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Business Research Methods
William G. Zikmund
Chapter 9: Survey Research
SurveysSurveys ask respondents for information using verbal or written questioning
RespondentsRespondents are a representative sample of people
Gathering Information via SurveysQuickInexpensiveEfficientAccurateFlexible
ProblemsPoor DesignImproper Execution
TotalerrorSystematicerror (bias)Random samplingerrorTree Diagram of Total Survey Error
Random Sampling ErrorA statistical fluctuation that occurs because of chance variation in the elements selected for the sample
Systematic Error (Bias)Systematic error/bias results from some imperfect aspect of the research design or from a mistake in the execution of the research
Systematicerror (bias)AdministrativeerrorRespondenterrorTree Diagram of Total Survey Error
Sample BiasSample bias - when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameter
RespondenterrorNonresponseerrorResponsebiasTree Diagram of Total Survey Error
Respondent ErrorA classification of sample bias resulting from some respondent action or inactionNonresponse biasResponse bias
Nonresponse BiasNonrespondents - people who refuse to cooperateNot-at-homesSelf-selection biasOver-represents extreme positionsUnder-represents indifference
ResponsebiasUnconsciousmisrepresentationDeliberatefalsificationTree Diagram of Total Survey Error
Response BiasA bias that occurs when respondents tend to answer questions with a certain slant that consciously or unconsciously misrepresents the truth
Acquiescence biasExtremity biasInterviewer biasAuspices biasSocial desirability biasTree Diagram of Total Survey Error
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.
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.
Interviewer Bias
A response bias that occurs because the presence of the interviewer influences answers.
Auspices Bias Bias in the responses of subjects caused by the respondents being influenced by the organization conducting the study.
Social Desirability Bias
Bias in responses caused by respondents desire, either conscious or unconscious, to gain prestige or appear in a different social role.
Systematicerror (bias)AdministrativeerrorRespondenterrorTree Diagram of Total Survey Error
Administrative ErrorImproper administration of the research taskBlundersConfusionNeglectOmission
Data processing errorSample selection errorInterviewer errorInterviewer cheatingTree Diagram of Total Survey Error
Administrative ErrorInterviewer 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
Time Period for SurveysCross-sectionalLongitudinal
Cross-Sectional StudyA study in which various segments of a population are sampled Data are collected at a single moment in time.
Longitudinal StudyA survey of respondents at different times, thus allowing analysis of changes over time.Tracking study - compare trends and identify changes consumer satisfaction
Consumer Panel A longitudinal survey of the same sample of individuals or households to record (in a diary) their attitudes, behavior, or purchasing habits over time.
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