Business Research Methods William G' Zikmund

1
Business Research MethodsWilliam G. Zikmund

• Chapter 9
• Survey Research

2
Surveys

• Surveys ask respondents for information using
  verbal or written questioning

3
Respondents

• Respondents are a representative sample of people

4
Gathering Information via Surveys

• Quick
• Inexpensive
• Efficient
• Accurate
• Flexible

5
Problems

• Poor Design
• Improper Execution

6
Tree Diagram of Total Survey Error
Random sampling error
Total error
Systematic error (bias)
7
Random Sampling Error

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

8
Systematic Error

• Systematic error results from some imperfect
  aspect of the research design or from a mistake
  in the execution of the research

9
Tree Diagram of Total Survey Error
Administrative error
Systematic error (bias)
Respondent error
10
Sample Bias

• Sample bias - when the results of a sample show a
  persistent tendency to deviate in one direction
  from the true value of the population parameter

11
Tree Diagram of Total Survey Error
Nonresponse error
Respondent error
Response bias
12
Respondent Error

• A classification of sample bias resulting from
  some respondent action or inaction
• Nonresponse bias
• Response bias

13
Nonresponse Error

• Nonrespondents - people who refuse to cooperate
• Not-at-homes
• Self-selection bias
• Over-represents extreme positions
• Under-represents indifference

14
Tree Diagram of Total Survey Error
Deliberate falsification
Response bias
Unconscious misrepresentation
15
Response Bias

• A bias that occurs when respondents tend to
  answer questions with a certain slant that
  consciously or unconsciously misrepresents the
  truth

16
Tree Diagram of Total Survey Error
Acquiescence bias
Extremity bias
Interviewer bias
Auspices bias
Social desirability bias
17
Acquiescence Bias

• A category of response bias that results because
  some individuals tend to agree with all questions
  or to concur with a particular position.

18
Extremity Bias

• A category of response bias that results because
  response styles vary from person to person some
  individuals tend to use extremes when responding
  to questions.

19
Interviewer Bias

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

20
Auspices Bias

• Bias in the responses of subjects caused by the
  respondents being influenced by the organization
  conducting the study.

21
Social Desirability Bias

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

22
Tree Diagram of Total Survey Error
Administrative error
Systematic error (bias)
Respondent error
23
Administrative Error

• Improper administration of the research task
• Blunders
• Confusion
• Neglect
• Omission

24
Tree Diagram of Total Survey Error
Data processing error
Sample selection error
Interviewer error
Interviewer cheating
25
Administrative Error

• Interviewer cheating - filling in fake answers or
  falsifying interviewers
• Data processing error - incorrect data entry,
  computer programming, or other procedural errors
  during the analysis stage.
• Sample selection error -improper sample design or
  sampling procedure execution.
• Interviewer error - field mistakes

26
Time Period for Surveys

• Cross-sectional
• Longitudinal

27
Cross-Sectional Study

• A study in which various segments of a population
  are sampled
• Data are collected at a single moment in time.

28
Longitudinal Study

• A survey of respondents at different times, thus
  allowing analysis of changes over time.
• Tracking study - compare trends and identify
  changes (e.g., consumer satisfaction employee
  satisfaction account turnover, etc.)

29
Consumer Panel

• A longitudinal survey of the same sample of
  individuals or households to record (in a diary)
  their attitudes, behavior, or purchasing habits
  over time.

30
Total Quality Management and Customer
Satisfaction Surveys

• Total quality management - A business philosophy
  that emphasizes market-driven quality as a top
  organizational priority.

31
Stages in Tracking Quality Improvement
Initial quality improve- ment
Continuous Quality Improvement
Commitment and Exploration
Bench- marking
32
Commitment and Exploration Stage

• Management makes a commitment to total quality
  assurance
• Business researchers explore external customers
  needs and problems.
• Business researchers explore internal customers
  needs, beliefs, and motivations.

33
Benchmarking Stage

• Research establishes quantitative measures as
  benchmarks or points of comparison
• Overall satisfaction and quality ratings of
  specific attributes
• Employees actual performance and perceptions

34
Initial Quality Improvement Stage

• Tracking wave 1 measures trends
• Establishes a quality improvement process within
  the organization.
• Translate quality issues into the internal
  vocabulary of the organization.
• Establish performance standards and expectations
  for improvement.

35
Continuous Quality Improvement

• Consists of many consecutive waves with the same
  purposeto improve over the previous period.

36
Determinants of the Quality of Goods

• Performance
• Features
• Conformance with specifications
• Reliability
• Durability
• Serviceability
• Aesthetic design

37
Determinants of Service Quality

• Access
• Communication
• Competence
• Courtesy
• Reliability
• Credibility