Dr.

Sasmita Mishra KSOM, Bhubaneswar

research technique in which information is gathered from a sample of people by use of a questionnaire or interview; a method of data collection based on communication with a representative sample of individuals.

 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 causal relationships.

Define research objectives

Choose mode of collection Construct and pretest a questionnaire Choose sampling frame

Design and select sample

Recruit and measure sample

Code and edit data

Make postsurvey adjustments Perform analysis

Target Population
Construct Sampling Frame Measurement

Response

What is the survey about?

Who is the survey about?

Sample

Respondent
Edited Response Postsurvey Adjustments Survey statistics The Measurement dimension describes what data are to be collected about the observational units in the sample The Representational dimention concerns what population are described by the survey

Construct

Constructs are the elements of information that are sought by the researcher :
Emotional Labour Leadership style The degree of knowledge of mathematics of childrens

Measurement

Measurements are ways to gather information about constructs :

Questions posed to a respondent NB: the critical task for maesurement is to design questions that produce answers reflecting perfectly the construct we are trying to measure.

Response

Response could be produced in a variety of means

But in general the nature of the response is determined by the nature of the measurement

Edited Response

Editing of data may examine the full distribution of answers and look for atypical patterns of responses
Edited responses are the data from wich inference is made about the values of the construct for an individual respondent

Target Population

The target population is the set of unit to be studied

The adult population living in households in 2009;

Sampling Frame

The frame population if the set of target population members that has chance to be selected into the survey 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.

Sample

The sample is the group from wich measurement will be sought. In many case it is a very small fraction of the the sampling frame

i.e. a list of telephone numbers when the target population is the adult population

Respondent

Respondents are the elements successfully measures. Non

respondents is the complement

Postsurvey Adjustments

Postsurvey adjustments consist on weighting up the underrepresented groups in order to improve the survey estimate
Because 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 patterns may suggest an underrepresentation of some groupes relative to the sampling frame

Construct Validity

Target Population Coverage error Sampling Frame Sampling error Sample Nonresponse error Respondent Adjustments error Postsurvey Adjustments

Measurement Measurement error Response Processing error Edited Response

Survey statistics

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

Ineligible units

Frame population

Covered population

Ineligible units
Elements in the frame that are no member of the target population
i.e.:business telephone numbers, using a telephone frame to cover the full household population

Undercoverage

Target population

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, the order and the structure of questions, the response alternatives etc.
A small number of target population participate in a systematic discussion about the survey topic. The researcher learn about the nomenclature of the concept, the common perspective taken by the target population on key issues etc

Focus groups

Questionnaire pretest

Researcher test how questions are read and answered. A behaviour coding is often used

Nonresponse error

Acquiescence bias

Respondent error Response bias

Deliberate falsification

Extremity bias Interviewer bias Auspices bias Social desirability bias

Total error

Random sampling error

Unconscious misrepresentation

Systematic error (bias)

Data processing error Sample selection error Interviewer error Interviewer cheating

Administrative error

Random sampling error refers to statistical fluctuations

that occur because of chance variations in the elements selected for the sample

sampling units even if correctly selected due to sampling theory may not perfectly represent the population if a sample is selected using true randomisation (every element of the population has an equal chance of selection) then a sample can be a good approx. of the population random sampling error is a function of sample size (as sample size >, random sample error )

Systematic (nonsampling ) error results from

nonsampling factors; primarily due to the nature of a studys design & the correctness of execution

 Sampling frame error - an error that occurs when certain sample elements are not listed or are not accurately represented in a sampling frame (occurs between
the population and sampling frame)

Random sampling error as discussed on previous slide (occurs between the sampling frame and the
planned sample for study)

Nonresponse error the statistical difference between a survey that includes only those who responded and a perfect survey that would also include those who failed to respond (occurs between the planned sample and the
respondents (actual sample))

OCR/ICR
Optical/intelligent caracter recognition

FAX
Computerised Self Administered Questionnaires

Mail Telephone
Face to face

Disk by Mail

E-mail

Web

CATI
computer assisted telephone interviewing

TDE
Touchtone data entry

IVR
Interactive voice response

CAPI computer assisted

SAQ
Self administered questionnaire

personal interviewing

Text CASI Walkman

Audio CASI

Video CASI

OCR/ICR
Optical/intelligent character recognition

FAX

Mail

Disk by Mail

E-mail

Web

Telephone

CATI
computer assisted telephone interviewing

TDE
Touchtone data entry

IVR
Interactive voice response

Face to face
SAQ
Self administered questionnaire

CAPI computer assisted

Text CASI

personal interviewing

Audio CASI

Video CASI

Walkman

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.

 What

research objectives should marketers at v8 establish? What research methods would be most appropriate to accomplish these objectives?

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.

 Outline

what you would like to learn in the focus group What particular problems might be involved when conducting a focus group with children?