Download Business Research Methods William G. Zikmund

Business
Research Methods
William G. Zikmund
Chapter 9:
Survey Research
Surveys
Surveys ask respondents for information
using verbal or written questioning
Respondents
Respondents are a
representative
sample of people
Gathering Information via
Surveys
•
•
•
•
•
Quick
Inexpensive
Efficient
Accurate
Flexible
Problems
• Poor Design
• Improper Execution
Tree Diagram of Total Survey Error
Random sampling
error
Total
error
Systematic
error (bias)
Random Sampling Error
• A statistical fluctuation that occurs because
of change variation in the elements selected
for the sample
Systematic Error
• Systematic error results from some
imperfect aspect of the research design or
from a mistake in the execution of the
research
Tree Diagram of Total Survey Error
Administrative
error
Systematic
error (bias)
Respondent
error
Sample Bias
• Sample bias - when the results of a sample
show a persistent tendency to deviate in one
direction from the true value of the
population parameter
Tree Diagram of Total Survey Error
Nonresponse
error
Respondent
error
Response
bias
Respondent Error
• A classification of sample bias resulting
from some respondent action or inaction
• Nonresponse bias
• Response bias
Nonresponse Error
• Nonrespondents - people who refuse to
cooperate
• Not-at-homes
• Self-selection bias
• Over-represents extreme positions
• Under-represents indifference
Tree Diagram of Total Survey Error
Deliberate
falsification
Response
bias
Unconscious
misrepresentation
Response Bias
• A bias that occurs when respondents
tend to answer questions with a certain
slant that consciously or unconsciously
misrepresents the truth
Tree Diagram of Total Survey Error
Acquiescence bias
Extremity bias
Interviewer bias
Auspices bias
Social desirability bias
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.
Tree Diagram of Total Survey Error
Administrative
error
Systematic
error (bias)
Respondent
error
Administrative Error
• Improper administration of the research task
• Blunders
• Confusion
• Neglect
• Omission
Tree Diagram of Total Survey Error
Data processing error
Sample selection error
Interviewer error
Interviewer cheating
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
CLASSIFYING
SURVEY
RESEARCH
METHODS
METHOD
OF
COMMUNICATION
STRUCTURED
AND DISQUISED
QUESTIONS
TEMPORAL
CLASSIFICATIONS
Time Period for Surveys
• Cross-sectional
• Longitudinal
Cross-Sectional Study
• A study in which various segments of a
population are sampled
• Data are collected at a single moment in
time.
Longitudinal Study
• A 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.
Total Quality Management and
Customer Satisfaction Surveys
• Total quality management - A business
philosophy that emphasizes market-driven
quality as a top organizational priority.
Stages in Tracking Quality
Improvement
Commitment
and
Exploration
Benchmarking
Initial
quality
improvement
Continuous
Quality
Improvement
Commitment and Exploration
Stage
• Management makes a commitment to total
quality assurance
• Business researchers explore external
customers’ needs and problems.
• Business researchers explore internal
customers’ needs, beliefs, and motivations.
Benchmarking Stage
• Research establishes quantitative measures
as benchmarks or points of comparison
• Overall satisfaction and quality ratings of
specific attributes
• Employees actual performance and
perceptions
Initial Quality Improvement Stage
• Tracking wave 1 measures trends
• Establishes a quality improvement process
within the organization.
• Translate quality issues into the internal
vocabulary of the organization.
• Establish performance standards and
expectations for improvement.
Continuous Quality Improvement
• Consists of many consecutive waves with
the same purpose—to improve over the
previous period.
• Quality improvement management
continues.
Determinants of the Quality of
Goods
•
•
•
•
•
•
•
Performance
Features
Conformance with specifications
Reliability
Durability
Serviceability
Aesthetic design
Determinants of Service Quality
•
•
•
•
•
•
Access
Communication
Competence
Courtesy
Reliability
Credibility