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Survey ResearchInternet Surveys

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Title: Survey ResearchInternet Surveys


1
Survey Research/Internet Surveys
  • Lecture 7 Marketing Research 412

2
Tree Diagram of Total Survey Error
Random sampling error
Total error
Systematic error (bias)
3
Tree Diagram of Total Survey Error
Administrative error
Systematic error (bias)
Respondent error
4
Tree Diagram of Total Survey Error
Nonresponse error
Respondent error
Response bias
5
Tree Diagram of Total Survey Error
Deliberate falsification
Response bias
Unconscious misrepresentation
6
Tree Diagram of Total Survey Error
Acquiescence bias
Extremity bias
Interviewer bias
Auspices bias
Social desirability bias
7
Tree Diagram of Total Survey Error
Administrative error
Systematic error (bias)
Respondent error
8
Tree Diagram of Total Survey Error
Data processing error
Sample selection error
Interviewer error
Interviewer cheating
9
Tailored Design Method
  • By Don Dillman

10
The Social Trend Toward Self-Administration
  • more activities by consumers are self- service.
  • Self-administered surveys will benefit from
    advances in information technologies
  • Computer skills of most people have increased
    enough to fill out surveys
  • Telephone is more annoying than in past. Other
    modes more useful.

11
Reducing Survey Error
  • Sampling error result of attempting to survey
    some, not all respondents of a population.
  • Coverage error when list does not contain all
    the elements of the desired population
  • Measurement error inaccurate, imprecise
    respondent answers.
  • Nonresponse error when people dont answer
    questionnaire and have different characteristics
    from those who did.
  • MEASUREMENT and NONRESPONSE errors are featured
    in the Tailored Design Method.

12
Tailored Design
  • The development of survey procedures that create
    trust and perceptions of increased rewards and
    reduced costs for being a respondent, which take
    into account features of the survey situation and
    have as their goal the overall reduction of
    survey error.

13
Social Exchange and Respondent Behavior
  • Actions of individuals are motivated by the
    return these actions are expected to bring, and
    in fact usually do bring, from others. The
    likelihood of responding to the request to
    complete a self-administered questionnaire, and
    doing so accurately, is greater when the
    respondent trusts that the expected rewards of
    responding will outweigh the anticipated costs.

14
To establish trust
  • Provide token of appreciation in advance
  • Sponsorship by legitimate authority
  • Make the task appear important
  • Invoke other exchange relationships

15
To Increase Rewards
  • Show positive regard
  • Say thank you.
  • Ask for advice
  • Support Group Values
  • Give tangible rewards
  • Make the questionnaire interesting
  • Give social validation
  • Communicate scarcity of response opportunities

16
To reduce social costs
  • Avoid subordinating language
  • Avoid embarrassment
  • Avoid inconvenience
  • Make questionnaire short and easy
  • Minimize requests to obtain personal information
  • Emphasize similarity to other requests

17
Keeping interview length short improves
cooperation
18
Disclosing length of Interview in the
introduction improves cooperation
19
Honest disclosure of facts during interview has
positive effect on cooperation
20
Advantages and Disadvantages of Typical Survey
Methods
21
Advantages and Disadvantages of Typical Survey
Methods
22
Combinations of survey methods
23
Comparative Index of Survey Costs
1.0 20 (in 1997 dollars).
24
Methods for Computerized Data Collection
  • Computer assisted personal interviewing
  • Computer assisted self-interviewing
  • Fully automated self-interviewing
  • Computer assisted telephone interviewing
  • Automated telephone interviewing
  • Computer disks by mail
  • Electronic mail survey
  • Interactive Web survey

25
Online survey services
  • http//web-online-surveys.com/
  • http//www.keysurvey.com/
  • http//www.intouchsurvey.com/

26
E-Mail Questionnaire Surveys
  • Speed of data collection
  • Instantaneous
  • Geographic flexibility
  • worldwide
  • Cheaper distribution and processing costs

27
E-Mail Questionnaire Surveys
  • 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

28
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.

29
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30
Internet Surveys
  • Speed of data collection
  • Instantaneous
  • Cost effective
  • Geographic flexibility
  • worldwide
  • Visual and interactive

31
Internet Surveys
  • 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.

32
Internet Surveys
  • Versatility of questioning
  • Extremely versatile
  • Questionnaire length
  • Individualized base on respondent answers
  • Longer questionnaires with panel samples
  • Item nonresponse
  • Software can assure none

33
Internet Surveys
  • Representative samples
  • The quality of internet samples may vary
    substantially.
  • A sample of those who visit a web page and
    voluntarily fill out a questionnaires can have
    self-selection error.

34
Internet Surveys
  • 1) not all individuals in the general public have
    internet access
  • 2) many respondents lack powerful computers with
    high-speed connections to the internet
  • 3) many respondents computer skills will be
    relatively unsophisticated.

35
Internet Surveys
  • Possibility for respondent misunderstanding
  • High
  • Interviewer influence of answers
  • None
  • Supervision of interviewers not required

36
Internet Surveys
  • 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

37
Welcome Screen
  • Welcome Screen like a cover letter
  • It contains the name of the research company and
    how to contact the organization if there is a
    problem or concern.
  • "If you have any concerns or questions about this
    survey, or if you experience any technical
    difficulties, please contact (NAME OF RESEARCH
    ORGANIZATION).

38
Welcome Screen should ask for password and give
instructions
  • Please enter your personal password from your
    invitation.Then, press the "enter" key to begin
    the survey or simply click on the right arrow at
    the bottom of the page to begin the survey (after
    you have read the remaining instructions)
  • During the survey, please do not use your
    browser's FORWARD and BACK buttons.
  • Use the arrows on the lower right to move
    backward and forward through the survey.

39
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