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Research Methodology - I
Research Methodology - I
Research Methodology - I
Research Methods
William G. Zikmund
Chapter 9:
Survey Research
Surveys
• Poor Design
• Improper Execution
Tree Diagram of Total Survey Error
Random sampling
error
Total
error
Systematic
error (bias)
Random Sampling Error
Administrative
error
Systematic
error (bias)
Respondent
error
Sample Bias
Nonresponse
error
Respondent
error
Response
bias
Respondent Error
Deliberate
falsification
Response
bias
Unconscious
misrepresentation
Response Bias
Acquiescence bias
Extremity bias
Interviewer bias
Auspices bias
Administrative
error
Systematic
error (bias)
Respondent
error
Administrative Error
Interviewer error
Interviewer cheating
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
C L A S S IF Y IN G
SU R VEY
R ESEAR C H
M ETH O D S
• Cross-sectional
• Longitudinal
Cross-Sectional Study
• A study in which various segments of a
population are sampled
• Data are collected at a single moment in
time.
Longitudinal Study
• A survey of respondents at different times,
thus allowing analysis of changes over time.
• Tracking study - compare trends and
identify changes
– consumer satisfaction
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.
Total Quality Management and
Customer Satisfaction Surveys
• Total quality management - A business
philosophy that emphasizes market-driven
quality as a top organizational priority.
Stages in Tracking Quality
Improvement
Initial Continuous
Commitment Bench- quality
and marking Quality
improve- Improvement
Exploration ment
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.
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
Initial Quality Improvement Stage
• Access
• Communication
• Competence
• Courtesy
• Reliability
• Credibility