SurveyResearch(英文版)(共38页).ppt

1、Exploring Marketing ResearchWilliam G. ZikmundChapter 8: Survey ResearchCopyright 2000 by Harcourt, Inc. All rights reservedSurveys Surveys ask respondents for information using verbal or written questioningCopyright 2000 by Harcourt, Inc. All rights reservedRespondents Respondents are a representat

2、ive sample of peopleCopyright 2000 by Harcourt, Inc. All rights reservedGathering Information via Surveys Quick Inexpensive Efficient Accurate FlexibleCopyright 2000 by Harcourt, Inc. All rights reservedProblems Poor Design Improper ExecutionCopyright 2000 by Harcourt, Inc. All rights reservedTotale

3、rrorSystematicerror (bias)Random samplingerrorTree Diagram of Total Survey ErrorCopyright 2000 by Harcourt, Inc. All rights reservedRandom Sampling Error A statistical fluctuation that occurs because of change variation in the elements selected for the sampleCopyright 2000 by Harcourt, Inc. All righ

4、ts reservedSystematic Error Systematic error results from some imperfect aspect of the research design or from a mistake in the execution of the researchCopyright 2000 by Harcourt, Inc. All rights reservedSystematicerror (bias)AdministrativeerrorRespondenterrorTree Diagram of Total Survey ErrorCopyr

5、ight 2000 by Harcourt, Inc. All rights reservedSample Bias Sample bias - when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameterCopyright 2000 by Harcourt, Inc. All rights reservedRespondenterrorNonresponseerrorResponsebiasT

6、ree Diagram of Total Survey ErrorCopyright 2000 by Harcourt, Inc. All rights reservedRespondent Error A classification of sample bias resulting from some respondent action or inaction Nonresponse Bias Response BiasCopyright 2000 by Harcourt, Inc. All rights reservedNonresponse Error Nonrespondents -

7、 People who refuse to cooperate Not-at-homes Self-selection bias Overrepresents extreme positions Underrepresents indifferentCopyright 2000 by Harcourt, Inc. All rights reservedTree Diagram of Total Survey ErrorResponsebiasUnconsciousmisrepresentationDeliberatefalsificationCopyright 2000 by Harcourt

8、, Inc. All rights reservedResponse Bias A bias that occurs when respondents tend to answer questions with a certain slant that consciously or unconsciously misrepresents the truthCopyright 2000 by Harcourt, Inc. All rights reservedAcquiescence biasExtremity biasInterviewer biasAuspices biasSocial de

9、sirability biasTree Diagram of Total Survey ErrorCopyright 2000 by Harcourt, Inc. All rights reservedAcquiescence Bias A category of response bias that results because some individuals tend to agree with all questions or to concur with a particular position.Copyright 2000 by Harcourt, Inc. All right

10、s reservedExtremity 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.Copyright 2000 by Harcourt, Inc. All rights reservedInterviewer Bias A response bias that occurs because the presen

11、ce of the interviewer influences answers.Copyright 2000 by Harcourt, Inc. All rights reservedAuspices Bias Bias in the responses of subjects caused by the respondents being influenced by the organization conducting the study.Copyright 2000 by Harcourt, Inc. All rights reservedSocial Desirability Bia

12、s Bias in responses caused by respondents desire, either conscious or unconscious, to gain prestige or appear in a different social role.Copyright 2000 by Harcourt, Inc. All rights reservedSystematicerror (bias)AdministrativeerrorRespondenterrorTree Diagram of Total Survey ErrorCopyright 2000 by Har

13、court, Inc. All rights reservedAdministrative Error Improper administration of the research task Blunders Confusion Neglect OmissionCopyright 2000 by Harcourt, Inc. All rights reservedData processing errorSample selection errorInterviewer errorInterviewer cheatingTree Diagram of Total Survey ErrorCo

14、pyright 2000 by Harcourt, Inc. All rights reservedAdministrative Error Interviewer cheating - filling in fake answers or falsifying interviewers Data processing error - incorrect data entry, computer programming, or other procedural errors during the analysis stage. Sample selection error -improper

15、sample design or sampling procedure execution. Interviewer error - field mistakesCopyright 2000 by Harcourt, Inc. All rights reservedMETHODOFCOMMUNICATIONSTRUCTUREDAND DISQUISEDQUESTIONSTEMPORALCLASSIFICATIONSCLASSIFYINGSURVEYRESEARCHMETHODSCopyright 2000 by Harcourt, Inc. All rights reservedTime Pe

16、riod for Surveys Cross-Sectional LongitudinalCopyright 2000 by Harcourt, Inc. All rights reservedCross-Sectional Study A study in which various segments of a population are sampled Data are collected at a single moment in time.Copyright 2000 by Harcourt, Inc. All rights reservedLongitudinal Study A

17、survey of respondents at different times, thus allowing analysis of changes over time. Tracking study - compare trends and identify changes consumer satisfactionCopyright 2000 by Harcourt, Inc. All rights reservedConsumer Panel A longitudinal survey of the same sample of individuals or households to

18、 record (in a diary) their attitudes, behavior, or purchasing habits over time.Copyright 2000 by Harcourt, Inc. All rights reservedTotal Quality Management and Customer Satisfaction Surveys Total quality management -A business philosophy that emphasizes market-driven quality as a top organizational

19、priority.Copyright 2000 by Harcourt, Inc. All rights reservedStages in Tracking Quality ImprovementCopyright 2000 by Harcourt, Inc. All rights reservedCommitment and Exploration Stage Management makes a commitment to total quality assurance Marketing researchers explore external customers needs and

20、problems. Marketing researchers explore internal customers needs, beliefs, and motivations.Copyright 2000 by Harcourt, Inc. All rights reservedBenchmarking Stage Research establishes quantitative measures as benchmarks or points of comparison Overall satisfaction and quality ratings of specific attributes Employees actual performance and perceptionsCopyright 2000 by Harcourt, Inc. All rights reservedInitial Quality Improvement Stage Tracking wave 1 measures trends Establishes a quality improvement process within the organization. Translate