The Difficulty of Internet Surveys
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Transcript of The Difficulty of Internet Surveys
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MKT375-2, Fall16 Ann Connolly
29/09/2016 1
T HE D I FF I CU LT Y OF I NT E R NET S U RVE Y S :
RA N DOM S A M P L I N G & SY S TE M AT I C E R R OR S
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1.Introduction: Importance of Surveys and their accuracy
2.Compare & Contrast Random Sampling Errors & Systematic Errors
3.Why do these errors happen?
4.Internet Surveys5.How these errors
intertwine with the Internet
6.How to Reduce these errors
7.Conclusion
L I S T O F C O N TE N T S
MKT375-2, Fall16 Ann Connolly
Tomáš Bubák© 2016 29/09/2016 2
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IM P O RTAN C E O F SU RVE Y AC C U RACY
MKT375-2, Fall16 Ann Connolly
(Zikmund, Babin, 2010 ) 29/09/2016 3
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NO T H IN G I S
P E RF E C T
a2ua.com Ballerina 2016 29/09/2016 4
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Total survey error= Random Sampling Error
+ Systematic Error
(Assael, Keon, 1982) 29/09/2016 5
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Occurs because of the selected variations in the
sample.
(Zikmund, Babin, 2010 , 308) 29/09/2016 6
RA ND O M S A M P L I NG ER R O R
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Population Selected Sample
(Renckly, 2016) 29/09/2016 7
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Occurs because of the design of the survey itself and overall correctness of the execution.
(Zikmund, Babin, 2010 , 308) 29/09/2016 8
S Y S T E MAT I C (NO NS A M P L I N G )
ER R O R S
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Why do these errors happen?
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(Assael, Keon, 1982) 29/09/2016 10
The sample selected is not the “perfect”
portrayal of the tested
population
VS
More difficult to control.
Due to nonresponse &
response errors.
RA ND OM S A M PL I NG E R R OR S
S Y S T E M AT I C E R R OR S
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When some people of the sample do not respond.
When respondents respond inaccurately.
(Assael, Keon, 1982) 29/09/2016 11
MKT375-2, Fall16 Ann Connolly
NON RESP ON SE ERRO R
RESP O NSE ERROR
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NE E D T O F O CU S O N RE D U C I NG BO T H
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Research concluded that random sampling error is
minor while Systematic Error is a large
contributor to total errors
(Assael, Keon, 1982) 29/09/2016 13
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T H E D I L E M M ASelect a large sample to
minimize random sampling error OR put money and effort on smaller samples to ensure
better outcome
(Assael, Keon, 1982) 29/09/2016 14
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But given possible time constraints, it is difficult to concentrate on doing both.
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Therefore, the popular choice is to conduct Internet
Surveys
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I N TE RN E T SU RVE Y S
(Hoonakker, Carayon, 2009, 350) 29/09/2016 17
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Yes, internet surveys improve response rate…
But, difficult to make accurate.
(Ziegenfuss, Beebe, Rey, Schleck, Locke, Talley, 2010) 29/09/2016 18
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H O W E R RO RS INT E RT W INE W I T H T H E IN TE R NE T
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Sample size can be easily increased in Internet Surveys
TO RE D U CE RAN D O M S AM P L IN G E RRO R
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How to reduce Systematic Errors in internet surveys?
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TAK E I NT O ACC O UN T TH E D I F F ER E NT T IM E Z O N E S
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(Zikmund, Babin, 2010 , 308) (Hoonakker, Carayon, 2009, 353-359) 29/09/2016 22
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F I ND RE ASO NS F O R NO NR E SP O NS E AN D RE SP O N SE E R RO RS
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(McDaniel, Gates, 1999) 29/09/2016 24
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T H E D E S I G N
Tomáš Bubák© 2016 (Groves, Lyberg, 2010) (McDaniel, Gates, 1999) 29/09/2016 25
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C ON C LU S I O NMKT375-2, Fall16 Ann Connolly
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Random sampling errors cannot be avoided. They are caused by chance. To reduce it is to increase the sample size, which is made easily through
internet surveys.
Systematic errors have a large impact on the total error.
Although Internet surveys are the popular choice due to rapid response, it contains a possibility for
large amounts of errors.
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Possible ways to reduce non sampling errors on internet surveys:
Consider the time zones of who will be selected.
Find the reasons behind nonresponse and response
error. Extra thought must be put into
the design of the survey.Place incentives for
completion.Quality over quantity.
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TH ANK YO U
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References
Zikmund, W. G., & Babin, B. J. (2010). Essentials of Marketing Research (4th ed.). Mason, OH: South-Western/CENGAGE Learning.
McDaniel, C., & Gates, R. H. (1999). Contemporary Marketing Research. Cincinnati: South-Western College Pub.
Assael, H., & Keon, J. (1982). Nonsampling vs. Sampling Errors in Survey Research. Journal of Marketing, 46(2), 114-123. Retrieved from http://www.jstor.org.ezproxy.lib.cas.cz/stable/3203346
Groves, R., & Lyberg, L. (2010). TOTAL SURVEY ERROR: PAST, PRESENT, AND FUTURE. The Public Opinion Quarterly, 74(5), 849-879. Retrieved from http://www.jstor.org.ezproxy.lib.cas.cz/stable/40985408
Ziegenfuss, J., Beebe, T., Rey, E., Schleck, C., Locke, G., & Talley, N. (2010). Internet Option in a Mail Survey: More Harm Than Good? Epidemiology, 21(4), 585-586. Retrieved from http://www.jstor.org.ezproxy.lib.cas.cz/stable/25680593
Renckly, T. R. Sampling Error. Retrieved September 20, 2016, from http://spectrum.troy.edu/renckly/smpl-r.htm
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Hoonakker, P., & Carayon, P. (2009). Questionnaire Survey Nonresponse: A Comparison of Postal Mail and Internet Surveys. International Journal of Human-Computer Interaction, 25(5), 348-373. doi:10.1080/10447310902864951
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Matzkin, R. (2007). Nonparametric Survey Response Errors. International Economic Review, 48(4), 1411-1427. Retrieved from http://www.jstor.org.ezproxy.lib.cas.cz/stable/4542018