Overview of Survey Research Overview of Survey Research MethodsMethods

Large-scale research design procedures for Large-scale research design procedures for collecting large amounts of raw data using collecting large amounts of raw data using questionnaires.questionnaires.

Conceptualization and ConstructsConceptualization and Constructs

A concept is an abstract idea to explain how A concept is an abstract idea to explain how things work. Closely related, a construct is things work. Closely related, a construct is more abstract and developed for scientific more abstract and developed for scientific inquiryinquiry

Concrete Features & Abstract Concrete Features & Abstract ConstructsConstructs

AirplaneAirplane Concrete properties:Concrete properties: number engines, height, weight, number engines, height, weight, length, seating capacity, physical characteristics of seats, length, seating capacity, physical characteristics of seats, type of airplane, etc.type of airplane, etc.

Abstract constructs:Abstract constructs: quality of in-flight cabin service, quality of in-flight cabin service, comfortability of seating, smoothness of takeoff and comfortability of seating, smoothness of takeoff and landing, etc.landing, etc.

ConsumerConsumer Concrete properties:Concrete properties: age, sex, marital status, income, age, sex, marital status, income, brand last purchased, dollar amount of purchase, types of brand last purchased, dollar amount of purchase, types of products purchased, color of eyes and hair, etc.products purchased, color of eyes and hair, etc.

Abstract properties:Abstract properties: attitudes toward a product, brand attitudes toward a product, brand loyalty, high-involvement purchases, emotions (love, fear, loyalty, high-involvement purchases, emotions (love, fear, anxiety), intelligence, personality, risk taker, etc.anxiety), intelligence, personality, risk taker, etc.

Concrete Features & Abstract Concrete Features & Abstract ConstructsConstructs

OrganizationOrganization Concrete properties:Concrete properties: name of company, name of company, number of employees, number of locations, number of employees, number of locations, total assets, Fortune 500 rating, computer total assets, Fortune 500 rating, computer capacity, types and numbers of products capacity, types and numbers of products and service offerings, type of industry and service offerings, type of industry membership, etc.membership, etc.

Abstract constructs:Abstract constructs: competence of competence of employees, quality control, channel power, employees, quality control, channel power, competitive advantages, company image, competitive advantages, company image, consumer-oriented practices, etc.consumer-oriented practices, etc.

Operationalizing A ConstructOperationalizing A ConstructWhen a research team operationalizes a construct they go When a research team operationalizes a construct they go through a process of “breaking-it-down.” In other words, through a process of “breaking-it-down.” In other words, they create questions to reflect a construct. How would they create questions to reflect a construct. How would you operationalize …you operationalize …

Brand loyalty Brand loyalty Customer satisfactionCustomer satisfaction

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Various VariablesVarious Variables

Independent variablesIndependent variables

Dependent variablesDependent variables

Extraneous (uncontrolled) variablesExtraneous (uncontrolled) variables– Lead to spurious conclusionsLead to spurious conclusions

• Use simple, interesting, non-threatening opening questions

• Do your respondents understand the question.

• Use the funnel approach, asking broadquestions first

• Carefully design branching questions

• Place difficult or sensitive questions near the end

• Ask for classification information last

• Pre-test the survey

Guidelines for Question Quality(to control for non-sampling error)

Questions must tap into the research problem

A Funnel SequenceA Funnel Sequence

How would you rate your last experience when eating at ABC restaurant?

Extremely Extremely

Poor Poor So-So Good Good

How would you rate the quality of the service?

Extremely Extremely

Poor Poor So-So Good Good

A question framed to give the respondent an indication about how he or she should answer.

Example

Do you feel that limiting taxes by law is an effective way to stop the government from picking your pocket every payday? Yes No Undecided

Leading QuestionsLeading Questions

A question that calls for two responses

Double-Barreled QuestionDouble-Barreled Question

Example

Are the food and service at the local Green Mill good?Yes No

Branching Question Example

1. Did you, personally, give money to Canopy of Care last year? ___ Yes ___ No{If Yes, go to #3.}

2. We are interested in why people do not contribute. The following is a list of answers others have given. Please tell me which, if any, apply to you.

a. ___ Someone else in my household had already contributed. b. ___ I did not have the money at the time. c. ___ I gave to other charities. d. ___ I volunteered my services to Canopy of Care instead of contributing money. e. ___ I volunteered my services to other charities instead of contributing to Canopy

f. ___ I did not give because Canopy of Care spends its money inefficiently. g. ___ None of the above.

3. To how many different charities do you think Canopy of Care gives money? a. ___ 0-20 d. 81-100 b. ___ 21-40 e. More than 100 c. ___ 41-80 f. Don’t know.

Creating the instrumentCreating the instrument

Open-Ended Questions

the respondent can reply in his or her own the respondent can reply in his or her own words.words.

“What advantages, if any, do you think ordering from a mail order catalog company offers compared with local retail outlets?

__________________________________________________________________________________________________________________

Closed-Ended QuestionsClosed-Ended Questions– response is “forced”response is “forced”– does avoid problems (such as subjectivity) of does avoid problems (such as subjectivity) of

open-ended questions. But you can lose open-ended questions. But you can lose compelling data.compelling data.

Closed-Ended Questions

Closed QuestionsClosed Questions

RESPONSES MUST BE ...RESPONSES MUST BE ...

ExhaustiveExhaustive Mutually exclusiveMutually exclusive Should have a “Don’t know”Should have a “Don’t know”

Types of ScaleTypes of Scale

Nominal ScaleNominal Scale– labels and categories (e.g. gender, major)labels and categories (e.g. gender, major)

Ordinal ScaleOrdinal Scale– order (ie., rank restaurants in order of preference)order (ie., rank restaurants in order of preference)

Interval Scale (it is inherently ordinal)Interval Scale (it is inherently ordinal)– equal differences (e.g. temperature)equal differences (e.g. temperature)

Ratio ScaleRatio Scale– Natural zero (e.g. weight, height)Natural zero (e.g. weight, height)

Scale CharacteristicsScale Characteristics

Order – numbers on scale are orderedOrder – numbers on scale are ordered Distance – differences exist between the Distance – differences exist between the

ordered numbersordered numbers Origin – There is a unique origin indicated Origin – There is a unique origin indicated

by the number zeroby the number zero

Dichotomous QuestionsDichotomous Questions– The simplest form of a closed-ended question. The simplest form of a closed-ended question. – Nominal responseNominal response

1. Where do you live?

A. Large urban area 1

B. Small rural area 2

Nominal ScaleNominal Scale

Which of the following soft drinks do you like? Check all that apply.

Coca-Cola Mountain Dew Seven Up

Dr. Pepper Pepsi Sprite

1. Now that you have read a sample of the Wall Street

Journal, would you say that you would…(Check one)

Definitely buy it

Probably buy it

Might or might not buy it

Probably will not buy it

Definitely will not buy it

Ordinal Scale

Interval ScaleInterval Scale

What is your overall opinion about each of these brands?

unfavorable favorableCoca-Cola 1 2 3 4 5 6 7Dr. Pepper 1 2 3 4 5 6 7Pepsi 1 2 3 4 5 6 7Sprite 1 2 3 4 5 6 7

Likert ScaleLikert Scale

How much do you agree with the following How much do you agree with the following statements:statements:

SD SASD SA People who live in BH are rich 1 2 3 4 5People who live in BH are rich 1 2 3 4 5 People who live in BH are sad 1 2 3 4 5People who live in BH are sad 1 2 3 4 5

Semantic DifferentialSemantic Differential

People who live in Beverly Hills are:People who live in Beverly Hills are:

richrich 1 2 3 4 5 poor1 2 3 4 5 poor friendly 1 2 3 4 5 snobbyfriendly 1 2 3 4 5 snobby young 1 2 3 4 5 oldyoung 1 2 3 4 5 old happyhappy 1 2 3 4 5 sad1 2 3 4 5 sad

Ratio ScaleRatio Scale(numeric response)(numeric response)

Divide 100 points among these soft drinks according to your likelihood of purchasing each within the next week:

___Coca-Cola ___Mountain Dew ___Seven Up

___Dr. Pepper ___Pepsi ___Sprite

Age ___

Hierarchy of Measurement ScalesHierarchy of Measurement ScalesRatio – the “elite” scale. Possesses order, distance, origin (absolute zero)

Data Analysis? ___________

Interval – possess order and distance, but not origin (zero point is arbitrary.

Data Analysis? ____________

Ordinal – ranking scales. Possess only the characteristics of order.

Data Analysis? ____________

Nominal – names, labels, tags. Does not possess order, distance, origin

Data Analysis? ____________

HIG

HE

R

Scale Validity and ReliabilityScale Validity and Reliability

Validity: Does the measurement “mean” what you wanted Validity: Does the measurement “mean” what you wanted it to mean?it to mean?– Content validityContent validity

– Construct validityConstruct validity» ConvergentConvergent» DiscriminantDiscriminant

– Predictive validityPredictive validity

Reliability: Has to do with how accurate the measure isReliability: Has to do with how accurate the measure is