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SURVEY RESEARCH

SURVEY RESEARCH. Based on simple idea: “”… the best way to find out what consumers think is to ask them.” Zikmund. Survey Research A method of collecting primary data by communicating with a representative sample of people. Survey Research Design • The way the environment is controlled or

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SURVEY RESEARCH

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  1. SURVEY RESEARCH

  2. Based on simple idea: “”… the best way to find out what consumers think is to ask them.” Zikmund

  3. Survey Research A method of collecting primary data by communicating with a representative sample of people

  4. Survey Research Design • The way the environment is controlled or organized • Environmental variables to control When the survey is given How the survey is given ▫ The sample size ▫ Number of groups • The more environmental control, the more accurate the results will be

  5. What questions do you have? Selecting a survey research design should be based on the survey question(s) you are trying to answer

  6. Properly conducted Surveys can be: • Quick • Inexpensive • Efficient • Accurate • Flexible

  7. Problems with Surveys come from: • Nonresponse error • Response bias • Administrative error

  8. NonResponse Error The difference between a survey that includes only respondents and a perfect survey that also includes nonrespondents

  9. Response Bias Where respondents answer survey questions with a bias that misrepresents truth

  10. Administrative Error - data processing error - sample selection error - interviewer error - interviewer cheating

  11. Types of Sampling: • Personal Interviews • Intercepts • Telephone interviews • Self administered questions • Mail questionnaires • Email

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