Survey Research Methods

Survey Research

• Survey research is a type of descriptive research used to identify characteristics of target markets, measure consumer attitudes, and gather information about activities that can improve a company's environmental impact.

Advantages of Surveys

• Survey research is quick, inexpensive, efficient, and accurate for gathering information.

Classifying Survey Research Methods

• Structured/Unstructured Questionnaires: Structured questionnaires have a limited number of allowed responses, while unstructured questionnaires allow for a wide range of answers.
• Disguised/Undisguised Questionnaires: Undisguised questionnaires assume that respondents are willing to answer, while disguised questionnaires hide the purpose of the study from the respondent.
• Temporal Classification:
  • Cross-sectional studies: Sample various population segments at a single point in time.
  • Longitudinal studies: Survey respondents at different times, allowing analysis of response continuity and changes over time.
    • Tracking studies: Use successive samples to compare trends and identify changes in variables like consumer satisfaction.
    • Consumer panels: Survey the same individuals or households over time, recording their attitudes, behaviors or purchasing habits.

Errors in Survey Research

• Random Sampling Error: Statistical fluctuations due to chance variations in selected sample elements.
• Systematic Error: Errors in the research design or execution that lead to respondent error, causing skewed results.
• Sample Bias: Samples persistently deviate from the true population value in a specific direction.

Response Bias

• Unconscious Misrepresentation: Occurs when respondents try to be truthful but are influenced by factors like question format, content, or stimuli, leading to errors in their responses.
  • Common examples include misinterpreting questions, forgetting details, unprepared responses, inability to express feelings verbally, and underreporting events.

Types of Response Bias

• Acquiescence Bias: The tendency to agree with all or most questions.
• Extremity Bias: The tendency to use extreme answers.

Advantages of Personal Interviews

• Opportunity for Feedback: Personal interviews enable clarification and adjustments to questions based on respondent feedback.
• Probing Complex Answers: Interviewers can delve deeper into complex answers with follow-up questions.
• High Participation Rates: Personal interviews generally have a higher participation rate compared to other methods.
• Use of Props and Visual Aids: Personal interviews allow for the use of props and visual aids, enhancing engagement and understanding.
• Length of the Interview: Personal interviews allow for longer interviews, covering more complex and in-depth topics.
• Completeness of the Questionnaire: The presence of an interviewer can ensure a more complete and thorough survey.

Disadvantages of Personal Interviews

• Interviewer Influence: The interviewer's presence might influence respondents' answers, introducing bias.
• Lack of Respondent Anonymity: Respondents might feel less anonymous in a personal interview, potentially affecting their honesty.
• Cost: Personal interviews are generally more expensive compared to other methods.

Door-to-Door Interviews

• Door-to-Door Interviews: Personal interviews conducted at the respondents' homes, aiming to increase participation rates.
• Callbacks: Attempts to recontact individuals in the sample who were not available initially.

Mall Intercept Personal Interviews

• Mall Intercept Interviews: Personal interviews conducted in shopping malls, typically intercepting shoppers at a central point or entrance.

Telephone Interviews

• Telephone interviews are personal interviews conducted by phone.
• The "no-call" legislation has significantly impacted the effectiveness and usage of telephone interviews.

Self-Administered Questionnaires

• Response Rate: The number of completed questionnaires divided by the total number of eligible individuals invited to participate.

Increasing Response Rates for Mail Surveys

• Enhancing response rates in mail surveys can be achieved through techniques like:
  • Cover letter: Include a personalized cover letter highlighting the importance of the survey.
  • Incentives: Offer monetary or non-monetary incentives for participation.
  • Interesting questions: Design the survey with compelling and engaging questions.
  • Follow-ups: Send follow-up reminders to non-respondents.
  • Advance notification: Inform respondents beforehand about the upcoming survey.
  • Survey sponsorship: Clearly state the survey's sponsor and objective.
  • Other techniques: Use techniques like appealing visuals or formatting to increase engagement.
  • Keying mail questionnaires: Keying mail questionnaires with unique codes allows tracking and analysis of responses.

E-Mail Surveys

• E-mail surveys are distributed through electronic mail.
• Common methods include:
  • Including the questionnaire within the email body.
  • Attaching the questionnaire.
  • Providing a hyperlink to the survey within the email.
• Advantages of E-mail Surveys:
  • Fast distribution.
  • Lower distribution and processing costs.
  • Faster turnaround time for data collection.
  • More flexibility in design and implementation.
  • Less handling of paper questionnaires.
• Disadvantage:
  • Not all email systems have the same capabilities, potentially affecting survey accessibility.

Internet Surveys

• Internet surveys are self-administered questionnaires posted on websites.
• Respondents provide answers online by highlighting phrases, clicking icons, or entering text.

Pretesting Survey Instruments

• Pretesting: Trials conducted with a small group of respondents to identify and address design flaws in the survey instrument, ensuring survey quality.
• Basic Pretesting Methods:
  • Review the questionnaire with research professionals for feedback.
  • Have clients or research managers review the questionnaire.
  • Collect data from a small sample of respondents to evaluate the instrument's clarity, comprehensiveness, and understandability.

Observation in Business Research

• Observation: The systematic process of recording actual behavioral patterns of people, objects, and events as they occur.
• Visible Observation: The observer's presence is known to the subject.
• Hidden Observation: The subject is unaware that they are being observed.
• Advantages of observation over surveying:
  • Observation provides data less prone to distortions, inaccuracies, or response bias.

Explore the various methods of survey research including different types of questionnaires and their classifications. This quiz will help you understand the advantages of surveys and how they can effectively gather consumer insights. Test your knowledge on structured vs unstructured and disguised vs undisguised surveys.