Business
Research Methods
Errors In Survey Research
Surveys
Surveys ask respondents for information
using verbal or written questioning
Tree Diagram of Total Survey Error
Random sampling
error
Total
error
Systematic
error (bias)
Random Sampling Error
• Even though a representative sample is
selected there is always a deviation between
true population value & sample value
• 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
Tree Diagram of Total Survey Error
Administrative
error
Systematic
error (bias)
Respondent
error
Respondent Error
• Errors observed on respondents’ side
• It is difficult to get respondents ’cooperation
in getting answers that contain correct
information
• Two common types of respondent’ errors are
- Non- Response Error
- Response Bias
Tree Diagram of Total Survey Error
Nonresponse
error
Respondent
error
Response
bias
Non response Error
• Nonrespondents - people who refuse to
cooperate
--Not-at-homes
--Refusals due to fear or personal preference
Response Bias
• A bias that occurs when respondents
tend to answer questions with a certain
slant that consciously or unconsciously
misrepresents the truth
Tree Diagram of Total Survey Error
Deliberate
falsification
Response
bias
Unconscious
misrepresentation
Deliberate Falsification
• People knowingly misrepresent or give false
answers when they are not certain about facts
- Providing information by recall
- For assuming a safe situation
-To conceal personal information
Unconscious Misrepresentation
• People give wrong information due to ignorance
-Misunderstanding a question
-Prior inexperience to a subject
Factors for Misrepresentation
• Misrepresentation of answers either deliberately or
unconsciously could be due to a number of factors
• Factors are results of various biases in the nature
of respondents
Types of Response Biases
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
while some tend to give neutral answers
Interviewer Bias
• A response bias that occurs because the
presence of the interviewer influences
answers. Facial expression, age, gender,
tone, etc of the interviewer may play a role
in inducing interviewer
bias
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. Information about educational
qualification or income might be overstated
to gain prestige
Tree Diagram of Total Survey Error
Administrative
error
Systematic
error (bias)
Respondent
error
Administrative Error
• Improper administration of the research task
• Caused due to sample design error or other
factors on personal front
• Confusion
• Neglect
• Omission
Tree Diagram of Total Survey Error
Data processing error
Sample selection error
Interviewer error
Interviewer cheating
Administrative Error
• Sample selection error -improper sample design or
sampling procedure execution.
Mall intercept interviewers selecting only neatly
dressed customers or only families with children
----Sample Frame error –frame is list of population
units for sample selection. Error occurs if list does
not match with target population (Incomplete list)
---Population Specification Error- Population itself
defined incorrectly .To estimate market potential
for electronic cars selecting population of only
small car users
Administrative Error
• Interviewer cheating - filling in fake
answers or falsifying interviewers
• Interviewer error - field mistakes committed
by interviewer while administering
questionnaire or recording responses
• Data processing error - incorrect data entry,
computer programming, or other procedural
errors during the analysis stage.
Tree Diagram of Total Survey Error
Tree Diagram of Total Survey Error
Random sampling
error
Total
error
Systematic
error (bias)
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
Tree Diagram of Total Survey Error
Deliberate
falsification
Response
bias
Unconscious
misrepresentation
Types of Response Biases
Acquiescence bias
Extremity bias
Interviewer bias
Auspices bias
Social desirability bias
Tree Diagram of Total Survey Error
Administrative
error
Systematic
error (bias)
Respondent
error
Tree Diagram of Total Survey Error
Data processing error
Sample selection error
Interviewer error
Interviewer cheating