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Surveys

This informative guide explores the common errors in survey research, such as respondent bias and data processing errors. Discover various types of biases influencing results and effective solutions to enhance survey accuracy.

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Surveys

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  1. Surveys

  2. Respondents • Respondents are a representative sample of people

  3. Surveys • Surveys ask respondents for information using verbal or written questioning

  4. Gathering Information via Surveys • Quick • Inexpensive • Efficient • Accurate • Flexible

  5. Tree Diagram of Total Survey Error Random sampling error Total error Systematic error (bias)

  6. Random Sampling Error • A statistical fluctuation that occurs because of change variation in the elements selected for the sample

  7. Tree Diagram of Total Survey Error Random sampling error Total error Systematic error (bias)

  8. 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.

  9. Tree Diagram of Total Survey Error Administrative error Systematic error (bias) Respondent error

  10. Respondent Error • A classification of sample bias resulting from some respondent action or inaction • Nonresponse bias • Response bias

  11. 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

  12. 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.

  13. Tree Diagram of Total Survey Error Acquiescence bias Extremity bias Interviewer bias Auspices bias Social desirability bias

  14. 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.

  15. 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.

  16. Interviewer Bias • A response bias that occurs because the presence of the interviewer influences answers.

  17. Auspices Bias • Bias in the responses of subjects caused by the respondents being influenced by the organization conducting the study.

  18. Social Desirability Bias • Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role.

  19. Tree Diagram of Total Survey Error Administrative error Systematic error (bias) Respondent error

  20. Administrative Errors • Error caused by the improper administration or execution of the research task. • Caused by • Carelessness • Confusion • Neglect • Omission • Some other blunder

  21. Tree Diagram of Total Survey Error Data processing error Sample selection error Interviewer error Interviewer cheating

  22. 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

  23. 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

  24. Figure 7.4 Classification of Survey Methods Classification of Survey Methods Survey Methods Telephone Personal Mail Electronic In-Home Mail/Fax Interview E-Mail Traditional Telephone Mall Intercept Mail Panel Computer-Assisted Telephone Interviewing Computer-Assisted Personal Interviewing Internet

  25. Personal Interviews • Form of direct communication in which an interviewer asks respondents questions face-to-face.

  26. 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

  27. Disadvantages of Personal Interviews • Interviewer Influence • Lack of Respondent Anonymity • Cost

  28. 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

  29. Aspects of Personal Interview • Speed of data collection • Slow to Moderate (dependent on funding) • Geographical flexibility • Limited to moderate (dependent on funding) • Respondent cooperation • Excellent • Versatility of questioning • Quite versatile

  30. Aspects of Personal Interview • Questionnaire length • Long • Item nonresponse • Low • Possibility of respondent misunderstanding • Lowest

  31. Aspects of Personal Interview • Degree of interviewer influence of answer • High • Supervision of interviewers • Low to Moderate • Anonymity of respondent • Low

  32. 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

  33. Telephone Surveys

  34. Telephone Surveys • Speed of Data Collection • Very fast • Geographical Flexibility • High • Respondent Cooperation • Poor • Versatility of Questioning • Moderate

  35. Telephone Surveys • Questionnaire Length • SHORT!!!!!!!!!!!!!!!!!!! • Item Nonresponse • Medium • Possibility of Respondent Misunderstanding • Average • Degree of Interviewer Influence of Answer • Moderate

  36. Telephone Surveys • Supervision of interviewers • High, especially with central location interviewing • Anonymity of respondent • Moderate • Ease of call back or follow-up • Easy

  37. Telephone Surveys • Cost • Low to Moderate to High • Special features • Fieldwork and supervision of data collection are simplified; quite adaptable to computer technology

  38. Self-Administered Questionnaires

  39. Mail Surveys

  40. 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

  41. 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

  42. 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

  43. Mail Surveys • Anonymity of respondent • High • Ease of call back or follow-up • Easy, but takes time • Cost • Moderate

  44. Figure 7.5 Improving Response Rates Improving Response Rates Methods of Improving Response Rates Prior Notification Incentives Follow-up Other Facilitators Monetary Nonmonetary Prepaid Promised

  45. E-Mail Questionnaire Surveys • Speed of data collection • Virtually Instantaneous • Geographic flexibility • worldwide • Cheaper distribution and processing costs

  46. 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”

  47. 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

  48. Internet & E-Mail Surveys Never 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.

  49. There is no best form of survey; each has advantages and disadvantages.

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