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Focus on Systematic Error
Survey Error: Focus on Systematic Error
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Total Survey Error: Components
Random sampling error Total error Systematic error (bias)
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Random Sampling Error A statistical fluctuation that occurs because of change variation in the elements selected for the sample
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Systematic Error Systematic error results from some imperfect aspect of the research design or from a mistake in the execution of the research
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Respondent Error A classification of sample bias resulting from some respondent action or inaction Nonresponse bias Response bias
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Respondent Error: Components
Nonresponse error Respondent error Response bias
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Non-response Error Non-respondents Self-selection bias
Refuse to cooperate Not-at-homes Self-selection bias Over-represents extreme positions Under-represents indifference Varies by type of interview
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Why People Cooperate To be supportive/helpful
Have a social interaction Curiosity Remuneration
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Possible Cover Letter Appeals
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Factors Contributing to Refusal
Fear/anxiety Invasion of privacy Hostility toward Survey sponsor Topic of interview Interviewer
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Response Bias A bias that occurs when respondents tend to answer questions with a certain slant that consciously or unconsciously misrepresents the truth
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Response Bias: Components
Deliberate falsification Response bias Unconscious misrepresentation
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Unwillingness to Respond Accurately
Invasion of privacy Time pressure and fatigue Physical/social environment Questionnaire-specific issue Question/response wording Layout Mischievous respondents
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Inability to Respond Accurately
Inarticulate Ignorant Asked about other people Asked to predict own behavior Asked question meant for other people
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Inability to Respond Accurately
Faulty memory Only ask about recent events Problem with questions about behavior over time (e.g., frequency) Telescoping Everything happened yesterday
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Unconscious Misrepresentation: Components
Acquiescence bias Extremity bias Interviewer bias Auspices bias Social desirability bias
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Acquiescence Bias A category of response bias that results because some individuals tend to agree with all questions or to concur with a particular position.
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Extremity Bias A category of response bias that results because response styles vary from person to person; some individuals tend to use extremes when responding to questions.
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Interviewer Bias A response bias that occurs because the presence of the interviewer influences answers.
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Auspices Bias Bias in the responses of subjects caused by the respondents being influenced by the organization conducting the study.
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Social Desirability Bias
Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role.
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Systematic Error: Components
Administrative error Systematic error (bias) Respondent error
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Administrative Error Improper administration of the research task
Blunders Confusion Neglect Omission
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Administrative Error Interviewer cheating - filling in fake answers or falsifying interviewers Data processing error - incorrect data entry, computer programming, or other procedural errors during the analysis stage. Sample selection error -improper sample design or sampling procedure execution. Interviewer error - field mistakes
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Interviewer Error Subtle source of cues Appearance of incompetence
Can inadvertently reinforce some responses Appearance of incompetence
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Interviewer Error Insufficient or poor probing
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Interviewer Error Fraud
Why commercial houses validate roughly 20% of completed interviews Selecting unqualified respondents
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Checklist for Unacceptable Questionnaires
Major portions of questionnaire or key questions left unanswered Evidence that respondent did not understand instructions or did not take task seriously Missing pages Respondent not qualified for target population Questionnaire returned after cutoff date
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Ways to Handle Missing Responses
Leave blank Casewise deletion Pairwise deletion Mean response Imputed response
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