SURVEY

RESEARCH
PRESENTED BY: ANSHUL GOYAL (180101040011)
POONAM SONI (180101040027)

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 Survey Research
• In research of human subjects, a survey is a list of
questions aimed at extracting specific data from a
particular group of people by asking individuals
questions either in person, on paper, by phone or online.
• Surveys can be specific and limited or they can have
more global, widespread goals.
• A survey consists of a predetermined set of questions that
is given to a sample.
• Conducting surveys is one form of primary research.
• Information collected may also be used in secondary
research.
(Wikipedia)

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 Respondents
•Respondents are a
representative sample of
people.

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Survey Research is about asking
questions about…
• Behaviors
• Opinions/Attitudes
• Facts
• Beliefs
• There are lots of ways to ask these questions
• Telephones
• Interviews
• Mail
• Internet

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 Some specific fields which use
Survey Research
FIELD EXAMPLES

Demographics Census

Customer
Marketing
Satisfaction

Attitudes,
Psychology
Emotions

Sociology Social Trends

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 Types of Survey Research

1. Census
2. Opinion poll
3. Household survey

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 Survey Methods

Telephone Personal Mail Electronic

In-Home Mail/Fax
Interview
E-Mail
Mall Intercept Mail Panel

Internet
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 Telephone Surveys

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 Telephone Surveys
• Speed of Data Collection
• Very fast
• Geographical Flexibility
• High
• Respondent Cooperation
• Poor
• Versatility of Questioning
• Moderate
• Questionnaire Length
• SHORT!!!!!!!!!!!!!!!!!!!
• Item Nonresponse
• Medium
• Possibility of Respondent Misunderstanding
• Average
• Degree of Interviewer Influence of Answer
• Moderate

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• Supervision of interviewers
• High, especially with central location

• Anonymity of respondent
• Moderate

• Ease of call back or follow-up

• Easy

• Cost
• Low to Moderate to High

• Special features
• Fieldwork and supervision of data collection are simplified; quite adaptable
to computer technology

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 Aspects of Personal Interview
• Speed of data collection
• Slow to Moderate
• Geographical flexibility

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• Limited to moderate
• Respondent cooperation
• Excellent
• Versatility of questioning
• Quite versatile
• Questionnaire length
• Long
• Item nonresponse
• Low
• Possibility of respondent misunderstanding
• Lowest

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• Degree of interviewer influence of answer
• High
• Supervision of interviewers
• Low to Moderate
• Ease of call back or follow-up
• Difficult
• Cost
• Highest
• Special features
• Visual materials may be shown or demonstrated;
extended probing possible

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 Types of Personal Interviews
• Door-to-Door(In-Home) Interviews
• Conducted at the respondent’s home or place of
business
• Mall Intercept Interviews
• Personal interview conducted in a shopping mall
or other high-traffic area

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 Advantages of Personal
Interview
• Opportunity for Feedback
• Probing Complex Answers
• Interviewer asks for clarification or expansion of answers

• Length of Interview
• Completeness of Questionnaires
• Minimizes Item Nonresponse: failure by a respondent to answer a question on
a questionnaire

• Visual Aids
• High Participation

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 Disadvantages of Personal
Interviews
• Interviewer Influence
• Lack of Respondent Anonymity
• Cost

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 Self-Administered
Questionnaires

SELF-ADMINISTERED
QUESTIONNAIRES

PAPER ELECTRONIC
QUESTIONNAIRES QUESTIONNAIRES

MAIL IN-PERSON INSERTS FAX E-MAIL INTERNET KIOSK

DROP-OFF WEB SITE

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 Mail Surveys

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 Mail Surveys
• Speed of data collection
• Researcher has no control over return of questionnaire; slow
• Geographical flexibility
• High
• Respondent cooperation
• Moderate--poorly designed questionnaire will have low response rate
• Versatility of questioning
• Highly standardized format
• Questionnaire length
• Varies depending on incentive
• Varies depending on whether business or consumer respondents
• Item nonresponse
• High

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 • Possibility of respondent misunderstanding
• Highest--no interviewer present for clarification
• Degree of interviewer influence of answer
• None--interviewer absent
• Supervision of interviewers
• Not applicable
• Anonymity of respondent
• High
• Ease of call back or follow-up
• Easy, but takes time
• Cost
• Moderate

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 E-Mail Questionnaire Surveys
• Speed of data collection
• Virtually Instantaneous
• Geographic flexibility
• worldwide
• Cheaper distribution and processing costs
• Flexible, but
• Extensive differences in the capabilities of respondents’
computers and e-mail software limit the types of questions and
the layout
• E-mails are not secure and “eavesdropping” can possibly
occur
• Respondent cooperation
• Varies depending if e-mail is seen as “spam”

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 Internet Surveys
◦ Self-administered questionnaire posted on a site.
◦ Respondents answer questions displayed online by highlighting a phrase,
clicking an icon, or keying in an answer.
◦ Many of the same advantages & disadvantages as E-Mail Surveys.
◦ Key differences between Internet & E-Mail surveys:
◦ Must rely on respondents coming to the site (and deciding to participate)
◦ Data collection can be much slower

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 Internet & E-Mail Surveys
Never forget:
◦ Not all individuals in the general public have Internet access.
◦ Many respondents lack powerful computers with high-speed connections to
the Internet.
◦ Many respondents’ computer skills will be relatively unsophisticated.

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 Steps in Survey Research
Know your population
Determine the Mode
Create a Questionnaire
Test your questionnaire
Get a good Sample
Collect the data
Organize the data

Analyze the data

Present the results

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 Advantages of using surveys
1. As in sample study few units are to be examined, detailed study of survey can
be done.
2. Survey work requires less money.
3. Experts can be appointed for the survey. This will increase reliability of survey
results.
4. Large area can be covered.
5. They can be administered from remote locations using mail, email or
telephone.
6. Flexibility in the analysis.
7. Sample survey is also used to check accuracy of census data.
8. Surveys are an efficient way of collecting information from a large number of
respondents.
9. They are standardized, so free from several type of errors.

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 Disadvantages of using survey
1. Poor survey construction and administration can undermine otherwise
well designed studies.
2. The answer choices provided on a survey may not be an accurate
reflection of how the participant truly feels.
3. While random sampling is generally used to select participants, response
rate can bias the results of survey.
4. Subjects may not be aware of their reasons for any given action.
5. Structured surveys, particularly those with close ended questions, may
have low validity when researching affective variables.
6. Errors due to non response may exist.
7. Survey question-answer choices could lead to vague data sets.

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 Errors in survey research
Total Error
sources

Measurement
questions/survey interviewer Systematic errors
instruments

Sampling error Lack of knowledge

Influencing Misrepresentation of
Data entry error
behaviors information
Interview
Process error Concept or construct
inconsistency misinterpretation
Interview
environment Incomplete
Data or survey participation
falsification
Refusal of
Physical presence
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bias
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 Random Sampling error
◦A statistical fluctuation that occurs
because of change variation in the
elements selected for the sample

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 Systematic error
◦Systematic Error
◦Also called Non-sampling Error
◦Results from
◦some imperfect aspect of the research
design or
◦from a mistake in the execution of the
research.
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 Administrative

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error

Systematic

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error (bias)

Respondent
error
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 Respondent error
◦A classification of sample bias
resulting from some respondent action
or inaction
◦Nonresponse bias
◦Response bias

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 Non-Response Error
• Statistical difference between
• a survey that includes only those who responded and
• a perfect survey that would also include those who failed
to respond
• Non-respondent
• Person who is not contacted or who refuses to cooperate in
the research
• No Contact
• Person who is not at home on the 1st or 2nd contact, or who is
otherwise inaccessible.
• Refusal
• Person who is unwilling to participate in a research project

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 Response Bias
◦ Bias that occurs when respondents either consciously or
unconsciously tend to answer questions with a certain
slant that misrepresents the truth.
◦ Can arise from
◦ The question format
◦ The question content
◦ Some other stimulus
◦ such as the situation in which the question is asked
◦ Deliberate falsification may occur when people
misrepresent answers to appear intelligent, to conceal
personal information, to avoid embarrassment, etc.

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 Acquiescence bias

Extremity bias

RESPONSE
Interviewer bias
BIAS

Auspices bias

Social desirability bias

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 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.

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 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.

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 Interviewer Bias
• A response bias that occurs because
the presence of the interviewer
influences answers.

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 Auspices Bias
◦Bias in the responses of subjects
caused by the respondents being
influenced by the organization
conducting the study.

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 Social Desirability Bias

◦Bias in responses caused by respondents’

desire, either conscious or unconscious, to
gain prestige or appear in a different social
role.

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 Administrative Errors
◦ Error caused by the improper administration or
execution of the research task.
◦ Caused by
◦ Carelessness
◦ Confusion
◦ Neglect
◦ Omission
◦ Some other blunder

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 Data processing error

Sample selection error

ADMINISTRATIVE
ERRORS
Interviewer error

Interviewer cheating

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 Types of Administrative Errors
◦ Data-Processing Error
◦ Occurs because of incorrect data entry, incorrect computer programming, or some
other procedural errors during the data-processing stage
◦ Sample Selection Error
◦ Caused by improper sample design or sampling procedure execution
◦ Hoover vs. Roosevelt, 1932 Presidential Election

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 ◦ Interviewer Error
◦ Mistakes made by interviewers who fail to record survey responses
correctly
◦ Could also occur if selective perception causes interviewers to miss-
record data that do not support their own attitudes and opinions
◦ Interviewer Cheating
◦ Practice by interviewers of filling in fake answers or falsifying
questionnaires.
◦ If suspect this, tell interviewers that a small percentage of
respondents will be called back to confirm whether the initial
interview was actually conducted

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 Methods of Improving Response Rates

Prior Other
Incentives Follow-up
Notification Facilitators

Monetary Nonmonetary

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Prepaid Promised
 There is no
best form of
survey; each
has advantages
and
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