CHAPTER six
Learning Objectives
Survey Research:
The Profound Role
of the Internet
Copyright © 2002
South-Western/Thomson Learning
Learning Objectives
Learning Objectives
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
Learning Objectives
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
Popularity of Surveys
To understand the reasons for
the popularity of surveys.
1. The need to know why
To understand why people do or do not do something?
2. The need to know how
To understand the process consumers go through before
taking action
3. The need to know who
To know who the person is from a demographic or lifestyle
perspective
Learning Objectives
Types Of Error
To learn about the 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
Systematic Error (Bias)
• Mistakes in the research design
• Flaws in the execution of the sample design
Frame error: using an incomplete or inaccurate
sampling frame
Table 6.1
Types of
Survey Error
Learning Objectives
Total
survey
error
Random
sampling
error
Measuremen
t error
Processin
g error
Systematic
error
Sample
design
error
Surrogate
informatio
n error
Selection
error
Interviewe
r error
Response
error
Nonrespons
e bias
Instrument
bias
Population
specification
error
Frame
error
Learning Objectives
Types Of Error
To learn about the types of
error in survey research.
Population specification error
• an incorrect definition of the population
Selection error
• sampling procedures are incomplete
Measurement Error
Variation between the true value and the information
actually obtained
Learning Objectives
Types Of Error
To learn about the types of
error in survey research.
Surrogate Information Error
A discrepancy between the information actually
required and the information being sought by the
researcher
Interviewer Error
Interactions between the interviewer and
respondent may influence answers
Measurement Instrument Bias
Problems with the measurement instrument or
questionnaire
Learning Objectives
Types Of Error
To learn about the types of
error in survey research.
Processing Error
Mistakes when entering information from the survey
documents
Nonresponse Bias
Are those who did respond different from those who did
not respond?
Response Bias
A tendency for people to answer a particular question in
a certain way
• deliberate falsification
• unconscious misrepresentation
Learning Objectives
Types Of Surveys
To learn about the types of
surveys.
Door-to-Door Interview
• Interviewer completes survey in respondent’s home
Executive Interviewing
• Interview industrial product user
Mall Intercept
• Shoppers intercepted in public areas
Central-Location Telephone Interviewing
• Conducted from a facility
Learning Objectives
Types Of Surveys
To describe the types of surveys.
Completely Automated Telephone Surveys
•Use interactive voice response (IVR) technology to ask
questions
• Closed-ended questions
Self-Administered Questionnaires
•filled out by respondents with no interviewer present
Ad hoc (one-shot) Mail Surveys
• Questionnaires and instructions are mailed to
respondents
Learning Objectives
Types Of Surveys
To describe the types of surveys.
Mail Panels
• Precontracted
• Gratuities
• Higher response rate
Point-of-service Touch Screen
•Kiosks with touch screen monitors
E-Mail Surveys
•Technology limits the complexity
Voice Mail
•Interactive Voice Response (IVR) systems complete
automated surveys over the telephone
The Internet Has Changed
Survey Research
Learning Objectives
To understand the advantages and
disadvantages of online surveys
Advantages of Online Surveys
• Rapid Deployment, Real Time Reporting
• Dramatically Reduced Costs
• Readily Personalized
• High response rates
• Contact the Hard-to-Reach
• Simplified and Enhanced Panel Management
• Profitability for Research Firms
The Internet Has Changed
Survey Research
Learning Objectives
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 on the Internet
• Unrestricted Internet sample
The Internet Has Changed
Survey Research
Learning Objectives
To understand the advantages and
disadvantages of online surveys.
Internet Samples
Screened Internet Samples
• Adjust for unrepresentitiveness of the self-selected
respondents
• Use a branching or skip pattern
Recruited Internet Samples
• To target populations in surveys that require more
control of the sample
Learning Objectives
Methods of Conducting
Internet Surveys
To gain insight into the waysonline
surveys can be conducted.
E-mail questionnaires
• Like an e-mail message
Converted CATA Systems
• Software translates questionnaires for distribution
over the Web.
Web Survey Systems
• Software for Web questionnaire construction and
delivery
Learning Objectives
Methods of Conducting
Internet Surveys
To gain insight into the ways online
surveys can be conducted.
Bulletin Boards
• Invite people to a specific Web site where a
discussion topic is posted.
Downloadable Survey
• Download surveys from the Web.
Survey Design Web Sites ---Web Surveyor Is Free For
You
• http://www.websurveyor.com
• Allows the author to design research on line without
need for loading the design software.
Learning Objectives
Methods of Conducting
Internet Surveys
To learn about recruiting sources for
online surveys.
Recruiting Sources for Online Surveys
• Recruited Panels
• Opt-in List Rental
• Opt-in Panels
Random Web Site Intercepts
Web Data Capture of Visitors
Creating Internet Questionnaires
• Use a survey design Web site
• Make it easy
Methods of Conducting
Internet Surveys
Learning Objectives
To recognize the special issues that
arise in designing online
questionnaires.
The Interactive Marketing Research Organization
(INRO)
• A confederation of world leaders in interactive
marketing research
• Representatives from 13 Internet marketing
suppliers
•Modalis Research Technologies
•Greenfield Online
•Market Facts
• Will discuss spamming and misuse
The Choice of Particular
Survey Methods
Learning Objectives
To gain insight into the factors that
determine the choice of survey
methods.
Sampling Precision
Budget Available
The Need to Expose Respondents to Various Stimuli
Quality of Data Required
Length of Questionnaire
Necessity of Having Respondent Perform Certain
Specialized Tasks
• Incidence Rate:
• Degree of Structure of the Questionnaire
The Interviewer
Learning Objectives
To gain insight into the factors that
determine the choice of survey
methods.
• The person doing the interviewing
• Low pay, minimal fringe benefits
• Job briefing or training session
• The main interface with consumers
Learning Objectives
SUMMARY
• Popularity of Surveys
• Types Of Error
• Types Of Surveys
• The Internet Has Changed Survey Research
• Methods of Conducting Internet Surveys
• The Choice of Particular Survey Methods
• The Interviewer
Learning Objectives
The End
Copyright © 2002 South-Western/Thomson Learning