Business Research Methods William G. Zikmund

1. Business Research MethodsWilliam G. Zikmund Chapter 9: Survey Research

2. Chapter 9: Survey Research • Basic Definitions for surveys • Errors in Surveys 3. Classification of Survey Methods

3. 1. Basic Definitions for surveys Survey: a research technique in which information (primary data) is gathered from a sample of people to make generalizations. Primary data:data gathered and assembled specifically for the project at hand. Sample of the survey: respondents who are asked to provide information, assuming that they can represent (possess same features with) a target population.

4. Selecting a Sample Sample: Subsetof a larger population SAMPLE • Sampling: • Who is to be sampled? • How large a sample? • How will sample units be selected? POPULATION

5. BasicDefinitionsforsampling (http://www.stats.gla.ac.uk/steps/glossary/sampling.html) Target population: the group about which the researcher wishes to draw conclusions and make generalizations Random sampling:selecting a sample from a larger target population where each respondent is chosen entirely by chance and each member of the population has a known, but possibly non-equal, chance of being included in the sample.

6. Basic Definitions for data collection Surveys ask respondents(who are the subjects of the research) questions by use of a questionnaire. Respondent: The person who provides information (primary data) by answering a questionnaire or an interviewer’s questions. Questionnaire: a list of structured questions designed by the researchers for the purpose of codifying and analyzing the respondents’ answers scientifically. Advantages of Surveys: Quick, Inexpensive, Efficient, Accurate, Flexibleway of gathering information.

7. 2. Errors in Surveys 2.1. Random Sampling Error 2.2. Systematic Error (sample bias) 2.2.1. Respondent error * Nonresponse bias * Response bias 2.2.2. Administrative error * Data processing error * Sample selection error * Interviewer error * Interviewer cheating

8. 2.1. Random Sampling Error • Even if randomly selected, samples may possess different characteristics than the target population (the likelihood of bias is reduced but still exists) • This is a statistical fluctuation due to chance variation. • Then, an important difference occursbetween the findings obtained from this sample and the findings obtained from a possible census of the whole target population.

9. Consider the hypothetic case in which a study sample could be increased until it was infinitely large; chance variation of the mean, or random error, would be reduced toward zero. These are random errors. • Systematic errors would not be diminished by increasing sample size. (Bias in Research Studies, http://radiology.rsna.org/content/238/3/780.full)

10. 2.2. Systematic Error • Systematic error results from some mistake(s) done in the design and/or execution of the research. • All types of error -except random sampling error, are included in this definition, • Sample bias: a persistent tendency for the results of a sample to deviate in one direction from the true value of the population parameter. • Sample bias can arise when the intended sample does not adequately reflect the spectrum of characteristics in the target population.

11. 2.2.1. Respondent Bias • A classification of sample bias resulting from some respondent action or inaction • Nonresponse bias • Response bias

12. Nonresponse Error • Nonrespondents: in almost every survey information from a small or large portion of the sample cannot be collected. These are thosepeople who refuse to respond, or who can not be contacted (not-at-homes) • Self-selection bias: only those people who are interested strongly with topic of the survey may respond while those who are still within the same sample but indeferent or afraid avoid participating. • This leads to the over-representation of some extreme positions, but under-representation ofothers.

13. Response Bias • A bias that occurs when respondents tend to answer questions with a certain inclination or viewpoint that consciously (deliberate falsification) or unconsciously (unconscious misinterpretation) misrepresents the truth.

14. Reasons of response bias • Knowingly or unknowingly people who answer questions of the interviewer may feel unconfortable about the truth that they share with others, and change it in their responses. • They may desire to show themselves as more intelligent, wealthy, sensitive, etc. than they really are.

15. Types of Response Bias Deliberate falsification (consciously false answers) Acquiescence bias (positive answers) Extremity bias (exaggerated answers) Interviewer bias (answers acceptable by the interviewer) Auspices bias (answers acceptable by the organization) Social desirability bias (answers creating a favorable impression)

16. 2.2.2. Administrative Error • Unadvertently or carelessly improper administration and execution of the research task • Blunders are: • Confusion • Neglect • Omission

17. Types of Administrative Errors Data processing error:incorrect data entry, computer programming, or other procedural errors during the analysis stage. Sample selection error: improper sample design (e.g. based on incomplete databases) or sampling procedure execution (e.g. executed in daytime while most of the target population are working) Interviewer error:mistakes done by the interviewer (e.g. taking wrong or incomplete notes about the answers of the respondents. Interviewer cheating:filling in fake or false answers indeed not given by the respondents.

18. 3. Classification of Survey Methods 3.1. Structure of the questionnaire: * whether standardized questions with a limited number of allowable answer -multiple choices * or unstandardized open ended questions with the possibility of being answered in numerious ways. 3.2. Level of Directness of the questions: * whether direct/undisguised questions * or indirect/disguised questions to hide the real purpose of the survey

19. Classification of Survey Methods 3.3. Time basis of the Survey: Cross-Sectional Study: data on various segments of a target population are collected at a single moment in time to make comparisons among segments. Longitudinal Study: data are collected at different times from the similar respondents to compare trends and identify changes. Panel Study: A longitudinal survey of exactly the same respondents to record (in a diary) their attitudes, behaviors, orpurchasing habits over time.