1. SURVEYS SURVEYS ASK A RESPONDENT FOR INFORMATION USING VERBAL OR WRITTEN QUESTIONING

2. RESPONDENTS RESPONDENTS ARE A REPRESENTATIVE SAMPLE OF PEOPLE

3. GATHERING INFORMATION VIA SURVEYS QUICK INEXPENSIVE EFFICIENT ACCURATE FLEXIBLE

4. PROBLEMS POOR DESIGN IMPROPER EXECUTION

5. Communication Approaches Self- Administered Survey Survey via Personal Interview Telephone Survey

6. COMMUNICATING WITH RESPONDENTS PERSONAL INTERVIEWS DOOR-TO-DOOR WIRK PLACE SHOPPING MALL INTERCEPTS TELEPHONE INTERVIEWS SELF-ADMINISTERED QUESTIONNAIRES

7. PERSONAL INTERVIEWS

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

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

10. 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

11. Mall Intercept 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

12. 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

13. 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

14. Telephone Survey Traditional CATI systems Computer- administered

15. 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

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

17. 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

18. Advantages of the Telephone Survey Lower costs than personal interview Expanded geographic coverage Use of few interviewers Reduced interviewer bias Fast completion time Better access to some participants Random dialing possible CATI (Computer Assisted Telephone Interviewing) possible

19. Disadvantages of the Telephone Survey Lower response rate than personal interview Higher costs if interviewing geographically dispersed sample Interview length limited Unlisted phone numbers Some unavailable by phone Lack of visuals

20. SELF-ADMINISTERED QUESTIONNAIRES MAIL PLACE OF BUSINESS DROP-OFF COMPUTERIZED E-MAIL INTERNET

21. MAIL SURVEYS

22. Mail Survey 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

23. Mail Survey 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

24. Mail Survey Anonymity of RespondentHigh Ease of Call Back or Follow-upEasy, but takes time CostLowest

25. Increasing Response Rates Effective Cover Letter Money Helps Interesting Questions Follow-Ups Advanced Notification Survey Sponsorship Keying Questionnaires

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

27. INTERNET SURVEYS Speed of Data Collection –instantaneous Geographic Flexibility –worldwide Respondent Cooperation –varies depending on web site

28. INTERNET SURVEYS Versatility of questioning –extremely versatile Questionnaire Length –modest Item Nonresponse –software can assure none

29. INTERNET SURVEYS Possibility for Respondent misunderstanding –high Interviewer Influence of Answers –none Supervision of Interviewers –none

30. INTERNET SURVEYS Anonymity of Respondent –Respondent can be anonymous or known Ease of Callback or Follow-up –difficult Cost –low Special Features –allows graphics and motion

31. INTERNET SURVEYS Item Nonresponse software can assure none Possibility for Respondent misunderstanding –high Degree of Interviewer Influence of Answers –none Supervision of Interviewers –none

32. There is no best form of survey; each has advantages and disadvantages.

33. Selected Questions to determine the appropriate technique: Is the assistance of an interviewer necessary? Are respondents interested in the issues being investigated? Will cooperation be easily attained?

34. Selected Questions to determine the appropriate technique: How quickly is the information needed? Will the study require a long and complex questionnaire? How large is the budget?

35. Pre-testing A trial run with a group of respondents to iron out fundamental problems in the instructions or survey design

36. Sources of Error Error Sources Measurement Questions Interviewer Participant

37. Participant Motivation Participant Motivation

38. Designing Questionnaires Easy to read Offer clear directions Include personalization Notify in advance Encourage response

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

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

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

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

43. 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

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

45. RESPONDENT ERROR A CLASSIFICATON OF SAMPLE BIAS RESULTING FROM SOME RESPONDENT ACTION OR INACTION NONRESPONSE BIAS RESPONSE BIAS

46. NONRESPONSE ERROR NONRESPONDENTS - PEOPLE WHO REFUSE TO COOPERATE NOT-AT-HOMES SELF-SELECTION BIAS OVER-REPRESENTS EXTREME POSTIONS UNDER-REPRESENTS INDIFFERENCE

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

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

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

50. 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.

51. 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.

52. Interviewer bias A response bias that occurs because the presence of the interviewer influences answers.

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

54. Social desirability bias Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role.

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

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

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

58. Administrative error Interviewer cheating - filling in fake answers or falsifying interviewers. Data processing error - incorrect data entry, computer programming, or other procedural errors during the analysis stage. Sample selection error -improper sample design or sampling procedure execution. Interviewer error - field mistakes.

60. TIME PERIOD FOR SURVEYS CROSS-SECTIONAL LONGITUDINAL

61. Cross-sectional study A study in which various segments of a population are sampled. Data are collected at a single moment in time.

62. Longitudinal study A survey of respondents at different times, thus allowing analysis of changes over time. Tracking study - compare trends and identify changes –consumer satisfaction

63. CONSUMER PANEL A longitudinal survey of the same sample of individuals or households to record (in a diary) their attitudes, behavior, or purchasing habits over time.

64. The end