Chapter 6- Traditional Survey Research

Question 1

The need to know why

Answer 1

there is a critical need to know about why ppl do something; we don’t mean to imply that surveys can prove causation, only that they can be used to develop some idea of the casual forces at work

Question 2

The need to know how

Answer 2

the researcher often finds it necessary to understand the process consumer go through before taking some action;

Question 3

The need to know who

Answer 3

the researcher needs to know who the person is and who played an influencing role in the decision making process, from a demographic or lifestyle perspective

Question 4

Random error

Answer 4

Error that results from chance variation (the diff btwn the sample calue and the true value of pop. mean)

Fix: increasing sample size

Question 5

Systematic Error, or bias

Answer 5

error that results from problems or flaws in the execution of the research design; sometimes called nonsampling error

Fix: minimizing sample size and measurement errors

Question 6

Sample design error

Answer 6

a systematic error that results from a problem in the sample design or sampling procedures; types of sample design errors include frame errors, population specification errors, and selection errors

Question 7

Frame error

Answer 7

error resulting from an inaccurate or incomplete sampling frame

Fix: getting the best sampling frame possible and doing preliminary quality control checks to evaluate the accuracy and completeness of the fame

Question 8

Population Specification Error

Answer 8

results from an incorrect definition of the population or universe from which the sample is to be selected ie. sample of 35 yr. olds when it should have been 20 yr. olds

Fix: can be reduced only by more careful consideration and definition of the population issue

Question 9

Selection Error

Answer 9

occurs when sampling procedures are incomplete or improper or when appropriate selection procedures are not properly followed

Fix: minimized it by developing selection procedures that will ensure randomness and by developing quality control checks to make sure that these procedures are followed in the field

Question 10

Measurement Error

Answer 10

occurs when there is variation between the information being sought (true value) and the information actually obtained by the measurement process

Question 11

Surrogate Information Error

Answer 11

occurs when there is a discrepancy btwn the information actually required to solve a problem and the info being sought by the researcher

Fix: paying more careful attention to specification of the types of information required to fulfill the objectives of the research

Question 12

Interviewer Error / Interviewer Bias

Answer 12

results from the interviewer’s influencing a respondent–consciously or unconsciously–to give untrue or inaccurate answers; caused by the selection/training of interviewers to follow instructions

Fix: careful interviewer selection and training; in addition, quality control checks should involve unobtrusive monitoring of interviewers to ascertain whether they are following prescribed guidelines

Question 13

Measurement Instrument Bias (questionnaire bias)

Answer 13

results from problems with measurement instrument or questionnaire

Fix: careful questionnaire design and pretesting

Question 14

Input error

Answer 14

results from the incorrect input of information into a computer file or database

Fix: use software checks to find illogical response patterns or improperly scanned machine-scored questionnaires

Question 15

Nonresponse Bias

Answer 15

error that results from a systematic difference between those who do and those who do not respond to a measurement instrument

Fix: doing everything possible to encourage those chosen for the sample to respond (ie. shortening the questionnaire, making it more respondent friendly, providing incentives, etc. )

Question 16

Response Bias

Answer 16

results from the tendency of ppl to answer a question incorrectly through either deliberate falsification or unconscious misrepresentation

Fix: paying special attention to questionnaire design, in particular questions that are hard to answer, might make the respondent look uninformed, or deal with sensitive issues should be modified

Question 17

What are the 6 types of surveys?

Answer 17

• door to door interviews
• executive interviews
• mall-intercept interviews
• telephone interviews
• self-administered questionnaires
• mail surveys

Question 18

Door-to-door interviews

Answer 18

interviews conducted face-to-face with consumers in their homes

Question 19

Executive interviews

Answer 19

industrial equivalent of door-to-door interviewing

Question 20

Mall intercept interviews

Answer 20

interviews conducted by intercepting mall shoppers (or shoppers in other high traffic locations) and interviewing them fact to face

Question 21

Telephone interviews/ call center telephone interviews & computer-assisted telephone interviews (CATI)

Answer 21

interviews conducted by calling respondents from a centrally located marketing research facility; call center telephone interviews in which interviewers enter respondents’ answers directly into a computer

Question 22

Self-Administered Questionnaires

Answer 22

Questionnaires filled out by respondents with no interviewer present

Question 23

Mail Surveys

Answer 23

ad hoc- questionnaires sent to selected names and addresses without prior contact by the researcher; sometimes called one-shot mail surveys; mail panels- pre-contacted and prescreened participants who are periodically sent questionnaires

Question 24

Factors that Determine the Selection of a Particular Survey Method

Answer 24

Sampling precision

Budget

Need to expose respondent to various stimuli & have respondent perform specialized tasks

Quality of data required

Length of Questionnaire

Incidence Rate

Degree of Structure of Questionnaire

Time available to complete survey

Question 25

Sampling precision

Answer 25

If the need for accuracy in the study results is not great, less rigorous and less expensive sampling procedures may be appropriate

Question 26

Budget

Answer 26

It is imp. to determine how accurate the results of the study need to be

Question 27

Need to expose respondent to various stimuli & have respondent perform specialized tasks

Answer 27

Taste tests and prototype usage tests usually require face-to-face contact. Card sorts, certain visual scaling methods, and the like require either face-to-face contact or the Internet

Question 28

Quality of data required

Answer 28

It is imp. to determine how accurate the results of the study need to be

Question 29

Length of questionnaire

Answer 29

Long questionnaires are difficult to do by mail, over the phone, or in a mail

Question 30

Incidence Rate

Answer 30

Are you looking for ppl who make up 1 percent of the total population or 50 % of the population? If you are looking for a needle in a haystack, you need an inexpensive way to find it. The internet is probably the best source

Question 31

Degree of Structure of Questionnaire

Answer 31

Highly unstructured questionnaires, such as IDI, may require data collection by personal interview

Question 32

Time available to complete survey

Answer 32

There might not be to wait for responses via snail-mail. The internet is the fastest way to go

Question 33

S/W of mall-intercept interview

Answer 33

S: interviewer can show, explain, and probe
W: many distractions are inherent in the mall environ., the respondent may be in a hurry, not in frame of mind to answer questions; there is more chance for interviewer bias; nonprobability sampling problems arise

Question 34

S/W of call center telephone interview

Answer 34

S: supervisor can monitor the interviewing process easily; excellent samples can be obtained; interviewer can explain and probe

W: Respondent may be distracted by things going on at their location; problems arise in long interviews and interviews with many open-ended questions. Many refuse to participate

Question 35

S/W of Self-administered questionnaire

Answer 35

S: interviewer and associated biases are eliminated; respondent can complete the questionnaire when convenient; respondent can look up information and work at own pace

W: there is no interviewer to show, explain, or probe; sample may or may poor because of nonresponse; who actually completes the questionnaire cannot be controlled

Question 36

S/W of Mail Survey

Answer 36

S: same strengths as for self-administered method

W: Same weaknesses as for self-administered questionnaire; sample quality is better with mail panel