Survey Research:
The Profound Impact
of the Internet
Chapter Five
Copyright © 2004
2006
John Wiley & Sons, Inc.
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.
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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.
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Popularity of Survey
Research
To understand the reasons
for the popularity of surveys.
• 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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Exhibit 5.1
Types of Survey Error
Total
survey
error
Systematic
error
Random
sampling
error
Measuremen
t error
Processing
error
Surrogate
informatio
n error
Sample
design
error
Selection
error
Frame
error
Interviewer
error
Response
error
Nonrespons
e bias
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Instrument
bias
Population
specification
error
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Types Of Error in
Survey Research
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
• Cannot be eliminated but can be reduced by
increasing sample size
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Types Of Error in
Survey Research
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)
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Types Of Error in
Survey Research
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
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Types Of Error in
Survey Research
To learn about the types of
error in survey research.
– Measurement Error
• Variation between the true value and the
information actually obtained
–
–
–
–
–
–
–
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Surrogate Information Error
Interview Error or Interviewer Bias
Measurement Instrument Bias
Processing Error
Nonresponse Bias
Refusal Rate
Response Bias
» Deliberate falsification
» Unconscious misrepresentation
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Types Of Surveys
To learn about the
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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Types Of Surveys
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
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Types Of Surveys
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
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Types Of Surveys
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
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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
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To learn about the
types of surveys.
• 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
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Survey Research
on the Internet
To understand the advantages and
disadvantages of online surveys
• 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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Survey Research
on the Internet
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
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Survey Research
on the Internet
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
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Survey Research
on the Internet
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
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Survey Research
on the Internet
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
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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
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To learn about recruiting sources
for online surveys
• Construction Advisory
Boards
• Physicians Advisory
Council
• Medical Advisory Board
– Strategic platforms for
Proprietary research
•
•
•
•
•
•
CopyTrack
CopyTest
Conceptor
PromotionTest
PackageTest
NameScreen
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Survey Research
on the Internet
To learn about recruiting sources
for online surveys
– Panel Management
– Advantages of Online Panels
– Disadvantages of Online Panels
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Survey Research
on the Internet
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
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Survey Research
on the Internet
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
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Determination of the
Survey Methods
•
•
•
•
To gain insight into the factors that
determine the choice of 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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SUMMARY
–
–
–
–
–
Popularity of Survey Research
Types of Error in Survey Research
Types of Surveys
Survey Research on the Internet
Determination of the Survey Method
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The End
Copyright © 2006 John Wiley & Son, Inc
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