9. Survey Research
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Transcript of 9. Survey Research
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Business Research Methods
William G. Zikmund
Chapter 9: Survey Research
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SurveysSurveys ask respondents for information using verbal or written questioning
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RespondentsRespondents are a representative sample of people
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Gathering Information via SurveysQuickInexpensiveEfficientAccurateFlexible
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ProblemsPoor DesignImproper Execution
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TotalerrorSystematicerror (bias)Random samplingerrorTree Diagram of Total Survey Error
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Random Sampling ErrorA statistical fluctuation that occurs because of chance variation in the elements selected for the sample
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Systematic Error (Bias)Systematic error/bias 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)AdministrativeerrorRespondenterrorTree Diagram of Total Survey Error
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Sample BiasSample 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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RespondenterrorNonresponseerrorResponsebiasTree Diagram of Total Survey Error
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Respondent ErrorA classification of sample bias resulting from some respondent action or inactionNonresponse biasResponse bias
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Nonresponse BiasNonrespondents - people who refuse to cooperateNot-at-homesSelf-selection biasOver-represents extreme positionsUnder-represents indifference
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ResponsebiasUnconsciousmisrepresentationDeliberatefalsificationTree Diagram of Total Survey Error
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Response BiasA 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 biasExtremity biasInterviewer biasAuspices biasSocial desirability biasTree Diagram of Total Survey Error
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Acquiescence 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 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 Bias
A response bias that occurs because the presence of the interviewer influences answers.
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Auspices 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 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)AdministrativeerrorRespondenterrorTree Diagram of Total Survey Error
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Administrative ErrorImproper administration of the research taskBlundersConfusionNeglectOmission
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Data processing errorSample selection errorInterviewer errorInterviewer cheatingTree Diagram of Total Survey Error
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Administrative ErrorInterviewer 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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Time Period for SurveysCross-sectionalLongitudinal
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Cross-Sectional StudyA study in which various segments of a population are sampled Data are collected at a single moment in time.
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Longitudinal StudyA 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 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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