3 SURVEY3 SURVEY
Prof Dr Ir Ujang Sumarwan, MSc
Graduate Program of Management and Business- IPB
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 1
3. Survey Research3. Survey Research
What’s going on?– Just Asking Questions– Learning: Why, How, and WhoLearning: Why, How, and Who
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 2
Survey method: A structured questionnaire given to a sample of population and designedgiven to a sample of population and designed to elicit specific information from respondent
(M lh t 1999 178)(Malhotra, 1999 p. 178).
Surveys deal with phenomena as they exist, y p y ,they do not attempt to alter anything
experimentally nor do they involve randomexperimentally nor do they involve random assignment of subjects or conditions as in
experimental researchexperimental research
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 3
OBJECTIVE OF SURVEYSOBJECTIVE OF SURVEYS
11 E l iE l i1.1. ExplorationExploration2.2. DescriptionDescription3.3. ExplanationExplanation
4.4. To assess the impact of new programs, To assess the impact of new programs, .. o assess e pac o ew p og a s,o assess e pac o ew p og a s,procedures, or policiesprocedures, or policies
55 To develop social indicators : wellTo develop social indicators : well beingbeing5.5. To develop social indicators : wellTo develop social indicators : well--being being of the general populationof the general population
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 4
How to Characterize Survey:How to Characterize Survey:1 G I ti t d1. Groups Investigated:
a. Survey research that investigates an entire population is called a population survey (census)
b. A sample survey deal only with a subset or part of a population
2. Design Type:
C ti la. Cross-sectional survey
b. Longitudinal surveys
1. Panel studies
2 Trend studies2. Trend studies
3. Cohort studies
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 5
Overview of Survey ResearchOverview of Survey ResearchOverview of Survey Research Overview of Survey Research MethodsMethods
Main goal of surveys is to provide facts and estimates that can be used by decisionestimates that can be used by decision makers to:
k t di ti b t l ti hi– make accurate predictions about relationships between market factors and behaviors.
– gain insights to understanding the relationships and differences.
– verify or validate the existing relationships.
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 6
Advantages of Survey MethodsAdvantages of Survey MethodsAbility to Accommodate Large Sample Sizes
Advantages of Survey MethodsAdvantages of Survey MethodsAbility to Accommodate Large Sample Sizes
Abilit t Di ti i h S ll DiffAbility to Distinguish Small Differences
Ease of Administering and RecordingEase of Administering and Recording Questions and Answers
Capabilities of Using Advanced Statistical Analysis
Abilities of Tapping Into Factors and Relationships Not Directly Measurable
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 7
Disadvantages of Survey MethodsDisadvantages of Survey MethodsDevelopment of Accurate Survey
Instruments
Disadvantages of Survey MethodsDisadvantages of Survey Methods
Instruments
Inaccuracies Created in Construct andScale Measurements of FactorsScale Measurements of Factors
Limits to the In-Depth Detail of Data Structures
Lack of Control Over Long Time Frames &Potentially Low Response Rates
Difficulties in Determining if Respondents Are Responding Truthfully
Misrepresentations of Data Results and Inappropriate Use of Data Analysis Procedures
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 8
Why Survey?Why Survey?
Get lots of structured information from lots f lof people.
See patterns of similarity and differences.p ySimplify and standardize data collection.Use statistics to make predictionsUse statistics to make predictions.Find out about things that can not be
b d S h ?observed. Such as?– Thoughts, Emotions, Intentions, Attitudes
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 9
Potential Problems with SurveysPotential Problems with SurveysyyDo you ask the right questions in the right way?
k h i h lDo you ask the right people?Do they tell you the truth, the whole truth, and
hi b h hnothing but the truth? – Will they?
C h ?– Can they?Structure causes a loss of data richness.Lack of control causes time and response problems.May see differences that don’t really exist.
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 10
Improving Response RatesMethods of Improving
Response Rates
Reducing Not-at-Homes
Reducing Refusals Not at HomesRefusals
Motivating Respondents
Prior Notification
Questionnaire Design and
Ad i i t ti
Follow Up
Other FacilitatorsIncentivesp Administration p
Call-backs
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 11
A Classification of Survey Methods
SURVEYMETHODS
TELEPHONE FACE TO FACE POST COMPUTERTELEPHONE FACE TO FACE POST COMPUTER
TRADITIONAL TELEPHONE
CAT I POSTAL SURVEY
POSTAL PANEL
IN HOME MALL INTERCEPT
CAP IFAX E-MAIL INTERNET
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 12DIRECT COMPUTER
INTERVIEW
Survey MethodsSurvey Methods
Person-AdministeredD t D E ti M ll I t t– Door-to-Door, Executive, Mall-Intercept
Telephone-AdministeredP l M hi– People vs. Machines
– In-bound vs. Out-boundS lf Ad i i t dSelf-Administered– How to distribute and get response?
O ti P l– One-time vs. PanelsComputer-Assisted
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 13
Person Administered Types of Person Administered Types of S R hS R hSurvey ResearchSurvey Research
In-Home InterviewsTakes place in a respondent’s home or within the respondent’swork environment
Executive Interviews
work environment.
Personal interview of a businessexecutiveexecutive.
Shopping patrons are stopped and asked for feedback d ringMall-Intercept and asked for feedback during their visit to a shopping mall.
Purchase-InterceptRespondent is stopped and asked for feedback at the point of purchase.
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 14
Telephone Administered Types of Telephone Administered Types of S R hS R hSurvey ResearchSurvey Research
Telephone InterviewMajor source of market information obtained through aMajor source of market information obtained through a
question/ answer exchange conducted via the telephone.
Plus-OneDialing
Systematic Random Random Digit
DialingDialing Digit Dialing Dialing
Computer Assisted Telephone Interview (CATI)Computer Assisted Telephone Interview (CATI)Fully automated system where the respondent listens to an electronic voice and responds by pushing keys on keypad.
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 15
SelfSelf--Administered Types ofAdministered Types ofDirect Mail SurveyDirect Mail Survey
SelfSelf Administered Types of Administered Types of Survey ResearchSurvey Research
R d tR d t
Direct Mail SurveyQuestionnaire is distributed to and returned from respondents via the
postal service.
Direct Mail SurveyQuestionnaire is distributed to and returned from respondents via the
postal service.Respondent
Reads Survey
Respondent Reads Survey Mail Panel SurveyMail Panel SurveySu ey
Questions and Records
Answers
Su eyQuestions
and Records Answers
Mail Panel SurveySelected group of individuals that have
made an advance agreement to participate in a series of direct mail
Mail Panel SurveySelected group of individuals that have
made an advance agreement to participate in a series of direct mail
Answers Without
Assistance
Answers Without
Assistance
surveys.surveys.
Drop Off SurveyQuestionnaires are left with respondent
to be completed at a later time and t d t th h
Drop Off SurveyQuestionnaires are left with respondent
to be completed at a later time and t d t th h
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 16
returned to the researcher.returned to the researcher.
Computer Assisted Types ofComputer Assisted Types ofComputer Assisted Types of Computer Assisted Types of Survey ResearchSurvey Research
Fax SurveySurvey is distributed to and
returned from respondents viafax machine.
E-mail SurveySurvey is distributed to and
returned from respondents viaelectronic mail.
Internet SurveyInternet is used to ask
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 17
questions and record responses from respondents.
In - home InterviewsIn home Interviews
Highest response rates Clustering of respondents
Benefits LimitationsHighest response rates
Target specific persons
Fl ibl i ( i ) d i
Clustering of respondents
Day time not - at - homes
S i i diffi ltFlexible question (naive) design
Sophisticated sequencing
Supervision difficult
Costs of re - visits
Probing answers
Clarifying ambiguity
Interviewer safety
Slow to complete
Use visual stimuli Interviewer biasRecord non-verbal reactions Very expensive
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 18
Mall Intercept InterviewsMall Intercept Interviews
Benefits LimitationsMany advantages of in - homes
Less expensive
Short questionnaires
Sample representativenessp
Less time consuming
Ease of supervision
p p
Length and frequency bias
Respondent co-operationEase of supervision Respondent co operation
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 19
Telephone SurveysTelephone Surveys
Benefits LimitationsLow cost
Di d l
Domestic samples unrepresentative
U li t d b
Benefits Limitations
Dispersed samples
Speed
Unlisted numbers
Call screening
i l idSophisticated routing systems No visual aids
Direct data entry Short questionnaires
Editing and validation by machine Simple scales
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 20
Postal SurveysPostal Surveys
Benefits LimitationsAnonymity of responses
S iti & l ti
Lack of control over respondent
C t t l d f
Benefits Limitations
Sensitive & personal questions
Complete at own pace
Cannot control speed of response
Cannot probe / clarify response
S biNo interviewer bias Sequence bias
Dispersed samples Simple question (naive) design
Targeting specialist populations Low response rates
Inexpensive Follow - ups & incentives
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 21
Computer SurveysComputer Surveys
Benefits LimitationsBenefits LimitationsTarget special groupsUse visual aids
Ownership of technologyC f h lUse visual aids
No interviewer costsS d f l i
Cost of technologyVariable response ratesR biSpeed of analysis Response bias
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 22
Which Survey Method ?
• SAMPLING CONTROL
h h bili di h i d i dthe researchers ability to direct the enquiry to a designated
respondent and secure the desired co-operation from the respondent.
• INFORMATION CONTROL
the kinds of questions that can be asked and the amount and
accuracy of information that can be obtained from respondents
• ADMINISTRATIVE CONTROL
the speed and cost and the control of replies afforded by the method of
administration.
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 23(Churchill, 1996)
Which Survey Method ?
•Researcher’s Resources
•Time horizons•Budgets•Budgets•Quality of Data
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 24
Which Survey Method ?
•Respondent Characteristics
•Incident Rate•Willingness to Participate•Willingness to Participate•Ability to Participate•Diversity
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 25
Which Survey Method ?
•Question Characteristics
•Complexity of Task•Amount of Information Required•Amount of Information Required•Topic Sensitivity
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 26
Situational Characteristics Relating to Situational Characteristics Relating to S l ti S M th dS l ti S M th dSelecting a Survey MethodSelecting a Survey Method
Length of SurveyLength of SurveyBudget of Available Resources– What are the total dollars and man power hours available for W at a e t e tota do a s a d a powe ou s ava ab e o
committing to the research project?
Completion Time Frame– How quickly does the data gathering, analysis and information
ti ti iti h t b l t d?generation activities have to be completed?
Quality Requirement of the DataQuality Requirement of the Data– Focus on completeness, generalizability and precision.
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 27
Respondent Characteristics Relating Respondent Characteristics Relating t S M th dt S M th dto Survey Methodsto Survey Methods
DiversityDegree that respondents share some similarities
Incidence of RespondentPercent of the general population that is the subject
Degree that respondents share some similarities
Degree of Survey Participation
g p p jof the market research.
Degree of Survey Participation
Ability toParticipate?
Willingness toParticipate?
KnowledgeLevel?
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 28
Task Characteristics Relating to Task Characteristics Relating to S l ti S M th dS l ti S M th d
Sti li N d d t Eli itSti li N d d t Eli itDiffi l fDiffi l f
Selecting a Survey MethodSelecting a Survey MethodStimuli Needed to Elicit a Stimuli Needed to Elicit a
ResponseResponse
> Do respondents need to be
Difficulty of Difficulty of TaskTask
> Do respondents need to be exposed to stimuli to obtain a response?
> How hard does a respondent need to work to respond to a question?
Amount of Information Amount of Information Needed from RespondentsNeeded from Respondents
Research Topic Research Topic SensitivitySensitivity
>To what degree does a question lead a respondent
i i ll d
Needed from RespondentsNeeded from Respondents
> How detailed does the respondent’s answer have to
SensitivitySensitivity
to give a socially expected response?
respondent s answer have to be?
Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 29
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Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 30