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Survey Research

Survey Research. LEARNING OUTCOMES. Define surveys and describe the type of information that may be gathered in a survey Identify sources of error in survey research Summarize the ways researchers gather information through personal interviews. LEARNING OUTCOMES.

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Survey Research

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  1. Survey Research

  2. LEARNING OUTCOMES • Define surveys and describe the type of information that may be gathered in a survey • Identify sources of error in survey research • Summarize the ways researchers gather information through personal interviews

  3. LEARNING OUTCOMES • Know the advantages and disadvantages of conducting surveys using personal interviews via door-to-door, mall-intercept, telephone, mobile-phone, or Internet interviews • Appreciate the importance of pretesting questionnaires • Describe ethical issues that arise in survey research

  4. Mobile Surveys Catching On, and Catching Respondents “On the Go!” • Consumers of all ages use text messaging as a way of communicating efficiently. • Can be used for “instant feedback” surveys.

  5. Introduction • Respondents • People who verbally answer an interviewer’s questions or provide answers to written questions. • Survey • A method of collecting primary data in which information is gathered by communicating with a representative sample of people. • Sample Survey • A survey that emphasizes contacting respondents who are a representative sample of the target population.

  6. The Types of Information Gathered • Survey Objectives • Surveys attempt to describe what is happening, what people believe, what they are like, or to learn the reasons for a particular marketing activity. • Survey research is descriptive research: • Identifying characteristics of target markets • Measuring consumer attitudes • Describing consumer purchasing patterns • Surveys can be both quantitative and qualitative.

  7. Advantages and Disadvantages of Surveys • Advantages of Surveys • Gathering information via surveys is: • Quick • Inexpensive • Efficient • Accurate • Can apply straightforward statistical tools to analyze data • Flexible • Disadvantages • Results are no better than the quality of the sample and answers obtained • Errors lead to misleading results

  8. Like a Good Neighbor? • Door-to-door surveys pose challenges, but are occasionally still used for reaching certain populations. • Surveys of older adults led to the inclusion of elderly adult needs as part of the Good Neighbor Initiative.

  9. Sources of Errors in Surveys • Sampling Error • Error arising because of inadequacies of the actual respondents to represent the population of interest. • Systematic Error • Error resulting from some imperfect aspect of the research design that causes respondent error or from a mistake in the execution of the research. • Sample Bias • A persistent tendency for the results of a sample to deviate in one direction from the true value of the population parameter. • Population parameter – some true value of a phenomenon.

  10. Sources of Survey Error 7.1

  11. Categories of Systematic Error • Respondent Error • Administrative Error

  12. Respondent Error • Respondent Error • A category of sample bias resulting from some respondent action or inaction such as nonresponse or response bias. • Nonresponse Error • The statistical differences between a survey that includes only those who responded and a perfect survey that would also include those who failed to respond.

  13. Respondent Error • Nonrespondents • People who are not contacted or who refuse to cooperate in the research. • No contacts– potential respondents in the sense that they are members of the sampling frame but who do not receive the request to participate in the research. • Refusals – people who are unwilling to participate in a research project. • 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.

  14. Response Bias • Occurs when respondents either consciously or unconsciously answer questions with a certain slant that misrepresents the truth. • Deliberate Falsification • Occasionally people deliberately give false answers. • Misrepresent answers to appear intelligent • Conceal personal information • Avoid embarrassment

  15. Response Bias • Unconscious Misrepresentation • When a respondent is consciously trying to be truthful and cooperative, response bias can arise from the question format, the question content, or some other stimulus that affects their response to a question. • Sources of misrepresentation: • Misunderstanding the question • Unable to recall details • Unprepared response to an unexpected question • Inability to translate feelings into words • After-event underreporting

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

  17. Administrative Error • An error caused by the improper administration or execution of the research task. • Data-processing error: incorrect data entry, incorrect computer programming, or other procedural errors during data analysis. • Sample selection error: improper sample design or sampling procedure execution. • Interviewer error: mistakes made by interviewers failing to record survey responses correctly. • Interviewer cheating: filling in fake answers or falsifying questionnaires by an interviewer (curb-stoning).

  18. Different Ways That Marketing Researchers Conduct Surveys • Interactive Survey Approaches • Those that allow spontaneous two-way interaction between the interviewer and the respondent. • Can be either personal or electronic. • Noninteractive Media • Those that do not facilitate two-way communication and are largely a vehicle by which respondents give answers to static questions.

  19. Conducting Personal Interviews • A personal interview is a form of direct communication in which an interviewer asks respondents questions face-to-face. • Versatile and flexible • Truly interactive

  20. iPod, uPod, FMPod? • 40% of iPod survey respondents said they’d like an FM radio tuner, but offering it as a $50 accessory didn’t sell. • Why not? • Used noninteractive survey • Used mailing list potentially unrepresentative of population • Survey didn’t ask how customers use iPod

  21. Advantages of Personal Interviews • Opportunity for feedback • Probing complex answers • Length of interview • Completeness of questionnaire • Props and visual aids • High participation rate

  22. Disadvantages of Personal Interviews • Interviewer influence • Lack of anonymity of respondents • Cost

  23. Matters of Taste • Asking a taste opinion over the phone is isn’t easy, but there are ways around that. • Sartori Foods sends respondents samples and uses a chart called the Italian Cheese Flavor Wheel to ask consumers to taste the cheese and describe various cheeses—all over the phone!

  24. Door-to-Door Interviews and Shopping Mall Intercepts • Mall-Intercept Interview • Personal interviews conducted in a shopping center or other public area. • Door-to-Door Interview • Personal interviews conducted at respondents’ doorsteps in an effort to increase the participation rate. • Callbacks • Attempts to recontact individuals selected for a sample who were not available initially.

  25. Personal Interviews • Global Considerations • Variations in willingness to participate • Sensitivity to interview subject matter • Beliefs about appropriate business conduct

  26. Telephone Interviews • Landline Phones • The mainstay of commercial survey research • “No-call” legislation has limited this capacity • Landline penetration in the U.S. is about 80 percent • Mobile Phones • In U.S., telemarketing toward mobile phone numbers is prohibited unless user opts in • Recipient likely to be distracted • Area codes are not necessarily geographic • Phones have varying abilities for automated responses and keypads

  27. Comparing and Contrasting Landline and Mobile Phones 7.2

  28. Phone Interview Characteristics • Random digit dialing • Use of telephone exchanges and random numbers to develop a sample • Several differences in landline versus mobile phone results • Speed • Cost • Absence of face-to-face contact • Cooperation • Incentives to respond • Call backs • Lack of visual medium

  29. Central Location Interviewing • Conducting interviews from a central location allowing firms to hire a staff of professional interviewers and to supervise and control the quality of interviewing more effectively.

  30. Surveys Using Self-Administered Questionnaires • Self-Administered Questionnaires • Surveys in which the respondent takes the responsibility for reading and answering the questions without having them stated orally by an interviewer.

  31. Mail Questionnaires • Characteristics of Mail Questionnaires • Geographical flexibility • Cost • Respondent convenience • Respondent anonymity • Absence of interviewer • Standardized questions • Time is money • Length of mail questionnaire

  32. Self-Administered Questionnaires • Response Rate • The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey. • Factors that Bias the Response Rate • Persons who will complete questionnaires versus those persons who will not. • Respondents are usually better educated and more likely to be a homeowner. • Person filling out survey is not the intended subject.

  33. Options for Self-Administered Questionnaires 7.3

  34. Increasing Response Rates for Mail Surveys • Cover letter • Incentives help • Interesting questions • Follow-ups • Advance notification • Survey sponsorship • Keying mail questionnaires with codes

  35. Costs of Snail Mail versus Courier Surveys 7.4

  36. A Cover Letter Requesting Participation in a Survey 7.5

  37. E-Mail Surveys • Surveys distributed through electronic mail. • Using e-mail: • Include a questionnaire in the body of an e-mail • Distribute questionnaire as an attachment • Include a hyperlink within the body of an e-mail • Advantages • Speed of distribution • Lower distribution and processing costs • Faster turnaround time • More flexibility • Less handling of paper questionnaires • Disadvantages • Employees believe responses are not secure • Recipients can see entire list of names if not using blind copy • Spam filters

  38. Internet Surveys • A self-administered questionnaire posted on a website. • Respondents provide answers to questions displayed online by highlighting a phrase, clicking an icon, or keying in an answer. • Click rate • The portion of potential respondents exposed to a hyperlink to a survey who actually click through to view the questionnaire.

  39. Internet Survey Characteristics • Speed and cost effectiveness • Visual appeal and interactivity • Respondent participation and cooperation • Accurate real-time data capture • Callbacks • Personalized and flexible questioning • Respondent anonymity • Response rates • Comparing favorably to mail surveys • Response quality

  40. Text-Message Surveys • Newest survey approach • Has same advantages and disadvantages of mobile-phone surveys • Likely see more applications in the near future

  41. Choosing the Appropriate Survey Approach • Questions to be answered: • Is the assistance of an interviewer necessary? • Are respondents interested in the issues being investigated? • Will cooperation be easily attained? • How quickly is the information needed? • Will the study require a long and complex questionnaire? • How large is the budget?

  42. Advantages and Disadvantages of Typical Survey Methods 7.6

  43. Pretesting Survey Instruments • Pretesting • Screening procedure that involves a trial run with a group of respondents to iron out fundamental problems in the survey design. • Basic Ways to Pretest: • Screen the questionnaire with other research professionals. • Have the client or the research manager review the finalized questionnaire. • Collect data from a small number of respondents.

  44. Ethical Issues in Survey Research • Many ethical issues apply to survey research: • Respondents’ right to privacy • Use of deception • Respondents’ right to be informed • Need for confidentiality • Need for honesty in collecting data • Need for objectivity in reporting data

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