Business

Research Methods

William G. Zikmund

Chapter 9:
Survey Research
Surveys
Surveys ask respondents for information
using verbal or written questioning

Respondents
Respondents are a
representative
sample of people

Gathering Information via
Surveys
Quick
Inexpensive
Efficient
Accurate
Flexible
Problems
Poor Design
Improper Execution
Total
error
Systematic
error (bias)
Random sampling
error
Tree Diagram of Total Survey Error
Random Sampling Error
A statistical fluctuation that occurs because
of change 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
Systematic
error (bias)
Administrative
error
Respondent
error
Tree Diagram of Total Survey Error
Sample Bias
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
Respondent
error
Nonresponse
error
Response
bias
Tree Diagram of Total Survey Error
Respondent Error
A classification of sample bias resulting
from some respondent action or inaction
Nonresponse bias
Response bias
Nonresponse Error
Nonrespondents - people who refuse to
cooperate
Not-at-homes
Self-selection bias
Over-represents extreme positions
Under-represents indifference
Response
bias
Unconscious
misrepresentation
Deliberate
falsification
Tree Diagram of Total Survey Error
Response Bias
A bias that occurs when respondents
tend to answer questions with a certain
slant that consciously or unconsciously
misrepresents the truth
Acquiescence bias
Extremity bias
Interviewer bias
Auspices bias
Social desirability bias
Tree Diagram of Total Survey Error
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.
Systematic
error (bias)
Administrative
error
Respondent
error
Tree Diagram of Total Survey Error
Administrative Error
Improper administration of the research task
Blunders
Confusion
Neglect
Omission
Data processing error
Sample selection error
Interviewer error
Interviewer cheating
Tree Diagram of Total Survey Error
Administrative Error
Interviewer cheating - filling in fake
answers or falsifying interviewers
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


METHOD
OF
COMMUNICATION
STRUCTURED
AND DISQUISED
QUESTIONS
TEMPORAL
CLASSIFICATIONS
CLASSIFYING
SURVEY
RESEARCH
METHODS
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

Commitment
and
Exploration
Bench-
marking
Initial
quality
improve-
ment
Continuous
Quality
Improvement
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 purposeto 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