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Chapter FiveChapter Five
Copyright © 2006John Wiley & Sons, Inc.Copyright © 2004John Wiley & Sons, Inc.Copyright © 2004John Wiley & Sons, Inc.
Survey Research: The
Profound Impact of the
Internet
John Wiley & Son, Inc 2
1. To understand the reasons for the popularity of survey research.
2. To learn the types of error in survey research.
3. To learn about the types of surveys.
4. To understand the advantages and disadvantage of online surveys.
Learning Objectives
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5. To gain insight into the ways online surveys can be conducted.
6. To learn about recruiting sources for online surveys.
7. To recognize the special issues that arise in designing online questionnaires.
8. To gain insight into the factors that determine the choice of particular survey methods.
Learning Objectives
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To understand the reasons for the popularity of surveys.
Popularity of Survey
Research• Reasons for Collecting Primary Data by Survey
Research– The need to know why
• To understand why people do or do not do something?
– The need to know how• To understand the process consumers go through before
taking action
– The need to know who• To know who the person is from a demographic or
lifestyle perspective
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Selection error
Frame error
Processing error
Response error
Nonresponse bias
Instrument bias
Interviewer error
Surrogate informatio
n error
Random sampling
error
Population specification
error
Sample design error
Systematic error
Exhibit 5.1 Types of Survey Error
Total survey error
Measurement error
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To learn about the types of error in survey research.
Types Of Error in Survey Research
• Sampling Error (Bias)– Random: chance variation
• The difference between the sample value and the true value of the population mean
• Cannot be eliminated but can be reduced by increasing sample size
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To learn about the types of error in survey research.
• Systematic Error (Bias)– Mistakes or problems in the research design– Flaws in the execution of the sample design
• All sources of error except of those created by random sampling process
• Nonsampling error (systematic errors)
Types Of Error in Survey Research
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To learn about the types of error in survey research.
• Nonsampling Error (systematic errors)– Sample design error—problem in sample
design or sample procedures• Frame errors
• Population Specification Error
• Selection Error
Types Of Error in Survey Research
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To learn about the types of error in survey research.
– Measurement Error• Variation between the true value and the
information actually obtained – Surrogate Information Error– Interview Error or Interviewer Bias– Measurement Instrument Bias– Processing Error– Nonresponse Bias– Refusal Rate– Response Bias
» Deliberate falsification» Unconscious misrepresentation
Types Of Error in Survey Research
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To learn about the types of surveys.Types Of
Surveys
• Door-to-Door Interview– Interviewer completes survey in respondent’s
home• Advantages
• Disadvantages
• Executive Interviewing– Interview industrial product user
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To learn about the types of surveys.
• Mall Intercept – Shoppers intercepted in public areas
• Advantages
• Disadvantages
• Telephone Interviewing– Until 1990 most popular form of survey
• Advantages
• Disadvantages
Types Of Surveys
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To learn about the types of surveys.
• Central Location Telephone Interviews– Make calls from a company facility
• Computer-assisted telephone interviews (CATI
• Cell Phone Surveys– Advantages
– Disadvantages
Types Of Surveys
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To learn about the types of surveys.
• Self-Administered Questionnaires – Filled out by respondents with no interviewer
present• Advantages
• Disadvantages
– Kioska-based Computer Interviewing• Multimedia, touch screen computers in freestanding
cabinets
• Advantages
Types Of Surveys
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To learn about the types of surveys.
• Mail Surveys– Ad Hoc (one-shot)
• Mail Panels– Higher response rate
– Precontracted and Prescreened
– Longitudinal Study• One that questions the same
respondents at different points in time
• Ad Hoc Mail Surveys Suffer from:– High rate of nonresponse
and attendant systematic error
• Probability of not replying– Those with more
education
– Those with high-level occupations
– Women
– Those less interested in the topic
– students
Types Of Surveys
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To understand the advantages and disadvantages of online surveys
Survey Research on the Internet
• The Internet changed survey research forever– Online research will account for 50% of all marketing
research revenue by 2005
• Reason: Online population reflects general population– Reflective of General population
• Gender
• Martial status
– Approaching General population• Age distribution
• Average online household income
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To understand the advantages and disadvantages of online surveys
• Advantages of Online Surveys– Rapid Deployment, Real Time Reporting– Dramatically Reduced Costs– Ready Personalized– High response rates– Ability to Contact the Hard-to-Reach– Simplified and Enhanced Panel Management– Profitability for Research Firms
Survey Research on the Internet
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To understand the advantages and disadvantages of online surveys
• Disadvantages of Online Surveys– Internet users are not representative of the
population as a whole– Security and privacy on the Internet– Unrestricted Internet sample– Other problems include
• Lack of “callback” procedures
• Potential for questionnaire programming errors
• Lack of bandwidth
Survey Research on the Internet
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To gain insight into the ways online surveys can be conducted
– Converted CATA Systems• Software translates questionnaires for distribution over
the Web.
– Web Survey Systems• Software for Web questionnaire construction and
delivery
– Survey Design Web Sites• Allow researchers to design a survey and administer
• http://www.perseusdevelopment.com
Survey Research on the Internet
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To learn about recruiting sources for online surveys
– Screened Internet Samples • Self-selected respondents
– Recruited Internet Samples• To ensure representativeness of a target population
– Renting Internet Panels• Incidence rate
• Cooperation rate
• Random Web Site Intercepts
• Data Capture of Visitors
Survey Research on the Internet
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To learn about recruiting sources for online surveys
Decision Analyst’s Online Household
Panels• Decision Analyst
– Progressive marketing research firm
– Expansion of online consumer and business panels
• American Consumer Opinion
• Technology Advisory Board
• Executive Advisory Board
• Construction Advisory Boards
• Physicians Advisory Council
• Medical Advisory Board
– Strategic platforms for Proprietary research
• CopyTrack• CopyTest• Conceptor• PromotionTest• PackageTest• NameScreen
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– Panel Management– Advantages of Online Panels– Disadvantages of Online Panels
Survey Research on the Internet
To learn about recruiting sources for online surveys
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To recognize the special issues that arise in designing online questionnaires
• Creating Online Questionnaires– Issues unique to the Internet questionnaires
• Simplest way—use survey design Web sites such Pereus XP
• Surveys need to load quickly• Survey needs to be easy to respond to• Buttons are best when there are five or fewer
answers to choose from• Be aware of any default answers or making the first
answer the default• Online surveys should not be overly long
Survey Research on the Internet
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To recognize the special issues that arise in designing online questionnaires
– The Interactive Marketing Research Organization (IMRO)
• A confederation of world leaders in interactive marketing research
• Representatives from 13 Internet marketing suppliers and 8 client companies such as
– Modalis Research Technologies, Greenfield Online, Market Facts
– Dell Computer, IBM, Intel, Time Warner
• Initial efforts focus on spamming and misuse or personal data
• Publishes the Journal of Online Research
Survey Research on the Internet
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To gain insight into the factors that determine the choice of survey
methods.
Determination of the Survey Methods• Sampling Precision
• Budget Available• Requirements for Respondents Reaction• Quality of Data Required
– Validity– reliability
• Length of Questionnaire• Incidence Rate • Structure of the Questionnaire• Time Available to Complete the Survey
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– Popularity of Survey Research– Types of Error in Survey Research– Types of Surveys– Survey Research on the Internet– Determination of the Survey Method
SUMMARY
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The End
Copyright © 2006 John Wiley & Son, Inc