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Business Research Techniques for Pre-Master > L5 Survey Research > Flashcards

L5 Survey Research Flashcards

1
Q

What is survey research?

A

Research, based on a questionnaire to which respondents record their answers typically with closely defined alternatives

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2
Q

What is the ICS?

A

Index of Consumer Sentiment:

focused on past and current personal and general economic conditions

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3
Q

What is CBS?

A

Centraal Bureau Statistiek:

Focused, among others, on demographic, social and economic statistics

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4
Q

When to use surveys?

A
  • When you want to say something about a population, but you cannot measure the whole population (very often)
  • When you are interested in quantitative descriptors
  • personal measures (archival is mostly only objective and not subjective)
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5
Q

What are the survey research design decisions?

A
  1. Operationalization of concepts (variables)
  2. Decide on survey mode
  3. Appearance of the questionnaire
  4. Data collection
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6
Q

What is operationalization

A
  • Reduction of abstract concepts

* to render them measurable in a tangible way

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7
Q

What are off-the-shelf measures?

A

usen before and proven succesful by prior researchers

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8
Q

What are open-ended questions?

A

Allows respondents to answer a question in any way they choose

(+)No limit to possible responses, sometimes participants prefer own words
(-) More difficult to respond and analyze

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9
Q

What are closed-ended questions?

A

Asks the respondents to make choices
among a set of alternatives

(+) Help respondents to make quick decisions
(-) Alternatives need to be mutually exclusive and collective exhaustive

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10
Q

Single-item measures

A

When concrete singular object/attribute:

  • maritial status
  • profession
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11
Q

Multi-item measures

A

When measuring more abstract questions
In all other cases
• Use ‘off-the-shelf’ scales
• Develop your own scale

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12
Q

Mixed-mode designs

A

a combination of different survey models, leads to a trade-off costs and errors (e.g. web survey + mail to seniors)

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13
Q

Advantages and disadvantages of Off-the-shelf scales

A 
(+)
• Known and “good” validity
and reliability
• Comparability of results
• Low cost

(-)
• Not tailored to your exact
research need
• Require translation if in different language (source of error)

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14
Q

Double barreled questions

A

question that lends itself to different possible responses to its subparts (2 subjects in one)

“How is the taste and appearance of your pancakes?”

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15
Q

ambiguous questions

A

the respondent may not be sure what the question exactly means

“Are you happy?”

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16
Q

Leading questions

A

lead the respondent to give the responses that the researcher would like them to give

“A true American’s favorite colors are red, white and blue. Are these your favorite colors?”

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17
Q

Loaded question

A

question phrased in an emotionally charged manner

“have you stopped cheating on tests?”
“do you still beat your wife”

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18
Q

Double negatives

A

unclear what people mean when answering yes/no

“Do you oppose not allowing the board to pass article 10 of the ballot?”

19
Q

what are comparative scales (ranking scales)?

A
  • Paired comparison
  • Rank ordering
  • Constant sum
20
Q

Paired comparison

A

Now you will see ten pairs of shampoo brands. For each pair, please indicate which one of the two brands you would prefer for personal use

21
Q

Rank ordering

A

Rank these brands in order of preference for personal use.

  1. Cola ___
  2. Ice Tea ___
  3. Fanta ___
22
Q

Constant sum

A

Divide 100 points among the following brands, indicating your preference for personal use:

  1. Cola (points)
  2. Ice Tea (points)
  3. Fanta (points)
23
Q

What are non-comparative scales (rating scales)

A
  • Continuous rating scale
  • Likert scale
  • Semantic differentials
24
Q

Continuous rating scale

A
  • “How would you rate De Bijenkorf as a department store?”

* 0 ———————————- 100

25
Q

Likert scale

A
  • Disagree/Agree (with statements)

- 5- or 7-point

26
Q

Semantic differentials

A

“What do you think of the Apple iPhone?”
• Good / bad
• Powerful / weak
• Modern / old-fashioned

27
Q

mutually exclusive

A

Only one answer applies

28
Q

collectively exhaustive

A

the answer possibilities cover the entire realm of possible answers

29
Q

Survey modes

A

How the data are collected

30
Q

Factors that play a role when deciding on survey mode

A
  1. Measurement
  2. Representation
  3. Economics
31
Q

Appearance of the questionnaire

A
  1. A good introduction
  2. Organizing the questions & giving instructions and guidance
  3. Personal data (do not scare them off)
  4. Concluding the questionnaire
    - also include confidentially
32
Q

Goals of pretesting

A
  • Catch errors/unclarities
  • Discover sensitive topics
  • Check response categories
  • Optimize length

How?
• Pick 5-10 people from target group
• Let them “think out loud” + observe
• Improve survey

33
Q

Response rate

A

of people that participated in the survey divided by # of people sampled

is generally low
• Internal surveys: 30-40%
• External surveys: 10-15%

34
Q

How to increase your response rate?

A

Maximize rewards of participation
• Showappreciation
• Use interesting/friendly questionnaires
• Offer tangible rewards

Minimize costs of participation
• Minimize time and effort required
• Minimize chance of feeling threatened by questions

Maximize trust
• Ensureanonymity/confidentiality
• Open lines of communication with participant
• Identify research with well-known, legitimate organization
also provide contact info

35
Q

What is validity?

A
  • Does an instrument measure what it was intended to measure?
  • Do we measure what we are supposed to measure?
36
Q

What is reliability?

A

Are the data accurate (free from measurement error) and consistent (from one occasion to another)?

37
Q

Measurement validity

A
  • Provide precedence (other studies same measure)
  • Provide sound logic to support that considerable conceptual overlap exists between measurement/proxy and construct
  • Be aware: single-item measures for abstract constructs = low validity
38
Q

Proxy

A

proxy= indirect measure of desired structure.

commonly used when direct measures are unavailable

39
Q

social desirability bias

A

Respondents may not always be willing to communicate their true response in case of sensitive issues

  • drugs use
  • finances
40
Q

How to minimize social desirability bias

A
  • “Everybody-does-it”
  • “Assume-the-behavior”
  • “Authorities-recommend-it”
  • “Reasons-for-doing-it”

in all other cases, avoid leading and loaded questions

41
Q

Survey mode effects

A

Participants are more likely to give socially desirable responses on the phone or face-to-face

42
Q

How to measure multi-item?

A

Cronbach’s alpha

43
Q

What does Cronbach’s alpha do

A
  • Cronbach’s alpha measures to what extent a set of items are inter-related
  • High inter-relatedness = high reliability
  • Cronbach’s alpha is between 0 and 1
  • Values > .7 are considered acceptable

Business Research Techniques for Pre-Master (10 decks)

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