Description As a SJSU student, most of you are familiar with ratemyprofessor.comLinks to an externa ...
Description As a SJSU student, most of you are familiar with ratemyprofessor.comLinks to an external site.and SOTEs (Student Opinion of Teaching Effectiveness). Both use the survey method to gather students' opinions on a specific course and/or an instructor. See Module B1 for three files: RateMyProfessor_1, RateMyProfessor_2, and SOTE statements. These files show the typical items or statements used in each survey. Both surveys may be subject to survey errors/biases covered in Ch. 7. In your post, 1) discuss at least two (2) such errors/biases that may occur to one or both surveys. 2) answer which survey result is more accurate in understanding the teaching effectiveness. And explain why. 1 attachments Slide 1 of 1 attachment_1 attachment_1 UNFORMATTED ATTACHMENT PREVIEW 7–1 Descriptive Research Ch 7 Survey Research ? 7–2 LEARNING OUTCOMES 1. Define surveys and describe the type of information that may be gathered in a survey 2. Identify sources of error in survey research 3. Know the advantages and disadvantages of conducting surveys by ? personal interviews via door-to-door, mall intercept, landline telephone, or mobile-phone interviews and ? self-administered questionnaires via mail or Internet. 4. Appreciate the importance of pretesting questionnaires 7–3 Survey Research ? Survey ? A way of describing public opinion by collecting primary data through communicating directly with individual sampling units. ? It provides a snapshot at a given point in time. ? Sample Survey ? A more formal term for a survey emphasizing that respondents’ opinions presumably represent a sample of the larger target population’s opinion. 7–4 Survey Research Two Important Elements: ? Respondents (Ch. 12 Sampling) ? People who answer an interviewer’s questions verbally or provide answers to written questions through any media delivery (paper or electronic). ? Questionnaire (Ch. 11 Questionnaire Design) ? A document containing questions and other types of items designed to solicit information appropriate for analysis. 7–5 The Types of Information Gathered ? Survey objectives in marketing research ? Assess consumer knowledge and awareness of products, brands, or issues. ? Measure consumer attitudes, feelings and behaviors. ? Describe consumer characteristics including ? Purchasing patterns & brand usage ? Demographics and psychographics ? Survey is most often associated with quantitative research. However, aspects of surveys may also be qualitative (e.g., respondents’ open-ended suggestions.) 6 Advantages and Disadvantages of Surveys ? ? Advantages of Surveys: Gathering information via surveys is: ? Quick ? Inexpensive ? Efficient ? Accurate ? Can apply straightforward statistical tools to analyze data ? Flexible ? ? Disadvantages ? Results are no better than the quality of the sample and answers obtained ? Errors lead to misleading results 7–7 Exhibit 7.1 Sources of Survey Error That Distract from Representativeness (next slide) Sources of Error in Surveys ? 8 7.1 9 Sources of Errors in Surveys ? Sampling Error ? Error arising because of inadequacies of the actual respondents to represent the population of interest. ? Systematic Error (nonsampling) ? Error resulting from some imperfect aspect of the research design that causes respondent error or from a mistake in the execution of the research. ? Sample Bias ? A persistent tendency for the results of a sample to deviate in one direction from the true value of the population parameter. ? Population parameter – some true value of a phenomenon within a population. 10 7.1 11 Categories of Systematic Error ? Respondent Error ? Administrative Error 12 Respondent Error ? Respondent Error ? A category of sample bias resulting from some respondent action such as lying or inaction such as not responding. ? Nonresponse Error ? The statistical differences between a survey that includes only those who responded and a perfect survey that would also include those who failed to respond. 13 Respondent Error ? Nonrespondents ? Sample members who are mistakenly not contacted or who refuse to provide input in the research. ? No contacts – potential respondents in the sense that they are members of the sampling frame but who do not receive the request to participate in the research. ? Refusals – people who are unwilling to participate in a research project. ? Self-Selection Bias ? A bias that occurs because people who feel strongly about a subject are more likely to respond to survey questions than people who feel indifferent about it. 14 7.1 15 Response Bias ? A bias that occurs when respondents either consciously or unconsciously answer questions with a certain slant that misrepresents the truth. 16 Response Bias ? Unconscious Misrepresentation ? Response bias that arises from the question format, the question content, or some other stimulus that affects their response to a question. ? Sources of misrepresentation: ? The administration technique can bias results (see the aircraft preference example on p. 172) ? Inability to give precise answers in some cases (e.g., when was the last time you went 36 hours without checking Facebook?) ? Inability to express their feelings in words 7–17 Response Bias Deliberate Falsification: ? People deliberately give false answers, because they ? Do not want to appear ignorant or unconcerned. ? Become bored and provide the answer just to finish the survey. ? Try to look smart or simply to please the interviewer. 7–18 General Instructions Thank you for agreeing to participate in our survey. This survey will take approximately 20-30 minutes of your time.You will be asked to complete several short studies that measure your responses to advertising messages and how your personality might relate to how you feel/think about the advertising messages. Please read the instructions for each study carefully before you proceed. There are no right or wrong answers; we are only interested in your opinions. 7–19 Four Types of Response Bias ? 1. Acquiescence Bias ? Tendency of a respondent to maintain a consistent response style often tending to try to go along and agree with the viewpoint of a survey. ? Happens very often in new-product research ? 2. Extremity Bias ? A category of response bias that results because some individuals tend to use extremes when responding to questions. ? 3. Interviewer Bias ? A response bias that occurs because the presence of the interviewer influences respondents’ answers. ? E.g., Scientific American vs. Playboy 7–20 Four Types of Response Bias ? 4. Social Desirability Bias ? Bias in response caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role. Social Desirability Bias ? National Restaurant Association research shows that when it comes to diet there is considerable response bias. In response to survey question, Americans say they intend to be virtuous in their eating (fresh fruits and bran muffins), but what they actually eat doesn’t reflect what they say (Zikmund, 2003, p.147). 7–22 Administrative Error ? An error caused by the 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: mistakes made by interviewers failing to record survey responses correctly. ? Interviewer cheating: filling in fake answers or falsifying questionnaires while working as an interviewer. Different Ways That Marketing Researchers Conduct Surveys 7–23 ? Interactive Survey Approaches ? Allow spontaneous two-way interaction between the interviewer and the respondent. ? Can be either personal or electronic. ? Noninteractive Media ? Do not facilitate two-way communication ? Respondents give answers to static questions. ? Self-administered mail and Internet surveys 24 Advantages of Personal Interviews ? Personal interview is a form of direct, interactive communication in which an interviewer asks respondents questions face-to-face. ? ? Advantages ? Opportunity for feedback ? Probing complex answers ? Length of interview: longer than mail and email surveys. ? Completeness of questionnaire ? Props and visual aids ? High participation rate Disadvantages of Personal Interviews ? ? Disadvantages ? Interviewer influence ? Lack of anonymity of respondents ? Cost 25 26 Matters of Taste ? Asking a taste opinion over the phone is isn’t easy, but there are ways around that. ? Sartori Foods sends respondents samples and uses a chart called the Italian Cheese Flavor Wheel to ask consumers to taste the cheese and describe various cheeses—all over the phone! E-Tongue Passes Wine Taste Test 7–27 Three Types of Personal Interviews ? Mall Intercepts: conducted in a shopping center or similar public area. ? Door-to-door Interviews: conducted at respondents’ doorsteps in an effort to increase the participation rate in the survey. ? Telephone Interviews: Landline Phones vs. Mobile Phones 7–28 Telephone Interviews ? Landline telephone interviews have been a mainstay of commercial survey research since the 1940s. ? However, landline phone penetration has decreased to about 60% in the U.S. and slightly less in Europe recently. See Ownership on Slide #30. ? Computer-Assisted Telephone Interviewing (CATI) ? A computer routine automatically selects numbers from a sampling frame and schedules calls and callbacks. ? Public opinion researchers believe CATI remains a good alternative for representativeness compared to other survey types. ? Robocalls ? A phone call conducted by an autodialer and using a recorded voice message system. EXHIBIT 7.2 Comparing and Contrasting Landline and Mobile Phones 7–29 EXHIBIT 7.2 Comparing and Contrasting Landline and Mobile Phones (Cont’d) 7–30 Surveys Using Self-Administered Questionnaires ? Self-Administered Questionnaires ? Surveys in which the respondent takes the responsibility for reading and answering the questions without having them stated orally by an interviewer. ? Mail survey: A self-administered questionnaire sent to respondents through the mail. 31 32 Self-Administered Questionnaires ? Response Rate ? The number of questionnaires returned and completed divided by the number of sample members provided a chance to participate in the survey. ? Factors that Bias the Response Rate ? People who responded are not representative of the population. ? Respondents are usually better educated and more likely to be a homeowner. ? Person filling out survey is not the intended subject. Increasing Response Rates for Mail Surveys ? Cover letter ? Incentives help ? Advance notification ? Survey sponsorship ? Keying mail questionnaires with codes 33 34 E-mail Surveys ? Survey requests distributed through electronic mails. ? Three ways to contact respondents via email: ? Questionnaire can be included in the body of an email. ? Questionnaire can be included as attachment. ? Include a hyperlink within the body of an email that will direct the respondents to a web-based questionnaire. 35 Internet Surveys ? A self-administered survey administered using a web- based questionnaire. ? Click-through response rate ? The portion of potential respondents exposed to a hyperlink to a survey who actually click through to view the questionnaire. EXHIBIT 7.6 Advantages and Disadvantages of Different Survey Approaches 7–36 EXHIBIT 7.6 Advantages and Disadvantages of Different Survey Approaches (Cont’d) 7–37 7–38 Pretesting Survey Instruments ? Pretesting ? Screening procedure that involves a trial run with a group of respondents to iron out fundamental problems in the survey design. ? Three Basic Ways to Pretest: ? Screen the questionnaire with other research professionals. ? Have the client or the research manager review the finalized questionnaire. ? A trial run - collecting data from a small number of respondents. Purchase answer to see full attachment Explanation & Answer: 2 Questions User generated content is uploaded by users for the purposes of learning and should be used following Studypool's honor code & terms of service.
