Survey Research

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

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

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

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

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

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”

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

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

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 e-mail or the Internet

Survey Research

Advantages of personal interviews Probe to get more in-depth responses to

questions Longer survey instruments Completeness Use visual aids

Survey Research

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

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)

Survey Research

Disadvantages of telephone interviews Limited reach (not all have telephones)

Cell phone issues Annoyance Limited duration No visuals

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

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

Survey Research

Electronic Questionnaires E-mail surveys

Convenient Limited reach Best used in conjunction with another method (i.e., mail

or telephone)

Survey Research

Web-based surveys Convenient Limited

nth visitor methodology Some visual aids may be used Best application:

In conjunction with another method Panels

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)

Classification of Descriptive Studies

Descriptive

Studies

Cross Sectional

Sample Survey

LongitudinalPanel

Descriptive Studies

Describes the marketplace Describe characteristics of certain groups Estimate the proportion of people who will act in

certain way Make specific predictions

Longitudinal vs. 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

LONGITUDINAL DATA CROSS-SECTIONAL DATA