ch09 survey research
TRANSCRIPT
Business Research Methods
William G. Zikmund
Chapter 9:
Survey Research
Surveys
Surveys ask respondents for information using verbal or written questioning
Respondents
Respondents are a representative sample of people
Gathering Information via Surveys
• Quick
• Inexpensive
• Efficient
• Accurate
• Flexible
Problems
• Poor Design
• Improper Execution
Totalerror
Systematicerror (bias)
Random samplingerror
Tree Diagram of Total Survey Error
Random Sampling Error
• A statistical fluctuation that occurs because of change variation in the elements selected for the sample
Systematic Error
• Systematic error results from some imperfect aspect of the research design or from a mistake in the execution of the research
Systematicerror (bias)
Administrativeerror
Respondenterror
Tree Diagram of Total Survey Error
Sample Bias
• Sample bias - when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameter
Respondenterror
Nonresponseerror
Responsebias
Tree Diagram of Total Survey Error
Respondent Error
• A classification of sample bias resulting from some respondent action or inaction
• Nonresponse bias
• Response bias
Nonresponse Error
• Nonrespondents - people who refuse to cooperate
• Not-at-homes
• Self-selection bias• Over-represents extreme positions
• Under-represents indifference
Responsebias
Unconsciousmisrepresentation
Deliberatefalsification
Tree Diagram of Total Survey Error
Response Bias
• A bias that occurs when respondents tend to answer questions with a certain slant that consciously or unconsciously misrepresents the truth
Acquiescence bias
Extremity bias
Interviewer bias
Auspices bias
Social desirability bias
Tree Diagram of Total Survey Error
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.
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.
Interviewer Bias
• A response bias that occurs because the presence of the interviewer influences answers.
Auspices Bias
• Bias in the responses of subjects caused by the respondents being influenced by the organization conducting the study.
Social Desirability Bias
• Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role.
Systematicerror (bias)
Administrativeerror
Respondenterror
Tree Diagram of Total Survey Error
Administrative Error
• Improper administration of the research task
• Blunders• Confusion• Neglect• Omission
Data processing error
Sample selection error
Interviewer error
Interviewer cheating
Tree Diagram of Total Survey Error
Administrative Error
• Interviewer cheating - filling in fake answers or falsifying interviewers
• Data processing error - incorrect data entry, computer programming, or other procedural errors during the analysis stage.
• Sample selection error -improper sample design or sampling procedure execution.
• Interviewer error - field mistakes
M E T H O DO F
C O M M U N I C A T I O N
S T R U C T U R E DA N D D I S Q U I S E D
Q U E S T I O N S
T E M P O R A LC L A S S I F I C A T I O N S
C L A S S I F Y I N GS U R V E Y
R E S E A R C HM E T H O D S
Time Period for Surveys
• Cross-sectional
• Longitudinal
Cross-Sectional Study
• A study in which various segments of a population are sampled
• Data are collected at a single moment in time.
Longitudinal Study
• A survey of respondents at different times, thus allowing analysis of changes over time.
• Tracking study - compare trends and identify changes – consumer satisfaction
Consumer Panel
• A longitudinal survey of the same sample of individuals or households to record (in a diary) their attitudes, behavior, or purchasing habits over time.
Total Quality Management and Customer Satisfaction Surveys
• Total quality management - A business philosophy that emphasizes market-driven quality as a top organizational priority.
Stages in Tracking Quality Improvement
CommitmentCommitmentand and ExplorationExploration
Bench-Bench-markingmarking
InitialInitialqualityqualityimprove-improve-mentment
ContinuousContinuousQualityQualityImprovementImprovement
Commitment and Exploration Stage
• Management makes a commitment to total quality assurance
• Business researchers explore external customers’ needs and problems.
• Business researchers explore internal customers’ needs, beliefs, and motivations.
Benchmarking Stage
• Research establishes quantitative measures as benchmarks or points of comparison
• Overall satisfaction and quality ratings of specific attributes
• Employees actual performance and perceptions
Initial Quality Improvement Stage
• Tracking wave 1 measures trends
• Establishes a quality improvement process within the organization.
• Translate quality issues into the internal vocabulary of the organization.
• Establish performance standards and expectations for improvement.
Continuous Quality Improvement
• Consists of many consecutive waves with the same purpose—to improve over the previous period.
• Quality improvement management continues.
Determinants of the Quality of Goods
• Performance
• Features
• Conformance with specifications
• Reliability
• Durability
• Serviceability
• Aesthetic design
Determinants of Service Quality
• Access
• Communication
• Competence
• Courtesy
• Reliability
• Credibility