3 SURVEY - IPB University

3 SURVEY3 SURVEY

Prof Dr Ir Ujang Sumarwan, MSc

Graduate Program of Management and Business- IPB

Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 1

3. Survey Research3. Survey Research

What’s going on?– Just Asking Questions– Learning: Why, How, and WhoLearning: Why, How, and Who


Survey method: A structured questionnaire given to a sample of population and designedgiven to a sample of population and designed to elicit specific information from respondent

(M lh t 1999 178)(Malhotra, 1999 p. 178).

Surveys deal with phenomena as they exist, y p y ,they do not attempt to alter anything

experimentally nor do they involve randomexperimentally nor do they involve random assignment of subjects or conditions as in

experimental researchexperimental research


OBJECTIVE OF SURVEYSOBJECTIVE OF SURVEYS

11 E l iE l i1.1. ExplorationExploration2.2. DescriptionDescription3.3. ExplanationExplanation

4.4. To assess the impact of new programs, To assess the impact of new programs, .. o assess e pac o ew p og a s,o assess e pac o ew p og a s,procedures, or policiesprocedures, or policies

55 To develop social indicators : wellTo develop social indicators : well beingbeing5.5. To develop social indicators : wellTo develop social indicators : well--being being of the general populationof the general population


How to Characterize Survey:How to Characterize Survey:1 G I ti t d1. Groups Investigated:

a. Survey research that investigates an entire population is called a population survey (census)

b. A sample survey deal only with a subset or part of a population

2. Design Type:

C ti la. Cross-sectional survey

b. Longitudinal surveys

1. Panel studies

2 Trend studies2. Trend studies

3. Cohort studies


Overview of Survey ResearchOverview of Survey ResearchOverview of Survey Research Overview of Survey Research MethodsMethods

Main goal of surveys is to provide facts and estimates that can be used by decisionestimates that can be used by decision makers to:

k t di ti b t l ti hi– make accurate predictions about relationships between market factors and behaviors.

– gain insights to understanding the relationships and differences.

– verify or validate the existing relationships.


Advantages of Survey MethodsAdvantages of Survey MethodsAbility to Accommodate Large Sample Sizes

Advantages of Survey MethodsAdvantages of Survey MethodsAbility to Accommodate Large Sample Sizes

Abilit t Di ti i h S ll DiffAbility to Distinguish Small Differences

Ease of Administering and RecordingEase of Administering and Recording Questions and Answers

Capabilities of Using Advanced Statistical Analysis

Abilities of Tapping Into Factors and Relationships Not Directly Measurable


Disadvantages of Survey MethodsDisadvantages of Survey MethodsDevelopment of Accurate Survey

Instruments

Disadvantages of Survey MethodsDisadvantages of Survey Methods

Instruments

Inaccuracies Created in Construct andScale Measurements of FactorsScale Measurements of Factors

Limits to the In-Depth Detail of Data Structures

Lack of Control Over Long Time Frames &Potentially Low Response Rates

Difficulties in Determining if Respondents Are Responding Truthfully

Misrepresentations of Data Results and Inappropriate Use of Data Analysis Procedures


Why Survey?Why Survey?

Get lots of structured information from lots f lof people.

See patterns of similarity and differences.p ySimplify and standardize data collection.Use statistics to make predictionsUse statistics to make predictions.Find out about things that can not be

b d S h ?observed. Such as?– Thoughts, Emotions, Intentions, Attitudes


Potential Problems with SurveysPotential Problems with SurveysyyDo you ask the right questions in the right way?

k h i h lDo you ask the right people?Do they tell you the truth, the whole truth, and

hi b h hnothing but the truth? – Will they?

C h ?– Can they?Structure causes a loss of data richness.Lack of control causes time and response problems.May see differences that don’t really exist.


Improving Response RatesMethods of Improving

Response Rates

Reducing Not-at-Homes

Reducing Refusals Not at HomesRefusals

Motivating Respondents

Prior Notification

Questionnaire Design and

Ad i i t ti

Follow Up

Other FacilitatorsIncentivesp Administration p

Call-backs


A Classification of Survey Methods

SURVEYMETHODS

TELEPHONE FACE TO FACE POST COMPUTERTELEPHONE FACE TO FACE POST COMPUTER

TRADITIONAL TELEPHONE

CAT I POSTAL SURVEY

POSTAL PANEL

IN HOME MALL INTERCEPT

CAP IFAX E-MAIL INTERNET

Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 12DIRECT COMPUTER

INTERVIEW

Survey MethodsSurvey Methods

Person-AdministeredD t D E ti M ll I t t– Door-to-Door, Executive, Mall-Intercept

Telephone-AdministeredP l M hi– People vs. Machines

– In-bound vs. Out-boundS lf Ad i i t dSelf-Administered– How to distribute and get response?

O ti P l– One-time vs. PanelsComputer-Assisted


Person Administered Types of Person Administered Types of S R hS R hSurvey ResearchSurvey Research

In-Home InterviewsTakes place in a respondent’s home or within the respondent’swork environment

Executive Interviews

work environment.

Personal interview of a businessexecutiveexecutive.

Shopping patrons are stopped and asked for feedback d ringMall-Intercept and asked for feedback during their visit to a shopping mall.

Purchase-InterceptRespondent is stopped and asked for feedback at the point of purchase.


Telephone Administered Types of Telephone Administered Types of S R hS R hSurvey ResearchSurvey Research

Telephone InterviewMajor source of market information obtained through aMajor source of market information obtained through a

question/ answer exchange conducted via the telephone.

Plus-OneDialing

Systematic Random Random Digit

DialingDialing Digit Dialing Dialing

Computer Assisted Telephone Interview (CATI)Computer Assisted Telephone Interview (CATI)Fully automated system where the respondent listens to an electronic voice and responds by pushing keys on keypad.


SelfSelf--Administered Types ofAdministered Types ofDirect Mail SurveyDirect Mail Survey

SelfSelf Administered Types of Administered Types of Survey ResearchSurvey Research

R d tR d t

Direct Mail SurveyQuestionnaire is distributed to and returned from respondents via the

postal service.

Direct Mail SurveyQuestionnaire is distributed to and returned from respondents via the

postal service.Respondent

Reads Survey

Respondent Reads Survey Mail Panel SurveyMail Panel SurveySu ey

Questions and Records

Answers

Su eyQuestions

and Records Answers

Mail Panel SurveySelected group of individuals that have

made an advance agreement to participate in a series of direct mail

Mail Panel SurveySelected group of individuals that have

made an advance agreement to participate in a series of direct mail

Answers Without

Assistance

Answers Without

Assistance

surveys.surveys.

Drop Off SurveyQuestionnaires are left with respondent

to be completed at a later time and t d t th h

Drop Off SurveyQuestionnaires are left with respondent

to be completed at a later time and t d t th h


returned to the researcher.returned to the researcher.

Computer Assisted Types ofComputer Assisted Types ofComputer Assisted Types of Computer Assisted Types of Survey ResearchSurvey Research

Fax SurveySurvey is distributed to and

returned from respondents viafax machine.

E-mail SurveySurvey is distributed to and

returned from respondents viaelectronic mail.

Internet SurveyInternet is used to ask


questions and record responses from respondents.

In - home InterviewsIn home Interviews

Highest response rates Clustering of respondents

Benefits LimitationsHighest response rates

Target specific persons

Fl ibl i ( i ) d i

Clustering of respondents

Day time not - at - homes

S i i diffi ltFlexible question (naive) design

Sophisticated sequencing

Supervision difficult

Costs of re - visits

Probing answers

Clarifying ambiguity

Interviewer safety

Slow to complete

Use visual stimuli Interviewer biasRecord non-verbal reactions Very expensive


Mall Intercept InterviewsMall Intercept Interviews

Benefits LimitationsMany advantages of in - homes

Less expensive

Short questionnaires

Sample representativenessp

Less time consuming

Ease of supervision

p p

Length and frequency bias

Respondent co-operationEase of supervision Respondent co operation


Telephone SurveysTelephone Surveys

Benefits LimitationsLow cost

Di d l

Domestic samples unrepresentative

U li t d b

Benefits Limitations

Dispersed samples

Speed

Unlisted numbers

Call screening

i l idSophisticated routing systems No visual aids

Direct data entry Short questionnaires

Editing and validation by machine Simple scales


Postal SurveysPostal Surveys

Benefits LimitationsAnonymity of responses

S iti & l ti

Lack of control over respondent

C t t l d f

Benefits Limitations

Sensitive & personal questions

Complete at own pace

Cannot control speed of response

Cannot probe / clarify response

S biNo interviewer bias Sequence bias

Dispersed samples Simple question (naive) design

Targeting specialist populations Low response rates

Inexpensive Follow - ups & incentives


Computer SurveysComputer Surveys

Benefits LimitationsBenefits LimitationsTarget special groupsUse visual aids

Ownership of technologyC f h lUse visual aids

No interviewer costsS d f l i

Cost of technologyVariable response ratesR biSpeed of analysis Response bias


Which Survey Method ?

• SAMPLING CONTROL

h h bili di h i d i dthe researchers ability to direct the enquiry to a designated

respondent and secure the desired co-operation from the respondent.

• INFORMATION CONTROL

the kinds of questions that can be asked and the amount and

accuracy of information that can be obtained from respondents

• ADMINISTRATIVE CONTROL

the speed and cost and the control of replies afforded by the method of

administration.

Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 23(Churchill, 1996)


•Researcher’s Resources

•Time horizons•Budgets•Budgets•Quality of Data



•Respondent Characteristics

•Incident Rate•Willingness to Participate•Willingness to Participate•Ability to Participate•Diversity



•Question Characteristics

•Complexity of Task•Amount of Information Required•Amount of Information Required•Topic Sensitivity


Situational Characteristics Relating to Situational Characteristics Relating to S l ti S M th dS l ti S M th dSelecting a Survey MethodSelecting a Survey Method

Length of SurveyLength of SurveyBudget of Available Resources– What are the total dollars and man power hours available for W at a e t e tota do a s a d a powe ou s ava ab e o

committing to the research project?

Completion Time Frame– How quickly does the data gathering, analysis and information

ti ti iti h t b l t d?generation activities have to be completed?

Quality Requirement of the DataQuality Requirement of the Data– Focus on completeness, generalizability and precision.


Respondent Characteristics Relating Respondent Characteristics Relating t S M th dt S M th dto Survey Methodsto Survey Methods

DiversityDegree that respondents share some similarities

Incidence of RespondentPercent of the general population that is the subject

Degree that respondents share some similarities

Degree of Survey Participation

g p p jof the market research.

Degree of Survey Participation

Ability toParticipate?

Willingness toParticipate?

KnowledgeLevel?


Task Characteristics Relating to Task Characteristics Relating to S l ti S M th dS l ti S M th d

Sti li N d d t Eli itSti li N d d t Eli itDiffi l fDiffi l f

Selecting a Survey MethodSelecting a Survey MethodStimuli Needed to Elicit a Stimuli Needed to Elicit a

ResponseResponse

> Do respondents need to be

Difficulty of Difficulty of TaskTask

> Do respondents need to be exposed to stimuli to obtain a response?

> How hard does a respondent need to work to respond to a question?

Amount of Information Amount of Information Needed from RespondentsNeeded from Respondents

Research Topic Research Topic SensitivitySensitivity

>To what degree does a question lead a respondent

i i ll d

Needed from RespondentsNeeded from Respondents

> How detailed does the respondent’s answer have to

SensitivitySensitivity

to give a socially expected response?

respondent s answer have to be?


DISKUSI ARTIKELDISKUSI ARTIKEL..\..\..\2KULIAH DMB\PADPPK\PADPPK DMB3\CONSUMER RESEARCH ARTICLES\4WEB VS CAMPUS STORE.pdf\ \ \2KULIAH DMB\PADPPK\PADPPK DMB3\CONSUMER RESEARCH..\..\..\2KULIAH DMB\PADPPK\PADPPK DMB3\CONSUMER RESEARCH

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