Chap007 Survey Method
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Transcript of Chap007 Survey Method
Chapter Seven
Chapter Seven
Copyright © 2006McGraw-Hill/Irwin
Descriptive Research Designs:
Survey Methods and Errors
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
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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
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• 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
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• 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
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Exhibit 7.1Explain the advantages and
disadvantages of using quantitative, descriptive survey research designs
to collect primary raw data
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• 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
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• 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
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• 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
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Exhibit 7.3 Identify and explain the types of errors that occur in survey research
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Exhibit 7.4 Identify and explain the types of errors that occur in survey research
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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
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Identify and explain the types of errors that occur in survey researchExhibit 7.5
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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
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Identify and explain the types of errors that occur in survey researchExhibit 7.6
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• 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
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Exhibit 7.8Discuss the types of survey methods
available to researchers and identify and describe the strengths and weaknesses of
each type of survey
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• 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
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• 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
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• 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
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• 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
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• 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
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Exhibit 7.9Discuss the types of survey methods
available to researchers and identify and describe the strengths and weaknesses of
each type of survey
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• 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
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• 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
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• 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
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– 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
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– 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
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• 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
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• 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
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• 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
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• 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
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The End
Copyright © 2006 McGraw-Hill/Irwin