CHAPTER Five Learning Objectives Survey Research The Profound

Learning Objectives 1. To understand the reasons for the popularity of survey research. 2. To learn the types of error in survey research. 3. To learn about the types of surveys. 4. To understand the advantages and disadvantage of online surveys.

Learning Objectives 5. To gain insight into the ways online surveys can be conducted. 6. To learn about recruiting sources for online surveys. 7. To recognize the special issues that arise in designing online questionnaires. 8. To gain insight into the factors that determine the choice of particular survey methods.

Learning Objectives Popularity of Surveys To understand the reasons for the popularity of surveys. Reasons for Collecting Primary Data by Survey Research 1. The need to know why To understand why people do or do not do something? 2. The need to know how To understand the process consumers go through before taking action 3. The need to know who To know who the person is from a demographic or lifestyle perspective

Table 5. 1 Types of Survey Error Learning Objectives Total survey error Random sampling error Measuremen t error Processin g error Systematic error Sample design error Surrogate informatio n error Selection error Interviewer error Response error Nonrespons e bias Instrument bias Population specification error Frame error

Learning Objectives Types Of Error To learn about the types of error in survey research. Sampling Error (Bias) • Random: chance variation • The difference between the sample value and the true value of the population mean Systematic Error (Bias) • Mistakes in the research design • Flaws in the execution of the sample design Frame error: using an incomplete or inaccurate sampling frame

Learning Objectives Types Of Error To learn about the types of error in survey research. Population Specification Error • an incorrect definition of the population Selection Error • sampling procedures are incomplete Measurement Error Variation between the true value and the information actually obtained

Learning Objectives Types Of Error To learn about the types of error in survey research. Surrogate Information Error A discrepancy between the information actually required and the information being sought by the researcher Interviewer Error Interactions between the interviewer and respondent may influence answers Measurement Instrument Bias Problems with the measurement instrument or questionnaire

Learning Objectives Types Of Error To learn about the types of error in survey research. Processing Error Mistakes when entering information from the survey documents Nonresponse Bias Are those who did respond different from those who did not respond? Response Bias A tendency for people to answer a particular question in a certain way • deliberate falsification • unconscious misrepresentation

Learning Objectives Types Of Surveys To learn about the types of surveys. Door-to-Door Interview • Interviewer completes survey in respondent’s home Executive Interviewing • Interview industrial product user Mall Intercept • Shoppers intercepted in public areas

Learning Objectives Types Of Surveys To learn about the types of surveys. • Telephone Interviewing – – Advantages Disadvantages Central-Location Telephone Interviewing Conducted from a facility • Completely Automated Telephone Surveys – Use interactive voice response (IVR) technology reads the questions and keys responses – Open-ended responses are recorded on tape – Outbound CATS – In. Bound CATS

Learning Objectives Types Of Surveys To describe the types of surveys. • Self-Administered Questionnaires – – Filled out by respondents with no interviewer present Advantages Disadvantages Point-of-service Touch Screen • Kiosks with touch screen monitors • Mail Surveys – Ad Hoc (one-shot) • Mail Panels – – Precontracted and Prescreened Longitudinal Study Gratuities Higher response rate

Survey Research on the Internet Learning Objectives To understand the advantages and disadvantages of online surveys Advantages of Online Surveys • Rapid Deployment, Real Time Reporting • Dramatically Reduced Costs • Readily Personalized • High response rates • Contact the Hard-to-Reach • Simplified and Enhanced Panel Management • Profitability for Research Firms

Survey Research On the Internet Learning Objectives To understand the advantages and disadvantages of online surveys. Disadvantages of Online Surveys • Internet users are not representative of the population as a whole • Security and privacy on the Internet • Unrestricted Internet sample

Learning Objectives Methods of Conducting Internet Surveys To gain insight into the ways online surveys can be conducted. E-mail Questionnaires • Like an e-mail message Converted CATA Systems • Software translates questionnaires for distribution over the Web Survey Systems • Software for Web questionnaire construction and delivery

Learning Objectives Methods of Conducting Internet Surveys To gain insight into the ways online surveys can be conducted. Bulletin Boards • Invite people to a specific Web site where a discussion topic is posted Downloadable Surveys • Surveys are downloaded from the Web and then run on previously installed software provided by the researcher Survey Design Web Sites • Allows the research to design a survey online without loading design software

The Internet Has Changed Survey Research Learning Objectives To understand the advantages and disadvantages of online surveys. Internet Samples Screened Internet Samples • Adjust for unrepresentitiveness of the self-selected respondents • Use a branching or skip pattern Recruited Internet Samples • To target populations in surveys that require more control of the sample

Learning Objectives Methods of Conducting Internet Surveys To learn about recruiting sources for online surveys. Recruiting Sources for Online Surveys • Recruited Panels • Opt-in List Rental • Opt-in Panels Random Web Site Intercepts Web Data Capture of Visitors Creating Internet Questionnaires • Use a survey design Web site • Make it easy

Methods of Conducting Internet Surveys Learning Objectives To recognize the special issues that arise in designing online questionnaires. The Interactive Marketing Research Organization (IMRO) • A confederation of world leaders in interactive marketing research • Representatives from 13 Internet marketing suppliers • Modalis Research Technologies • Greenfield Online • Market Facts • Will discuss spamming and misuse

The Choice of Particular Survey Methods Learning Objectives To gain insight into the factors that determine the choice of survey methods. Sampling Precision Budget Available Requirements for Respondents Reaction Quality of Data Required Length of Questionnaire Incidence Rate Structure of the Questionnaire Time Available to Complete the Survey

Learning Objectives SUMMARY • Popularity of Surveys • Types Of Error • Types Of Surveys • The Internet Has Changed Survey Research • Methods of Conducting Internet Surveys • The Choice of Particular Survey Methods • The Interviewer