Chapter Seven Descriptive Research Designs Survey Methods and

Chapter Seven Descriptive Research Designs: Survey Methods and Errors Copyright © 2006 Mc. Graw-Hill/Irwin

Learning Objective 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 Mc. Graw-Hill/Irwin 2

Learning Objective 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 Mc. Graw-Hill/Irwin 3

Interrelatedness of Descriptive Research Designs and Survey Research Discuss the many types of survey methods available to researchers • Methods in Conducting Descriptive Research – Interrelationships – Should the Research Design be Descriptive – Role of Quantitative Research – How to Collect the Primary Data Mc. Graw-Hill/Irwin 4

Overview of Survey Research Methods Discuss the many types of survey methods available to researchers • 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 Mc. Graw-Hill/Irwin 5

Exhibit 7. 1 Mc. Graw-Hill/Irwin Explain the advantages and disadvantages of using quantitative, descriptive survey research designs to collect primary raw data 6

Types of Errors in Survey Methodology Identify and explain the types of errors that occur in survey research • 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 Mc. Graw-Hill/Irwin 7

Types of Errors in Survey Methodology Identify and explain the types of errors that occur in survey research • 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 Mc. Graw-Hill/Irwin 8

Types of Errors in Survey Methodology Identify and explain the types of errors that occur in survey research • 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 Mc. Graw-Hill/Irwin 9

Exhibit 7. 3 Mc. Graw-Hill/Irwin Identify and explain the types of errors that occur in survey research 10

Exhibit 7. 4 Mc. Graw-Hill/Irwin Identify and explain the types of errors that occur in survey research 11

Types of Errors in Survey Methodology Identify and explain the types of errors that occur in survey research • Response Bias – Human Memory • Impaired memory • New attitude • Human memory Mc. Graw-Hill/Irwin 12

Exhibit 7. 5 Mc. Graw-Hill/Irwin Identify and explain the types of errors that occur in survey research 13

Types of Errors in Survey Methodology Identify and explain the types of errors that occur in survey research • 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 Mc. Graw-Hill/Irwin 14

Exhibit 7. 6 Mc. Graw-Hill/Irwin Identify and explain the types of errors that occur in survey research 15

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 • 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 Mc. Graw-Hill/Irwin 16

Exhibit 7. 8 Mc. Graw-Hill/Irwin Discuss the types of survey methods available to researchers and identify and describe the strengths and weaknesses of each type of survey 17

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 • 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 Mc. Graw-Hill/Irwin 18

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 • Purchase-Intercept Interviews – Face-to-face interview that takes place immediately after the purchase of a product or service • Advantages • Disadvantages Mc. Graw-Hill/Irwin 19

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 • 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 Mc. Graw-Hill/Irwin 20

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 • 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 Mc. Graw-Hill/Irwin 21

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 • 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 Mc. Graw-Hill/Irwin 22

Exhibit 7. 9 Mc. Graw-Hill/Irwin Discuss the types of survey methods available to researchers and identify and describe the strengths and weaknesses of each type of survey 23

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 • Mail Surveys – Self-administered questionnaire that is delivered to the selected respondent and returned to the researcher by mail • Advantages • Disadvantages Mc. Graw-Hill/Irwin 24

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 • 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 Mc. Graw-Hill/Irwin 25

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 • 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 Mc. Graw-Hill/Irwin 26

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 – Internet Surveys • Self-administered questionnaire—on World Wide Web address for prospective subjects to read and complete – Disadvantages Mc. Graw-Hill/Irwin 27

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 – Internet Surveys • Self-administered questionnaire—on World Wide Web address for prospective subjects to read and complete – Disadvantages Mc. Graw-Hill/Irwin 28

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 • Situational Characteristics – Budget – Completion Time Frame – Quality Requirement Mc. Graw-Hill/Irwin 29

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 • Task Characteristics – Difficulty of the Task – Stimuli Needed to Elicit the Response – Amount of Information Needed from the Respondent – Research Topic Sensitivity Mc. Graw-Hill/Irwin 30

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 • Respondent Characteristics – Diversity – Incidence Rate – Respondent Participation – Strategies Mc. Graw-Hill/Irwin 31

Summary • 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 Mc. Graw-Hill/Irwin 32

The End Copyright © 2006 Mc. Graw-Hill/Irwin 33