BRM CH 09

9
Survey Research:
An Overview
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Survey Research
Respondents
People who verbally answer an interviewers
questions or provide answers to written
questions.
Sample Survey
A survey that emphasizes contacting
respondents who are a representative
sample of the target population.
Advantages
Quick
Inexpensive
Efficient
2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted92
to a publicly accessible website, in
Errors in Survey Research

Random Sampling Error
Respondents are not selected randomly
Chances of selection vary across
respondents.
1969 Vietnam Draft Lottery
Sample Bias
A persistent tendency for the results of
a sample to deviate in one direction
from the true value of the population
parameter.
EXHIBIT 9.1
Categories of Survey Errors
Respondent Error
Sample bias resulting from
respondent side
Nonresponse Error
No contacts: people who are not at
home or who are otherwise
inaccessible on the first and second
contact.
Refusals: People who are unwilling
to participate in a research project.
Self-Selection Bias
A bias that occurs because people who feel
strongly about a subject are more95likely to
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Overestimating Patient
Satisfaction
On satisfaction
surveys, do responses
represent a cross
section of customers?
Researchers studied
patient satisfaction
surveys and found
that more-satisfied
patients were more
likely to complete and
return the survey.
Overestimated
satisfaction.
Sample bias
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Response Bias
Deliberate Falsification
Occasionally people deliberately give false
answers.
Misrepresent answers to appear intelligent
Conceal personal information
Avoid embarrassment
Average-person hypothesis:
Individuals may prefer to be viewed as average,
so they alter their responses to conform more
closely to their perception of the average person.
Response Bias
Unconscious Misrepresentation
When a respondent is consciously trying to
be truthful and cooperative, response bias
can arise from the question format, the
question content, or some other stimulus
that affects their response to a question.
Sources of misrepresentation:
Misunderstanding the question
Unable to recall details
Unprepared response to an unexpected question
Inability to translate feelings into words
After-event underreporting
Types of Response Bias

Acquiescence Bias
A tendency to agree with all or most questions.
Extremity Bias
The tendency of some Individuals to use extremes
when responding to questions.
Interviewer Bias
The presence of the interviewer influences
respondents answers.
Social Desirability Bias

Bias in responses caused by respondents desire,
either conscious or unconscious, to gain prestige or
appear in a different social role.
Administrative Error
An error caused by the improper
administration or execution of the research
task.
Data-processing error: incorrect data entry,
incorrect computer programming, or other
procedural errors during data analysis.
Sample selection error: improper sample
design or sampling procedure execution.
Interviewer error: mistakes made by
interviewers failing to record survey responses
correctly.
Interviewer cheating: filling in fake answers or
falsifying questionnaires by an interviewer.
Classifying Survey Research

Methods
Cross-sectional study:
various segments of a population are sampled and

data are collected at a single moment in time.
Longitudinal study:
Tracking study: uses successive samples to
compare trends and identify changes in variables
such as consumer satisfaction, brand image, or
advertising awareness.
Consumer panel: a survey of the same sample of
individuals or households to record (in a diary) their
attitudes, behavior, or purchasing habits over time.
National Longitudinal Surveys (NLS) by Bureau of Labor
Statistics
EXHIBIT 9.2
Longitudinal Research from a Harris
Poll

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9

2013 Cengage Learning. All Rights

Errors in Survey Research

Categories of Survey Errors

Types of Response Bias

Social Desirability Bias

Classifying Survey Research

various segments of a population are sampled and

Longitudinal Research from a Harris

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