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Dr. Sasmita Mishra
KSOM, Bhubaneswar
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Typically, survey investigations attempt to
describe what is happening or to learn the
reasons for a particular business activity.
Surveys are conducted to collect quantitative
as well as qualitative information.
Mostly surveys are descriptive, but can be
also conducted to find out causalrelationships.
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Construct
Measurement
Response
Edited Response
Survey statistics
Target Population
Sampling Frame
Sample
Respondent
Postsurvey Adjustments
The Measurement dimension describeswhat data are to be collected about the
observational units in the sample
The Representational dimentionconcerns what population are
described by the survey
Whatis thesurveyabout?
Whois the
surveyabout?
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Constructs are the elements of information that aresought by the researcher :Emotional Labour
Leadership style
The degree of knowledge of mathematics of childrens
Measurements are ways to gather information aboutconstructs :
Questions posed to a respondentNB: the critical task for maesurement is to design questions that
produce answers reflecting perfectly the construct we are trying to
measure.
Response could be produced in a variety of meansBut in general the nature of the response is determined by
the nature of the measurement
Editing of data may examine the full distributionof answers and look for atypical patterns ofresponsesEdited responses are the data from wich inference is made aboutthe values of the construct for an individual respondent
Construct
Measurement
Response
EditedResponse
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The target population is the set of unit to bestudied
The adult population living in households in 2009;The frame population if the set of target populationmembers that has chance to be selected into thesurvey sample :In a simple case it is a list of all units in the target population, but
sometimes it is a set of units imperfectly linked to population
members.
i.e. a list of telephone numbers when the target population is the
adult population
The sample is the group from wich measurement will besought. In many case it is a very small fraction of the the sampling frame
Postsurvey adjustments consist on weighting up theunderrepresented groups in order to improve the surveyestimateBecause of mismatches of the sampling frame and the target population
(coverage problems) statistics based on the respondents can differ from
caracteristics of the target population. Examination of non response patternsmay suggest an underrepresentation of some groupes relative to the sampling
frame
Target Population
Sample
Respondent
PostsurveyAdjustments
Sampling Frame
Respondents are the elements successfully measures. Non
respondents is the complement
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Frame population
Target population
Undercoverage
Elements in the
target
population
missing from
the frame
i.e.:non telephone
household, using a
telephone frame to
cover the full
household
population
Covered population
Ineligible units
Ineligible units
Elements in the
frame that are no
member of thetarget population
i.e.:business telephone
numbers, using a
telephone frame to
cover the full household
population
Undercoverage
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Are the answers good measures of the intended
construct?
Exemple of methods that can be used
to evaluate draft survey questions
Expert reviews The substantive expert review the wording, theorder and the structure of questions, theresponse alternatives etc.
A small number of target population participate in asystematic discussion about the survey topic. The
researcher learn about the nomenclature of theconcept, the common perspective taken by the targetpopulation on key issues etc
Focus groups
Questionnaire pretestResearcher test how questions are readand answered. A behaviour coding isoften used
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Total
error
Systematic
error (bias)
Random
sampling
error
Respondenterror
Administrativeerror
Nonresponse
error
Response
bias
Sample
selection
error
Interviewer
error
Interviewer
cheating
Data
processing
error
Deliberatefalsification
Unconscious
misrepresentation
Acquiescence
bias
Extremity
bias
Interviewer
bias
Social
desirability
bias
Auspices
bias
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Random sampling errorrefers to statistical fluctuationsthat occur because of chance variations in the elementsselected for the sample
sampling units even if correctly selected due to sampling theorymay not perfectly represent the population
if a sample is selected using true randomisation (every element ofthe population has an equal chance of selection) then a sample canbe a good approx. of the population
random sampling error is a function of sample size (as sample size>, random sample error )
Systematic (nonsampling ) errorresults fromnonsampling factors; primarily due to the nature of a studysdesign & the correctness of execution
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Sampling frame error - an error that occurs whencertain sample elements are not listed or are notaccurately represented in a sampling frame (occurs betweenthe population and sampling frame)
Random sampling error as discussed onprevious slide (occurs between the sampling frame and theplanned sample for study)
Nonresponse error the statistical differencebetween a survey that includes only those who respondedand a perfect survey that would also include those whofailed to respond (occurs between the planned sample and therespondents (actual sample))
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Face to face
Telephone
CATIcomputer assisted
telephone
interviewing
CAPI computer assisted personal interviewing
TDETouchtone
data entry
OCR/ICROptical/intelligent
caracter recognition
FAX
Disk by Mail E-mail WebComputerised Self
Administered
Questionnaires
IVRInteractive
voice response
SAQSelf administered
questionnaire
Walkman
Text
CASI
Audio
CASI
Video
CASI
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OCR/ICROptical/intelligent
character recognition
FAX
Disk by Mail E-mail WebMail
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CATIcomputer assisted
telephone
interviewing
TDETouchtone
data entry
IVRInteractive
voice response
Telephone
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Face to face CAPI computer assisted personal interviewing
SAQSelf administered
questionnaire
Walkman
Text
CASI
Audio
CASI
Video
CASI
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V8 is a 100-percent vegetable juice drink produced and marketed by the
Campbell Soup Company. The juice drink, made from concentrate with added
ingredients, provides a full serving vegetables and is a natural source of beta
carotene. V8s ingredients include tomato juice from concentrate;
reconstituted vegetable juice blend, made from water and concentrated
juices of carrots, celery, beets, parsley, lettuce, watercress, and spinach;
salt; vitamin C (ascorbic acid);flavoring; and critic acid. The drink contains
no fat or cholesterol, and it is a good source of vitamins A and C.
V8 has for many years had a large share of the tomato and vegetable juice
market. However, sales had begun to slip, so the company decided it needed
to conduct consumer research that would enable it to develop a new
advertising campaign.
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What research objectives should marketers
at v8 establish?
What research methods would be most
appropriate to accomplish these objectives?
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A manufacturer of baseball cards, football
cards, and other sports and novelty cards had
never conducted business research with its
customers. The president of the company
decided that the company needed to learn
more about its customers. He instructed his
business research department to conduct a
focus group with some boys in the fourth
grade.
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Outline what you would like to learn in the
focus group
What particular problems might be involved
when conducting a focus group with children?