Learning Objectives Copyright © 2004 John Wiley & Sons, Inc. Survey Research: The Profound Impact...

Learning ObjectivesLearning Objectives

Copyright © 2004John Wiley & Sons, Inc.

Survey Research: The Profound Impact of the Internet

CHAPTER

Five

CHAPTER

Five


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.


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

To understand the reasons for the popularity of surveys.

Popularity of Surveys


Selection error

Frame error

Processing error

Response error

Nonresponse bias

Instrument bias

Interviewer error

Surrogate informatio

n error

Random sampling

error

Population specification

error

Sample design error

Systematic error

Table 5.1 Types of Survey Error

Total survey error

Measurement error


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

To learn about the types of error in survey research.

Types Of Error


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


Types Of Error


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


Types Of Error


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


Types Of Error


Door-to-Door Interview

• Interviewer completes survey in respondent’s home

Executive Interviewing

• Interview industrial product user

Mall Intercept

• Shoppers intercepted in public areas

To learn about the types of surveys.

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– InBound CATS

Types Of Surveys To learn about the types of surveys.


To describe the types of surveys.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


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

To understand the advantages and disadvantages of online surveys

Survey Research on the Internet


Disadvantages of Online Surveys

• Internet users are not representative of the population as a whole

• Security and privacy on the Internet

• Unrestricted Internet sample

To understand the advantages and disadvantages of online surveys.

Survey ResearchOn the Internet


E-mail Questionnaires

• Like an e-mail message

Converted CATA Systems

• Software translates questionnaires for distribution over the Web.

Web Survey Systems

• Software for Web questionnaire construction and delivery

To gain insight into the ways online surveys can be conducted.

Methods of Conducting Internet Surveys


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

To gain insight into the ways online surveys can be conducted.



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

To understand the advantages and disadvantages of online surveys.

The Internet Has Changed Survey Research


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

To learn about recruiting sources for online surveys.



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

To recognize the special issues that arise in designing online questionnaires.



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

To gain insight into the factors that determine the choice of survey methods.

The Choice of Particular Survey Methods


• Popularity of Surveys

• Types Of Error

• Types Of Surveys

• The Internet Has Changed Survey Research

• The Choice of Particular Survey Methods

• Methods of Conducting Internet Surveys

• The Interviewer

SUMMARY

Learning Objectives Copyright © 2004 John Wiley & Sons, Inc. Survey Research: The Profound Impact...

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