Ch9BriefOutline - CHAPTER 9 Survey Research Overview Brief...

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CHAPTER 9 – Survey Research Overview – Brief Outline Zikmund Chapter Content Nature of surveys – objectives, advantages and disadvantages Errors in Survey Research – two broad types – random sampling error and systematic error Random Sampling Error – unavoidable but can be estimated Systematic Error – two classifications—respondent error and administrative error Respondent Error – various types of respondent error Administrative Error – various types of administrative error Classification of Survey Research Methods – structural and temporal distinctions Total Quality Management – uses of surveys in TQM programs Nature of Surveys - Terminology Surveys ask respondents for information—primary data—using verbal or written questionnaires administered face-to-face, by mail, or other media. Survey – a research method in which information is gathered from a representative sample of people, communicating with them by means of a questionnaire or interview. Sample survey – formal term for survey—indicates that the purpose is to get a representative sample of the target population. Respondent – a person who answers an interviewer’s questions or provides answers to written questions in a self-administered survey. Primary data – data gathered and assembled specifically for the research project at hand. Survey objectives – most surveys are descriptive research—to describe what’s happening or to learn the reasons for something—to identify the characteristics of a particular group, measure attitudes, describe behavior patterns, etc. Advantages of surveys Flexibility – surveys are easily adaptable to a wide range of research objectives— demographics, consumer preferences, attitudes, intentions, and so on Accuracy – well constructed questionnaires and carefully selected samples yield generally small margins of error Cost – depending upon the method used, surveys can be relatively inexpensive compared with other types of research Efficiency – compared with other types of research, surveys can gather huge amounts of data in a relatively short period of time Speed – surveys take relatively little time to collect data Disadvantages of surveys Bias – faulty sampling procedures can skew the data and produce inaccurate results o Example – the Literary Digest poll in 1936 contacted only voters who had telephones and failed in predicting the outcome of the presidential election Untrained interviewers – inadequate selection and training of interviewers can lead to such sources of error as incompetence and cheating Ch9BriefOutline.doc 1
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Misinterpretation – poor results because of misinterpretation of the questions by respondents Poor questions – poorly worded questions cause loss of reliability and validity—differently worded questions mean different things to different people Error in Surveys There are two major sources of error in surveys are random
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This note was uploaded on 09/16/2008 for the course BUAD 259 taught by Professor Phares during the Spring '07 term at Mary Washington.

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Ch9BriefOutline - CHAPTER 9 Survey Research Overview Brief...

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