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BUS 332 Scien tific Research Techniques

BUS 332 Scien tific Research Techniques. Main Textbook: William G. Zikmund ’s Business Research Methods. Lectured by Prof. Dr. Lütfihak Alpkan Gebze Institute of Technology. Business Research Methods William G. Zikmund. Chapter 9: Survey Research. Chapter 9 : Survey Research.

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BUS 332 Scien tific Research Techniques

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  1. BUS 332Scientific Research Techniques Main Textbook: William G. Zikmund’s BusinessResearch Methods Lectured by Prof. Dr. Lütfihak Alpkan Gebze Institute of Technology

  2. Business Research MethodsWilliam G. Zikmund Chapter 9: Survey Research

  3. Chapter 9: Survey Research • Basic Definitions for surveys • Errors in Surveys 3. Classification of Survey Methods

  4. 1. Basic Definitions for surveys Survey: a research technique in which information (primary data) is gathered from a sample of people to make generalizations. Primary data:data gathered and assembled specifically for the project at hand. Sample of the survey: respondents who are asked to provide information, assuming that they can represent (possess same features with) a target population.

  5. Selecting a Sample Sample: Subsetof a larger population SAMPLE • Sampling: • Who is to be sampled? • How large a sample? • How will sample units be selected? POPULATION

  6. BasicDefinitionsforsampling (http://www.stats.gla.ac.uk/steps/glossary/sampling.html) Target population: the group about which the researcher wishes to draw conclusions and make generalizations Random sampling:selecting a sample from a larger target population where each respondent is chosen entirely by chance and each member of the population has a known, but possibly non-equal, chance of being included in the sample.

  7. Basic Definitions for data collection Surveys ask respondents(who are the subjects of the research) questions by use of a questionnaire. Respondent: The person who provides information (primary data) by answering a questionnaire or an interviewer’s questions. Questionnaire: a list of structured questions designed by the researchers for the purpose of codifying and analyzing the respondents’ answers scientifically. Advantages of Surveys: Quick, Inexpensive, Efficient, Accurate, Flexibleway of gathering information.

  8. 2. Errors in Surveys 2.1. Random Sampling Error 2.2. Systematic Error (sample bias) 2.2.1. Respondent error * Nonresponse bias * Response bias 2.2.2. Administrative error * Data processing error * Sample selection error * Interviewer error * Interviewer cheating

  9. 2.1. Random Sampling Error • Even if randomly selected, samples may possess different characteristics than the target population (the likelihood of bias is reduced but still exists) • This is a statistical fluctuation due to chance variation. • Then, an important difference occursbetween the findings obtained from this sample and the findings obtained from a possible census of the whole target population.

  10. Consider the hypothetic case in which a study sample could be increased until it was infinitely large; chance variation of the mean, or random error, would be reduced toward zero. These are random errors. • Systematic errors would not be diminished by increasing sample size. (Bias in Research Studies, http://radiology.rsna.org/content/238/3/780.full)

  11. 2.2. Systematic Error • Systematic error results from some mistake(s) done in the design and/or execution of the research. • All types of error -except random sampling error, are included in this definition, • Sample bias: a persistent tendency for the results of a sample to deviate in one direction from the true value of the population parameter. • Sample bias can arise when the intended sample does not adequately reflect the spectrum of characteristics in the target population.

  12. 2.2.1. Respondent Bias • A classification of sample bias resulting from some respondent action or inaction • Nonresponse bias • Response bias

  13. Nonresponse Error • Nonrespondents: in almost every survey information from a small or large portion of the sample cannot be collected. These are thosepeople who refuse to respond, or who can not be contacted (not-at-homes) • Self-selection bias: only those people who are interested strongly with topic of the survey may respond while those who are still within the same sample but indeferent or afraid avoid participating. • This leads to the over-representation of some extreme positions, but under-representation ofothers.

  14. Response Bias • A bias that occurs when respondents tend to answer questions with a certain inclination or viewpoint that consciously (deliberate falsification) or unconsciously (unconscious misinterpretation) misrepresents the truth.

  15. Reasons of response bias • Knowingly or unknowingly people who answer questions of the interviewer may feel unconfortable about the truth that they share with others, and change it in their responses. • They may desire to show themselves as more intelligent, wealthy, sensitive, etc. than they really are.

  16. Types of Response Bias Deliberate falsification (consciously false answers) Acquiescence bias (positive answers) Extremity bias (exaggerated answers) Interviewer bias (answers acceptable by the interviewer) Auspices bias (answers acceptable by the organization) Social desirability bias (answers creating a favorable impression)

  17. 2.2.2. Administrative Error • Unadvertently or carelessly improper administration and execution of the research task • Blunders are: • Confusion • Neglect • Omission

  18. Types of Administrative Errors Data processing error:incorrect data entry, computer programming, or other procedural errors during the analysis stage. Sample selection error: improper sample design (e.g. based on incomplete databases) or sampling procedure execution (e.g. executed in daytime while most of the target population are working) Interviewer error:mistakes done by the interviewer (e.g. taking wrong or incomplete notes about the answers of the respondents. Interviewer cheating:filling in fake or false answers indeed not given by the respondents.

  19. 3. Classification of Survey Methods 3.1. Structure of the questionnaire: * whether standardized questions with a limited number of allowable answer -multiple choices * or unstandardized open ended questions with the possibility of being answered in numerious ways. 3.2. Level of Directness of the questions: * whether direct/undisguised questions * or indirect/disguised questions to hide the real purpose of the survey

  20. Classification of Survey Methods 3.3. Time basis of the Survey: Cross-Sectional Study: data on various segments of a target population are collected at a single moment in time to make comparisons among segments. Longitudinal Study: data are collected at different times from the similar respondents to compare trends and identify changes. Panel Study: A longitudinal survey of exactly the same respondents to record (in a diary) their attitudes, behaviors, orpurchasing habits over time.

  21. Business Research MethodsWilliam G. Zikmund Chapter 10: Survey Research: Basic Communication Methods

  22. Chapter 10: Survey Research: Basic Communication Methods * Comparison of Basic Communication Methods in Surveys: * Questionnaires administered by an interviewer 1. Door-to door interviews 2. Mall intercepts 3. Telephone interviews * Self-administered questionnaires 4. Questionnaires sent by mail, fax, or e-mail 5. Internet questionnaires

  23. 1. Door-to-Door Personal Interview • Questionnaire length • Long • Item non-response • Low • Possibility of respondent misunderstanding • Lowest • Speed of data collection • Moderate to fast • Geographical flexibility • Limited to moderate • Respondent cooperation • Excellent • Versatility of questioning • Quite versatile

  24. Door-to-Door Personal Interview • Degree of interviewer influence of answer: High • Supervision of interviewers: Moderate • Anonymity of respondent: Low • Ease of call back or follow-up: Difficult • Cost: Highest • Special features: Visual materials may be shown or demonstrated; extended probing possible

  25. 1. Mall Intercept Personal Interview • Speed of data collection: Fast • Geographical flexibility: Confined, urban bias • Respondent cooperation: Moderate to low • Versatility of questioning: Extremely versatile • Questionnaire length: Moderate to long • Item non-response: Medium • Possibility of respondent misunderstanding: Lowest

  26. Mall Intercept Personal Interview • Degree of interviewer influence of answers: Highest • Supervision of interviewers: Moderate to high • Anonymity of respondent: Low • Ease of call back or follow-up: Difficult • Cost: Moderate to high • Special features: Taste test, viewing of TV commercialspossible

  27. 3. Telephone Surveys • Speed of Data Collection: Very fast • Geographical Flexibility: High • Respondent Cooperation: Good • Versatility of Questioning: Moderate • Questionnaire Length: Moderate • Item Non-response: Medium • Possibility of Respondent Misunderstanding: Average • Degree of Interviewer Influence of Answer: Moderate

  28. Telephone Surveys • Supervision of interviewers: High, especially with central location WATS (Wide Area Telecommunications Service) interviewing • Anonymity of respondent: Moderate • Ease of call back or follow-up: Easy • Cost: Low to moderate • Special features: Fieldwork and supervision of data collection are simplified; quite adaptable to computer technology (e.g. Central location interviewing, Computer-assisted telephone interviewing, Computerized voice-activated interviews)

  29. Self-Administered Questionnaires

  30. 4. Mail Surveys • Speed of data collection: Researcher has no control over return of questionnaire; slow • Geographical flexibility: High • Respondent cooperation: Moderate– but, poorly designed questionnaire will have low response rate • Versatility of questioning: Highly standardized format • Questionnaire length: Varies depending on incentive • Item non-response: High

  31. 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 • Anonymity of respondent: High • Ease of call back or follow-up: Easy, but takes time • Cost: Lowest

  32. 5. E-Mail Questionnaire Surveys • Speed of data collection: Instantaneous • Geographic flexibility: worldwide • Cheaper distribution and processing costs • 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”

  33. 6. Internet Surveys • A self-administered questionnaire posted on a Web site. • Respondents provide answers to questions displayed online by highlighting a phrase, clicking an icon, or keying in an answer.

  34. Internet Surveys • Speed of data collection: Instantaneous • Geographic flexibility: worldwide • Cost effective, visual and interactive • Respondent cooperation • Varies depending on web site • Varies depending on type of sample • When user does not opt-in or expect a voluntary survey cooperation is low. • Self-selection problems in web site visitation surveys - participants tend to be more deeply involved than the average person.

  35. Internet Surveys • Versatility of questioning: Extremely versatile • Questionnaire length: varying according to the answers of each respondent • Item non-response: Software can assure none • Possibility for respondent misunderstanding: High • Interviewer influence of answers: None • Supervision of interviewers: not required • Anonymity of Respondent: Respondent can be anonymous or known • Ease of Callback or Follow-up: difficult unless e-mail address is known • Special Features: allows graphics and streaming media

  36. Business Research MethodsWilliam G. Zikmund Chapter 11: Observation Methods

  37. Chapter 11: Observation Methods • Types of Observed Phenomena • Advantages and Disadvantages of Observation • Types of Observation Techniques

  38. 1. Types of Observed Phenomena • Physical actions • Verbal behavior • Expressive behavior • Spatial relations and locations • Temporal patterns • Verbal and pictorial records

  39. Examples for Observed Phenomena Phenomena Example Human behavior or physical Shoppers (buyers) movement action pattern in a store Verbal behavior Statements made by airline travelers who wait in line Expressive behavior Facial expressions, tone of voice, and other form of body language

  40. Examples for Observed Phenomena Phenomena Example Spatial relations How close visitors at an and locations art museum stand to paintings Temporal patterns How long fast-food customers wait for their order to be served Physical objects What brand name items are stored in consumers’ pantries Verbal and Pictorial Bar codes on product packages Records

  41. 2. Advantages and Disadvantages of Observation “YOU SEE, BUT YOU DO NOT OBSERVE.” Sherlock Holmes

  42. 2.1. Benefits of Observing Human Behavior • Communication with respondent is not necessary • Data without distortions due to self-report (e.g.: without social desirability) Bias • No need to rely on respondents memory • Nonverbal behavior data may be obtained

  43. Benefits of Observing Human Behavior • Certain data may be obtained more quickly • Environmental conditions may be recorded • May be combined with survey to provide supplemental evidence

  44. 2.2. Limitations of ObservingHuman Behavior • Cognitive phenomena cannot be observed • Interpretation of data may be a problem (e.g. misinterpretation) • Not all activity can be recorded • Only short periods can be observed • Observer bias possible (e.g. selective perception) • Possible invasion of privacy

  45. selective perception

  46. selective perception

  47. misinterpretation

  48. 3. Types of Observation Techniques • Natural versus Contrived Observation • Direct versus Indirect Observation • Disguised versus Nondisguised Observation • Physical-trace evidence Observation • Mechanical Observation

  49. 3.1.Natural versus Contrived Observation Natural Observation: • Reactions and behavior observed as they occur naturally in real-life situations • A wide variety of companies are sending researchers to the field to observe consumers in their natural environment. • Natural observation is also suited for ethnographic research on foreign cultures.

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