Business

Research Methods

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
 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
 Response Bias

• A bias that occurs when respondents

tend to answer questions with a certain
slant that consciously or unconsciously
misrepresents the truth
 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.
 Administrative Error

• Improper administration of the research task

• Blunders
• Confusion
• Neglect
• Omission
 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
 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

Initial Continuous
Commitment Bench- quality
and marking Quality
improve- Improvement
Exploration ment
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
 Determinants of Service Quality

• Access
• Communication
• Competence
• Courtesy
• Reliability
• Credibility
Thank You