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Survey Research

Survey Research. After studying this chapter, you should be able to. Define surveys and explain their advantages Describe the type of information that may be gathered in a survey Identify sources of error in survey research Distinguish among the various categories of surveys. Survey Research.

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Survey Research

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  1. Survey Research After studying this chapter, you should be able to • Define surveys and explain their advantages • Describe the type of information that may be gathered in a survey • Identify sources of error in survey research • Distinguish among the various categories of surveys © 2010 Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

  2. Survey Research • Respondents • People who verbally answer an interviewer’s questions or provide answers to written questions. • Sample Survey • A survey that emphasizes contacting respondents who are a representative sample of the target population. © 2010 Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

  3. Using Surveys • Survey Objectives • Surveys attempt to describe what is happening, what people believe, what they are like, or to learn the reasons for a particular business activity. • Survey research is descriptive research: • Identifying characteristics of target markets • Measuring consumer attitudes • Identifying information regarding activities that could make the company more “green” • Surveys can be both quantitative and qualitative. © 2010 Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

  4. Advantages of Surveys • Advantages of Surveys • Gathering information via surveys is: • Quick • Inexpensive • Efficient • Accurate © 2010 Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

  5. Respondent Error • Self-Selection Bias • A bias that occurs because people who feel strongly about a subject are more likely to respond to survey questions than people who feel indifferent about it. © 2010 Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

  6. Response Bias • Deliberate Falsification • Occasionally people deliberately give false answers. • Misrepresent answers to appear intelligent • Conceal personal information • Avoid embarrassment © 2010 Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

  7. Types of Response Bias • Acquiescence Bias • A tendency to agree with all or most questions. • Extremity Bias • The tendency of some Individuals to use extremes when responding to questions. • Interviewer Bias • The presence of the interviewer influences respondents’ answers. © 2010 Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

  8. Classifying Survey Research Methods • Structured/Unstructured Questionnaires • Structured question: imposes a limit on the number of allowable responses. • Unstructured question: does not restrict respondents’ answers. • Disguised/Undisguised Questionnaires • Undisguised questions: assume the respondent is willing to answer. • Disguised questions: assume the purpose of the study must be hidden from the respondent. © 2010 Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

  9. Classifying Survey Research Methods(cont’d) • Temporal Classification • Cross-sectional study: various segments of a population are sampled and data are collected at a single moment in time. © 2010 Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

  10. Categorizing Survey Research Methods(cont’d) • Temporal Classification (cont’d) • Longitudinal study: A survey of respondents at different times, thus allowing analysis of response continuity and changes over time. • Tracking study: uses successive samples to compare trends and identify changes in variables such as consumer satisfaction, brand image, or advertising awareness. • Consumer panel: a survey of the same sample of individuals or households to record (in a diary) their attitudes, behavior, or purchasing habits over time. © 2010 Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

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