Surveys Respondents Respondents are a representative sample of people Surveys Surveys ask respondents for information using verbal or written questioning Gathering Information via Surveys Quick Inexpensive Efficient Accurate Flexible Tree Diagram of Total Survey Error Random sampling error Total error Systematic error bias Random Sampling Error A statistical fluctuation that occurs because of change variation in the elements selected for the sample Tree Diagram of Total Survey Error Random sampling error Total error Systematic error bias Common Errors in Survey Research Systematic Error Also called Nonsampling Error Results from some imperfect aspect of the research design or from a mistake in the execution of the research Tree Diagram of Total Survey Error Administrative error Systematic error bias Respondent error Respondent Error A classification of sample bias resulting from some respondent action or inaction Nonresponse bias Response bias Nonresponse Error Statistical difference between a survey that includes only those who responded and a perfect survey that would also include those who failed to respond Nonrespondent Person who is not contacted or who refuses to cooperate in the research No Contact Person who is not at home on the 1st or 2nd contact or who is otherwise inaccessible Refusal Person who is unwilling to participate in a research project Response Bias Bias that occurs when respondents either consciously or unconsciously tend to answer questions with a certain slant that misrepresents the truth Can arise from The question format The question content Some other stimulus such as the situation in which the question is asked Deliberate falsification may occur when people misrepresent answers to appear intelligent to conceal personal information to avoid embarrassment etc Tree Diagram of Total Survey Error Acquiescence bias Extremity bias Interviewer bias Auspices bias Social desirability bias 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 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 Interviewer Bias A response bias that occurs because the presence of the interviewer influences answers Auspices Bias Bias in the responses of subjects caused by the respondents being influenced by the organization conducting the study Social Desirability Bias Bias in responses caused by respondents desire either conscious or unconscious to gain prestige or appear in a different social role Tree Diagram of Total Survey Error Administrative error Systematic error bias Respondent error Administrative Errors Error caused by the improper administration or execution of the research task Caused by Carelessness Confusion Neglect Omission Some other blunder Tree Diagram of Total Survey Error Data processing error Sample selection error Interviewer error Interviewer cheating Types of Administrative Errors Data Processing Error Occurs because of incorrect data entry incorrect computer programming or some other procedural errors during the data processing stage Sample Selection Error Caused by improper sample design or sampling procedure execution Hoover vs Roosevelt 1932 Presidential Election Types of Administrative Errors Interviewer Error Mistakes made by interviewers who fail to record survey responses correctly Could also occur if selective perception causes interviewers to misrecord data that do not support their own attitudes and opinions Interviewer Cheating Practice by interviewers of filling in fake answers or falsifying questionnaires If suspect this tell interviewers that a small percentage of respondents will be called back to confirm whether the initial interview was actually conducted Classification of Survey Methods Survey Methods Telephone Personal Electronic Mail Fax Interview In Home Traditional Telephone Mail E Mail Mall Intercept Computer Assisted Telephone Interviewing Mail Panel Computer Assisted Personal Interviewing Internet Personal Interviews Form of direct communication in which an interviewer asks respondents questions face to face Advantages of Personal Interviews Opportunity for Feedback Probing Complex Answers Interviewer asks for clarification or expansion of answers Length of Interview Completeness of Questionnaires Minimizes Item Nonresponse failure by a respondent to answer a question on a questionnaire Props Visual Aids High Participation Disadvantages of Personal Interviews Interviewer Influence Lack of Respondent Anonymity Cost Types of Personal Interviews Door to Door In Home Interviews Conducted at the respondent s home or place of business Mall Intercept Interviews Personal interview conducted in a shopping mall or other high traffic area Aspects of Personal Interview Speed of data collection Slow to Moderate Geographical flexibility Limited to moderate Respondent cooperation Excellent Versatility of questioning Quite versatile Aspects of Personal Interview Questionnaire length Long Item nonresponse Low Possibility of respondent misunderstanding Lowest Aspects of Personal Interview Degree of interviewer influence of answer High Supervision of interviewers Low to Moderate Anonymity of respondent Low Aspects of Personal Interview Ease of call back or follow up Difficult Cost Highest Special features Visual materials may be shown or demonstrated extended probing possible Telephone Surveys Telephone Surveys Speed of Data Collection Very fast Geographical Flexibility High Respondent Cooperation Poor Versatility of Questioning Moderate Telephone Surveys Questionnaire Length SHORT Item Nonresponse Medium Possibility of Respondent Misunderstanding Average Degree of Interviewer Influence of Answer Moderate Telephone Surveys Supervision of interviewers High especially with central location WATS interviewing Anonymity of respondent Moderate Ease of call back or follow up Easy Telephone Surveys Cost Low to Moderate to High Special features Fieldwork and supervision of data collection are simplified quite adaptable to computer technology Self Administered Questionnaires S E L F A D M IN IS T E R E D Q U E S T IO N N A IR E S PAPER Q U E S T IO N N A IR E S M A IL IN P E R S O N D R O P O F F IN S E R T S E L E C T R O N IC Q U E S T IO N N A IR E S FAX E M A IL IN T E R N E T W E B S IT E K IO S K Mail Surveys Mail Surveys Speed of