Topic 6:

Quantitative
Research-
Survey
Research I
Recap- What is
quantitative research?

• Quantitative business research can

be defined as business research
that addresses research objectives
through empirical assessments
that involve numerical
measurement and analysis
approaches.
 What? Who? Why? How?

Evaluate Explore
Quantify Go deep
Validate To understand

Qualitative vs
Quantitative
 Let’s do some exercise!
https://core.ac.uk/download/pdf/154333025.pdf

Quantitative

RO: Validate
RQ: What? Close or open- Statistical or
(Hypo & Number of Survey or
Who? Why? ended thematic
theory) or respondents? interview?
How? questions? software?
explore?

https://www.emerald.com/insight/content/doi/10.1108/0263450
Qualitative
0810916708/full/pdf?title=exploring-eservice-quality-a-study-
of-irish-online-banking
Common
quantitative
approach
Subtopic: Survey Research

6.1 Using surveys 
6.2 Advantages of survey 
6.3 Random sampling error 
6.4 Respondent error 
6.5 Types of response bias 
6.6 Administrative error 
6.7 Structured/unstructured and disguised/undisguised questionnaires 
6.8 Cross sectional and longitudinal studies 
6.1 Using surveys 

• The purpose of survey

research is to collect
primary data—data
gathered and assembled
specifically for the
project at hand- to
answer the RQ.
6.2 Advantages of survey 

• quick, inexpensive, efficient, and accurate means of assessing information

about a population
Categories of
survey error
 6.3 Random sampling &
systematic (bias) error 

• Random sampling error is a

statistical fluctuation that occurs
because of chance variation in
the elements selected for a
sample
• Systematic error results from
some imperfect aspect of the
research design or from a
mistake in the execution of the
research
 6.4
Respondent error 
• Nonresponse error occurs when
respondents unwilling or unable
to participate.
• Response bias occurs when
respondents either consciously
or unconsciously tend to answer
the questions with certain
viewpoints that misrepresent the
truth.
6.5 Types of response bias 

• Deliberate Falsification- occur when people misrepresent answers to appear

intelligent, conceal personal information, avoid embarrassment, and so on.
• Unconscious Misrepresentation- due to question format, the question content;
respondents who misunderstand questions; forgotten the exact details; cannot
adequately express their feelings in words; unexpected question etc.
• Acquiescence (agreement) bias- A tendency for respondents to agree with all or
most questions asked of them in a survey
• Extremity bias- some individuals tend to use extremes when responding to
questions
• Interviewer bias- occurs because the presence of the interviewer influences
respondents’ answers
• Social desirability bias- respondents’ desire, either conscious or unconscious, to
gain prestige or appear in a different social role.
6.6
Administrative error 

• improper administration or
execution of the research task
• Data-processing error- incorrect data entry, incorrect computer programming,
or other procedural errors during data analysis.
• Sample selection error- improper sample design or sampling procedure
execution.
• Interviewer error- interviewers failed to record survey responses correctly.
• Interviewer cheating- filling in fake answers or falsifying questionnaires while
working as an interviewer
6.7 Structured/unstructured and disguised
(direct)/undisguised (indirect) questionnaires 

In designing a questionnaire (or an interview schedule), the researcher must decide how
much structure or standardization is needed.
• Structured question- imposes a limit on the number of allowable responses (e.g; age,
gender)
• Unstructured question- does not restrict the respondents’ answers (e.g; types of vehicle)
• Disguised questions- 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.
6.8 Cross sectional and longitudinal studies 

• Cross-sectional study- study in which various segments of a population are

sampled and data are collected at a single moment in time.
• Longitudinal study- A survey of respondents at different times, thus allowing
analysis of response continuity and changes over time.
Example of Survey