1. Survey Research

2. Survey Research What is a survey?
Primary data collection method based on communication with a representative sample of individuals
Communication -- sharing of thoughts
Representative sample -- in terms of the cases included and the manner in which they are selected

3. Survey Research Survey Errors
Random -- statistical fluctuation in the data due to chance
Can reduce with larger sample size
Systematic-- errors resulting from an imperfection in the research design
Respondent --e.g., parental style measure
Administrative -- e.g., data coding errors
These errors are unavoidable -- try to minimize, not eliminate, them

4. Survey Research What does error do? XO = Xt + (XS + XR)
XO= Observed score for some construct
XT = True score for some construct
XS = Systematic Error
XR = Random Error
Can never eliminate XR, but try to reduce XS
Try to set up a situation where XO = Xt

5. Survey Research
Respondent Errors -- errors due some respondent action or inaction
Non-response
Failure of units selected to be in the final sample to respond
Refusals – respondent is contacted but chooses not to participate
Not-at-homes – respondent not present when contacted
Rule-of-thumb – try 3 times
Contact rate = number of units contacted / total number of eligible units approached

6. Survey Research How to reduce non-response error?
Increase initial response rate
Sell value of research to respondent
Guarantee of anonymity
Hire professional firms to collect data
Incentives
Follow-up
Adjust results for non-response bias
CREATIVITY & PERSISTANCE

7. Survey Research Respondent Errors
Response Bias -- tendency for respondents to answer questions in a manner that misrepresents their true feelings, beliefs, opinions, etc.
Acquiescence bias -- “we agree with it; we agree with everything”
Extremity bias -- “can’t answer a 1 or 7 ever”
Interviewer bias -- “they work for 3M so ..”
Social desirability bias -- “s/he would want me to answer this way”

8. Survey Research
Administrative Errors -- errors caused by improper administration of the survey or a study design flaw
Data processing error -- simply entering the wrong code onto the computer
Sample selection error -- some aspect of the sample is under-represented
Interviewer error -- e.g., interviewer checks the wrong box, asks the wrong question
Interviewer cheating -- e.g., interviewer fabricates data

9. Survey Research
Administrative Errors -- best way to reduce is by being careful -- very careful
Other ways to reduce
Interviewer training
Coder training
Interviewer incentives
Checks of interviewers

10. Survey Research Methods of Administration
Personal Interview -- face-to-face communication between an interviewer and respondent
Telephone Interview -- information is gathered over the telephone
Mail Questionnaire -- self-administered survey sent via the mail
Electronic Questionnaire -- survey distributed and gathered via or the Internet

11. Survey Research Advantages of personal interviews
Probe to get more in-depth responses to questions
Longer survey instruments
Completeness
Use visual aids

12. Survey Research Disadvantages of personal interviews Interviewer bias
Not anonymous
Expense
Ability to set up specific times for call backs

13. Survey Research Advantages of telephone interviews
Efficiency in terms of speed and cost
Ability to probe without having face-to-face contact (and embarrassment)
Ability to have “pure random samples”
Random-digit dialing
Ability to set up specific times for call backs
Direct data entry (CATI)

14. Survey Research Disadvantages of telephone interviews
Limited reach (not all have telephones)
Cell phone issues
Annoyance
Limited duration
No visuals

15. Survey Research Advantages of mail questionnaires Low in cost
Respondent convenience
Respondent anonymity
No interviewer
Must use very straight-forward and simple questions
Longer surveys

16. Survey Research Disadvantages of mail questionnaires Lack of speed
Low response rates (usually below 50%; often much lower)
No interviewer
Cost can get high
Provision of incentives
Follow-ups

17. Survey Research Electronic Questionnaires E-mail surveys Convenient
Limited reach
Best used in conjunction with another method (i.e., mail or telephone)

18. Survey Research Web-based surveys Convenient Limited
nth visitor methodology
Some visual aids may be used
Best application:
In conjunction with another method
Panels

19. Survey Research Cross-Sectional versus Longitudinal Designs
Cross-sectional -- snapshot of population at one point in time
Longitudinal -- fixed sample of population elements repeatedly measured over time
Allows for tracking of certain changes over time (e.g., brand switching, brand loyalty)

20. Classification of Descriptive Studies
Longitudinal
Panel
Descriptive
Studies
Cross Sectional
Sample Survey

21. Descriptive Studies Describes the marketplace
Describe characteristics of certain groups
Estimate the proportion of people who will act in certain way
Make specific predictions

22. Longitudinal vs. Cross-Sectional Data
LONGITUDINAL DATA CROSS-SECTIONAL DATA
• allows turnover analysis if panel is continuous
• allows collection of much more classification information from respondents
• allows longer and more exacting interviews
• produces fewer errors in reporting past behavior because of natural forgetting
• produces fewer interviewer—respondent interaction errors
• tends to produce more representative samples of the population of interest
• produces fewer errors due to respondent’s behavior being affected by the measurement task
• allows the investigation of many more relationships