Business Research Methods

William G. Zikmund

Chapter 9: Survey Research

SurveysSurveys ask respondents for information using verbal or written questioning

RespondentsRespondents are a representative sample of people

Gathering Information via SurveysQuickInexpensiveEfficientAccurateFlexible

ProblemsPoor DesignImproper Execution

TotalerrorSystematicerror (bias)Random samplingerrorTree Diagram of Total Survey Error

Random Sampling ErrorA statistical fluctuation that occurs because of chance variation in the elements selected for the sample

Systematic Error (Bias)Systematic error/bias results from some imperfect aspect of the research design or from a mistake in the execution of the research

Systematicerror (bias)AdministrativeerrorRespondenterrorTree Diagram of Total Survey Error

Sample BiasSample bias - when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameter

RespondenterrorNonresponseerrorResponsebiasTree Diagram of Total Survey Error

Respondent ErrorA classification of sample bias resulting from some respondent action or inactionNonresponse biasResponse bias

Nonresponse BiasNonrespondents - people who refuse to cooperateNot-at-homesSelf-selection biasOver-represents extreme positionsUnder-represents indifference

ResponsebiasUnconsciousmisrepresentationDeliberatefalsificationTree Diagram of Total Survey Error

Response BiasA bias that occurs when respondents tend to answer questions with a certain slant that consciously or unconsciously misrepresents the truth

Acquiescence biasExtremity biasInterviewer biasAuspices biasSocial desirability biasTree 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)AdministrativeerrorRespondenterrorTree Diagram of Total Survey Error

Administrative ErrorImproper administration of the research taskBlundersConfusionNeglectOmission

Data processing errorSample selection errorInterviewer errorInterviewer cheatingTree Diagram of Total Survey Error

Administrative ErrorInterviewer 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

Time Period for SurveysCross-sectionalLongitudinal

Cross-Sectional StudyA study in which various segments of a population are sampled Data are collected at a single moment in time.

Longitudinal StudyA 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.

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