Copyright © 2008 by Nelson, a division of Thomson Canada Limited Chapter 7 Part 2 Designing Research Studies SURVEY RESEARCH: AN OVERVIEW

LEARNING OBJECTIVES 1.To understand the terms survey, sample survey, and respondent 2.To understand the advantages of using surveys 3.To recognize that few surveys are error-free 4.To distinguish between random sampling error and systematic error 5.To classify the various types of systematic error and give examples of each type 6.To discuss how response error may be an unconscious misrepresentation or a deliberate falsification What you will learn in this chapter Copyright © 2008 by Nelson, a division of Thomson Canada Limited 7–1

LEARNING OBJECTIVES (cont’d) 7.To distinguish between cross-sectional and longitudinal studies 8.To classify surveys according to method of communication, according to the degree of structure and disguise in questionnaires, and on a temporal basis What you will learn in this chapter Copyright © 2008 by Nelson, a division of Thomson Canada Limited 7–2

 Respondent  The person who verbally answers an interviewer’s questions or provides answers to written questions  Sample survey  A more formal term for a survey  Survey  A method of collecting primary data in which information is gathered by communicating with a representative sample of people The Nature of Surveys Copyright © 2008 by Nelson, a division of Thomson Canada Limited 7–3

Survey Objectives: Type of Information GatheredSurvey Objectives: Type of Information Gathered  The type of information gathered in a survey varies considerably depending on its objectives  Typically, surveys attempt to describe what is happening or to learn the reasons for a particular marketing activity  Surveys can be both quantitative and qualitative  Survey research is descriptive research The Nature of Surveys (cont’d) Copyright © 2008 by Nelson, a division of Thomson Canada Limited 7–4

Advantages of SurveysAdvantages of Surveys  Quick  Inexpensive  Efficient  Accurate  Flexible The Nature of Surveys (cont’d) Copyright © 2008 by Nelson, a division of Thomson Canada Limited 7–5

Random Sampling ErrorRandom Sampling Error  A statistical fluctuation that occurs because of chance variation in the elements selected for a sample Systematic ErrorSystematic 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 Errors in Survey Research (cont’d) Copyright © 2008 by Nelson, a division of Thomson Canada Limited 7–7

Respondent ErrorRespondent Error  A category of sample bias resulting from some respondent action or inaction such as nonresponse or response bias Nonresponse ErrorNonresponse 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 Copyright © 2008 by Nelson, a division of Thomson Canada Limited 7–8

Nonresponse Error (cont’d)Nonresponse Error (cont’d)  Nonrespondent  A person who is not contacted or who refuses to cooperate in the research  No contact  A person who is not at home or who is otherwise inaccessible on the first and second contact  Refusal  A person who is 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 Respondent Error (cont’d) Copyright © 2008 by Nelson, a division of Thomson Canada Limited 7–9

Response BiasResponse Bias  A bias that occurs when respondents either consciously or unconsciously tend to answer questions with a certain slant that misrepresents the truth  Deliberate falsification  Unconscious misrepresentation Respondent Error (cont’d) Copyright © 2008 by Nelson, a division of Thomson Canada Limited 7–10

Response Bias (cont’d)Response Bias (cont’d)  Types of response bias  Acquiescence bias: A category of response bias that results because some individuals tend to agree with all questions or to concur with a particular position  Extremity bias: A category of response bias that results because some individuals tend to use extremes when responding to questions  Interviewer bias: A response bias that occurs because the presence of the interviewer influences respondents’ answers  Auspices bias: Bias in the responses of subjects caused by their being influenced by the organization conducting the study Respondent Error (cont’d) Copyright © 2008 by Nelson, a division of Thomson Canada Limited 7–11

Response Bias (cont’d)Response Bias (cont’d)  Types of response bias (cont’d)  Social desirability bias: Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role Respondent Error (cont’d) Copyright © 2008 by Nelson, a division of Thomson Canada Limited 7–12

Administrative ErrorAdministrative Error  An error caused by the improper administration or execution of the research task Data Processing ErrorData Processing Error  A category of administrative error that occurs because of incorrect data entry, incorrect computer programming, or other procedural errors during data analysis Administrative Error Copyright © 2008 by Nelson, a division of Thomson Canada Limited 7–13

Sample Selection ErrorSample Selection Error  An administrative error caused by improper sample design or sampling procedure execution Interviewer ErrorInterviewer Error  Mistakes made by interviewers failing to record survey responses correctly Interviewer CheatingInterviewer Cheating  The practice of filling in fake answers or falsifying questionnaires while working as an interviewer Administrative Error (cont’d) Copyright © 2008 by Nelson, a division of Thomson Canada Limited 7–14

Many researchers have established conservative rules of thumb based on experience to estimate systematic errorMany researchers have established conservative rules of thumb based on experience to estimate systematic error  Benchmark figures  Standards of comparison Rule-of-Thumb Estimates For Systematic Error Copyright © 2008 by Nelson, a division of Thomson Canada Limited 7–15

There are ways to handle and reduce survey errorsThere are ways to handle and reduce survey errors  Chapter 13 on questionnaire design discusses the reduction of response bias  Chapters 14 and 15 discuss the reduction of sample selection and random sampling error What Can Be Done To Reduce Survey Error? Copyright © 2008 by Nelson, a division of Thomson Canada Limited 7–16

Structured and Disguised QuestionsStructured and Disguised Questions  Structured question  A question that imposes a limit on the number of allowable responses  Unstructured question  A question that does not restrict the respondents’ answers  Undisguised question  A straightforward question that assumes the respondent is willing to answer  Disguised question  An indirect question that assumes the purpose of the study must be hidden from the respondent Classifying Survey Research Methods Copyright © 2008 by Nelson, a division of Thomson Canada Limited 7–17

Temporal ClassificationTemporal Classification  Cross-sectional study  A study in which various segments of a population are sampled and data are collected at a single moment in time  Longitudinal study  A survey of respondents at different times, thus allowing analysis of response continuity and changes over time  Tracking study: A survey of respondents at different times, thus allowing analysis of response continuity and changes over time  Consumer panel: A longitudinal survey of the same sample of individuals or households to record their attitudes, behaviour, or purchasing habits over time Classifying Survey Research Methods (cont’d) Copyright © 2008 by Nelson, a division of Thomson Canada Limited 7–18

Total Quality Management and Customer Satisfaction Surveys Total Quality ManagementTotal Quality Management  A business philosophy that emphasizes market- driven quality as a top organizational priority What Is Quality?What Is Quality?  The degree to which a good or service corresponds to buyers’ expectations Internal and External CustomersInternal and External Customers  Everyone in the organization has customers Copyright © 2008 by Nelson, a division of Thomson Canada Limited 7–19

Total Quality Management and Customer Satisfaction Surveys (cont’d) Implementing Total Quality ManagementImplementing Total Quality Management  To improve quality, an organization must regularly conduct surveys to evaluate quality improvement  Commitment and exploration stage  Benchmarking stage  Initial quality improvement stage  Continuous quality improvement stage Example: Clairol Canada Copyright © 2008 by Nelson, a division of Thomson Canada Limited 7–20