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Transcript of CW1_MKT375:2_Ann Connolly
MKT375-2, Fall16 Ann Connolly
29/09/2016 1
T HE D I FF I CU LT Y OF I NT E R NET S U RVE Y S :
RA N DOM S A M P L I N G & SY S TE M AT I C E R R OR S
1.Introduction: Importance of Surveys and their accuracy
2.Compare & Contrast Random Sampling Errors & Systematic Errors
3.Why do these errors happen?
4.Internet Surveys5.How these errors
intertwine with the Internet
6.How to Reduce these errors
7.Conclusion
L I S T O F C O N TE N T S
MKT375-2, Fall16 Ann Connolly
Tomáš Bubák© 2016 29/09/2016 2
IM P O RTAN C E O F SU RVE Y AC C U RACY
MKT375-2, Fall16 Ann Connolly
(Zikmund, Babin, 2010 ) 29/09/2016 3
NO T H IN G I S
P E RF E C T
a2ua.com Ballerina 2016 29/09/2016 4
MKT375-2, Fall16 Ann Connolly
Total survey error= Random Sampling Error
+ Systematic Error
(Assael, Keon, 1982) 29/09/2016 5
MKT375-2, Fall16 Ann Connolly
Occurs because of the selected variations in the
sample.
(Zikmund, Babin, 2010 , 308) 29/09/2016 6
RA ND O M S A M P L I NG ER R O R
MKT375-2, Fall16 Ann Connolly
Population Selected Sample
(Renckly, 2016) 29/09/2016 7
MKT375-2, Fall16 Ann Connolly
Occurs because of the design of the survey itself and overall correctness of the execution.
(Zikmund, Babin, 2010 , 308) 29/09/2016 8
S Y S T E MAT I C (NO NS A M P L I N G )
ER R O R S
MKT375-2, Fall16 Ann Connolly
Why do these errors happen?
MKT375-2, Fall16 Ann Connolly
29/09/2016 9
(Assael, Keon, 1982) 29/09/2016 10
The sample selected is not the “perfect”
portrayal of the tested
population
VS
More difficult to control.
Due to nonresponse &
response errors.
RA ND OM S A M PL I NG E R R OR S
S Y S T E M AT I C E R R OR S
MKT375-2, Fall16 Ann Connolly
When some people of the sample do not respond.
When respondents respond inaccurately.
(Assael, Keon, 1982) 29/09/2016 11
MKT375-2, Fall16 Ann Connolly
NON RESP ON SE ERRO R
RESP O NSE ERROR
NE E D T O F O CU S O N RE D U C I NG BO T H
MKT375-2, Fall16 Ann Connolly
Tomáš Bubák© 2016 29/09/2016 12
Research concluded that random sampling error is
minor while Systematic Error is a large
contributor to total errors
(Assael, Keon, 1982) 29/09/2016 13
MKT375-2, Fall16 Ann Connolly
T H E D I L E M M ASelect a large sample to
minimize random sampling error OR put money and effort on smaller samples to ensure
better outcome
(Assael, Keon, 1982) 29/09/2016 14
MKT375-2, Fall16 Ann Connolly
But given possible time constraints, it is difficult to concentrate on doing both.
MKT375-2, Fall16 Ann Connolly
29/09/2016 15
Therefore, the popular choice is to conduct Internet
Surveys
MKT375-2, Fall16 Ann Connolly
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I N TE RN E T SU RVE Y S
(Hoonakker, Carayon, 2009, 350) 29/09/2016 17
MKT375-2, Fall16 Ann Connolly
Yes, internet surveys improve response rate…
But, difficult to make accurate.
(Ziegenfuss, Beebe, Rey, Schleck, Locke, Talley, 2010) 29/09/2016 18
MKT375-2, Fall16 Ann Connolly
H O W E R RO RS INT E RT W INE W I T H T H E IN TE R NE T
MKT375-2, Fall16 Ann Connolly
29/09/2016 19
Sample size can be easily increased in Internet Surveys
TO RE D U CE RAN D O M S AM P L IN G E RRO R
MKT375-2, Fall16 Ann Connolly
(Hoonakker, Carayon, 2009, 350) 29/09/2016 20
How to reduce Systematic Errors in internet surveys?
MKT375-2, Fall16 Ann Connolly
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TAK E I NT O ACC O UN T TH E D I F F ER E NT T IM E Z O N E S
MKT375-2, Fall16 Ann Connolly
(Zikmund, Babin, 2010 , 308) (Hoonakker, Carayon, 2009, 353-359) 29/09/2016 22
F I ND RE ASO NS F O R NO NR E SP O NS E AN D RE SP O N SE E R RO RS
(McDaniel, Gates, 1999) (Matzkin, 2007) 29/09/2016 23
(McDaniel, Gates, 1999) 29/09/2016 24
T H E D E S I G N
Tomáš Bubák© 2016 (Groves, Lyberg, 2010) (McDaniel, Gates, 1999) 29/09/2016 25
MKT375-2, Fall16 Ann Connolly
C ON C LU S I O NMKT375-2, Fall16 Ann Connolly
29/09/2016 26
Random sampling errors cannot be avoided. They are caused by chance. To reduce it is to increase the sample size, which is made easily through
internet surveys.
Systematic errors have a large impact on the total error.
Although Internet surveys are the popular choice due to rapid response, it contains a possibility for
large amounts of errors.
MKT375-2, Fall16 Ann Connolly
29/09/2016 27
Possible ways to reduce non sampling errors on internet surveys:
Consider the time zones of who will be selected.
Find the reasons behind nonresponse and response
error. Extra thought must be put into
the design of the survey.Place incentives for
completion.Quality over quantity.
MKT375-2, Fall16 Ann Connolly
29/09/2016 28
TH ANK YO U
MKT375-2, Fall16 Ann Connolly
Tomáš Bubák© 2016 29/09/2016 29
References
Zikmund, W. G., & Babin, B. J. (2010). Essentials of Marketing Research (4th ed.). Mason, OH: South-Western/CENGAGE Learning.
McDaniel, C., & Gates, R. H. (1999). Contemporary Marketing Research. Cincinnati: South-Western College Pub.
Assael, H., & Keon, J. (1982). Nonsampling vs. Sampling Errors in Survey Research. Journal of Marketing, 46(2), 114-123. Retrieved from http://www.jstor.org.ezproxy.lib.cas.cz/stable/3203346
Groves, R., & Lyberg, L. (2010). TOTAL SURVEY ERROR: PAST, PRESENT, AND FUTURE. The Public Opinion Quarterly, 74(5), 849-879. Retrieved from http://www.jstor.org.ezproxy.lib.cas.cz/stable/40985408
Ziegenfuss, J., Beebe, T., Rey, E., Schleck, C., Locke, G., & Talley, N. (2010). Internet Option in a Mail Survey: More Harm Than Good? Epidemiology, 21(4), 585-586. Retrieved from http://www.jstor.org.ezproxy.lib.cas.cz/stable/25680593
Renckly, T. R. Sampling Error. Retrieved September 20, 2016, from http://spectrum.troy.edu/renckly/smpl-r.htm
MKT375-2, Fall16 Ann Connolly
Hoonakker, P., & Carayon, P. (2009). Questionnaire Survey Nonresponse: A Comparison of Postal Mail and Internet Surveys. International Journal of Human-Computer Interaction, 25(5), 348-373. doi:10.1080/10447310902864951
29/09/2016 29
Matzkin, R. (2007). Nonparametric Survey Response Errors. International Economic Review, 48(4), 1411-1427. Retrieved from http://www.jstor.org.ezproxy.lib.cas.cz/stable/4542018