SURVEYS SURVEYS ASK A RESPONDENT FOR INFORMATION USING VERBAL OR WRITTEN QUESTIONING.
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Transcript of SURVEYS SURVEYS ASK A RESPONDENT FOR INFORMATION USING VERBAL OR WRITTEN QUESTIONING.
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SURVEYSSURVEYS
SURVEYS ASK A RESPONDENT FOR INFORMATION USING VERBAL OR WRITTEN QUESTIONING
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RESPONDENTSRESPONDENTS RESPONDENTS
ARE A REPRESENTATIVE SAMPLE OF PEOPLE
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GATHERING INFORMATION GATHERING INFORMATION VIA SURVEYSVIA SURVEYS
• QUICK• INEXPENSIVE• EFFICIENT• ACCURATE• FLEXIBLE
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PROBLEMSPROBLEMS
• POOR DESIGN• IMPROPER EXECUTION
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Communication ApproachesCommunication Approaches
Self-Administered
Survey
Survey via PersonalInterview
TelephoneSurvey
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COMMUNICATING WITH COMMUNICATING WITH RESPONDENTSRESPONDENTS
• PERSONAL INTERVIEWS• DOOR-TO-DOOR• WIRK PLACE• SHOPPING MALL INTERCEPTS
• TELEPHONE INTERVIEWS• SELF-ADMINISTERED
QUESTIONNAIRES
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PERSONAL INTERVIEWSPERSONAL INTERVIEWS
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Door-to-Door Personal Interview
Speed of Data Collection Moderate to fast
Geographical Flexibility Limited coverage
Respondent Cooperation Excellent
Versatility of Questioning Quite versatile
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Questionnaire Length Long
Item Nonresponse Low
Possibility of Respondent LowestMisunderstanding
Degree of Interviewer HighInfluence of Answer
Supervision of Interviewers Moderate
Door-to-Door Personal Interview
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Anonymity of Respondent Low
Ease of Call Back or Follow-up Difficult
Cost Highest
Special Features Visual materials may beshown or demonstrated;extended probing possible
Door-to-Door Personal Interview
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Mall Intercept Personal Interview
Speed of Data Collection Fast
Geographical Flexibility Confined, urban bias
Respondent Cooperation Moderate to low
Versatility of Questioning Extremely versatile
Questionnaire Length Moderate to Long
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Mall Intercept Personal Interview
Item Nonresponse Medium
Possibility of Respondent LowestMisunderstanding
Degree of Interviewer HighestInfluence of Answers
Supervision of Interviewers Moderate to high
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Mall Intercept Personal Interview
Anonymity of Respondent Low
Ease of Call Back or DifficultFollow-up
Cost Moderate to high
Special Features Taste test, viewing of TV Commercials possible
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Telephone Telephone SurveySurvey
Traditional
CATI systems
Computer-administered
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Questionnaire Length Moderate
Item Nonresponse Medium
Possibility of Respondent AverageMisunderstanding
Degree of Interviewer ModerateInfluence of Answer
Supervision of Interviewers High, especially withcentral location WATSinterviewing
Telephone Surveys
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Speed of Data Collection Very fast
Geographical Flexibility High
Respondent Cooperation Good
Versatility of Questioning Moderate
Telephone Surveys
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Anonymity of Respondent Moderate
Ease of Call Back or Follow-up Easy
Cost Low to moderate
Special Features Fieldwork and supervisionof data collection aresimplified; quite adaptableto computer technology
Telephone Surveys
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Advantages of the Telephone Advantages of the Telephone SurveySurvey
• Lower costs than personal interview
• Expanded geographic coverage
• Use of few interviewers
• Reduced interviewer bias
• Fast completion time
• Better access to some participants
• Random dialing possible
• CATI (Computer Assisted Telephone Interviewing) possible
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Disadvantages of the Disadvantages of the Telephone SurveyTelephone Survey
• Lower response rate than personal interview
• Higher costs if interviewing geographically dispersed sample
• Interview length limited
• Unlisted phone numbers
• Some unavailable by phone
• Lack of visuals
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SELF-ADMINISTERED SELF-ADMINISTERED QUESTIONNAIRESQUESTIONNAIRES
• MAIL• PLACE OF BUSINESS• DROP-OFF• COMPUTERIZED• E-MAIL• INTERNET
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MAIL SURVEYSMAIL SURVEYS
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Mail Survey
Speed of Data Collection Researcher has no controlover return of questionnaire; slow
Geographical Flexibility High
Respondent Cooperation Moderate--poorly designedquestionnaire will have low
response rate
Versatility of Questioning Highly standardized format
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Mail Survey
Questionnaire Length Varies depending on incentive
Item Nonresponse High
Possibility of Respondent Highest--no interviewerMisunderstanding present for clarification
Degree of Interviewer None--interviewer absentInfluence of Answer
Supervision of Interviewers Not applicable
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Mail Survey
Anonymity of Respondent High
Ease of Call Back or Follow-up Easy, but takes time
Cost Lowest
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Increasing Response Rates
• Effective Cover Letter
• Money Helps
• Interesting Questions
• Follow-Ups
• Advanced Notification
• Survey Sponsorship
• Keying Questionnaires
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How to Increase Response Rates for Mail Surveys
• Write a “Sales Oriented” Cover Letter• Money Helps
- As a token of appreciation
• Stimulate Respondents’ Interest with Interesting Questions• Follow Up
- Keying questionnaires with codes• Advanced Notification• Sponsorship by a Well-known and Prestigious Institution
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INTERNET SURVEYSINTERNET SURVEYS
• Speed of Data Collection– instantaneous
• Geographic Flexibility
– worldwide
• Respondent Cooperation– varies depending on web site
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INTERNET SURVEYSINTERNET SURVEYS
• Versatility of questioning
– extremely versatile
• Questionnaire Length– modest
• Item Nonresponse– software can assure none
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INTERNET SURVEYSINTERNET SURVEYS
• Possibility for Respondent misunderstanding– high
• Interviewer Influence of Answers– none
• Supervision of Interviewers– none
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INTERNET SURVEYSINTERNET SURVEYS
• Anonymity of Respondent– Respondent can be anonymous or known
• Ease of Callback or Follow-up– difficult
• Cost– low
• Special Features– allows graphics and motion
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INTERNET SURVEYSINTERNET SURVEYS• Item Nonresponse
software can assure none• Possibility for Respondent
misunderstanding– high
• Degree of Interviewer Influence of Answers– none
• Supervision of Interviewers– none
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There is no best form of There is no best form of survey; each has survey; each has advantages and advantages and disadvantages.disadvantages.
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Selected Questions to Selected Questions to determine the appropriate determine the appropriate
technique:technique:
• Is the assistance of an interviewer necessary?
• Are respondents interested in the issues being investigated?
• Will cooperation be easily attained?
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Selected Questions to Selected Questions to determine the appropriate determine the appropriate
technique:technique:
• How quickly is the information needed?
• Will the study require a long and complex questionnaire?
• How large is the budget?
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Pre-testingPre-testing• A trial run with a group of respondents to iron out fundamental problems in the instructions or survey design
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Sources of ErrorSources of Error
ErrorSources
Measurement Questions
Interviewer
Participant
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Participant MotivationParticipant Motivation
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Designing QuestionnairesDesigning Questionnaires
Easy to readEasy to read
Offer clear directionsOffer clear directions
Include personalizationInclude personalization
Notify in advanceNotify in advance
Encourage responseEncourage response
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Totalerror
Systematicerror (bias)
Random samplingerror
Tree Diagram of Total Survey Error
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RANDOM SAMPLING RANDOM SAMPLING ERRORERROR
• A STATISTICAL FLUCTUATION THAT OCCURS BECAUSE OF CHANCE VARIATION IN THE ELEMENTS SELECTED FOR THE SAMPLE
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SYSTEMATIC ERRORSYSTEMATIC ERROR
• SYSTEMATIC ERROR RESULTS FROM SOME IMPERFECT ASPECT OF THE RESEARCH DESIGN OR FROM A MISTAKE IN THE EXECUTION OF THE RESEARCH
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Systematicerror (bias)
Administrativeerror
Respondenterror
Tree Diagram of Total Survey Error
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SAMPLE BIASSAMPLE BIAS
• SAMPLE BIAS - WHEN THE RESULTS OF A SAMPLE SHOW A PERSISTENT TENDENCY TO DEVIATE IN ONE DIRECTION FROM THE TRUE VALUE OF THE POPULATION PARAMETER
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Respondenterror
Nonresponseerror
Responsebias
Tree Diagram of Total Survey Error
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RESPONDENT ERRORRESPONDENT ERROR
• A CLASSIFICATON OF SAMPLE BIAS RESULTING FROM SOME RESPONDENT ACTION OR INACTION
• NONRESPONSE BIAS• RESPONSE BIAS
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NONRESPONSE ERRORNONRESPONSE ERROR
• NONRESPONDENTS - PEOPLE WHO REFUSE TO COOPERATE
• NOT-AT-HOMES• SELF-SELECTION BIAS
• OVER-REPRESENTS EXTREME POSTIONS• UNDER-REPRESENTS INDIFFERENCE
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Tree Diagram of Total Survey Error
Responsebias
Unconsciousmisrepresentation
Deliberatefalsification
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RESPONSE BIASRESPONSE BIAS
• A BIAS THAT OCCURS WHEN RESPONDENTS TEND TO ANSWER QUESTIONS WITH A CERTAIN SLANT THAT CONSCIOUSLY OR UNCONSCIOUSLY MISREPRESENTS THE TRUTH
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Acquiescence bias
Extremity bias
Interviewer bias
Auspices bias
Social desirability bias
Tree Diagram of Total Survey Error
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Acquiescence biasAcquiescence bias
• A category of response bias that results because some individuals tend to agree with all questions or to concur with a particular position.
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Extremity biasExtremity bias
• A category of response bias that results because response styles vary from person to person; some individuals tend to use extremes when responding to questions.
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Interviewer biasInterviewer bias
• A response bias that occurs because the presence of the interviewer influences answers.
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Auspices biasAuspices bias
• Bias in the responses of subjects caused by the respondents being influenced by the organization conducting the study.
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Social desirability biasSocial desirability bias
• Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role.
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Systematicerror (bias)
Administrativeerror
Respondenterror
Tree Diagram of Total Survey Error
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ADMINISTRATIVE ERRORADMINISTRATIVE ERROR
• IMPROPER ADMINISTRATION OF THE RESEARCH TASK
• BLUNDERS• CONFUSION• NEGLECT• OMISSION
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Data processing error
Sample selection error
Interviewer error
Interviewer cheating
Tree Diagram of Total Survey Error
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Administrative errorAdministrative error
• Interviewer cheating - filling in fake answers or falsifying interviewers.
• Data processing error - incorrect data entry, computer programming, or other procedural errors during the analysis stage.
• Sample selection error -improper sample design or sampling procedure execution.
• Interviewer error - field mistakes.
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M E TH O DO F
C O M M U N IC A TIO N
S TR U C TU R E DA N D D IS Q U IS E D
Q U E S TIO N S
TE M P O R A LC L A S S IF IC A TIO N S
C L A S S IF Y IN GS U R V E Y
R E S E A R C HM E TH O D S
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TIME PERIOD FOR TIME PERIOD FOR SURVEYSSURVEYS
• CROSS-SECTIONAL• LONGITUDINAL
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Cross-sectional studyCross-sectional study
• A study in which various segments of a population are sampled.
• Data are collected at a single moment in time.
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Longitudinal studyLongitudinal study
• A survey of respondents at different times, thus allowing analysis of changes over time.
• Tracking study - compare trends and identify changes – consumer satisfaction
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CONSUMER PANEL CONSUMER PANEL
• A longitudinal survey of the same sample of individuals or households to record (in a diary) their attitudes, behavior, or purchasing habits over time.
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The endThe end