1. Chapter 7 Survey Research: An Overview

2. LEARNING OUTCOMES After studying this chapter, you should be able to
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
Summarize way researchers gather information through interviews
Compare the advantages and disadvantages of conduction door-to-door, mall intercept, telephone, and Internet interviews
Discuss the importance of pretesting questionnaires
Describe ethical issues that arise in survey research

3. The Nature of Surveys Respondents Survey Sample Survey
People who verbally answer an interviewer’s questions or provide answers to written questions.
Survey
A method of collecting primary data in which information is gathered by communicating with a representative sample of people.
Sample Survey
A survey that emphasizes contacting respondents who are a representative sample of the target population.

4. The Nature of Surveys (cont’d)
Survey Objectives: Type of Information Gathered
Surveys attempt to describe what is happening or to learn the reasons for a particular marketing activity.
Survey research is descriptive research:
Identifying characteristics of target markets
Measuring consumer attitudes
Describing consumer purchasing patterns
Surveys can be both quantitative and qualitative
Surveys can be designed to provide insights about causal explanations or to explore ideas.

5. The Nature of Surveys (cont’d)
Advantages of Surveys
Gathering information via surveys is:
Quick
Inexpensive
Efficient
Accurate
Flexible
Disadvantages
Potential Problems
Poor design
Improper execution

6. 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.

7. EXHIBIT 7.1 Categories of Survey Errors

8. 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.

9. Respondent Error (cont’d)
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.

10. Response Bias Response Bias
A bias that occurs when respondents either consciously or unconsciously tend to answer questions with a certain slant that misrepresents the truth.
When researchers identify response bias, they should include a corrective measure.

11. Types of Response Bias Acquiescence Bias Extremity 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.

12. Administrative Error Administrative Error
Errors in research task results due to 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.

13. Survey Research by Media
Surveys ask a respondent for information using verbal or written questioning.
There is no best form of survey; each form has advantages and disadvantages.
Communicating with Respondents
Personal interviews
Door-to-door
Shopping mall intercepts
Telephone interviews
Self-administered questionnaires
Paper surveys
Internet surveys

14. Media Used to Communicate with Respondents
Human Interactive Media
A personal form of communication that is a direct interaction between individuals or groups
Electronic Interactive Media
Controlled by user; provides immediate feedback
The Internet, CD-ROMs and DVDs, touch-tone telephones, touch-screen kiosks, and other forms of digital technology.
Noninteractive Media
Tradition forms with less flexibility
Self-administered mail and Internet surveys

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

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

17. Personal Interviews Door-to-Door Interview Characteristics Callbacks
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
Callbacks
Attempts to recontact individuals selected for a sample who were not available initially.

18. Personal Interviews (cont’d)
Door-to-Door Interview Characteristics
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

19. Personal Interviews (cont’d)
Mall Intercept Interview (Shopping Center Sampling)
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

20. Personal Interviews (cont’d)
Mall Intercept Interview (Shopping Center Sampling)
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

21. Personal Interviews (cont’d)
Global Considerations
Variations in willingness to participate
Sensitivity to interview subject matter
Beliefs about appropriate business conduct

22. Characteristics of Telephone Interviews
Speed
Cost
Absence of face-to-face contact
Cooperation
Incentives to respond
Representative samples
Call backs
Limited duration
Lack of visual medium

23. Types of Telephone Interviews
Central Location Interviewing
Conducting interviews from a central location using WATS lines at fixed charges.
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.

24. EXHIBIT 7.2 Self-Administered Questionnaires Can Be Either Printed or Electronic

25. Self-Administered 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

26. Mail Questionnaires Response Rate Factors that Bias the 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.

27. 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

28. EXHIBIT 7.3 Example of Cover Letter for Household Survey
Source: Reprinted with permission of John Wiley & Sons, Inc.

29. Self-Administered Questionnaires (cont’d)
Fax Survey
A survey that uses fax machines as a way for respondents to receive and return questionnaires.
Advantages of the Fax Survey
Reduce sender’s printing and postage costs
Is quicker than traditional mail surveys
Disadvantage of the Fax Survey
Only respondents with fax machines who are willing to exert the extra effort will return questionnaires.

30. Self-Administered Questionnaires (cont’d)
Surveys
Surveys distributed through electronic mail.
Benefits:
Speed of distribution
Lower distribution and processing costs
Faster turnaround time
More flexibility
Less handling of paper questionnaires
Potential Problems:
Anonymity of respondents creating response bias
Capacity of systems and computers
Computer skills/competencies of respondents

31. Self-Administered Questionnaires (cont’d)
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.

32. Self-Administered Questionnaires (cont’d)
Internet Surveys
Speed and cost effectiveness
Visual appeal and interactivity
Respondent participation and cooperation
Varies depending on web site
Varies depending on type of sample
When user does not opt-in or expect a voluntary survey, cooperation is low.
Self-selection problems in web site visitation surveys: participants tend to be more deeply involved than the average person.

33. Internet Survey Design
Welcome Screen
The first web page in an internet survey, which introduces the survey and requests that the respondent enter a password or pin.
Can be compared to a cover letter
Should contain the name of the research company and how to contact the organization if there is a problem or concern.
Example: If you have any concerns or questions about this survey, or if you experience any technical difficulties, please contact (NAME OF RESEARCH ORGANIZATION).

34. Self-Administered Questionnaires (cont’d)
Internet Surveys (cont’d)
Representative samples
Accurate real-time data capture
Callbacks
Personalized and flexible questioning
Respondent anonymity
Response rates
Security concerns

35. Self-Administered Questionnaires (cont’d)
Problems with Internet Surveys
Not all individuals have internet access.
Respondents may lack powerful computers with high-speed connections to the internet.
Respondents’ computer skills may be relatively unsophisticated.

36. Selecting the Appropriate Survey Research Technique
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?

37. EXHIBIT 7.4 Advantages and Disadvantages of Typical Survey Methods

38. EXHIBIT 7.4 Advantages and Disadvantages of Typical Survey Methods (cont’d)

39. Selecting the Appropriate Survey Research Technique (cont’d)
Pretesting
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

40. Ethical Issues in Survey Research
The American Marketing Association’s code of ethics expresses researchers’ obligation to:
Protect the public from misrepresentation and exploitation under the guise of marketing research
Protect respondents’ right to privacy
Avoid the use of deception
Inform respondents about the purpose of the research
Maintain confidentiality and honesty in collecting data
Maintain objectivity in reporting data

41. Key Terms and Concepts Respondent Sample survey Random sampling error
Systematic error
Sample bias
Respondent error
Nonresponse error
Nonrespondents
No contacts
Refusals
Self-selection bias
Response bias
Acquiescence bias
Extremity bias
Interviewer bias
Social desirability bias
Administrative error
Data processing error
Sample selection error
Interviewer error
Interviewer cheating
Personal interview
Item nonresponse
Door-to-door interview

42. Key Terms and Concepts (cont’d)
Mall intercept interview
Telephone interview
Random digit dialing
Central location interviewing
Computer-assisted telephone interview (CATI)
Self-administered questionnaire
Mail survey
Response rate
Cover letter
Drop-off method
Fax survey
surveys
Internet survey
Welcome screen
Dialog boxes
Mixed-mode survey
Pretesting