Survey Research

1. Survey Research

2. Survey Research • What is a survey? • Primary data collection method based on communication with a representative sample of individuals • Communication -- sharing of thoughts • Representative sample -- in terms of the cases included and the manner in which they are selected

3. Survey Research • Survey Errors • Random -- statistical fluctuation in the data due to chance • Can reduce with larger sample size • Systematic-- errors resulting from an imperfection in the research design • Respondent --e.g., parental style measure • Administrative -- e.g., data coding errors • These errors are unavoidable -- try to minimize, not eliminate, them

4. Survey Research • What does error do? • XO = Xt + (XS + XR) • XO= Observed score for some construct • XT = True score for some construct • XS = Systematic Error • XR = Random Error • Can never eliminate XR, but try to reduce XS • Try to set up a situation where XO = Xt

5. Survey Research • Respondent Errors -- errors due some respondent action or inaction • Non-response • Failure of units selected to be in the final sample to respond • Refusals – respondent is contacted but chooses not to participate • Not-at-homes – respondent not present when contacted • Rule-of-thumb – try 3 times • Contact rate = number of units contacted / total number of eligible units approached

6. Survey Research • How to reduce non-response error? • Increase initial response rate • Sell value of research to respondent • Guarantee of anonymity • Hire professional firms to collect data • Incentives • Follow-up • Adjust results for non-response bias • CREATIVITY & PERSISTANCE

7. Survey Research • Respondent Errors • Response Bias -- tendency for respondents to answer questions in a manner that misrepresents their true feelings, beliefs, opinions, etc. • Acquiescence bias -- “we agree with it; we agree with everything” • Extremity bias -- “can’t answer a 1 or 7 ever” • Interviewer bias -- “they work for 3M so ..” • Social desirability bias -- “s/he would want me to answer this way”

8. Survey Research • Administrative Errors -- errors caused by improper administration of the survey or a study design flaw • Data processing error -- simply entering the wrong code onto the computer • Sample selection error -- some aspect of the sample is under-represented • Interviewer error -- e.g., interviewer checks the wrong box, asks the wrong question • Interviewer cheating -- e.g., interviewer fabricates data

9. Survey Research • Administrative Errors -- best way to reduce is by being careful -- very careful • Other ways to reduce • Interviewer training • Coder training • Interviewer incentives • Checks of interviewers

10. Survey Research • Methods of Administration • Personal Interview -- face-to-face communication between an interviewer and respondent • Telephone Interview -- information is gathered over the telephone • Mail Questionnaire -- self-administered survey sent via the mail • Electronic Questionnaire -- survey distributed and gathered via e-mail or the Internet

11. Survey Research • Advantages of personal interviews • Probe to get more in-depth responses to questions • Longer survey instruments • Completeness • Use visual aids

12. Survey Research • Disadvantages of personal interviews • Interviewer bias • Not anonymous • Expense • Ability to set up specific times for call backs

13. Survey Research • Advantages of telephone interviews • Efficiency in terms of speed and cost • Ability to probe without having face-to-face contact (and embarrassment) • Ability to have “pure random samples” • Random-digit dialing • Ability to set up specific times for call backs • Direct data entry (CATI)

14. Survey Research • Disadvantages of telephone interviews • Limited reach (not all have telephones) • Cell phone issues • Annoyance • Limited duration • No visuals

15. Survey Research • Advantages of mail questionnaires • Low in cost • Respondent convenience • Respondent anonymity • No interviewer • Must use very straight-forward and simple questions • Longer surveys

16. Survey Research • Disadvantages of mail questionnaires • Lack of speed • Low response rates (usually below 50%; often much lower) • No interviewer • Cost can get high • Provision of incentives • Follow-ups

17. Survey Research • Electronic Questionnaires • E-mail surveys • Convenient • Limited reach • Best used in conjunction with another method (i.e., mail or telephone)

18. Survey Research • Web-based surveys • Convenient • Limited • nth visitor methodology • Some visual aids may be used • Best application: • In conjunction with another method • Panels

19. Survey Research • Cross-Sectional versus Longitudinal Designs • Cross-sectional -- snapshot of population at one point in time • Longitudinal -- fixed sample of population elements repeatedly measured over time • Allows for tracking of certain changes over time (e.g., brand switching, brand loyalty)

20. Classification of Descriptive Studies Longitudinal Panel Descriptive Studies Cross Sectional Sample Survey

21. Descriptive Studies • Describes the marketplace • Describe characteristics of certain groups • Estimate the proportion of people who will act in certain way • Make specific predictions

22. •allows turnover analysis if panel is continuous • allows collection of much more classification information from respondents • allows longer and more exacting interviews • produces fewer errors in reporting past behavior because of natural forgetting • produces fewer interviewer—respondent interaction errors • tends to produce more representative samples of the population of interest • produces fewer errors due to respondent’s behavior being affected by the measurement task • allows the investigation of many more relationships Longitudinal vs. Cross-Sectional Data LONGITUDINAL DATA CROSS-SECTIONAL DATA