1. Business Research Methods
Errors In Survey Research

2. Surveys
Surveys ask respondents for information using verbal or written questioning

3. Tree Diagram of Total Survey Error
Random sampling
error
Total
error
Systematic
error (bias)

4. Random Sampling Error
Even though a representative sample is selected there is always a deviation between true population value & sample value
A statistical fluctuation that occurs because of chance variation in the elements selected for the sample.

5. Systematic Error
Systematic error results from some imperfect aspect of the research design or from a mistake in the execution of the research

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

7. Respondent Error Errors observed on respondents’ side
It is difficult to get respondents ’cooperation in getting answers that contain correct information
Two common types of respondent’ errors are
- Non- Response Error
- Response Bias

8. Tree Diagram of Total Survey Error
Nonresponse
error
Respondent
error
Response
bias

9. Non response Error Nonrespondents - people who refuse to cooperate
--Not-at-homes
--Refusals due to fear or personal preference

10. Response Bias
A bias that occurs when respondents tend to answer questions with a certain slant that consciously or unconsciously misrepresents the truth

11. Tree Diagram of Total Survey Error
Deliberate
falsification
Response
bias
Unconscious
misrepresentation

12. Deliberate Falsification
People knowingly misrepresent or give false answers when they are not certain about facts
- Providing information by recall
- For assuming a safe situation
-To conceal personal information

13. Unconscious Misrepresentation
People give wrong information due to ignorance
-Misunderstanding a question
-Prior inexperience to a subject

14. Factors for Misrepresentation
Misrepresentation of answers either deliberately or unconsciously could be due to a number of factors
Factors are results of various biases in the nature of respondents

15. Types of Response Biases
Acquiescence bias
Extremity bias
Interviewer bias
Auspices bias
Social desirability bias

16. 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.

17. Extremity Bias
A category of response bias that results because response styles vary from person to person; some individuals tend to use extremes when responding to questions while some tend to give neutral answers

18. Interviewer Bias
A response bias that occurs because the presence of the interviewer influences answers. Facial expression, age, gender, tone, etc of the interviewer may play a role in inducing interviewer
bias

19. Auspices Bias
Bias in the responses of subjects caused by the respondents being influenced by the organization conducting the study.

20. Social Desirability Bias
Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role. Information about educational qualification or income might be overstated to gain prestige

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

22. Administrative Error Improper administration of the research task
Caused due to sample design error or other factors on personal front
Confusion
Neglect
Omission

23. Tree Diagram of Total Survey Error
Data processing error
Sample selection error
Interviewer error
Interviewer cheating

24. Administrative Error
Sample selection error -improper sample design or sampling procedure execution.
Mall intercept interviewers selecting only neatly dressed customers or only families with children
----Sample Frame error –frame is list of population units for sample selection. Error occurs if list does not match with target population (Incomplete list)
---Population Specification Error- Population itself defined incorrectly .To estimate market potential for electronic cars selecting population of only small car users

25. Administrative Error
Interviewer cheating - filling in fake answers or falsifying interviewers
Interviewer error - field mistakes committed by interviewer while administering questionnaire or recording responses
Data processing error - incorrect data entry, computer programming, or other procedural errors during the analysis stage.

26. Tree Diagram of Total Survey Error

27. Tree Diagram of Total Survey Error
Random sampling
error
Total
error
Systematic
error (bias) 27

28. Tree Diagram of Total Survey Error
Administrative
error
Systematic
error (bias)
Respondent
error 28

29. Tree Diagram of Total Survey Error
Nonresponse
error
Respondent
error
Response
bias 29

30. Tree Diagram of Total Survey Error
Deliberate
falsification
Response
bias
Unconscious
misrepresentation 30

31. Types of Response Biases
Acquiescence bias
Extremity bias
Interviewer bias
Auspices bias
Social desirability bias 31

32. Tree Diagram of Total Survey Error
Administrative
error
Systematic
error (bias)
Respondent
error 32

33. Tree Diagram of Total Survey Error
Data processing error
Sample selection error
Interviewer error
Interviewer cheating 33