surveys. respondents respondents are a representative sample of people

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Page 1: Surveys. Respondents Respondents are a representative sample of people

Surveys

Page 2: Surveys. Respondents Respondents are a representative sample of people

Respondents

Respondents are a representative sample of people

Page 3: Surveys. Respondents Respondents are a representative sample of people

Surveys

Surveys ask respondents for information using verbal or written questioning

Page 4: Surveys. Respondents Respondents are a representative sample of people

Gathering Information via Surveys

• Quick

• Inexpensive

• Efficient

• Accurate

• Flexible

Page 5: Surveys. Respondents Respondents are a representative sample of people

Totalerror

Systematicerror (bias)

Random samplingerror

Tree Diagram of Total Survey Error

Page 6: Surveys. Respondents Respondents are a representative sample of people

Random Sampling Error

• A statistical fluctuation that occurs because of change variation in the elements selected for the sample

Page 7: Surveys. Respondents Respondents are a representative sample of people

Totalerror

Systematicerror (bias)

Random samplingerror

Tree Diagram of Total Survey Error

Page 8: Surveys. Respondents Respondents are a representative sample of people

Common Errors in Survey Research

• Systematic Error–Also called Nonsampling Error

–Results from•some imperfect aspect of the research design or

• from a mistake in the execution of the research.

Page 9: Surveys. Respondents Respondents are a representative sample of people

Systematicerror (bias)

Administrativeerror

Respondenterror

Tree Diagram of Total Survey Error

Page 10: Surveys. Respondents Respondents are a representative sample of people

Respondent Error

• A classification of sample bias resulting from some respondent action or inaction

• Nonresponse bias

• Response bias

Page 11: Surveys. Respondents Respondents are a representative sample of people

Nonresponse Error• Statistical difference between

– a survey that includes only those who responded and– a perfect survey that would also include those who

failed to respond

• Nonrespondent– Person who is not contacted or who refuses to

cooperate in the research– No Contact

• Person who is not at home on the 1st or 2nd contact, or who is otherwise inaccessible.

– Refusal• Person who is unwilling to participate in a research

project

Page 12: Surveys. Respondents Respondents are a representative sample of people

Response Bias• Bias that occurs when respondents either consciously

or unconsciously tend to answer questions with a certain slant that misrepresents the truth.

• Can arise from– The question format

– The question content

– Some other stimulus • such as the situation in which the question is asked

• Deliberate falsification may occur when people misrepresent answers to appear intelligent, to conceal personal information, to avoid embarrassment, etc.

Page 13: Surveys. Respondents Respondents are a representative sample of people

Acquiescence bias

Extremity bias

Interviewer bias

Auspices bias

Social desirability bias

Tree Diagram of Total Survey Error

Page 14: Surveys. Respondents Respondents are a representative sample of people

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.

Page 15: Surveys. Respondents Respondents are a representative sample of people

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.

Page 16: Surveys. Respondents Respondents are a representative sample of people

Interviewer Bias

• A response bias that occurs because the presence of the interviewer influences answers.

Page 17: Surveys. Respondents Respondents are a representative sample of people

Auspices Bias

• Bias in the responses of subjects caused by the respondents being influenced by the organization conducting the study.

Page 18: Surveys. Respondents Respondents are a representative sample of people

Social Desirability Bias

• Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role.

Page 19: Surveys. Respondents Respondents are a representative sample of people

Systematicerror (bias)

Administrativeerror

Respondenterror

Tree Diagram of Total Survey Error

Page 20: Surveys. Respondents Respondents are a representative sample of people

Administrative Errors• Error caused by the improper administration or

execution of the research task.

• Caused by– Carelessness– Confusion– Neglect– Omission– Some other blunder

Page 21: Surveys. Respondents Respondents are a representative sample of people

Data processing error

Sample selection error

Interviewer error

Interviewer cheating

Tree Diagram of Total Survey Error

Page 22: Surveys. Respondents Respondents are a representative sample of people

Types of Administrative Errors• Data-Processing Error

– Occurs because of incorrect data entry, incorrect computer programming, or some other procedural errors during the data-processing stage

• Sample Selection Error– Caused by improper sample design or sampling

procedure execution– Hoover vs. Roosevelt, 1932 Presidential Election

Page 23: Surveys. Respondents Respondents are a representative sample of people

Types of Administrative Errors• Interviewer Error

– Mistakes made by interviewers who fail to record survey responses correctly

– Could also occur if selective perception causes interviewers to misrecord data that do not support their own attitudes and opinions

• Interviewer Cheating– Practice by interviewers of filling in fake answers or

falsifying questionnaires.– If suspect this, tell interviewers that a small

percentage of respondents will be called back to confirm whether the initial interview was actually conducted

Page 24: Surveys. Respondents Respondents are a representative sample of people

Survey Methods

Telephone Personal Electronic

TraditionalTelephone

Computer-Assisted Telephone Interviewing

Mall Intercept

In-Home

E-Mail

InternetComputer-Assisted

Personal Interviewing

Mail

Mail Panel

Mail/Fax Interview

Classification of Survey Methods

Page 25: Surveys. Respondents Respondents are a representative sample of people

Personal Interviews

• Form of direct communication in which an interviewer asks respondents questions face-to-face.

Page 26: Surveys. Respondents Respondents are a representative sample of people

Advantages of Personal Interviews

• Opportunity for Feedback

• Probing Complex Answers– Interviewer asks for clarification or expansion of

answers

• Length of Interview

• Completeness of Questionnaires– Minimizes Item Nonresponse: failure by a respondent

to answer a question on a questionnaire

• Props & Visual Aids

• High Participation

Page 27: Surveys. Respondents Respondents are a representative sample of people

Disadvantages of Personal Interviews

• Interviewer Influence

• Lack of Respondent Anonymity

• Cost

Page 28: Surveys. Respondents Respondents are a representative sample of people

Types of Personal Interviews

• Door-to-Door (In-Home) Interviews–Conducted at the respondent’s home

or place of business

• Mall Intercept Interviews–Personal interview conducted in a

shopping mall or other high-traffic area

Page 29: Surveys. Respondents Respondents are a representative sample of people

Aspects of Personal Interview

• Speed of data collection– Slow to Moderate

• Geographical flexibility– Limited to moderate

• Respondent cooperation– Excellent

• Versatility of questioning– Quite versatile

Page 30: Surveys. Respondents Respondents are a representative sample of people

Aspects of Personal Interview

• Questionnaire length– Long

• Item nonresponse– Low

• Possibility of respondent misunderstanding– Lowest

Page 31: Surveys. Respondents Respondents are a representative sample of people

Aspects of Personal Interview

• Degree of interviewer influence of answer– High

• Supervision of interviewers– Low to Moderate

• Anonymity of respondent– Low

Page 32: Surveys. Respondents Respondents are a representative sample of people

Aspects of Personal Interview

• Ease of call back or follow-up– Difficult

• Cost– Highest

• Special features– Visual materials may be shown or

demonstrated; extended probing possible

Page 33: Surveys. Respondents Respondents are a representative sample of people

Telephone Surveys

Page 34: Surveys. Respondents Respondents are a representative sample of people

Telephone Surveys

• Speed of Data Collection– Very fast

• Geographical Flexibility– High

• Respondent Cooperation– Poor

• Versatility of Questioning– Moderate

Page 35: Surveys. Respondents Respondents are a representative sample of people

Telephone Surveys

• Questionnaire Length– SHORT!!!!!!!!!!!!!!!!!!!

• Item Nonresponse– Medium

• Possibility of Respondent Misunderstanding– Average

• Degree of Interviewer Influence of Answer– Moderate

Page 36: Surveys. Respondents Respondents are a representative sample of people

Telephone Surveys

• Supervision of interviewers– High, especially with central location WATS

interviewing

• Anonymity of respondent– Moderate

• Ease of call back or follow-up– Easy

Page 37: Surveys. Respondents Respondents are a representative sample of people

Telephone Surveys

• Cost– Low to Moderate to High

• Special features– Fieldwork and supervision of data collection

are simplified; quite adaptable to computer technology

Page 38: Surveys. Respondents Respondents are a representative sample of people

M A IL IN -P E R S O ND R O P -O F F

IN S E R TS F A X

P A P E RQ U E S TIO N N A IR E S

E -M A IL IN TE R N E TW E B S ITE

K IO S K

E L E C TR O N ICQ U E S TIO N N A IR E S

S E L F -A D M IN IS TE R E DQ U E S TIO N N A IR E S

Self-Administered Questionnaires

Page 39: Surveys. Respondents Respondents are a representative sample of people

Mail Surveys

Page 40: Surveys. Respondents Respondents are a representative sample of people

Mail Surveys

• Speed of data collection– Researcher has no control over return of

questionnaire; slow

• Geographical flexibility– High

• Respondent cooperation– Moderate--poorly designed questionnaire will

have low response rate

Page 41: Surveys. Respondents Respondents are a representative sample of people

Mail Surveys

• Versatility of questioning– Highly standardized format

• Questionnaire length– Varies depending on incentive– Varies depending on whether business or

consumer respondents

• Item nonresponse– High

Page 42: Surveys. Respondents Respondents are a representative sample of people

Mail Surveys

• Possibility of respondent misunderstanding– Highest--no interviewer present for clarification

• Degree of interviewer influence of answer– None--interviewer absent

• Supervision of interviewers– Not applicable

Page 43: Surveys. Respondents Respondents are a representative sample of people

Mail Surveys

• Anonymity of respondent– High

• Ease of call back or follow-up– Easy, but takes time

• Cost– Moderate

Page 44: Surveys. Respondents Respondents are a representative sample of people

Methods of Improving Response Rates

Prior Notification

Incentives Follow-upOther

Facilitators

Monetary Nonmonetary

PromisedPrepaid

Improving Response Rates

Page 45: Surveys. Respondents Respondents are a representative sample of people

E-Mail Questionnaire Surveys

• Speed of data collection– Virtually Instantaneous

• Geographic flexibility– worldwide

• Cheaper distribution and processing costs

Page 46: Surveys. Respondents Respondents are a representative sample of people

E-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”

Page 47: Surveys. Respondents Respondents are a representative sample of people

Internet Surveys• Self-administered questionnaire posted on a site.

• Respondents answer questions displayed online by highlighting a phrase, clicking an icon, or keying in an answer.

• Many of the same advantages & disadvantages as E-Mail Surveys.

• Key differences between Internet & E-Mail surveys:– Must rely on respondents coming to the site (and

deciding to participate)– Data collection can be much slower

Page 48: Surveys. Respondents Respondents are a representative sample of people
Page 49: Surveys. Respondents Respondents are a representative sample of people

Internet & E-Mail SurveysNever forget:

• Not all individuals in the general public have Internet access.

• Many respondents lack powerful computers with high-speed connections to the Internet.

• Many respondents’ computer skills will be relatively unsophisticated.

Page 50: Surveys. Respondents Respondents are a representative sample of people

There is no best form of survey; each has

advantages and disadvantages.