w6 module Flashcards
- A statistical fluctuation that occurs because of chance variation in the elements selected for a sample.
Random Sampling Error
Error resulting from some imperfect aspect of the research design that causes respondent error or from a mistake in the execution of the research.
Systematic Error
A persistent tendency for the results of a sample to deviate in one direction from the true value of the population parameter.
The many sources of error that in some way systematically influence answers can be divided
into two general categories: respondent error and administrative error.
Sample Bias
A category of sample bias resulting from some respondent action or inaction such as nonresponse or response bias.
Respondent Error
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.
Nonresponse Error -
People who are not contacted or who refuse to cooperate in the
research.
Non Respondents
People who are not at home or who are otherwise inaccessible on the first and second contact.
No Contacts
________- People who are unwilling to participate in a research project.
Refusals
- A bias that occurs because people who feel strongly about a subject are more likely to respond to survey questions than people who feel indifferent about
it.
Self-Selection Bias
A bias that occurs when respondents either consciously or unconsciously tend to answer questions with a certain slant that misrepresents the truth.
Response Bias
A response bias may occur when people misrepresent answers to appear intelligent, conceal personal information, avoid embarrassment, and so on.
Falsification
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.
Unconscious Misrepresentation
Type of Response Bias
- Acquiescence Bias
- Extremity Bias
- Interviewer Bias
- Social Desirability Bias
A tendency for respondents to agree with all or
most questions asked of them in a survey.
Acquiescence Bias -
A category of response bias that results because some individuals tend to use extremes when responding to questions.
Extremity Bias
- A response bias that occurs because the presence of the interviewer influences respondents’ answers.
Interviewer Bias
- Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role.
Social Desirability Bias
- An error caused by the improper administration or execution of the research task.
Administrative Error
A category of administrative error that occurs because of
incorrect data entry, incorrect computer programming, or other procedural errors during
data analysis.
Data-Processing Error
- An administrative error caused by improper sample design or sampling procedure execution.
Sample Selection Error
- Mistakes made by interviewers failing to record survey responses correctly
interviewer error
The practice of filling in fake answers or falsifying questionnaires while working as an interviewer.
interviewer cheating
______________ may be classified based on the method of communication, the degrees of structure and disguise in the questionnaire, and the time frame in which the data are gathered temporal classification).
Survey
A question that imposes a limit on the number of allowable
responses.
Structured Question
A question that does not restrict the respondents’ answers.
Unstructured Question
Straightforward questions that assume the respondent is willing to answer.
Undisguised Questions
- Indirect questions that assume the purpose of the study must be hidden from the respondent. Temporal Classification
Disguised Questions
A study in which various segments of a population are sampled and data are collected at a single moment in time.
Cross-Sectional Study
- A survey of respondents at different times, thus allowing analysis of response continuity and changes over time.
Longitudinal Study
- A type of longitudinal study that uses successive samples to compare trends and identify changes in variables such as consumer satisfaction, brand image, or advertising awareness.
Tracking Study
A longitudinal survey of the same sample of individuals or
households to record their attitudes, behavior, or purchasing habits over time.
Consumer Panel
When two people engage in a conversation, human interaction takes place.
Human interactive media are a personal form of communication.
One human being directs a message to and interacts with another individual (or a small group). When most people think of interviewing, they envision two people engaged in a face-to-face dialogue or a conversation on the telephone. Electronic interactive media allow researchers to reach a large audience, personalize individual messages, and interact using digital technology.
Interactive Communication
The traditional questionnaire received by mail and completed by the respondent does not allow a dialogue or an exchange of information providing immediate feedback.
So, from our perspective, self-administered questionnaires printed on paper are noninteractive.
This fact does not mean that they are without merit, just that this type of survey is less flexible than surveys using interactive communication media.
Non-interactive Media
Face-to-face communication in which an interviewer asks a respondent to answer questions.
Personal Interviews
Personal interviews conducted at respondents’ doorsteps in an effort to increase the participation rate in the survey.
Door-to-Door Interviews
Attempts to recontact individuals selected for a sample who were not available initially.
Callbacks
- Personal interviews conducted in a shopping mall.
Mall Intercept Interviews
- Personal interviews conducted by telephone, the mainstay of commercial survey research.
Telephone Interviews
- Mobile phone interviews differ from landline phones most obviously because they are directed toward a mobile (i.e., cell) phone number. However, there are other less obvious distinctions.
Mobile Phone Interviews
____________________ Characteristics
✓ Speed
✓ Cost
✓ Absence of Face-to-Face Contact
✓ Cooperation
✓ Incentives to Respond
✓ Representative Samples
✓ Callbacks
✓ Limited Duration
✓ Lack of Visual Medium
Phone Interview Characteristics
- Telephone interviews conducted from a central location
allowing firms to hire a staff of professional interviewers and to supervise and control the
quality of interviewing more effectively.
Central Location Interviewing
Technology that allows answers to telephone interviews to be entered directly into a computer for processing.
Computer-Assisted Telephone Interviewing (CATI) -
- Technological advances have combined computerized telephone dialing and voice-activated computer messages to allow researchers to conduct telephone interviews without human interviewers. However, researchers have found that computerized voice-activated telephone interviewing works best with very short, simple questionnaires.
Computerized Voice-Activated Telephone Interview
- Surveys in which the respondent takes the responsibility for reading and answering the questions.
Self-Administered Questionnaires
- A self-administered questionnaire sent to respondents through the mail.
Mail Survey
- A survey method that requires the interviewer to travel to the respondent’s location to drop off questionnaires that will be picked up later.
Drop-Off Method
- A survey that uses fax machines as a way for respondents to receive and return questionnaires.
Fax Survey
- Surveys distributed through electronic mail.
E-Mail Surveys
- A self-administered questionnaire posted on a Web site.
Internet Surveys
The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey.
Response Rate
Screening procedure that involves a trial run with a group of respondents to iron out fundamental problems in the survey design.
Pretesting