inaccessible on the first and second contact. Refusals: People who are 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.

Response Bias Deliberate Falsification Occasionally people deliberately give false answers. Misrepresent answers to appear intelligent Conceal personal information Avoid embarrassment Average-person hypothesis: Individuals may prefer to be viewed as average, so they alter their responses to conform more closely to their perception of the average person.

Response Bias Misunderstanding the question Unable to recall details Unconscious Misrepresentation When a respondent is consciously trying to be truthful and cooperative, response bias can arise from the question format, the question content, or some other stimulus that affects their response to a question. Sources of misrepresentation: Misunderstanding the question Unable to recall details Unprepared response to an unexpected question Inability to translate feelings into words After-event underreporting

Types of Response Bias Acquiescence Bias A tendency to agree with all or most questions. Extremity Bias The tendency of some Individuals to use extremes when responding to questions. Interviewer Bias The presence of the interviewer influences respondents’ answers. 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 Error An error caused by the improper administration or execution of the research task. Data-processing error: incorrect data entry, incorrect computer programming, or other procedural errors during data analysis. Sample selection error: improper sample design or sampling procedure execution. Interviewer error: mistakes made by interviewers failing to record survey responses correctly. Interviewer cheating: filling in fake answers or falsifying questionnaires by an interviewer.

Classifying Survey Research Methods Structured/Unstructured Questionnaires Structured question: imposes a limit on the number of allowable responses. Unstructured question: does not restrict respondents’ answers. 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.

Classifying Survey Research Methods (cont’d) Temporal Classification Cross-sectional study: various segments of a population are sampled and data are collected at a single moment in time.

Categorizing Survey Research Methods (cont’d) Temporal Classification (cont’d) Longitudinal study: A survey of respondents at different times, thus allowing analysis of response continuity and changes over time. Tracking study: uses successive samples to compare trends and identify changes in variables such as consumer satisfaction, brand image, or advertising awareness. Consumer panel: a survey of the same sample of individuals or households to record (in a diary) their attitudes, behavior, or purchasing habits over time.

Interviews as Interactive Communication Interactive Survey Approaches Those that allow spontaneous two-way interaction between the interviewer and the respondent. Can be either personal or electronic. Noninteractive Media Those that do not facilitate two-way communication and are largely a vehicle by which respondents give answers to static questions. Tradition forms with less flexibility Self-administered mail and Internet surveys

Personal Interviews A personal interview is a form of direct communication in which an interviewer asks respondents questions face-to-face. Versatile and flexible Truly interactive

Advantages of Personal Interviews Opportunity for Feedback Probing Complex Answers High Participation Personal Interviews Props and Visual Aids Length of Interview Completeness of Questionnaire

Disadvantages of Personal Interviews Interviewer Influence Lack of Anonymity of Respondent Personal Interviews Cost

Door-to-Door Interviews Personal interviews conducted at respondents’ doorsteps in an effort to increase the participation rate in the survey. Callbacks Attempts to recontact individuals selected for a sample who were not available initially.

Door-to-Door Interview Characteristics Speed of data collection: moderate to fast Geographical flexibility: limited to moderate Respondent cooperation: excellent Versatility of questioning: quite versatile Questionnaire length: long Item nonresponse: low Possibility of respondent misunderstanding: lowest Degree of interviewer influence of answer: high Supervision of interviewers: moderate Anonymity of respondent: low Ease of call back or follow-up: difficult Cost: highest due to travel costs Special features: visual materials may be shown or demonstrated; extended probing possible

Mall Intercept Personal Interview Personal interviews conducted in a shopping mall. Interviewers typically intercept shoppers at a central point within the shopping center or at the main entrance.

Mall Intercept Interview Characteristics Speed of data collection: fast Geographical flexibility: confined, urban bias Respondent cooperation: moderate to low Versatility of questioning: extremely versatile Questionnaire length: moderate to long Item nonresponse: medium Possibility of respondent misunderstanding: lowest Degree of interviewer influence of answers: highest Supervision of interviewers: moderate to high Anonymity of respondent: low Ease of call back or follow-up: difficult Cost: Lower than door-to-door Special features: taste tests, viewing of TV commercials possible

Personal Interviews Global Considerations Variations in willingness to participate Sensitivity to interview subject matter Beliefs about appropriate business conduct

Telephone Interviews Telephone Interviews Personal interviews conducted by telephone. The mainstay of commercial survey research. “No-call” legislation has limited this capacity. Mobile Phone Interviews In U.S., no telemarketing can be directed toward mobile phone numbers. Recipient of call is even more likely to be distracted. Area codes not necessarily tied to geography. Phones have varying abilities.

Phone Interview Characteristics Speed Cost Absence of face-to-face contact Cooperation Incentives to respond Representative samples Callbacks Limited duration Lack of visual medium

Types of Telephone Interviews Central Location Interviewing Conducting interviews from a central location allowing firms to hire a staff of professional interviewers and to supervise and control the quality of interviewing more effectively. Computer-Assisted Telephone Interviewing (CATI) Allows answers to telephone interviews to be entered directly into a computer for processing. Computerized Voice-Activated Telephone Interview Combining computerized telephone dialing and voice-activated computer messages to allow researchers to conduct telephone interviews without human interviewers.

Telephone Interview Recap Speed of data collection: very fast Geographical flexibility: high Respondent cooperation: good Versatility of questioning: moderate Questionnaire length: moderate Item nonresponse: medium Possibility of respondent misunderstanding: average Degree of interviewer influence of answer: moderate Supervision of interviewers: high, especially with central location interviewing Anonymity of respondent: moderate Ease of call back or follow-up: easy Cost: low to moderate Special features: fieldwork and supervision of data collection are simplified; quite adaptable to computer technology

Self-Administered Questionnaires Can Be Either Printed or Electronic

Mail Questionnaires Characteristics of Mail Questionnaires Geographical flexibility Cost Respondent convenience Anonymity of respondent Absence of interviewer Standardized questions Time is money Length of mail questionnaire

Self-Administered Questionnaires Response Rate The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey. Factors that Bias the Response Rate Persons who will complete questionnaires versus those persons who will not. Person filling out survey is not the intended subject.

Increasing Response Rates for Mail Surveys Cover letter Money helps Interesting questions Follow-ups Advance notification Survey sponsorship Other techniques Keying mail questionnaires with codes

Fax Surveys Reduce sender’s printing and postage costs A survey that uses fax machines as a way for respondents to receive and return questionnaires. Advantages Reduce sender’s printing and postage costs Is quicker than traditional mail surveys Disadvantage Only respondents with fax machines who are willing to exert the extra effort will return questionnaires.

E-Mail Surveys Surveys distributed through electronic mail. Ways to contact respondents: Include a questionnaire in the body of an e-mail. Distribute questionnaire as an attachment. Include a hyperlink within the body of an e-mail. Advantages Speed of distribution Lower distribution and processing costs Faster turnaround time More flexibility Less handling of paper questionnaires Disadvantage Not all e-mail systems have the same capacity

Internet Surveys A self-administered questionnaire posted on a Web site. Respondents provide answers to questions displayed online by highlighting a phrase, clicking an icon, or keying in an answer.

Internet Survey Characteristics Callbacks Personalized and flexible questioning Respondent anonymity Response rates Security concerns Speed and cost effectiveness Visual appeal and interactivity Respondent participation and cooperation Representative samples Accurate real-time data capture

Other Approaches Placed in high-traffic locations (e.g., airports). Kiosk Surveys Placed in high-traffic locations (e.g., airports). Mixed-Mode Survey Research Employs any combination of survey methods. Text-Message Surveys May use SMS (short-message service) or MMS (Multi-Media Service).

Selecting the Appropriate Survey Approach Questions to be answered: Is the assistance of an interviewer necessary? Are respondents interested in the issues being investigated? Will cooperation be easily attained? How quickly is the information needed? Will the study require a long and complex questionnaire? How large is the budget?

Pretesting Survey Instruments Screening procedure that involves a trial run with a group of respondents to iron out fundamental problems in the survey design. Basic Ways to Pretest: Screen the questionnaire with other research professionals. Have the client or the research manager review the finalized questionnaire. Collect data from a small number of respondents.

Ethical Issues in Survey Research Many ethical issues apply to survey research: Respondents’ right to privacy Use of deception Respondents’ right to be informed Need for confidentiality Need for honesty in collecting data Need for objectivity in reporting data