Bias in Survey

BIAS IN SURVEYS
The results of using a sample to make predictions or inferences about a population are only accurate if the sample is representative of the population. The methods for choosing the sample and collecting (measuring) the data must be free from bias

BIAS IN SURVEYS
STATISTICAL BIAS is any factor that favours certain outcomes or responses which systematically skews the survey results A BIASED SAMPLE is a statistical sample in which members of the population are not equally likely to be chosen

SAMPLING BIAS
Sampling bias occurs when the sampling frame does not reflect the characteristics of the population Sampling Frame the group of individuals that actually have a chance of being selected from the population

SAMPLING BIAS: Example

An ad agency in a developing country wants to know what proportion of households have at least one computer. The survey was conducted by randomly selecting households from the telephone directory. Why is this a sampling bias?

SAMPLING BIAS: Example

There could be a significant number of households without telephones May over-estimate the proportion of households with computers A better way would be to visit randomly selected homes, however, it may be more expensive

NON-RESPONSE BIAS
Occurs when particular groups are underrepresented in a survey because they choose not to participate

A voluntary response sampling technique can lead to on-Response Bias

People least interested in the issue will tend not to respond to a survey

MEASUREMENT BIAS
Occurs when the data collection method consistently over- or under-estimates the characteristic of the population

A consistent measurement error which skews the results of the survey For example, when measurement instruments are poorly calibrated, affecting the result

MEASUREMENT BIAS: Leading Question

A question that suggests an answer which otherwise may not have been chosen by the respondent without prompting For example, multiple choice questions with suggested answers: What is your favourite video game? a) Mario Striker b) Tetris c) ESPN NHL 2K10 d) other

MEASUREMENT BIAS: Loaded Question

When a question contains wording or information which influences the way the respondent will answer For example, Not having MP3 players in class will reduce the number of distractions to students in the class. Are you in favour of raising the achievement levels of students by banning MP3 players from the school?

RESPONSE BIAS
When participants in a survey deliberately give false or misleading answers Respondents may want to influence the outcome of the survey results or they may be afraid to answer the question truthfully out of embarrassment or sensitivity

For Example, Teachers asks Who has ever cheated on a test?