Business Research Methods

Business Research Methods Errors In Survey Research

Surveys • Surveys ask respondents for information using verbal or written questioning

Tree Diagram of Total Survey Error Random sampling error Total error Systematic error (bias)

Random Sampling Error • Even though a representative sample is selected there is always a deviation between true population value & sample value • A statistical fluctuation that occurs because of chance 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

Respondent Error • Errors observed on respondents’ side • It is difficult to get respondents ’cooperation in getting answers that contain correct information • Two common types of respondent’ errors are - Non- Response Error - Response Bias

Tree Diagram of Total Survey Error Nonresponse error Respondent error Response bias

Non response Error • Nonrespondents - people who refuse to cooperate --Not-at-homes --Refusals due to fear or personal preference

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 Deliberate falsification Response bias Unconscious misrepresentation

Deliberate Falsification • People knowingly misrepresent or give false answers when they are not certain about facts - Providing information by recall - For assuming a safe situation -To conceal personal information

Unconscious Misrepresentation • People give wrong information due to ignorance -Misunderstanding a question -Prior inexperience to a subject

Factors for Misrepresentation • Misrepresentation of answers either deliberately or unconsciously could be due to a number of factors • Factors are results of various biases in the nature of respondents

Types of Response Biases 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 while some tend to give neutral answers

Interviewer Bias • A response bias that occurs because the presence of the interviewer influences answers. Facial expression, age, gender, tone, etc of the interviewer may play a role in inducing interviewer bias

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. Information about educational qualification or income might be overstated to gain prestige

Administrative Error • Improper administration of the research task • Caused due to sample design error or other factors on personal front • Confusion • Neglect • Omission

Tree Diagram of Total Survey Error Data processing error Sample selection error Interviewer error Interviewer cheating

Administrative Error • Sample selection error -improper sample design or sampling procedure execution. Mall intercept interviewers selecting only neatly dressed customers or only families with children ----Sample Frame error –frame is list of population units for sample selection. Error occurs if list does not match with target population (Incomplete list) ---Population Specification Error- Population itself defined incorrectly .To estimate market potential for electronic cars selecting population of only small car users