Chapter 8

Question 1

What is the survey method?

Answer 1

Collecting data from selected individuals via verbal or written communication.

Question 2

Define a survey

Answer 2

Structured collection of data from a sizeable population. Collecting data using questionnaires and other techniques such as structured observation and interviews.

Question 3

Name 4 characteristics of the Survey Method.

Answer 3

• Based on specific, logical & formal procedure.
• Original data
• Data obtained from sample of population.
• Quick to collect.

Question 4

What are the limitations of the survey method? Explain four of them.

Answer 4

• Cost of personal interviews is high.
• Human error
• Limited time available = lack of detail
• Lack of respondent participation.

Question 5

What are the two main types of survey errors?

Answer 5

1. Systematic errors
2. Random Sampling error

Question 6

Describe the types of systematic survey errors that can occur.

Answer 6

Systematic error can be split in 2: Measurement errors and Sample design errors.
Measurement errors: Errors that result from variation between information sought and what was obtained by measurement process.
Sample design errors: Errors that occur when the sample has been designed incorrectly.

Question 7

Explain the different sample design errors.

Answer 7

1. Frame error: Sample selected from sampling frame does not represent population correctly, due to inaccuracies within the frame itself.
2. Population specific error: Researched does not fully comprehend who should be surveyed, so population that sample is drawn from is not correctly defined.
3. Selection error: Sampling procedures are inappropriate and not in line with protocol. This leads to bias of sampling selection and impacts representativeness of survey results.

Question 8

Explain random sampling errors

Answer 8

• Errors that arise because we only survey a portion of the population.
• increasing sample size can reduce errors, but it cannot be eliminated unless the entire population is surveyed.

Question 9

What are systematic errors?

Answer 9

• Also known as non-sampling errors.
• Observation errors
• Occurs even when whole population is involved.
• Occurs during data collection process or actual design.

Question 10

Give three reasons for systematic errors:

Answer 10

1. Interviewer’s lack of insight and logic.
2. Misinterpretation of results and statistics.
3. Incorrect tabulation, coding and reporting.

Question 11

Describe what measurement errors are and explain the 4 types of measurement errors:

Answer 11

Def: Results from variations between info being sought and actually obtained by measurement process.
Types:
1. Response error: Problems on side of respondent.
2. Non-response error: Interviewees refuse to take part in survey.
3. Interviewer error: interviewer influences respondent to answer in a certain way.
4. Administrative error: Data is incorrectly captured.

Question 12

Give 4 ways to limit systematic errors:

Answer 12

1. Population is clearly defined.
2. Sample represents the population.
3. Respondents selected are available and willing to be interviewed.
4. The researcher is competent.

Question 13

Explain what personal interviews are:

Answer 13

• Face to face
• Interviewer asks respondent certain questions on specific subject.
• Extensive communication
• Large quantity & great variety of data.

Question 14

Explain door-to-door interviewing:

Answer 14

• Going to home of interviewee
• Popularity declined due to technology and security.
• Relatively expensive.
• Interviewer bias

Question 15

Explain mall-intercepts:

Answer 15

• Surveys in shopping malls.
• Reduced time & costs
• Interview refusals is high.

Question 16

Explain Executive interviewing.

Answer 16

• Office workers interviewed about industrial products/services
• Focus on organisation, not consumer.
• Relatively expensive

Question 17

Give three advantages to personal interviews:

Answer 17

1. Personal contact
2. Visual material
3. More lenient
4. Opportunity to explain
5. Literacy not essential
6. Sample more representative

Question 18

Give three disadvantages to personal interviews:

Answer 18

1. High unit cost.
2. Intensive control essential.
3. Time limit
4. Commitment of respondent.
5. Limited geographical cover.
6. Heterogeneous stimulation.

Question 19

Give three disadvantages of telephone interviews:

Answer 19

1. Limited to private telephone owners.
2. Length limit
3. No visuals
4. Commitment of respondent
5. Call screening
6. Suspicion

Question 20

Explain what postal surveys are, and how to increase its response rate.

Answer 20

Def: Posting a structured questionnaire to respondent, who fills it in & returns to researcher.
How to increase response:
- Personalise
- Contact beforehand.
- Reminders
- Rewards & incentives

Question 21

Give three advantages of postal surveys:

Answer 21

1. Low unit cost.
2. Speed
3. Processing

Question 22

Give three disadvantages of postal surveys:

Answer 22

1. Representation
2. Impersonal
3. Lack of control

Question 23

Explain cell phone interviewing and its difference from telephone interviewing:

Answer 23

Verbal interview via cellphone.
Difference:
- Call screening
- Respondent might be busy
- More expensive calls

Question 24

Give three advantages of telephone interviews:

Answer 24

1. Speed
2. Low unit cost
3. Geographical cover

Question 25

Give three disadvantages of telephone interviews:

Answer 25

1. Length limit 2. No visuals 3. Suspicion

Question 26

Explain web-based surveys

Answer 26

Computer user navigates to a particular website where questions are displayed.

Question 27

Give 4 advantages of web-based surveys:

Answer 27

1. Easy & quick delivery 2. Quick & convenient response 3. Cost effective 4. Targeted

Question 28

Give three disadvantages of web-based surveys:

Answer 28

1. Confidentiality 2. Anonymity 3. Junk mail

Question 29

Give the 9 guidelines that helps you choose the appropriate survey method:

Answer 29

1. Representativeness of the sample 2. Response rate 3. Rate of refusal 4. Anonymity 5. Use of visual techniques 6. Control 7. Financial implications 8. Target group 9. Nature of questions

Question 30

Explain the observation method:

Answer 30

Systematic observation, recording, description, analysis, and interpretation of the behavioural patterns of people, objects, and occurrences in a manner that does not involve direct communication with the respondent. (established 'what' , not 'why')

Question 31

What are the minimum requirements for observation?

Answer 31

1. Data must be accessible to observation 2.Behaviour observed must be representative, frequent or predictable. 3. Observed events must take place in a short time span.

Question 32

When should you use the observation method?

Answer 32

- When its the only method to gather accurate information. - Data accuracy vs cost - To confirm results

Question 33

Name three advantages of the observation method:

Answer 33

1. Less dependent on respondent. 2. Provides insights 3. No interviewer bias

Question 34

Name three disadvantages of the observation method:

Answer 34

1. Findings limited to observations. 2. Time consuming. 3. Ethical concerns.

Question 35

Explain structured vs. unstructured observation techniques:

Answer 35

Structured: - Hypotheses testing. - Decision making process accurately defined. Unstructured: - Problem not specifically defined. - Freedom in terms of what to observe and how to record.

Question 36

Explain Disguised vs. non-disguised observation techniques:

Answer 36

Disguised: Observed object not aware of observation. Non-disguised: Observed object is aware of observation.

Question 37

Explain direct vs. indirect observation techniques:

Answer 37

Direct: - Objects actions directly observed and immediately noted. Indirect: - Evidence of past situations is observed.

Question 38

Explain Natural vs. Controlled observation techniques:

Answer 38

Natural: - Observation in natural environment where behaviour is performed and observed. Controlled: - Observation in controlled (artificial) environment or lab.

Question 39

Explain human vs. mechanical observation:

Answer 39

Human: - One/more observers personally observe event and note actions. Mechanical: - Mechanical device replaces human observer. - more accurate & objective - Reduces observation cost.

Question 40

Explain the experimental method:

Answer 40

- Data collected via surveys or observation - Natural or artificial setting - Effective for cause- and effect relationships - Realistic: Permits market testing and imitates a real market situation. - Expensive and can be sabotaged.

Question 41

Define Experimentation:

Answer 41

Research investigation in which conditions are controlled so that a independent variable can be manipulated to test a hypothesis about a dependent variable. Researcher determines influence of independent variable (e.g. price) on dependent variable (e.g. sales). Independent variable is varied/manipulated and the effect on the dependent variable is measured. Simultaneously, the effect of other independent variables and extraneous variables are controlled.

Question 42

Name and explain the three types of variables:

Answer 42

1. Independent variable: A variable that is systematically controlled or manipulated in an experiment by the researcher. It is believed to predict or cause change in a dependent variable. Its values are independent of changes in other variables. 2. Dependent variables: Observed variable in study whos changed are determined by the presence or degree of one or more independent variables. Its value changes as the independent variable is changed. 3. Extraneous variables: It includes all factors, except the treatments, that influence the dependent variable.

Question 43

Define Treatments:

Answer 43

Treatments represent the various tests variables used by the researcher in the experiment.

Question 44

Define test units:

Answer 44

Also known as test groups, they are people or physical entities that provide the best basis for determining the independent variable's influence on the dependent variable.

Question 45

Define the term: "Variables"

Answer 45

A variable is any characteristic or attribute that can be measured. It is a quantity that may assume any one of a set of values and is usually represented in algebraic notation by a letter.