Methods of survey research
6 important questions on Methods of survey research
Why is survey research the most popular way to gather primary data?
- Need to know why (not causation)
- Need to know how
- Need to know who
Six types of measurement error
- Surrogate information error
- Interviewer error
- Measurement instrument bias
- Processing error
- Nonresponse bias
- Response bias
Measurement instrument bias
Results from the design of the questionnaire or measurement instrument.
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Factors in determining the survey method
Sampling precision
Budget
Requirements for respondent reactions
Quality of data
Length of the questionnaire
Incidence rate
Structure of the questionnaire
Time available to complete the survey
Problem of sample frame error
It may not be a true cross section of the target population. e.g. use of telephone listed people.
Two types of mail surveys-
- Ad hoc mail surveys: mailed to a sample of consumers without prior contact.
- Mail panels: mailed to a sample of individuals who have been precontacted. Generate a much higher response rate.
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