Ch9: SURVEY RESEARCH: AN OVERVIEW

Question 1

Survey - An Intoduction

Answer 1

The purpose of survey research is to collect primary data—data gathered and assembled specifically for the project at hand.

Respondents:
People who verbally answer an interviewer’s questions or provide answers to written questions.

Sample survey:
A more formal term for a survey

Question 2

Advantages of Survey

1-3

Answer 2

1. High Representativeness - Large population
2. Low Costs - pay for the production of survey questionnaires
3. Convenient Data Gathering - can simply be sent via e-mail or fax, or can be administered through the Internet

Question 3

Advantages of Survey

4-6

Answer 3

4. Good Statistical Significance - Multiple variables can also be effectively analyzed
5. Little or No Observer Subjectivity - researcher’s own biases are eliminated
6. Precise Results - As questions in the survey should undergo careful scrutiny and standardization, they provide uniform definitions to all the subjects who are to answer the questionnaires. Thus, there is a greater precision in terms of measuring the data gathered.

Question 4

List Main Two Error in survey research

Answer 4

1. Random Sampling Error
   a. Respondent error
   i. Non response error
   ii. Response bias
   ii(a) Deliberate falsification
   ii(b) Unconscious misrepresentation
2. Systematic error (bias)
   a. Administrative error
   i. Data processing error
   ii. Sample selection error
   iii. Interviewer error
   iv. Interviewer cheating

Question 5

List Random Sampling Error

Answer 5

a. Respondent error
i. Non response error
ii. Response bias
ii(a) Deliberate falsification
ii(b) Unconscious misrepresentation

Question 6

List Systematic error (bias)

Answer 6

a. Administrative error
i. Data processing error
ii. Sample selection error
iii. Interviewer error
iv. Interviewer cheating

Question 7

List Types of Response Bias

Answer 7

1. Acquiescence Bias
2. Extremity Bias
3. Interviewer Bias
4. Social Desirability Bias

Question 8

Random Sampling Error

Answer 8

A statistical fluctuation that occurs because of chance variation in the elements selected for a sample.

Even with technically proper random probability samples, however, statistical errors will occur because of chance variation in the elements selected for the sample.

Question 9

Systematic Error

Answer 9

Error resulting from some imperfect aspect of the research design that causes respondent error or from a mistake in the execution of the research.

Question 10

Systematic Error

Sample Bias

Answer 10

A persistent tendency for the results of a sample to deviate in one direction from the true value of the population parameter.

Question 11

Respondent Error

Answer 11

Surveys ask people for answers. If people cooperate and give truthful answers, a survey will likely accomplish its goal. If these conditions are not met, nonresponse error or response bias, the two major categories of respondent error, may cause sample bias.

Question 12

NONRESPONSE ERROR

Answer 12

The statistical differences between a survey that includes only those who responded and a perfect survey that would also include those who failed to respond.

Few surveys have 100 percent response rates. In fact, surveys with relatively low response rates may still accurately reflect the population of interest. However, a researcher who obtains a 1 percent response to a five-page e-mail questionnaire concerning various brands of spark plugs may face a

Question 13

RESPONSE BIAS

Answer 13

A response bias occurs when respondents tend to answer questions with a certain slant. People may consciously or unconsciously misrepresent the truth.

Question 14

Deliberate Falsification

Answer 14

Occasionally people deliberately give false answers. It is difficult to assess why people knowingly misrepresent answers. A response bias may occur when people misrepresent answers to appear intelligent, conceal personal information, avoid embarrassment, and so on. For example, respondents may be able to remember the total amount of money spent grocery shopping, but they may forget the exact prices of individual items that they purchased.

Question 15

Unconscious Misrepresentation

Answer 15

Even 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. For example, bias can be introduced by the situation in which the survey is administered.

Question 16

Acquiescence Bias

Answer 16

A tendency for respondents to agree with all or most questions asked of them in a survey

Question 17

Extremity Bias

Answer 17

A category of response bias that results because some individuals tend to use extremes when responding to questions.

Question 18

Interviewer Bias

Answer 18

A response bias that occurs because the presence of the interviewer influences respondents’ answers.

Question 19

Social Desirability Bias

Answer 19

Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role

Question 20

Administrative Error

Answer 20

The result of improper administration or execution of the research task is called an administrative error.

Question 21

DATAPROCESSING ERROR

Answer 21

Processing data by computer, like any arithmetic or procedural process, is subject to error because data must be edited, coded, and entered into the computer by people.

Question 22

SAMPLE SELECTION ERROR

Answer 22

Many kinds of error involve failure to select a representative sample. Sample selection error is systematic error that results in an unrepresentative sample because of an error in either the sample design or the execution of the sampling procedure.

Question 23

INTERVIEWER ERROR

Answer 23

Interviewer error is introduced when interviewers record answers but check the wrong response or are unable to write
fast enough to record answers verbatim. Also, selective perception may cause interviewers to misrecord data that do not support their
own attitudes and opinions

Question 24

INTERVIEWER CHEATING

Answer 24

Interviewer cheating occurs when an interviewer falsifies entire questionnaires or fills in answers to questions that have been intentionally skipped. Some interviewers cheat to finish an interview as quickly as possible or to avoid questions about sensitive topics. Often interviewers are paid by the completed survey, so you can see the motivation to complete a survey that is left with some questions unanswered.

Question 25

INTERVIEWER ERROR

Answer 25

Interviewer error is introduced when interviewers record answers but check the wrong response or are unable to write
fast enough to record answers verbatim. Also, selective perception may cause interviewers to misrecord data that do not support their
own attitudes and opinions

Question 26

INTERVIEWER CHEATING

Answer 26

Interviewer cheating occurs when an interviewer falsifies entire questionnaires or fills in answers to questions that have been intentionally skipped. Some interviewers cheat to finish an interview as quickly as possible or to avoid questions about sensitive topics. Often interviewers are paid by the completed survey, so you can see the motivation to complete a survey that is left with some questions unanswered.