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research technique in which information is gathered from a sample of people by use of a questionnaire or interview; a method of data collection based on communication with a representative sample of individuals.
Typically,
survey investigations attempt to describe what is happening or to learn the reasons for a particular business activity.
Surveys
are conducted to collect quantitative as well as qualitative information. Mostly surveys are descriptive, but can be also conducted to find out causal relationships.
Target Population
Construct Sampling Frame Measurement
Response
Sample
Respondent
Edited Response Postsurvey Adjustments Survey statistics The Measurement dimension describes what data are to be collected about the observational units in the sample The Representational dimention concerns what population are described by the survey
Construct
Constructs are the elements of information that are sought by the researcher :
Emotional Labour Leadership style The degree of knowledge of mathematics of childrens
Measurement
Response
Edited Response
Editing of data may examine the full distribution of answers and look for atypical patterns of responses
Edited responses are the data from wich inference is made about the values of the construct for an individual respondent
Target Population
Sampling Frame
The frame population if the set of target population members that has chance to be selected into the survey sample :
In a simple case it is a list of all units in the target population, but sometimes it is a set of units imperfectly linked to population members.
Sample
The sample is the group from wich measurement will be sought. In many case it is a very small fraction of the the sampling frame
i.e. a list of telephone numbers when the target population is the adult population
Respondent
Postsurvey Adjustments
Postsurvey adjustments consist on weighting up the underrepresented groups in order to improve the survey estimate
Because of mismatches of the sampling frame and the target population (coverage problems) statistics based on the respondents can differ from caracteristics of the target population. Examination of non response patterns may suggest an underrepresentation of some groupes relative to the sampling frame
Construct Validity
Target Population Coverage error Sampling Frame Sampling error Sample Nonresponse error Respondent Adjustments error Postsurvey Adjustments
Survey statistics
Ineligible units
Frame population
Covered population
Ineligible units
Elements in the frame that are no member of the target population
i.e.:business telephone numbers, using a telephone frame to cover the full household population
Undercoverage
Target population
Focus groups
Questionnaire pretest
Researcher test how questions are read and answered. A behaviour coding is often used
Nonresponse error
Acquiescence bias
Deliberate falsification
Total error
Unconscious misrepresentation
Data processing error Sample selection error Interviewer error Interviewer cheating
Administrative error
sampling units even if correctly selected due to sampling theory may not perfectly represent the population if a sample is selected using true randomisation (every element of the population has an equal chance of selection) then a sample can be a good approx. of the population random sampling error is a function of sample size (as sample size >, random sample error )
nonsampling factors; primarily due to the nature of a studys design & the correctness of execution
Sampling frame error - an error that occurs when certain sample elements are not listed or are not accurately represented in a sampling frame (occurs between
the population and sampling frame)
Random sampling error as discussed on previous slide (occurs between the sampling frame and the
planned sample for study)
Nonresponse error the statistical difference between a survey that includes only those who responded and a perfect survey that would also include those who failed to respond (occurs between the planned sample and the
respondents (actual sample))
OCR/ICR
Optical/intelligent caracter recognition
FAX
Computerised Self Administered Questionnaires
Mail Telephone
Face to face
Disk by Mail
Web
CATI
computer assisted telephone interviewing
TDE
Touchtone data entry
IVR
Interactive voice response
personal interviewing
Audio CASI
Video CASI
OCR/ICR
Optical/intelligent character recognition
FAX
Disk by Mail
Web
Telephone
CATI
computer assisted telephone interviewing
TDE
Touchtone data entry
IVR
Interactive voice response
Face to face
SAQ
Self administered questionnaire
personal interviewing
Audio CASI
Video CASI
Walkman
V8 is a 100-percent vegetable juice drink produced and marketed by the Campbell Soup Company. The juice drink, made from concentrate with added ingredients, provides a full serving vegetables and is a natural source of beta
carotene.
V8s
ingredients
include
tomato
juice
from
concentrate;
reconstituted vegetable juice blend, made from water and concentrated juices of carrots, celery, beets, parsley, lettuce, watercress, and spinach; salt; vitamin C (ascorbic acid);flavoring; and critic acid. The drink contains no fat or cholesterol, and it is a good source of vitamins A and C.
V8 has for many years had a large share of the tomato and vegetable juice market. However, sales had begun to slip, so the company decided it needed
What
research objectives should marketers at v8 establish? What research methods would be most appropriate to accomplish these objectives?
manufacturer of baseball cards, football cards, and other sports and novelty cards had never conducted business research with its customers. The president of the company decided that the company needed to learn more about its customers. He instructed his business research department to conduct a focus group with some boys in the fourth grade.
Outline
what you would like to learn in the focus group What particular problems might be involved when conducting a focus group with children?