1. Chapter Five Copyright © 2006 John Wiley & Sons, Inc. Copyright © 2004 John Wiley & Sons, Inc. Copyright © 2004 John Wiley & Sons, Inc. Survey Research: The Profound Impact of the Internet

2. John Wiley & Son, Inc 2 1.To understand the reasons for the popularity of survey research. 2. To learn the types of error in survey research. 3. To learn about the types of surveys. 4. To understand the advantages and disadvantage of online surveys. Learning Objectives

3. John Wiley & Son, Inc 3 5. To gain insight into the ways online surveys can be conducted. 6. To learn about recruiting sources for online surveys. 7. To recognize the special issues that arise in designing online questionnaires. 8. To gain insight into the factors that determine the choice of particular survey methods. Learning Objectives

4. John Wiley & Son, Inc 4 To understand the reasons for the popularity of surveys. Popularity of Survey Research Reasons for Collecting Primary Data by Survey Research –The need to know why To understand why people do or do not do something? –The need to know how To understand the process consumers go through before taking action –The need to know who To know who the person is from a demographic or lifestyle perspective

5. John Wiley & Son, Inc 5 Selection error Frame error Processing error Response error Nonrespons e bias Instrument bias Interviewer error Surrogate informatio n error Random sampling error Population specification error Sample design error Systematic error Exhibit 5.1 Types of Survey Error Total survey error Measuremen t error

6. John Wiley & Son, Inc 6 To learn about the types of error in survey research. Types Of Error in Survey Research Sampling Error (Bias) –Random: chance variation The difference between the sample value and the true value of the population mean Cannot be eliminated but can be reduced by increasing sample size

7. John Wiley & Son, Inc 7 To learn about the types of error in survey research. Systematic Error (Bias) –Mistakes or problems in the research design –Flaws in the execution of the sample design All sources of error except of those created by random sampling process Nonsampling error (systematic errors) Types Of Error in Survey Research

8. John Wiley & Son, Inc 8 To learn about the types of error in survey research. Nonsampling Error (systematic errors) –Sample design error—problem in sample design or sample procedures Frame errors Population Specification Error Selection Error Types Of Error in Survey Research

9. John Wiley & Son, Inc 9 To learn about the types of error in survey research. –Measurement Error Variation between the true value and the information actually obtained –Surrogate Information Error –Interview Error or Interviewer Bias –Measurement Instrument Bias –Processing Error –Nonresponse Bias –Refusal Rate –Response Bias »Deliberate falsification »Unconscious misrepresentation Types Of Error in Survey Research

10. John Wiley & Son, Inc 10 To learn about the types of surveys. Types Of Surveys Door-to-Door Interview –Interviewer completes survey in respondent’s home Advantages Disadvantages Executive Interviewing –Interview industrial product user

11. John Wiley & Son, Inc 11 To learn about the types of surveys. Mall Intercept –Shoppers intercepted in public areas Advantages Disadvantages Telephone Interviewing –Until 1990 most popular form of survey Advantages Disadvantages Types Of Surveys

12. John Wiley & Son, Inc 12 To learn about the types of surveys. Central Location Telephone Interviews –Make calls from a company facility Computer-assisted telephone interviews (CATI Cell Phone Surveys –Advantages –Disadvantages Types Of Surveys

13. John Wiley & Son, Inc 13 To learn about the types of surveys. Self-Administered Questionnaires –Filled out by respondents with no interviewer present Advantages Disadvantages –Kioska-based Computer Interviewing Multimedia, touch screen computers in freestanding cabinets Advantages Types Of Surveys

14. John Wiley & Son, Inc 14 To learn about the types of surveys. Mail Surveys –Ad Hoc (one-shot) Mail Panels –Higher response rate –Precontracted and Prescreened –Longitudinal Study One that questions the same respondents at different points in time Ad Hoc Mail Surveys Suffer from: –High rate of nonresponse and attendant systematic error Probability of not replying –Those with more education –Those with high-level occupations –Women –Those less interested in the topic –students Types Of Surveys

15. John Wiley & Son, Inc 15 To understand the advantages and disadvantages of online surveys Survey Research on the Internet The Internet changed survey research forever –Online research will account for 50% of all marketing research revenue by 2005 Reason: Online population reflects general population –Reflective of General population Gender Martial status –Approaching General population Age distribution Average online household income

16. John Wiley & Son, Inc 16 To understand the advantages and disadvantages of online surveys Advantages of Online Surveys –Rapid Deployment, Real Time Reporting –Dramatically Reduced Costs –Ready Personalized –High response rates –Ability to Contact the Hard-to-Reach –Simplified and Enhanced Panel Management –Profitability for Research Firms Survey Research on the Internet

17. John Wiley & Son, Inc 17 To understand the advantages and disadvantages of online surveys Disadvantages of Online Surveys –Internet users are not representative of the population as a whole –Security and privacy on the Internet –Unrestricted Internet sample –Other problems include Lack of “callback” procedures Potential for questionnaire programming errors Lack of bandwidth Survey Research on the Internet

18. John Wiley & Son, Inc 18 To gain insight into the ways online surveys can be conducted –Converted CATA Systems Software translates questionnaires for distribution over the Web. –Web Survey Systems Software for Web questionnaire construction and delivery –Survey Design Web Sites Allow researchers to design a survey and administer http://www.perseusdevelopment.com Survey Research on the Internet

19. John Wiley & Son, Inc 19 To learn about recruiting sources for online surveys –Screened Internet Samples Self-selected respondents –Recruited Internet Samples To ensure representativeness of a target population –Renting Internet Panels Incidence rate Cooperation rate Random Web Site Intercepts Data Capture of Visitors Survey Research on the Internet

20. John Wiley & Son, Inc 20 To learn about recruiting sources for online surveys Decision Analyst’s Online Household Panels Decision Analyst –Progressive marketing research firm –Expansion of online consumer and business panels American Consumer Opinion Technology Advisory Board Executive Advisory Board Construction Advisory Boards Physicians Advisory Council Medical Advisory Board –Strategic platforms for Proprietary research CopyTrack CopyTest Conceptor PromotionTest PackageTest NameScreen

21. John Wiley & Son, Inc 21 –Panel Management –Advantages of Online Panels –Disadvantages of Online Panels Survey Research on the Internet To learn about recruiting sources for online surveys

22. John Wiley & Son, Inc 22 To recognize the special issues that arise in designing online questionnaires Creating Online Questionnaires –Issues unique to the Internet questionnaires Simplest way—use survey design Web sites such Pereus XP Surveys need to load quickly Survey needs to be easy to respond to Buttons are best when there are five or fewer answers to choose from Be aware of any default answers or making the first answer the default Online surveys should not be overly long Survey Research on the Internet

23. John Wiley & Son, Inc 23 To recognize the special issues that arise in designing online questionnaires –The Interactive Marketing Research Organization (IMRO) A confederation of world leaders in interactive marketing research Representatives from 13 Internet marketing suppliers and 8 client companies such as –Modalis Research Technologies, Greenfield Online, Market Facts –Dell Computer, IBM, Intel, Time Warner Initial efforts focus on spamming and misuse or personal data Publishes the Journal of Online Research Survey Research on the Internet

24. John Wiley & Son, Inc 24 To gain insight into the factors that determine the choice of survey methods. Determination of the Survey Methods Sampling Precision Budget Available Requirements for Respondents Reaction Quality of Data Required –Validity –reliability Length of Questionnaire Incidence Rate Structure of the Questionnaire Time Available to Complete the Survey

25. John Wiley & Son, Inc 25 –Popularity of Survey Research –Types of Error in Survey Research –Types of Surveys –Survey Research on the Internet –Determination of the Survey Method SUMMARY

26. John Wiley & Son, Inc 26 The End Copyright © 2006 John Wiley & Son, Inc