1. Chapter Seven Copyright © 2006 McGraw-Hill/Irwin Descriptive Research Designs: Survey Methods and Errors

2. McGraw-Hill/Irwin 2 1.Explain the advantages and disadvantages of using quantitative, descriptive survey research designs to collect primary raw data. 2.Discuss the many types of survey methods available to researchers. Identify and discuss the factors that drive the choice of survey methods Learning Objective

3. McGraw-Hill/Irwin 3 3.Explain how the electronic revolution is affecting the administration of survey research designs. 4.Identify and describe the strengths and weaknesses of each types of survey method. 5.Identify and explain the types of errors that occur in survey research Learning Objective

4. McGraw-Hill/Irwin 4 Methods in Conducting Descriptive Research –Interrelationships –Should the Research Design be Descriptive –Role of Quantitative Research –How to Collect the Primary Data Interrelatedness of Descriptive Research Designs and Survey Research Discuss the many types of survey methods available to researchers

5. McGraw-Hill/Irwin 5 Survey Research Methods –Mainstream of Research Practices Descriptive and casual research situations –For collecting large amounts of raw data using question-and-answer format –Data collected from large groups—200+ –Ask questions and responses are recorded in a structured, precise manner Success Main Goal Overview of Survey Research Methods Discuss the many types of survey methods available to researchers

6. McGraw-Hill/Irwin 6 Exhibit 7.1 Explain the advantages and disadvantages of using quantitative, descriptive survey research designs to collect primary raw data

7. McGraw-Hill/Irwin 7 Errors (Also Referred to as Bias) –Reduces the accuracy and quality of the raw data Random Sampling Errors –Statistically measured differences between the actual sampled results and the estimated true population results Types of Errors in Survey Methodology Identify and explain the types of errors that occur in survey research

8. McGraw-Hill/Irwin 8 Systematic Errors (Nonsampling Errors) –Represent all errors that can enter the survey research design-not related to sampling issues Nonsampling Errors –Respondent error –Measurement/design error –Faulty problem definition –Project administration errors Types of Errors in Survey Methodology Identify and explain the types of errors that occur in survey research

9. McGraw-Hill/Irwin 9 Characteristics of Nonsampling Errors –Create a form of “systematic variation” in the raw data –Are controllable –Cannot be directly measured by statistical formula –Are interactive in nature Types of Errors in Survey Methodology Identify and explain the types of errors that occur in survey research

10. McGraw-Hill/Irwin 10 Exhibit 7.3 Identify and explain the types of errors that occur in survey research

11. McGraw-Hill/Irwin 11 Exhibit 7.4 Identify and explain the types of errors that occur in survey research

12. McGraw-Hill/Irwin 12 Identify and explain the types of errors that occur in survey research Types of Errors in Survey Methodology Response Bias –Human Memory Impaired memory New attitude Human memory

13. McGraw-Hill/Irwin 13 Identify and explain the types of errors that occur in survey research Exhibit 7.5

14. McGraw-Hill/Irwin 14 Identify and explain the types of errors that occur in survey research Types of Errors in Survey Methodology Faulty Problem Definition Errors –The decision maker and/or researcher misinterprets the true nature of the problem situation –Main causes Management’s lack of understanding of the real problem Misinterpreting market performance factors Researcher inaccurately transforming the problem into research questions

15. McGraw-Hill/Irwin 15 Identify and explain the types of errors that occur in survey research Exhibit 7.6

16. McGraw-Hill/Irwin 16 Person-administered Surveys –Data collection techniques that require the presence of a trained human interviewer to ask questions and record the answers In-home interview –Advantages –Disadvantages Types of Survey Methods Discuss the types of survey methods available to researchers and identify and describe the strengths and weaknesses of each type of survey

17. McGraw-Hill/Irwin 17 Exhibit 7.8 Discuss the types of survey methods available to researchers and identify and describe the strengths and weaknesses of each type of survey

18. McGraw-Hill/Irwin 18 Executive Interviews –Personal interview exchange with a business executive conducted in his or her business office Problems Mall-Intercept –Face-to-face personal interview that takes place in a mall setting Advantages Disadvantages Types of Survey Methods Discuss the types of survey methods available to researchers and identify and describe the strengths and weaknesses of each type of survey

19. McGraw-Hill/Irwin 19 Purchase-Intercept Interviews –Face-to-face interview that takes place immediately after the purchase of a product or service Advantages Disadvantages Types of Survey Methods Discuss the types of survey methods available to researchers and identify and describe the strengths and weaknesses of each type of survey

20. McGraw-Hill/Irwin 20 Telephone Administered Survey –Traditional Telephone Interviews Question-and-answer exchanges that are conducted via telephone –Advantages –Disadvantages Techniques for selecting telephone numbers Random digit dialing Types of Survey Methods Discuss the types of survey methods available to researchers and identify and describe the strengths and weaknesses of each type of survey

21. McGraw-Hill/Irwin 21 Computer Assisted Telephone Interviews –Integrated telephone and computer system Advantages Disadvantages Completely Automated Telephone Interviews –Computer dials a phone number and a recording is used to introduce and administer the survey Types of Survey Methods Discuss the types of survey methods available to researchers and identify and describe the strengths and weaknesses of each type of survey

22. McGraw-Hill/Irwin 22 Wireless Phone Surveys –Data are collected on standard wireless phones Advantages Disadvantages Self-administered Surveys –Selected respondents read the survey and records their answers—no interviewer Advantages Disadvantages Types of Survey Methods Discuss the types of survey methods available to researchers and identify and describe the strengths and weaknesses of each type of survey

23. McGraw-Hill/Irwin 23 Exhibit 7.9 Discuss the types of survey methods available to researchers and identify and describe the strengths and weaknesses of each type of survey

24. McGraw-Hill/Irwin 24 Mail Surveys –Self-administered questionnaire that is delivered to the selected respondent and returned to the researcher by mail Advantages Disadvantages Types of Survey Methods Discuss the types of survey methods available to researchers and identify and describe the strengths and weaknesses of each type of survey

25. McGraw-Hill/Irwin 25 Mail Panel Surveys –Questionnaire sent to a group of individuals who have agreed in advance to participate Advantage Disadvantage Drop-off Surveys –Hand delivered to selected respondents Advantage Disadvantage Types of Survey Methods Discuss the types of survey methods available to researchers and identify and describe the strengths and weaknesses of each type of survey

26. McGraw-Hill/Irwin 26 Online Survey Methods –Fax Survey Self-administered questionnaire delivered by fax –Advantage –Disadvantage –E-mail Surveys Self-administered survey delivered and returned by e-mail –Advantages –Disadvantages Types of Survey Methods Discuss the types of survey methods available to researchers and identify and describe the strengths and weaknesses of each type of survey

27. McGraw-Hill/Irwin 27 –Internet Surveys Self-administered questionnaire—on World Wide Web address for prospective subjects to read and complete –Disadvantages Types of Survey Methods Discuss the types of survey methods available to researchers and identify and describe the strengths and weaknesses of each type of survey

28. McGraw-Hill/Irwin 28 –Internet Surveys Self-administered questionnaire—on World Wide Web address for prospective subjects to read and complete –Disadvantages Types of Survey Methods Discuss the types of survey methods available to researchers and identify and describe the strengths and weaknesses of each type of survey

29. McGraw-Hill/Irwin 29 Situational Characteristics –Budget –Completion Time Frame –Quality Requirement Factors for Selecting the Appropriate Survey Method Discuss the types of survey methods available to researchers and identify and describe the strengths and weaknesses of each type of survey

30. McGraw-Hill/Irwin 30 Task Characteristics –Difficulty of the Task –Stimuli Needed to Elicit the Response –Amount of Information Needed from the Respondent –Research Topic Sensitivity Factors for Selecting the Appropriate Survey Method Discuss the types of survey methods available to researchers and identify and describe the strengths and weaknesses of each type of survey

31. McGraw-Hill/Irwin 31 Respondent Characteristics –Diversity –Incidence Rate –Respondent Participation –Strategies Factors for Selecting the Appropriate Survey Method Discuss the types of survey methods available to researchers and identify and describe the strengths and weaknesses of each type of survey

32. McGraw-Hill/Irwin 32 Interrelatedness of Descriptive Research Designs and Survey Research Methods Overview of Survey Research Methods Types of Errors in Survey Methodology Types of Survey Methods Factors for Selecting the Appropriate Survey Method Summary

33. McGraw-Hill/Irwin 33 The End Copyright © 2006 McGraw-Hill/Irwin