Survey and Questionnaire Design (W9) Flashcards
Survey
Using a questionnaire to gather facts/ opinions/ attitudes - structured/ fixed response to questions
Advantages of survey
Simple
Consistent responses
Disadvantages of survey
Unwilling participants - especially if sensitive
Hidden motives
Loss of validity cause structured responses
Difficult wording
Types of survey
Online (email/ mobiles) Telephone Face-to-face Postal Door-to-door Mall Self-administered
Advantages of door-to-door survey
Immediate feedback
Able to explain
Visual contact
Able to show product
Disadvantages of door-to-door survey
Cost
Refusal rates
Advantages of mall survey
Simple
Cheap
Disadvantage of mall survey
Some malls don’t permit it
Unrepresentative
High refusal
Uncomfortable
Telephone surveys
Researcher use numbers generated by a random-number procedure
Advantages of telephone survey
Cheap
High quality
Disadvantages of telephone survey
High refusal rate
Advantages of self-administered survey
Eliminates bias
Disadvantages of self-administered survey
No one to explain
Types of mail surveys
Ad-hock
Mail panels
Longitudinal
Advantages of mail surveys
Cheap Not time consuming Large sample size No researcher bias Non-intrusive
Disadvantages of mail surveys
No probing
High non-response
Factors determining survey method
Sampling precision Budget Quality Length Structure Time
Response rate
percentage of the total attempted interviews that are completed
Planning the questionnaire
- Identifying clear objectives for the survey
- Determining data needed to be collected
- Identifying the research universe and sample population
- Data collection method
- Sequencing the questions (exclusion; security questions; screening questions; main questionnaire)
- Developing survey questions
Population
aggregate of all the elements, sharing some common set of characteristics that comprise the universe for the purpose of the marketing research problem
Census
a complete enumeration of the elements of a population or study objects
Sample
a subgroup of the elements of the population selected for participation in the study
Sampling design process
Define target population Determine sampling frame Select sampling techniques Determine sample size Execute sampling process Validate sample
Characteristics of a sample
Small budget
Short time
Large population
Characteristics of a census
Large budget
Long time
Small population
Non-probability sampling techniques
Convenience
Judgemental
Quota
Snowball
Probability sampling techniques
Simple random sample
Systematic sampling
Stratified sampling
Cluster sampling
Advantages of connivence sample
Easy
Cheap
Not time consuming
Convenient
Disadvantages of connivence sample
Selection bias
Sampling bias
Sample not representative
Poor external validity
Connivence sample
• Attempts to obtain a sample of convenient elements; sampling unit selection is left primarily to researcher
Judgemental sample
• A form of convenience sampling in which the population elements are purposely selected based on the judgment of the researcher
Advantages of judgemental sample
- Low cost
- Convenient
- Not time-consuming
Disadvantages of judgemental sample
- Doesn’t allow for generalization
* Subjective
Quota sample
• A two-stage restricted judgmental sampling; 1st stage: developing control categories or quotas of population elements; 2nd stage: sample elements are selected based on convenience or judgment
Advantage of quota sample
• Sample can be controlled for certain aspects
Disadvantages of quota sample
- Selection bias
* No assurance of representation
Snowball sample
• An initial group of participants is selected randomly; subsequent participants are selected based on the referrals or information provided by the initial participants
Advantages of snowball sample
- Cheap
- Simple
- Little planning
Disadvantages of snowball sample
- Little control over the sampling method
- Representativeness not guaranteed
- Can estimate rare characteristics
- Time consuming
Simple random sample
• Each element has a known and equal probability of selection; every element is selected independently of every other element and the sample is drawn by a random procedure from a sampling frame
Advantages of simple random sample
- Easily understood
* Results projectable
Disadvantages of simple random sample
- Difficult to construct a sampling frame
- Expensive
- Lower precision
- No assurance of representativeness
Systematic sample
• Sample is chosen by selecting a random starting point and then picking every nth element in succession from the sampling frame
Advantages of systematic sample
- Can increase representativeness
* Easier to implement than simple random sampling
Disadvantages of systematic sample
- Sampling frame not only representative
* Can decrease representativeness depending on order
Stratified sample
• Uses a two-step process to partition the population into subsequent subpopulations, or strata. Elements are selected from each stratum by a random procedure
Advantages of stratified sample
- Includes all important subpopulations
* Precision
Disadvantages of stratified sample
- Difficult to select relevant stratification variables
- Not feasible to satisfy on many variables
- Expensive
Cluster sample
• 2 step probability sampling technique where the target population is first divided into mutually exclusive and collectively exhaustive subpopulations called clusters; and then a random sample of clusters is selected based on a probability sampling technique such as SRS.
Advantages of cluster sample
- Easy to implement
* Cost effective
Disadvantages of cluster sample
- Imprecise
* Difficult to compute and interpret results
Non-probability sample
- Do not use chance selection procedures but rather rely on the personal judgment of the research
- Researcher can arbitrarily or consciously decide which elements to include in the sample
- Do not allow for objective evaluation of the precision of the sample results; not statistically projectable to the population
Probability sample
- Procedure in which each element of the population has a fixed probabilistic chance of being selected for the sample;
- Sampling units are selected by chance
Sections of a survey
Exclusion/ security questions
Screening questions
Main questions
Exclusion/ security questions
o Exclude individuals who work in market research; marketing or the client’s industry
Screening questions
screening against the research population
Determining the sample size
Budget
Some clients want a certain number
Traditional methods - standard deviation/ sampling error/ level of confidence
Normal distribution
Central limit theorem
Normal distribution
Standard normal distribution
Central limit theorem
idea that the distribution of a large number of sample means or sample proportions will approximate a normal distribution, regardless of the distribution of the population from which they were drawn
Normal distribution
continuous distribution that is bell-shaped and symmetric about the mean; the mean, median and mode are equal
Standard normal distribution
normal distribution with a mean of zero and a standard deviation of one
Population distribution
frequency distribution of all the elements of a population
Sample distribution
frequency distribution of all the elements of an individual sample
Sampling distribution of the mean
theoretical frequency distribution of the means of all possible samples of a given size drawn from a particular population Point estimate Interval estimate Confidence level Confidence interval
Sampling error of the mean
standard error of the mean: standard deviation of a distribution of sample means
Point estimate
particular estimate of a population value
Interval estimate
interval of values within which the true population value is estimated to fall
Confidence level
probability that a particular interval will include true population value
Confidence interval
interval that, at the specified confidence level, includes the true population value
Sampling distribution of the proportion
relative frequency distribution of the sample proportions of many random samples of a given size drawn from a particular population; it is normally distributed
