Ch.7 - Chapter 7: Survey Case 1 Opinions can vary based on...

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Chapter 7: Survey
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8/15/11 Case 1 Opinions can vary based on the wording of survey questions. Example: “Should the National Security Agency be allowed to intercept telephone conversations between terrorism suspects in other countries and people living in the United States without getting a court order allowing it to do so?” (two-thirds said yes) “Should the National Security Agency be allowed to intercept telephone conversations between U.S. citizens living in the United States and suspected terrorists living in other
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8/15/11 Case 2 Even people’ willingness to respond varies! Example: e-mail invitations which address students as either “Dear student” or by first and last name. Dear student Dear Sarah or Dear Matt Result: Students invited by name were significantly more likely to visit the website and log in to take the survey. However addressing respondents by their names is usually considered as less confidential.
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8/15/11 Survey Research 4 7– Respondents People who verbally answer an interviewer’s questions or provide answers to written questions. Survey A method of collecting primary data in which information is gathered by communicating with a representative sample of people. Sample Survey A survey that emphasizes contacting respondents who are a representative sample of the target population.
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8/15/11 The Types of Information 5 7– Survey Objectives Surveys attempt to describe what is happening, what people believe, what they are like, or to learn the reasons for a particular marketing activity. Survey research is descriptive research: Identifying characteristics of target markets Measuring consumer attitudes Describing consumer purchasing patterns Surveys can be both quantitative and qualitative.
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8/15/11 Advantages and Disadvantages 6 7– Advantages of Surveys Gathering information via surveys is: Quick Inexpensive Efficient Accurate Disadvantages Potential Problems Poor design Improper execution
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8/15/11 Primary Goal of Survey Research 7 7– Minimize Errors!!! This is a primary goal of all research, and many of the ideas in this lecture can be applied to both observation studies and experiments.
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8/15/11 Survey Error Systematic Error (bias) (aka non-sampling error) Random Sampling Error Total Survey Error
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8/15/11 Sources of Errors in Surveys 9 7– Random Sampling Error A statistical fluctuation that occurs because of chance variation in the elements selected for a sample. Systematic Error (non-sampling 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.
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Survey Error Systematic error (bias) Random Sampling Error: Statistical fluctuation in results due to chance variation in elements selected for the sample . Total Survey Error
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Ch.7 - Chapter 7: Survey Case 1 Opinions can vary based on...

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