Survey Research Measurement & Methods

SURVEYS SURVEYS ASK RESPONDENTS FOR INFORMATION USING VERBAL OR WRITTEN QUESTIONING RESPONDENTS ARE A REPRESENTATIVE SAMPLE OF PEOPLE

GATHERING INFORMATION VIA SURVEYS QUICK INEXPENSIVE EFFICIENT ACCURATE FLEXIBLE

PROBLEMS POOR DESIGN IMPROPER EXECUTION

Total Error Systematic Error (bias) Random Sampling Error Tree Diagram of Total Survey Error

RANDOM SAMPLING ERROR A STATISTICAL FLUCTUATION THAT OCCURS BECAUSE OF CHANGE VARIATION IN THE ELEMENTS SELECTED FOR THE SAMPLE

SYSTEMATIC ERROR SYSTEMATIC ERROR RESULTS FROM SOME IMPERFECT ASPECT OF THE RESEARCH DESIGN OR FROM A MISTAKE IN THE EXECUTION OF THE RESEARCH

Systematic Error (bias) Administrative Error Respondent Error Tree Diagram of Total Survey Error

SAMPLE BIAS SAMPLE BIAS - WHEN THE RESULTS OF A SAMPLE SHOW A PERSISTENT TENDENCY TO DEVIATE IN ONE DIRECTION FROM THE TRUE VALUE OF THE POPULATION PARAMETER

Respondent Error Nonresponse Error Response Bias Tree Diagram of Total Survey Error

Response Bias Unconscious Misrepresentation Deliberate Falsification Tree Diagram of Total Survey Error

RESPONSE BIAS A BIAS THAT OCCURS WHEN RESPONDENTS TEND TO ANSWER QUESTIONS WITH A CERTAIN SLANT THAT CONSCIOUSLY OR UNCONSCIOUSLY MISREPRESENT THE TRUTH

Acquiescence bias Extremity bias Interviewer bias Auspices bias Social desirability bias Tree Diagram of Total Survey Error

Systematic Error (bias) Administrative Error Respondent Error Tree Diagram of Total Survey Error

ADMINISTRATIVE ERROR IMPROPER ADMINISTRATION OF THE RESEARCH TASK BLUNDERS CONFUSION NEGLECT OMISSION

Data Processing Error Sample Selection Error Interviewer Error Interviewer Cheating Tree Diagram of Total Survey Error

COMMUNICATING WITH RESPONDENTS PERSONAL INTERVIEWS DOOR-TO-DOOR SHOPPING MALL INTERCEPTS TELEPHONE INTERVIEWS SELF-ADMINISTERED QUESTIONNAIRES

PERSONAL INTERVIEWS

Speed of Data CollectionModerate to fast Geographical FlexibilityLimited to moderate Respondent CooperationExcellent Versatility of QuestioningQuite versatile Door-to-Door Personal Interview

Questionnaire LengthLong Item NonresponseLow Possibility of RespondentLowest Misunderstanding Degree of InterviewerHigh Influence of Answer Supervision of InterviewersModerate Door-to-Door Personal Interview

Anonymity of RespondentLow Ease of Call Back or Follow-upDifficult CostHighest Special FeaturesVisual materials may be shown or demonstrated; extended probing possible Door-to-Door Personal Interview

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 Mall Intercept Personal Interview

Item Nonresponse Medium Possibility of Respondent Lowest Misunderstanding Degree of Interviewer Highest Influence of Answers Supervision of Interviewers Moderate to high Mall Intercept Personal Interview

Anonymity of Respondent Low Ease of Call Back or Difficult Follow-up Cost Moderate to high Special Features Taste test, viewing of TV Commercials possible Mall Intercept Personal Interview

MAIL SURVEYS

Speed of Data CollectionResearcher has no control over return of questionnaire; slow Geographical FlexibilityHigh Respondent CooperationModerate--poorly designed questionnaire will have low response rate Versatility of QuestioningHighly standardized format MAIL SURVEYS

Questionnaire LengthVaries depending on incentive Item NonresponseHigh Possibility of RespondentHighest--no interviewer Misunderstandingpresent for clarification Degree of InterviewerNone--interviewer absent Influence of Answer Supervision of InterviewersNot applicable MAIL SURVEYS

Anonymity of RespondentHigh Ease of Call Back or Follow-upEasy, but takes time CostLowest MAIL SURVEYS

Write a “Sales Oriented” Cover Letter Money Helps - As a token of appreciation - For a charity Stimulate Respondents’ Interest with Interesting Questions Follow Up - Keying questionnaires with codes Advanced Notification Sponsorship by a Well-known and Prestigious Institution How to Increase Response Rates for Mail Surveys

Telephone Surveys

Speed of Data CollectionVery fast Geographical FlexibilityHigh Respondent CooperationGood Versatility of QuestioningModerate Telephone Surveys

Questionnaire LengthModerate Item NonresponseMedium Possibility of RespondentAverage Misunderstanding Degree of InterviewerModerate Influence of Answer Supervision of InterviewersHigh, especially with central location WATS interviewing Telephone Surveys

Anonymity of RespondentModerate Ease of Call Back or Follow-upEasy CostLow to moderate Special FeaturesFieldwork and supervision of data collection are simplified; quite adaptable to computer technology Telephone Surveys

1. Fortune magazine tries to appeal to executives. Recently, the editor was reviewing the magazine's editorial policy. Among other things the editor felt it would be helpful to know how interested his readers were in each of twelve topics. A one-page structured questionnaire was constructed to collect data from a sample of 500. ____Personal interview ____Telephone interview ____Mail questionnaire Communication Media Questions

2. Your firm has just finished a radio advertising campaign for a new department store it recently opened in downtown Indianapolis. The store is designed to appeal primarily to the middle class. You want to measure the current level of awareness of the store and its features before deciding on next month's advertising budget. A two-page structured questionnaire has been prepared for this purpose. A sample size of 500 has been set. ____Personal interview ____Telephone interview ____Mail questionnaire Communication Media Questions

3. General Motors has developed a five-page structured questionnaire to measure its dealers' attitudes toward GM's sales representatives. GM's sales representatives have frequent interactions with each of the dealers to whom they are assigned. GM plans to conduct a national survey of 2,000 dealers. ____Personal interview ____Telephone interview ____Mail questionnaire Communication Media Questions

4. You work for the Indianapolis Bus Company and have developed a four-page questionnaire concerning consumer satisfaction with bus service. Included are several questions designed to uncover previously unidentified problems with the bus system. You want to conduct 400 interviews throughout the city. The attitudes and perceptions of those adults who have no alternative means of transportation are the most important part of this survey. ____Personal interview ____Telephone interview ____Mail questionnaire Communication Media Questions

5. Your firm has just developed a new product for preventing car windows from fogging over. You are considering marketing the product through gas stations but would like to do a survey of 50 gas station managers in Chicago to get their reactions to the product and its packaging before making a final decision. You also feel these managers might be a useful source of ideas on how to promote the product. ____Personal interview ____Telephone interview ____Mail questionnaire Communication Media Questions