Chapter Copyright © 2004 John Wiley & Sons, Inc. Chapter Six Copyright © 2004 John Wiley & Sons, Inc. Copyright © 2004 John Wiley & Sons, Inc. Chapter Six Survey Research: The Profound Impact of the Internet

Learning Objective John Wiley & Son, Inc 2 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

Learning Objective John Wiley & Son, Inc 3 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

Learning Objective John Wiley & Son, Inc 4 To understand the reasons for the popularity of surveys. Popularity of Survey Research Reasons for Collecting Primary Data by Survey Research The need to know why –To understand why people do or do not do something? The need to know how –To understand the process consumers go through before taking action The need to know who –To know who the person is from a demographic or lifestyle perspective

Learning Objective John Wiley & Son, Inc 5 Selection error Frame error Processing error Response error Nonrespons e bias Instrument bias Interviewer error Surrogate informatio n error Random sampling error Population specification error Sample design error Systematic error Exhibit 6.1 Types of Survey Error Total survey error Measuremen t error

Learning Objective John Wiley & Son, Inc 6 To learn about the types of error in survey research. Types Of Error in Survey Research Sampling Error (Bias) –Random: chance variation The difference between the sample value and the true value of the population mean Cannot be eliminated but can be reduced by increasing sample size

Learning Objective John Wiley & Son, Inc 7 To learn about the types of error in survey research. Types Of Error in Survey Research Systematic Error (Bias) –Mistakes or problems in the research design –Flaws in the execution of the sample design All sources of error except of those created by random sampling process

Learning Objective John Wiley & Son, Inc 8 To learn about the types of error in survey research. Types Of Error in Survey Research Nonsampling Error (systematic errors) –Sample design error—problem in sample design or sample procedures Frame errors Population Specification Error Selection Error

Learning Objective John Wiley & Son, Inc 9 To learn about the types of error in survey research. Types Of Error in Survey Research –Measurement Error Variation between the true value and the information actually obtained –Surrogate Information Error –Interview Error or Interviewer Bias –Measurement Instrument Bias –Processing Error –Nonresponse Bias –Refusal Rate –Response Bias »Deliberate falsification »Unconscious misrepresentation

Learning Objective John Wiley & Son, Inc 10 To learn about the types of surveys. Types Of Surveys Door-to-Door Interview –Interviewer completes survey in respondent’s home Advantages Disadvantages Executive Interviewing –Interview industrial product user

Learning Objective John Wiley & Son, Inc 11 To learn about the types of surveys. Types Of Surveys Mall Intercept –Shoppers intercepted in public areas Advantages Disadvantages Telephone Interviewing –Until 1990 most popular form of survey Advantages Disadvantages

Learning Objective John Wiley & Son, Inc 12 To learn about the types of surveys. Types Of Surveys Central Location Telephone Interviews –Make calls from a company facility Computer-assisted telephone interviews (CATI Cell Phone Surveys –Advantages –Disadvantages

Learning Objective John Wiley & Son, Inc 13 To learn about the types of surveys. Types Of Surveys Self-Administered Questionnaires –Filled out by respondents with no interviewer present Advantages Disadvantages –Kioska-based Computer Interviewing Multimedia, touch screen computers in freestanding cabinets Advantages

Learning Objective John Wiley & Son, Inc 14 To learn about the types of surveys. Types Of Surveys Mail Surveys –Ad Hoc (one-shot) –Suffer from High rate of nonresponse and attendant systematic error Probability of not replying –Those with more education –Those with high-level occupations –Women –Those less interested in the topic –students Mail Panels –Higher response rate –Precontracted and Prescreened –Longitudinal Study One that questions the same respondents at different points in time

Learning Objective John Wiley & Son, Inc 15 To understand the advantages and disadvantages of online surveys Survey Research on the Internet The Internet survey research is changed forever –Online research will account for 50% of all marketing research revenue by 2005 Reason: Online population reflects general population –Reflective of General population Gender Martial status –Approaching General population Age distribution Average online household income

Learning Objective John Wiley & Son, Inc 16 To understand the advantages and disadvantages of online surveys Survey Research on the Internet Advantages of Online Surveys –Rapid Deployment, Real Time Reporting –Dramatically Reduced Costs –Ready Personalized –High response rates –Ability to Contact the Hard-to-Reach –Simplified and Enhanced Panel Management –Profitability for Research Firms

Learning Objective John Wiley & Son, Inc 17 To understand the advantages and disadvantages of online surveys Survey Research on the Internet Disadvantages of Online Surveys –Internet users are not representative of the population as a whole –Security and privacy on the Internet –Unrestricted Internet sample –Other problems include Lack of “callback” procedures Potential for questionnaire programming errors Lack of bandwidth

Learning Objective John Wiley & Son, Inc 18 To gain insight into the ways online surveys can be conducted Survey Research on the Internet –Converted CATA Systems Software translates questionnaires for distribution over the Web. –Web Survey Systems Software for Web questionnaire construction and delivery –Survey Design Web Sites Allow researchers to design a survey and administer

Learning Objective John Wiley & Son, Inc 19 To learn about recruiting sources for online surveys Survey Research on the Internet –Screened Internet Samples Self-selected respondents –Recruited Internet Samples To ensure representativeness of a target population Sources of recruited Internet samples include: –Recruited Panels –Renting Internet Panels –Random Web Site Intercepts –Data Capture of Visitors

Learning Objective John Wiley & Son, Inc 20 To learn about recruiting sources for online surveys Decision Analyst’s Online Household Panels Decision Analyst –Progressive marketing research firm –Expansion of online consumer and business panels American Consumer Opinion Technology Advisory Board Executive Advisory Board Construction Advisory Boards Physicians Advisory Council Medical Advisory Board –Strategic platforms for Proprietary research CopyTrack CopyTest Conceptor PromotionTest PackageTest NameScreen

Learning Objective John Wiley & Son, Inc 21 To recognize the special issues that arise in designing online questionnaires Survey Research on the Internet Creating Online Questionnaires –Issues unique to the Internet questionnaires Simplest way—use survey design Web sites such Pereus XP Surveys need to load quickly Survey needs to be easy to respond to Buttons are best when there are five or fewer answers to choose from Be aware of any default answers or making the first answer the default Online surveys should not be overly long

Learning Objective John Wiley & Son, Inc 22 To recognize the special issues that arise in designing online questionnaires Survey Research on the Internet –The Interactive Marketing Research Organization (IMRO) A confederation of world leaders in interactive marketing research Representatives from 13 Internet marketing suppliers and 8 client companies such as –Modalis Research Technologies, Greenfield Online, Market Facts –Dell Computer, IBM, Intel, Time Warner Initial efforts focus on spamming and misuse or personal data Publishes the Journal of Online Research

Learning Objective John Wiley & Son, Inc 23 To gain insight into the factors that determine the choice of survey methods. Determination of the Survey Methods Sampling Precision Budget Available Requirements for Respondents Reaction Quality of Data Required –Validity –reliability Length of Questionnaire Incidence Rate Structure of the Questionnaire Time Available to Complete the Survey

Learning Objective John Wiley & Son, Inc 24 –Interviewing is done under the direct supervision of a field service firms Interviewers –Work part-time at low wages –Minimum of training –High failure rate among first-time interviewers Interviews are main interface with consumers and a vital link –Suggestions: developing and strengthening interviewers’ consumer interaction skills Marketing Research Interviewer

Learning Objective John Wiley & Son, Inc 25 –Popularity of Survey Research –Types of Error in Survey Research –Types of Surveys –Survey Research on the Internet –Determination of the Survey Method –The Marketing Research Interviewer SUMMARY

Learning Objective John Wiley & Son, Inc 26 The End Copyright © 2004 John Wiley & Son, Inc