Title: Survey ResearchInternet Surveys
1Survey Research/Internet Surveys
- Lecture 7 Marketing Research 412
2Tree Diagram of Total Survey Error
Random sampling error
Total error
Systematic error (bias)
3Tree Diagram of Total Survey Error
Administrative error
Systematic error (bias)
Respondent error
4Tree Diagram of Total Survey Error
Nonresponse error
Respondent error
Response bias
5Tree Diagram of Total Survey Error
Deliberate falsification
Response bias
Unconscious misrepresentation
6Tree Diagram of Total Survey Error
Acquiescence bias
Extremity bias
Interviewer bias
Auspices bias
Social desirability bias
7Tree Diagram of Total Survey Error
Administrative error
Systematic error (bias)
Respondent error
8Tree Diagram of Total Survey Error
Data processing error
Sample selection error
Interviewer error
Interviewer cheating
9Tailored Design Method
10The 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.
11Reducing 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.
12Tailored 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.
13Social 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.
14To establish trust
- Provide token of appreciation in advance
- Sponsorship by legitimate authority
- Make the task appear important
- Invoke other exchange relationships
15To 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
16To 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
17Keeping interview length short improves
cooperation
18Disclosing length of Interview in the
introduction improves cooperation
19Honest disclosure of facts during interview has
positive effect on cooperation
20Advantages and Disadvantages of Typical Survey
Methods
21Advantages and Disadvantages of Typical Survey
Methods
22Combinations of survey methods
23Comparative Index of Survey Costs
1.0 20 (in 1997 dollars).
24Methods 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
25Online survey services
- http//web-online-surveys.com/
- http//www.keysurvey.com/
- http//www.intouchsurvey.com/
26E-Mail Questionnaire Surveys
- Speed of data collection
- Instantaneous
- Geographic flexibility
- worldwide
- Cheaper distribution and processing costs
27E-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
28Internet 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.
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30Internet Surveys
- Speed of data collection
- Instantaneous
- Cost effective
- Geographic flexibility
- worldwide
- Visual and interactive
31Internet 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.
32Internet Surveys
- Versatility of questioning
- Extremely versatile
- Questionnaire length
- Individualized base on respondent answers
- Longer questionnaires with panel samples
- Item nonresponse
- Software can assure none
33Internet 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.
34Internet 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.
35Internet Surveys
- Possibility for respondent misunderstanding
- High
- Interviewer influence of answers
- None
- Supervision of interviewers not required
36Internet 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
37Welcome 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).
38Welcome 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.
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