Surveys. Respondents Respondents are a representative sample of people.
-
Upload
leilani-handy -
Category
Documents
-
view
241 -
download
5
Transcript of Surveys. Respondents Respondents are a representative sample of people.
![Page 1: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/1.jpg)
Surveys
![Page 2: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/2.jpg)
Respondents
Respondents are a representative sample of people
![Page 3: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/3.jpg)
Surveys
Surveys ask respondents for information using verbal or written questioning
![Page 4: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/4.jpg)
Gathering Information via Surveys
• Quick
• Inexpensive
• Efficient
• Accurate
• Flexible
![Page 5: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/5.jpg)
Totalerror
Systematicerror (bias)
Random samplingerror
Tree Diagram of Total Survey Error
![Page 6: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/6.jpg)
Random Sampling Error
• A statistical fluctuation that occurs because of change variation in the elements selected for the sample
![Page 7: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/7.jpg)
Totalerror
Systematicerror (bias)
Random samplingerror
Tree Diagram of Total Survey Error
![Page 8: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/8.jpg)
Common Errors in Survey Research
• Systematic Error–Also called Nonsampling Error
–Results from•some imperfect aspect of the research design or
• from a mistake in the execution of the research.
![Page 9: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/9.jpg)
Systematicerror (bias)
Administrativeerror
Respondenterror
Tree Diagram of Total Survey Error
![Page 10: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/10.jpg)
Respondent Error
• A classification of sample bias resulting from some respondent action or inaction
• Nonresponse bias
• Response bias
![Page 11: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/11.jpg)
Nonresponse Error• Statistical difference between
– a survey that includes only those who responded and– a perfect survey that would also include those who
failed to respond
• Nonrespondent– Person who is not contacted or who refuses to
cooperate in the research– No Contact
• Person who is not at home on the 1st or 2nd contact, or who is otherwise inaccessible.
– Refusal• Person who is unwilling to participate in a research
project
![Page 12: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/12.jpg)
Response Bias• Bias that occurs when respondents either consciously
or unconsciously tend to answer questions with a certain slant that misrepresents the truth.
• Can arise from– The question format
– The question content
– Some other stimulus • such as the situation in which the question is asked
• Deliberate falsification may occur when people misrepresent answers to appear intelligent, to conceal personal information, to avoid embarrassment, etc.
![Page 13: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/13.jpg)
Acquiescence bias
Extremity bias
Interviewer bias
Auspices bias
Social desirability bias
Tree Diagram of Total Survey Error
![Page 14: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/14.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 15: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/15.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 16: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/16.jpg)
Interviewer Bias
• A response bias that occurs because the presence of the interviewer influences answers.
![Page 17: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/17.jpg)
Auspices Bias
• Bias in the responses of subjects caused by the respondents being influenced by the organization conducting the study.
![Page 18: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/18.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 19: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/19.jpg)
Systematicerror (bias)
Administrativeerror
Respondenterror
Tree Diagram of Total Survey Error
![Page 20: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/20.jpg)
Administrative Errors• Error caused by the improper administration or
execution of the research task.
• Caused by– Carelessness– Confusion– Neglect– Omission– Some other blunder
![Page 21: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/21.jpg)
Data processing error
Sample selection error
Interviewer error
Interviewer cheating
Tree Diagram of Total Survey Error
![Page 22: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/22.jpg)
Types of Administrative Errors• Data-Processing Error
– Occurs because of incorrect data entry, incorrect computer programming, or some other procedural errors during the data-processing stage
• Sample Selection Error– Caused by improper sample design or sampling
procedure execution– Hoover vs. Roosevelt, 1932 Presidential Election
![Page 23: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/23.jpg)
Types of Administrative Errors• Interviewer Error
– Mistakes made by interviewers who fail to record survey responses correctly
– Could also occur if selective perception causes interviewers to misrecord data that do not support their own attitudes and opinions
• Interviewer Cheating– Practice by interviewers of filling in fake answers or
falsifying questionnaires.– If suspect this, tell interviewers that a small
percentage of respondents will be called back to confirm whether the initial interview was actually conducted
![Page 24: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/24.jpg)
Survey Methods
Telephone Personal Electronic
TraditionalTelephone
Computer-Assisted Telephone Interviewing
Mall Intercept
In-Home
InternetComputer-Assisted
Personal Interviewing
Mail Panel
Mail/Fax Interview
Classification of Survey Methods
![Page 25: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/25.jpg)
Personal Interviews
• Form of direct communication in which an interviewer asks respondents questions face-to-face.
![Page 26: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/26.jpg)
Advantages of Personal Interviews
• Opportunity for Feedback
• Probing Complex Answers– Interviewer asks for clarification or expansion of
answers
• Length of Interview
• Completeness of Questionnaires– Minimizes Item Nonresponse: failure by a respondent
to answer a question on a questionnaire
• Props & Visual Aids
• High Participation
![Page 27: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/27.jpg)
Disadvantages of Personal Interviews
• Interviewer Influence
• Lack of Respondent Anonymity
• Cost
![Page 28: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/28.jpg)
Types of Personal Interviews
• Door-to-Door (In-Home) Interviews–Conducted at the respondent’s home
or place of business
• Mall Intercept Interviews–Personal interview conducted in a
shopping mall or other high-traffic area
![Page 29: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/29.jpg)
Aspects of Personal Interview
• Speed of data collection– Slow to Moderate
• Geographical flexibility– Limited to moderate
• Respondent cooperation– Excellent
• Versatility of questioning– Quite versatile
![Page 30: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/30.jpg)
Aspects of Personal Interview
• Questionnaire length– Long
• Item nonresponse– Low
• Possibility of respondent misunderstanding– Lowest
![Page 31: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/31.jpg)
Aspects of Personal Interview
• Degree of interviewer influence of answer– High
• Supervision of interviewers– Low to Moderate
• Anonymity of respondent– Low
![Page 32: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/32.jpg)
Aspects of Personal Interview
• Ease of call back or follow-up– Difficult
• Cost– Highest
• Special features– Visual materials may be shown or
demonstrated; extended probing possible
![Page 33: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/33.jpg)
Telephone Surveys
![Page 34: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/34.jpg)
Telephone Surveys
• Speed of Data Collection– Very fast
• Geographical Flexibility– High
• Respondent Cooperation– Poor
• Versatility of Questioning– Moderate
![Page 35: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/35.jpg)
Telephone Surveys
• Questionnaire Length– SHORT!!!!!!!!!!!!!!!!!!!
• Item Nonresponse– Medium
• Possibility of Respondent Misunderstanding– Average
• Degree of Interviewer Influence of Answer– Moderate
![Page 36: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/36.jpg)
Telephone Surveys
• Supervision of interviewers– High, especially with central location WATS
interviewing
• Anonymity of respondent– Moderate
• Ease of call back or follow-up– Easy
![Page 37: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/37.jpg)
Telephone Surveys
• Cost– Low to Moderate to High
• Special features– Fieldwork and supervision of data collection
are simplified; quite adaptable to computer technology
![Page 38: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/38.jpg)
M A IL IN -P E R S O ND R O P -O F F
IN S E R TS F A X
P A P E RQ U E S TIO N N A IR E S
E -M A IL IN TE R N E TW E B S ITE
K IO S K
E L E C TR O N ICQ U E S TIO N N A IR E S
S E L F -A D M IN IS TE R E DQ U E S TIO N N A IR E S
Self-Administered Questionnaires
![Page 39: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/39.jpg)
Mail Surveys
![Page 40: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/40.jpg)
Mail Surveys
• Speed of data collection– Researcher has no control over return of
questionnaire; slow
• Geographical flexibility– High
• Respondent cooperation– Moderate--poorly designed questionnaire will
have low response rate
![Page 41: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/41.jpg)
Mail Surveys
• Versatility of questioning– Highly standardized format
• Questionnaire length– Varies depending on incentive– Varies depending on whether business or
consumer respondents
• Item nonresponse– High
![Page 42: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/42.jpg)
Mail Surveys
• Possibility of respondent misunderstanding– Highest--no interviewer present for clarification
• Degree of interviewer influence of answer– None--interviewer absent
• Supervision of interviewers– Not applicable
![Page 43: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/43.jpg)
Mail Surveys
• Anonymity of respondent– High
• Ease of call back or follow-up– Easy, but takes time
• Cost– Moderate
![Page 44: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/44.jpg)
Methods of Improving Response Rates
Prior Notification
Incentives Follow-upOther
Facilitators
Monetary Nonmonetary
PromisedPrepaid
Improving Response Rates
![Page 45: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/45.jpg)
E-Mail Questionnaire Surveys
• Speed of data collection– Virtually Instantaneous
• Geographic flexibility– worldwide
• Cheaper distribution and processing costs
![Page 46: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/46.jpg)
E-Mail Questionnaire Surveys
• Flexible, but– Extensive differences in the capabilities of
respondents’ computers and e-mail software limit the types of questions and the layout
• E-mails are not secure and “eavesdropping” can possibly occur
• Respondent cooperation– Varies depending if e-mail is seen as “spam”
![Page 47: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/47.jpg)
Internet Surveys• Self-administered questionnaire posted on a site.
• Respondents answer questions displayed online by highlighting a phrase, clicking an icon, or keying in an answer.
• Many of the same advantages & disadvantages as E-Mail Surveys.
• Key differences between Internet & E-Mail surveys:– Must rely on respondents coming to the site (and
deciding to participate)– Data collection can be much slower
![Page 48: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/48.jpg)
![Page 49: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/49.jpg)
Internet & E-Mail SurveysNever forget:
• Not all individuals in the general public have Internet access.
• Many respondents lack powerful computers with high-speed connections to the Internet.
• Many respondents’ computer skills will be relatively unsophisticated.
![Page 50: Surveys. Respondents Respondents are a representative sample of people.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649c9a5503460f94956edb/html5/thumbnails/50.jpg)
There is no best form of survey; each has
advantages and disadvantages.