Business

Research Methods

William G. Zikmund

Chapter 9:
Survey Research
 Surveys

Surveys is defined as a method of

gathering primary data based on
communications with a representative
sample of individuals.
 Gathering Information via
Surveys
 Quick
 Inexpensive
 Efficient
 Accurate
 Flexible
Tree Diagram of Total Survey Error
Tree Diagram of Total Survey Error

Random sampling
error

Total
error

Systematic
error (bias)
 Random Sampling Error

 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
 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

Administrative
error

Systematic
error (bias)

Respondent
error
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
 Non-response Error

 Nonrespondents - people who refuse to

cooperate
 Not-at-homes
 Self-selection bias
 Over-represents extreme positions
 Under-represents indifference
Tree Diagram of Total Survey Error

Deliberate
falsification
Response
bias

Unconscious
misrepresentation
 Response Bias

 A response bias occurs when

respondents tend to answer in a
certain direction. that is when they
consciously or unconsciously
misrepresents the truth
 Deliberate falsification
 Unconscious misrepresentation
Tree Diagram of Total Survey Error

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.
 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.
Tree Diagram of Total Survey Error

Administrative
error

Systematic
error (bias)

Respondent
error
 Administrative Error

 Improper administration of the research

task
 Blunders
 Confusion

 Neglect

 Omission
Tree Diagram of Total Survey Error

Data processing error

Sample selection error

Interviewer error

Interviewer cheating
 Administrative Error
 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
 Interviewer cheating - filling in fake
answers or falsifying interviewers .
 C L A S S IF Y IN G
SU R VEY
R ESEAR C H
M ETH O D S

M ETH O D STR U C TU R ED TEM PO R AL

O F A N D D IS Q U IS E D C L A S S IF IC A T IO N S
C O M M U N IC A T IO N Q U E S T IO N S
 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
 Commitment and Exploration
Stage
 Management makes a commitment to
total quality assurance
 Business researchers explore external
customers’ needs and problems.
 Business researchers explore internal
customers’ needs, beliefs, and
motivations.
 Benchmarking Stage
 Research establishes quantitative
measures as benchmarks or points of
comparison
 Overall satisfaction and quality ratings of
specific attributes
 Employees actual performance and
perceptions
 Initial Quality Improvement
Stage
 Tracking wave 1 measures trends
 Establishes a quality improvement process
within the organization.
 Translate quality issues into the internal
vocabulary of the organization.
 Establish performance standards and
expectations for improvement.
 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
 Aesthetic design
Determinants of Service Quality

 Access
 Communication
 Competence
 Courtesy
 Reliability
 Credibility