1. SURVEY RESEARCH
(re: Zikmund, Chapter 7)

2. Survey Research
A method of collecting primary data by communicating with a representative sample of people

3. Survey Research Design
• The way the environment is controlled or
organized
• Environmental variables to control
When the survey is given
How the survey is given
▫ The sample size
▫ Number of groups
• The more environmental control, the more
accurate the results will be

4. What questions do you have?
Selecting a survey research design
should be based on the survey
question(s) you are trying to
answer

5. Based on simple idea:
“”… the best way to find out what consumers think is to ask them.”
Zikmund

6. Properly conducted Surveys can be:
Quick
Inexpensive
Efficient
Accurate
Flexible

7. Problems with Surveys come from:
Nonresponse error
Response bias
Administrative error

8. NonResponse Error
The difference between a survey that includes only respondents and a perfect survey that also includes nonrespondents

9. Response Bias
Where respondents answer survey questions with a bias that misrepresents truth

10. Administrative Error
- data processing error
- sample selection error
- interviewer error
- interviewer cheating

11. Types of Sampling:
Personal Interviews
Intercepts
Telephone interviews
Self administered questions
Mail questionnaires

12. Class Exercise
Zikmund,
page 175,question 6
Discuss and answer in outline