Ch09 survey research
-
Upload
syed-osama-rizvi -
Category
Documents
-
view
74 -
download
1
Transcript of Ch09 survey research
![Page 1: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/1.jpg)
Business Research Methods
William G. Zikmund
Chapter 9:
Survey Research
![Page 2: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/2.jpg)
Surveys
Surveys ask respondents for information using verbal or written questioning
![Page 3: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/3.jpg)
Respondents
Respondents are a representative sample of people
![Page 4: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/4.jpg)
Gathering Information via Surveys
• Quick
• Inexpensive
• Efficient
• Accurate
• Flexible
![Page 5: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/5.jpg)
Problems
• Poor Design
• Improper Execution
![Page 6: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/6.jpg)
Totalerror
Systematicerror (bias)
Random samplingerror
Tree Diagram of Total Survey Error
![Page 7: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/7.jpg)
Random Sampling Error
• A statistical fluctuation that occurs because of change variation in the elements selected for the sample
![Page 8: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/8.jpg)
Systematic Error
• Systematic error results from some imperfect aspect of the research design or from a mistake in the execution of the research
![Page 9: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/9.jpg)
Systematicerror (bias)
Administrativeerror
Respondenterror
Tree Diagram of Total Survey Error
![Page 10: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/10.jpg)
Sample 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
![Page 11: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/11.jpg)
Respondenterror
Nonresponseerror
Responsebias
Tree Diagram of Total Survey Error
![Page 12: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/12.jpg)
Respondent Error
• A classification of sample bias resulting from some respondent action or inaction
• Nonresponse bias
• Response bias
![Page 13: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/13.jpg)
Nonresponse Error
• Nonrespondents - people who refuse to cooperate
• Not-at-homes
• Self-selection bias• Over-represents extreme positions
• Under-represents indifference
![Page 14: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/14.jpg)
Responsebias
Unconsciousmisrepresentation
Deliberatefalsification
Tree Diagram of Total Survey Error
![Page 15: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/15.jpg)
Response Bias
• A bias that occurs when respondents tend to answer questions with a certain slant that consciously or unconsciously misrepresents the truth
![Page 16: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/16.jpg)
Acquiescence bias
Extremity bias
Interviewer bias
Auspices bias
Social desirability bias
Tree Diagram of Total Survey Error
![Page 17: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/17.jpg)
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.
![Page 18: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/18.jpg)
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.
![Page 19: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/19.jpg)
Interviewer Bias
• A response bias that occurs because the presence of the interviewer influences answers.
![Page 20: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/20.jpg)
Auspices Bias
• Bias in the responses of subjects caused by the respondents being influenced by the organization conducting the study.
![Page 21: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/21.jpg)
Social Desirability Bias
• Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role.
![Page 22: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/22.jpg)
Systematicerror (bias)
Administrativeerror
Respondenterror
Tree Diagram of Total Survey Error
![Page 23: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/23.jpg)
Administrative Error
• Improper administration of the research task
• Blunders• Confusion• Neglect• Omission
![Page 24: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/24.jpg)
Data processing error
Sample selection error
Interviewer error
Interviewer cheating
Tree Diagram of Total Survey Error
![Page 25: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/25.jpg)
Administrative 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
![Page 26: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/26.jpg)
M E T H O DO F
C O M M U N I C A T I O N
S T R U C T U R E DA N D D I S Q U I S E D
Q U E S T I O N S
T E M P O R A LC L A S S I F I C A T I O N S
C L A S S I F Y I N GS U R V E Y
R E S E A R C HM E T H O D S
![Page 27: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/27.jpg)
Time Period for Surveys
• Cross-sectional
• Longitudinal
![Page 28: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/28.jpg)
Cross-Sectional Study
• A study in which various segments of a population are sampled
• Data are collected at a single moment in time.
![Page 29: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/29.jpg)
Longitudinal Study
• A survey of respondents at different times, thus allowing analysis of changes over time.
• Tracking study - compare trends and identify changes – consumer satisfaction
![Page 30: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/30.jpg)
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.
![Page 31: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/31.jpg)
Total Quality Management and Customer Satisfaction Surveys
• Total quality management - A business philosophy that emphasizes market-driven quality as a top organizational priority.
![Page 32: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/32.jpg)
Stages in Tracking Quality Improvement
CommitmentCommitmentand and ExplorationExploration
Bench-Bench-markingmarking
InitialInitialqualityqualityimprove-improve-mentment
ContinuousContinuousQualityQualityImprovementImprovement
![Page 33: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/33.jpg)
Commitment and Exploration Stage
• Management makes a commitment to total quality assurance
• Business researchers explore external customers’ needs and problems.
• Business researchers explore internal customers’ needs, beliefs, and motivations.
![Page 34: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/34.jpg)
Benchmarking Stage
• Research establishes quantitative measures as benchmarks or points of comparison
• Overall satisfaction and quality ratings of specific attributes
• Employees actual performance and perceptions
![Page 35: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/35.jpg)
Initial Quality Improvement Stage
• Tracking wave 1 measures trends
• Establishes a quality improvement process within the organization.
• Translate quality issues into the internal vocabulary of the organization.
• Establish performance standards and expectations for improvement.
![Page 36: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/36.jpg)
Continuous Quality Improvement
• Consists of many consecutive waves with the same purpose—to improve over the previous period.
• Quality improvement management continues.
![Page 37: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/37.jpg)
Determinants of the Quality of Goods
• Performance
• Features
• Conformance with specifications
• Reliability
• Durability
• Serviceability
• Aesthetic design
![Page 38: Ch09 survey research](https://reader030.fdocuments.us/reader030/viewer/2022032617/55ab7df11a28ab80218b4582/html5/thumbnails/38.jpg)
Determinants of Service Quality
• Access
• Communication
• Competence
• Courtesy
• Reliability
• Credibility