1. Survey Research: Communicating with Respondents
(Source: W.G Zikmund, B.J Babin, J.C Carr and M. Griffin, Business Research Methods, 8th Edition, U.S, South-Western Cengage Learning, 2008)

2. Objectives Define surveys and explain their advantages
Describe the type of information that may be gathered in a survey
Identify sources of error in survey research
Distinguish among the various categories of surveys
Discuss the importance of survey research to total quality management programs

3. Survey Research Respondents Sample Survey
People who verbally answer an interviewer’s questions or provide answers to written questions.
Sample Survey
A survey that emphasizes contacting respondents who are a representative sample of the target population.

4. Using Surveys
Survey Objectives
Surveys attempt to describe what is happening, what people believe, what they are like, or to learn the reasons for a particular business activity.
Survey research is descriptive research:
Identifying characteristics of target markets
Measuring consumer attitudes
Identifying information regarding activities that could make the company more “green”
Surveys can be both quantitative and qualitative.

5. Advantages of Surveys Advantages of Surveys
Gathering information via surveys is:
Quick
Inexpensive
Efficient
Accurate

6. Errors in Survey Research
Random Sampling Error
A statistical fluctuation that occurs because of chance variation in the elements selected for a sample.
Systematic Error
Error resulting from some imperfect aspect of the research design that causes respondent error or from a mistake in the execution of the research.
Sample Bias
A persistent tendency for the results of a sample to deviate in one direction from the true value of the population parameter.

7. Categories of Survey Errors

8. Respondent Error Respondent Error Nonresponse Error
A category of sample bias resulting from some respondent action or inaction such as nonresponse or response bias.
Nonresponse Error
The statistical differences between a survey that includes only those who responded and a perfect survey that would also include those who failed to respond.

9. Respondent Error Nonrespondents
People who are not contacted or who refuse to cooperate in the research.
No contacts: people who are not at home or who are otherwise inaccessible on the first and second contact.
Refusals: People who are unwilling to participate in a research project.
Self-Selection Bias
A bias that occurs because people who feel strongly about a subject are more likely to respond to survey questions than people who feel indifferent about it.

10. Response Bias Deliberate Falsification
Occasionally people deliberately give false answers.
Misrepresent answers to appear intelligent
Conceal personal information
Avoid embarrassment
Average-person hypothesis:
Individuals may prefer to be viewed as average, so they alter their responses to conform more closely to their perception of the average person.

11. Response Bias Misunderstanding the question Unable to recall details
Unconscious Misrepresentation
When a respondent is consciously trying to be truthful and cooperative, response bias can arise from the question format, the question content, or some other stimulus that affects their response to a question.
Sources of misrepresentation:
Misunderstanding the question
Unable to recall details
Unprepared response to an unexpected question
Inability to translate feelings into words
After-event underreporting

12. Types of Response Bias Acquiescence Bias
A tendency to agree with all or most questions.
Extremity Bias
The tendency of some Individuals to use extremes when responding to questions.
Interviewer Bias
The presence of the interviewer influences respondents’ answers.
Social Desirability Bias
Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role.

13. Administrative Error
An error caused by the improper administration or execution of the research task.
Data-processing error: incorrect data entry, incorrect computer programming, or other procedural errors during data analysis.
Sample selection error: improper sample design or sampling procedure execution.
Interviewer error: mistakes made by interviewers failing to record survey responses correctly.
Interviewer cheating: filling in fake answers or falsifying questionnaires by an interviewer.

14. Classifying Survey Research Methods
Structured/Unstructured Questionnaires
Structured question: imposes a limit on the number of allowable responses.
Unstructured question: does not restrict respondents’ answers.
Disguised/Undisguised Questionnaires
Undisguised questions: assume the respondent is willing to answer.
Disguised questions: assume the purpose of the study must be hidden from the respondent.

15. Classifying Survey Research Methods (cont’d)
Temporal Classification
Cross-sectional study: various segments of a population are sampled and data are collected at a single moment in time.

16. Categorizing Survey Research Methods (cont’d)
Temporal Classification (cont’d)
Longitudinal study: A survey of respondents at different times, thus allowing analysis of response continuity and changes over time.
Tracking study: uses successive samples to compare trends and identify changes in variables such as consumer satisfaction, brand image, or advertising awareness.
Consumer panel: a survey of the same sample of individuals or households to record (in a diary) their attitudes, behavior, or purchasing habits over time.

17. Interviews as Interactive Communication
Interactive Survey Approaches
Those that allow spontaneous two-way interaction between the interviewer and the respondent.
Can be either personal or electronic.
Noninteractive Media
Those that do not facilitate two-way communication and are largely a vehicle by which respondents give answers to static questions.
Tradition forms with less flexibility
Self-administered mail and Internet surveys

18. Personal Interviews
A personal interview is a form of direct communication in which an interviewer asks respondents questions face-to-face.
Versatile and flexible
Truly interactive

19. Advantages of Personal Interviews
Opportunity for Feedback
Probing Complex Answers
High Participation
Personal Interviews
Props and Visual Aids
Length of Interview
Completeness of Questionnaire

20. Disadvantages of Personal Interviews
Interviewer Influence
Lack of Anonymity of Respondent
Personal Interviews
Cost

21. Door-to-Door Interviews
Personal interviews conducted at respondents’ doorsteps in an effort to increase the participation rate in the survey.
Callbacks
Attempts to recontact individuals selected for a sample who were not available initially.

22. Door-to-Door Interview Characteristics
Speed of data collection: moderate to fast
Geographical flexibility: limited to moderate
Respondent cooperation: excellent
Versatility of questioning: quite versatile
Questionnaire length: long
Item nonresponse: low
Possibility of respondent misunderstanding: lowest
Degree of interviewer influence of answer: high
Supervision of interviewers: moderate
Anonymity of respondent: low
Ease of call back or follow-up: difficult
Cost: highest due to travel costs
Special features: visual materials may be shown or demonstrated; extended probing possible

23. Mall Intercept Personal Interview
Personal interviews conducted in a shopping mall.
Interviewers typically intercept shoppers at a central point within the shopping center or at the main entrance.

24. Mall Intercept Interview Characteristics
Speed of data collection: fast
Geographical flexibility: confined, urban bias
Respondent cooperation: moderate to low
Versatility of questioning: extremely versatile
Questionnaire length: moderate to long
Item nonresponse: medium
Possibility of respondent misunderstanding: lowest
Degree of interviewer influence of answers: highest
Supervision of interviewers: moderate to high
Anonymity of respondent: low
Ease of call back or follow-up: difficult
Cost: Lower than door-to-door
Special features: taste tests, viewing of TV commercials possible

25. Personal Interviews Global Considerations
Variations in willingness to participate
Sensitivity to interview subject matter
Beliefs about appropriate business conduct

26. Telephone Interviews Telephone Interviews
Personal interviews conducted by telephone.
The mainstay of commercial survey research.
“No-call” legislation has limited this capacity.
Mobile Phone Interviews
In U.S., no telemarketing can be directed toward mobile phone numbers.
Recipient of call is even more likely to be distracted.
Area codes not necessarily tied to geography.
Phones have varying abilities.

27. Phone Interview Characteristics
Speed
Cost
Absence of face-to-face contact
Cooperation
Incentives to respond
Representative samples
Callbacks
Limited duration
Lack of visual medium

28. Types of Telephone Interviews
Central Location Interviewing
Conducting interviews from a central location allowing firms to hire a staff of professional interviewers and to supervise and control the quality of interviewing more effectively.
Computer-Assisted Telephone Interviewing (CATI)
Allows answers to telephone interviews to be entered directly into a computer for processing.
Computerized Voice-Activated Telephone Interview
Combining computerized telephone dialing and voice-activated computer messages to allow researchers to conduct telephone interviews without human interviewers.

29. Telephone Interview Recap
Speed of data collection: very fast
Geographical flexibility: high
Respondent cooperation: good
Versatility of questioning: moderate
Questionnaire length: moderate
Item nonresponse: medium
Possibility of respondent misunderstanding: average
Degree of interviewer influence of answer: moderate
Supervision of interviewers: high, especially with central location interviewing
Anonymity of respondent: moderate
Ease of call back or follow-up: easy
Cost: low to moderate
Special features: fieldwork and supervision of data collection are simplified; quite adaptable to computer technology

30. Self-Administered Questionnaires Can Be Either Printed or Electronic

31. Mail Questionnaires Characteristics of Mail Questionnaires
Geographical flexibility
Cost
Respondent convenience
Anonymity of respondent
Absence of interviewer
Standardized questions
Time is money
Length of mail questionnaire

32. Self-Administered Questionnaires
Response Rate
The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey.
Factors that Bias the Response Rate
Persons who will complete questionnaires versus those persons who will not.
Person filling out survey is not the intended subject.

33. Increasing Response Rates for Mail Surveys
Cover letter
Money helps
Interesting questions
Follow-ups
Advance notification
Survey sponsorship
Other techniques
Keying mail questionnaires with codes

34. Fax Surveys Reduce sender’s printing and postage costs
A survey that uses fax machines as a way for respondents to receive and return questionnaires.
Advantages
Reduce sender’s printing and postage costs
Is quicker than traditional mail surveys
Disadvantage
Only respondents with fax machines who are willing to exert the extra effort will return questionnaires.

35. E-Mail Surveys Surveys distributed through electronic mail.
Ways to contact respondents:
Include a questionnaire in the body of an .
Distribute questionnaire as an attachment.
Include a hyperlink within the body of an .
Advantages
Speed of distribution
Lower distribution and processing costs
Faster turnaround time
More flexibility
Less handling of paper questionnaires
Disadvantage
Not all systems have the same capacity

36. 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.

37. Internet Survey Characteristics
Callbacks
Personalized and flexible questioning
Respondent anonymity
Response rates
Security concerns
Speed and cost effectiveness
Visual appeal and interactivity
Respondent participation and cooperation
Representative samples
Accurate real-time data capture

38. Other Approaches Placed in high-traffic locations (e.g., airports).
Kiosk Surveys
Placed in high-traffic locations (e.g., airports).
Mixed-Mode Survey Research
Employs any combination of survey methods.
Text-Message Surveys
May use SMS (short-message service) or MMS (Multi-Media Service).

39. Selecting the Appropriate Survey Approach
Questions to be answered:
Is the assistance of an interviewer necessary?
Are respondents interested in the issues being investigated?
Will cooperation be easily attained?
How quickly is the information needed?
Will the study require a long and complex questionnaire?
How large is the budget?

40. Pretesting Survey Instruments
Screening procedure that involves a trial run with a group of respondents to iron out fundamental problems in the survey design.
Basic Ways to Pretest:
Screen the questionnaire with other research professionals.
Have the client or the research manager review the finalized questionnaire.
Collect data from a small number of respondents.

41. Ethical Issues in Survey Research
Many ethical issues apply to survey research:
Respondents’ right to privacy
Use of deception
Respondents’ right to be informed
Need for confidentiality
Need for honesty in collecting data
Need for objectivity in reporting data