1. Exploring Marketing Research William G. Zikmund
Chapter 8:
Survey Research

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

3. Respondents
Respondents are a representative sample of people

4. Gathering Information via Surveys
Quick
Inexpensive
Efficient
Accurate
Flexible

5. Problems
Poor Design
Improper Execution

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

7. Random Sampling Error
A statistical fluctuation that occurs because of change variation in the elements selected for the sample

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

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

10. 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

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

12. Respondent Error
A classification of sample bias resulting from some respondent action or inaction
Nonresponse bias
Response bias

13. Nonresponse Error Nonrespondents - people who refuse to cooperate
Not-at-homes
Self-selection bias
Over-represents extreme positions
Under-represents indifference

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

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

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

17. 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.

18. 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.

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

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

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

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

23. Administrative Error Improper administration of the research task
Blunders
Confusion
Neglect
Omission

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

25. 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

27. Time Period for Surveys
Cross-sectional
Longitudinal

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

29. 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

30. 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.

31. Total Quality Management and Customer Satisfaction Surveys
Total quality management - A business philosophy that emphasizes market-driven quality as a top organizational priority.

32. Stages in Tracking Quality Improvement
Initial
quality
improve-
ment
Continuous
Quality
Improvement
Commitment
and
Exploration
Bench-
marking

33. Commitment and Exploration Stage
Management makes a commitment to total quality assurance
Marketing researchers explore external customers’ needs and problems.
Marketing researchers explore internal customers’ needs, beliefs, and motivations.

34. Benchmarking Stage
Research establishes quantitative measures as benchmarks or points of comparison
Overall satisfaction and quality ratings of specific attributes
Employees actual performance and perceptions

35. Initial Quality Improvement Stage
Tracking wave 1 measures trends
Establishes a quality improvement process within the organization.
Translate quality issues into the internal vocabulary of the organization.
Establish performance standards and expectations for improvement.

36. Continuous Quality Improvement
Consists of many consecutive waves with the same purpose—to improve over the previous period.
Quality improvement management continues.

37. Determinants of the Quality of Goods
Performance
Features
Conformance with specifications
Reliability
Durability
Serviceability
Aesthetic design

38. Determinants of Service Quality
Access
Communication
Competence
Courtesy
Reliability
Credibility