CH 7 MKT 441
interviewer error
mistakes made by interviewers failing to record survey responses correctly.
Misunderstanding the question Cultural overstatement ("Definitely would buy") Unable to recall details Unprepared response to an unexpected question Inability to translate feelings into words After-event underreporting
sources of misrepresentation
respondent error administrative error
systematic errors arise from two general categorizes
acquiescence bias
tendency to agree with all or most questions
Non response error Response bias
two main types of respondent errors
data-processing error sample selection error interviewer error interviewer cheating
types of administrative error
acquiescence bias extremity bias interviewer bias social desirability bias
4 types of response bias
self-selection bias
A bias that occurs because people who feel strongly about a subject are more likely to respond to survey questions than people who feel indifferent about it.
Survey
A method of collecting primary data in which information is gathered by communicating with a representative sample of people.
sample bias
A persistent tendency for the results of a sample to deviate in one direction from the true value of the population parameter
internet survey
A self-administered questionnaire posted on a Web site.
random sampling error
A statistical fluctuation that occurs because of chance variation in the elements selected for a sample
systematic error
Error resulting from some imperfect aspect of the research design that causes respondent error or from a mistake in the execution of the research
administrative error
Errors in research task results due to the improper administration or execution of the research task
respondent error
Errors that are a result of respondents not cooperating and/or not giving truthful answers
deliberate falsification
Misrepresent answers to appear intelligent Conceal personal information (i.e. age or income) Avoid embarrassment
response bias
Occurs when respondents either consciously or unconsciously answer questions with a certain slant that misrepresents the truth
Non response error
People who are not contacted or who refuse to cooperate in the research
refusals
People who are unwilling to participate in a research project.
Respondents
People who verbally answer an interviewer's questions or provide answers to written questions
response rate
The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey
interviewer bias
The presence of the interviewer influences respondents' answers.
extremity bias
The tendency of some Individuals to use extremes when responding to questions
high participation opportunity for feedback probing complex answers length of interview completeness of questionnaire props and visual aids
adv of personal interviews
Quick Inexpensive Efficient Accurate Can apply straightforward statistical tools to analyze data Flexible
adv of surveys
central location interviewing
allows firms to hire a staff of professional interviewers and to supervise and control the quality of interviewing more effectively
Speed of distribution Lower distribution and processing costs Faster turnaround time More flexibility Less handling of paper questionnaires
benefits of email surveys
random sampling error
can't be eliminated, but can be reduced by increasing the sample size
administrative error
carelessness, confusion, neglect, omissions, or some other blunder
interviewer influence lack of anonymity of respondent cost
disadv of personal interviews
Results are no better than the quality of the sample and answers obtained Errors lead to misleading results
disadv of surveys
Persons who will complete questionnaires versus those persons who will not Person filling out survey is not the intended subject.
factors the bias the response rate
interviewer cheating
filling in fake answers or falsifying questionnaires by an interviewer.
personal interview
form of direct communication in which an interviewer asks respondents questions face-to-face
cover letter money keep it short Interesting questions Follow-ups Advance notification Survey sponsorship Good/ accurate mailing list
how to increase the response rates for mail surveys
sample selection error
improper sample design or sampling procedure execution.
data-processing error
incorrect data entry, incorrect computer programming, or other procedural errors during data analysis.
Sample Survey
A survey that emphasizes contacting respondents who are a representative sample of the target population.
call backs
Attempts to recontact individuals selected for a sample who were not available initially
social desirability bias
Bias in responses caused by respondents' desire, either conscious or unconscious, to gain prestige or appear in a different social role
sample bias
Systematic error can result in
Surveys attempt to describe what is happening or to learn the reasons for a particular marketing activity
What is the objective of a sruvey
unconscious misrepresentation
When a respondent is consciously trying to be truthful and cooperative, response bias can arise from the question format, the question content, or some other stimulus that affects their response to a question.
no contacts
people who are not at home or who are otherwise inaccessible on the first and second contact
click rate
portion of potential respondents exposed to a hyperlink to a survey who actually click thru to view the questionnaire
Anonymity of respondents creating response bias Capacity of e-mail systems and computers Computer skills/competencies of respondents
potential problems of email surveys
not all individuals have internet access respondents may lack powerful computers with high speed internet computer skills may be unsophisticated
problems with internet surveys
-is the assistance of an interviewer necessary? how large is the budget? - are respondents interested in what is being investigated? will cooperation be easily attained? how quickly is the info needed? will the study require a long and complex questionnarie?
questions to answer in selecting the appropriate survey research technique
population parameter
refers to some true value of a phenomenon within a population
