Upon completion of this lesson, the successful participant will be able: To understand the reasons for the popularity of survey research, to learn the types of error in survey research, to learn about the types of surveys, to understand the advantages and disadvantage of online surveys,... Inviting you refer.
Trang 1Learning Objectives
Copyright © 2004 John Wiley & Sons, Inc.
Survey Research: The Profound
Impact of the Internet
Trang 23 To learn about the types of surveys.
4 To understand the advantages and
disadvantage of online surveys.
Trang 3Learning ObjectivesLearning 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.
Trang 4Reasons for Collecting Primary Data by Survey Research
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
To understand the reasons for the popularity of surveys.
Popularity of Surveys
Trang 5Learning Objectives
Selection error
Frame error
Interviewe
r error
Surrogate informatio
n error
Random sampling error
Population specification error
Sample design error
Systematic error
Table 5.1
Types of
Survey Error
Total survey error
Measuremen
t error
Trang 6Sampling 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
To learn about the types of error in survey research.
Types Of Error
Trang 7Learning Objectives
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
To learn about the types of error in survey research.
Types Of Error
Trang 8Surrogate 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
To learn about the types of error in survey research.
Types Of Error
Trang 10• Shoppers intercepted in public areas
To learn about the types of surveys.
Types Of Surveys
Trang 11Learning Objectives
• Telephone Interviewing
– Advantages
– Disadvantages
– Central-Location Telephone Interviewing
– Conducted from a facility
• Completely Automated Telephone Surveys
– Use interactive voice response (IVR) technology reads the questions and keys responses
– Open-ended responses are recorded on tape
– Outbound CATS
– InBound CATS
Types Of Surveys To learn about the types of
surveys.
Trang 12To describe the types of surveys.
– Point-of-service Touch Screen
• Kiosks with touch screen monitors
Trang 13Learning Objectives
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
To understand the advantages and disadvantages of online surveys
Survey Research
on the Internet
Trang 14Disadvantages of Online Surveys
• Internet users are not representative of the population
as a whole
• Security and privacy on the Internet
• Unrestricted Internet sample
disadvantages of online surveys.
Survey Research
On the Internet
Trang 15Learning Objectives
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
To gain insight into the ways online surveys can be conducted.
Methods of Conducting
Internet Surveys
Trang 16Survey Design Web Sites
• Allows the research to design a survey online without loading design software
To gain insight into the ways online surveys can be conducted.
Methods of Conducting
Internet Surveys
Trang 17Learning Objectives
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
To understand the advantages and disadvantages of online surveys.
The Internet Has Changed
Survey Research
Trang 18Recruiting 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
Trang 19• Will discuss spamming and misuse
To recognize the special issues that arise in designing online
questionnaires.
Methods of Conducting
Internet Surveys
Trang 20Sampling Precision
Budget Available
Requirements for Respondents Reaction
Quality of Data Required
Length of Questionnaire
Incidence Rate
Structure of the Questionnaire
Time Available to Complete the Survey
To gain insight into the factors that determine the choice of survey methods.
The Choice of Particular
Survey Methods
Trang 21Learning Objectives
• Popularity of Surveys
• Types Of Error
• Types Of Surveys
• The Internet Has Changed Survey Research
• The Choice of Particular Survey Methods
• Methods of Conducting Internet Surveys
• The Interviewer
SUMMARY
Trang 22The End
Copyright © 2004, John Wiley & Sons, Inc.