1. Learning Objectives Copyright © 2002 South-Western/Thomson Learning Survey Research: The Profound Role of the Internet CHAPTER six

2. Learning Objectives 1. To understand the reasons for the popularity of survey research. 2. To learn the types of error in survey research. 3. To learn about the types of surveys. 4. To understand the advantages and disadvantage of online surveys.

3. Learning Objectives 5. To gain insight into the ways online surveys can be conducted. 6. To learn about recruiting sources for online surveys. 7. To recognize the special issues that arise in designing online questionnaires. 8. To gain insight into the factors that determine the choice of particular survey methods.

4. Learning Objectives 1. The need to know why To understand why people do or do not do something? 2. The need to know how To understand the process consumers go through before taking action 3. The need to know who To know who the person is from a demographic or lifestyle perspective To understand the reasons for the popularity of surveys. Popularity of Surveys

5. Learning Objectives Sampling Error (Bias) Random: chance variation The difference between the sample value and the true value of the population mean Systematic Error (Bias) Mistakes in the research design Flaws in the execution of the sample design Frame error: using an incomplete or inaccurate sampling frame To learn about the types of error in survey research. Types Of Error

6. Learning Objectives Selection error Frame error Processin g error Response error Nonrespons e bias Instrument bias Interviewe r error Surrogate informatio n error Random sampling error Population specification error Sample design error Systematic error Table 6.1 Types of Survey Error Total survey error Measuremen t error

7. Learning Objectives Population specification error an incorrect definition of the population Selection error sampling procedures are incomplete Measurement Error Variation between the true value and the information actually obtained To learn about the types of error in survey research. Types Of Error

8. Learning Objectives Surrogate Information Error A discrepancy between the information actually required and the information being sought by the researcher Interviewer Error Interactions between the interviewer and respondent may influence answers Measurement Instrument Bias Problems with the measurement instrument or questionnaire To learn about the types of error in survey research. Types Of Error

9. Learning Objectives Processing Error Mistakes when entering information from the survey documents Nonresponse Bias Are those who did respond different from those who did not respond? Response Bias A tendency for people to answer a particular question in a certain way deliberate falsification unconscious misrepresentation To learn about the types of error in survey research. Types Of Error

10. Learning Objectives Door-to-Door Interview Interviewer completes survey in respondent’s home Executive Interviewing Interview industrial product user Mall Intercept Shoppers intercepted in public areas Central-Location Telephone Interviewing Conducted from a facility To learn about the types of surveys. Types Of Surveys

11. Learning Objectives Completely Automated Telephone Surveys Use interactive voice response (IVR) technology to ask questions Closed-ended questions Self-Administered Questionnaires filled out by respondents with no interviewer present Ad hoc (one-shot) Mail Surveys Questionnaires and instructions are mailed to respondents To describe the types of surveys. Types Of Surveys

12. Learning Objectives Mail Panels Precontracted Gratuities Higher response rate Point-of-service Touch Screen Kiosks with touch screen monitors E-Mail Surveys Technology limits the complexity Voice Mail Interactive Voice Response (IVR) systems complete automated surveys over the telephone To describe the types of surveys. Types Of Surveys

13. Learning Objectives Advantages of Online Surveys Rapid Deployment, Real Time Reporting Dramatically Reduced Costs Readily Personalized High response rates Contact the Hard-to-Reach Simplified and Enhanced Panel Management Profitability for Research Firms To understand the advantages and disadvantages of online surveys The Internet Has Changed Survey Research

14. Learning Objectives Disadvantages of Online Surveys Internet users are not representative of the population as a whole Security on the Internet Unrestricted Internet sample To understand the advantages and disadvantages of online surveys. The Internet Has Changed Survey Research

15. Learning Objectives Internet Samples Screened Internet Samples Adjust for unrepresentitiveness of the self-selected respondents Use a branching or skip pattern Recruited Internet Samples To target populations in surveys that require more control of the sample To understand the advantages and disadvantages of online surveys. The Internet Has Changed Survey Research

16. Learning Objectives E-mail questionnaires Like an e-mail message Converted CATA Systems Software translates questionnaires for distribution over the Web. Web Survey Systems Software for Web questionnaire construction and delivery To gain insight into the waysonline surveys can be conducted. Methods of Conducting Internet Surveys

17. Learning Objectives Bulletin Boards Invite people to a specific Web site where a discussion topic is posted. Downloadable Survey Download surveys from the Web. Survey Design Web Sites ---Web Surveyor Is Free For You http://www.websurveyor.com Allows the author to design research on line without need for loading the design software. To gain insight into the ways online surveys can be conducted. Methods of Conducting Internet Surveys

18. Learning Objectives Recruiting Sources for Online Surveys Recruited Panels Opt-in List Rental Opt-in Panels Random Web Site Intercepts Web Data Capture of Visitors Creating Internet Questionnaires Use a survey design Web site Make it easy To learn about recruiting sources for online surveys. Methods of Conducting Internet Surveys

19. Learning Objectives The Interactive Marketing Research Organization (INRO) A confederation of world leaders in interactive marketing research Representatives from 13 Internet marketing suppliers Modalis Research Technologies Greenfield Online Market Facts Will discuss spamming and misuse To recognize the special issues that arise in designing online questionnaires. Methods of Conducting Internet Surveys

20. Learning Objectives Sampling Precision Budget Available The Need to Expose Respondents to Various Stimuli Quality of Data Required Length of Questionnaire Necessity of Having Respondent Perform Certain Specialized Tasks Incidence Rate: Degree of Structure of the Questionnaire To gain insight into the factors that determine the choice of survey methods. The Choice of Particular Survey Methods

21. Learning Objectives The person doing the interviewing Low pay, minimal fringe benefits Job briefing or training session The main interface with consumers The Interviewer To gain insight into the factors that determine the choice of survey methods.

22. Learning Objectives Popularity of Surveys Types Of Error Types Of Surveys The Internet Has Changed Survey Research The Choice of Particular Survey Methods Methods of Conducting Internet Surveys The Interviewer SUMMARY

23. Learning Objectives The End Copyright © 2002 South-Western/Thomson Learning