Chapter Seven Copyright © 2006 McGraw-Hill/Irwin Descriptive Research Designs: Survey Methods and Errors

Chapter Seven

Chapter Seven

Copyright © 2006McGraw-Hill/Irwin

Descriptive Research Designs:

Survey Methods and Errors

McGraw-Hill/Irwin 2

1. Explain the advantages and disadvantages of using quantitative, descriptive survey research designs to collect primary raw data.

2. Discuss the many types of survey methods available to researchers. Identify and discuss the factors that drive the choice of survey methods

Learning Objective

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3. Explain how the electronic revolution is affecting the administration of survey research designs.

4. Identify and describe the strengths and weaknesses of each types of survey method.

5. Identify and explain the types of errors that occur in survey research

Learning Objective

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• Methods in Conducting Descriptive Research– Interrelationships– Should the Research Design be

Descriptive– Role of Quantitative Research– How to Collect the Primary Data

Interrelatedness of Descriptive Research Designs and Survey

Research

Discuss the many types of survey methods available to

researchers

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• Survey Research Methods– Mainstream of Research Practices

• Descriptive and casual research situations– For collecting large amounts of raw data using

question-and-answer format– Data collected from large groups—200+– Ask questions and responses are recorded in a

structured, precise manner

• Success• Main Goal

Overview of Survey Research Methods

Discuss the many types of survey methods available to

researchers

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Exhibit 7.1Explain the advantages and

disadvantages of using quantitative, descriptive survey research designs

to collect primary raw data

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• Errors (Also Referred to as Bias)– Reduces the accuracy and quality of the

raw data

• Random Sampling Errors– Statistically measured differences between

the actual sampled results and the estimated true population results

Types of Errors in Survey Methodology

Identify and explain the types of errors that occur in survey research

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• Systematic Errors (Nonsampling Errors)– Represent all errors that can enter the

survey research design-not related to sampling issues

• Nonsampling Errors– Respondent error– Measurement/design error– Faulty problem definition– Project administration errors



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• Characteristics of Nonsampling Errors– Create a form of “systematic variation” in

the raw data– Are controllable– Cannot be directly measured by statistical

formula– Are interactive in nature



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Exhibit 7.3 Identify and explain the types of errors that occur in survey research


Exhibit 7.4 Identify and explain the types of errors that occur in survey research




• Response Bias– Human Memory

• Impaired memory• New attitude• Human memory


Identify and explain the types of errors that occur in survey researchExhibit 7.5




• Faulty Problem Definition Errors– The decision maker and/or researcher

misinterprets the true nature of the problem situation

– Main causes• Management’s lack of understanding of the

real problem• Misinterpreting market performance factors• Researcher inaccurately transforming the

problem into research questions


Identify and explain the types of errors that occur in survey researchExhibit 7.6


• Person-administered Surveys– Data collection techniques that require the

presence of a trained human interviewer to ask questions and record the answers

• In-home interview– Advantages– Disadvantages

Types of Survey Methods

Discuss the types of survey methods available to researchers and identify and

describe the strengths and weaknesses of each type of survey


Exhibit 7.8Discuss the types of survey methods

available to researchers and identify and describe the strengths and weaknesses of

each type of survey


• Executive Interviews– Personal interview exchange with a

business executive conducted in his or her business office

• Problems

• Mall-Intercept– Face-to-face personal interview that takes

place in a mall setting• Advantages• Disadvantages





• Purchase-Intercept Interviews– Face-to-face interview that takes place

immediately after the purchase of a product or service

• Advantages

• Disadvantages





• Telephone Administered Survey– Traditional Telephone Interviews

• Question-and-answer exchanges that are conducted via telephone

– Advantages– Disadvantages

• Techniques for selecting telephone numbers• Random digit dialing





• Computer Assisted Telephone Interviews– Integrated telephone and computer system

• Advantages• Disadvantages

• Completely Automated Telephone Interviews– Computer dials a phone number and a

recording is used to introduce and administer the survey





• Wireless Phone Surveys– Data are collected on standard wireless

phones• Advantages• Disadvantages

• Self-administered Surveys– Selected respondents read the survey and

records their answers—no interviewer• Advantages• Disadvantages





Exhibit 7.9Discuss the types of survey methods

available to researchers and identify and describe the strengths and weaknesses of

each type of survey


• Mail Surveys– Self-administered questionnaire that is

delivered to the selected respondent and returned to the researcher by mail

• Advantages

• Disadvantages





• Mail Panel Surveys– Questionnaire sent to a group of

individuals who have agreed in advance to participate

• Advantage• Disadvantage

• Drop-off Surveys– Hand delivered to selected respondents

• Advantage• Disadvantage





• Online Survey Methods– Fax Survey

• Self-administered questionnaire delivered by fax

– Advantage– Disadvantage

– E-mail Surveys• Self-administered survey delivered and

returned by e-mail– Advantages– Disadvantages





– Internet Surveys• Self-administered questionnaire—on World

Wide Web address for prospective subjects to read and complete

– Disadvantages





– Internet Surveys• Self-administered questionnaire—on World

Wide Web address for prospective subjects to read and complete

– Disadvantages





• Situational Characteristics– Budget– Completion Time Frame– Quality Requirement

Factors for Selecting the Appropriate Survey

Method




• Task Characteristics– Difficulty of the Task– Stimuli Needed to Elicit the Response– Amount of Information Needed from the

Respondent– Research Topic Sensitivity


Method




• Respondent Characteristics– Diversity– Incidence Rate– Respondent Participation– Strategies


Method




• Interrelatedness of Descriptive Research Designs and Survey Research Methods

• Overview of Survey Research Methods• Types of Errors in Survey Methodology• Types of Survey Methods• Factors for Selecting the Appropriate Survey

Method

Summary


The End

Copyright © 2006 McGraw-Hill/Irwin

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Chapter Seven Copyright © 2006 McGraw-Hill/Irwin Descriptive Research Designs: Survey Methods and Errors