Business Research Methods

Errors In Survey Research

Surveys
Surveys ask respondents for information using verbal or written questioning

Tree Diagram of Total Survey Error

Random sampling error Total error

Systematic error (bias)

Random Sampling Error

Even though a representative sample is selected there is always a deviation between true population value & sample value A statistical fluctuation that occurs because of chance variation in the elements selected for the sample.

Systematic Error
Systematic 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
Errors observed on respondents side It is difficult to get respondents cooperation in getting answers that contain correct information Two common types of respondent errors are - Non- Response Error - Response Bias

Tree Diagram of Total Survey Error

Nonresponse error Respondent error Response bias

Non response Error

Nonrespondents - people who refuse to cooperate --Not-at-homes --Refusals due to fear or personal preference

Response Bias
A bias that occurs when respondents tend to answer questions with a certain slant that consciously or unconsciously misrepresents the truth

Tree Diagram of Total Survey Error

Deliberate falsification Response bias Unconscious misrepresentation

Deliberate Falsification
People knowingly misrepresent or give false answers when they are not certain about facts - Providing information by recall - For assuming a safe situation -To conceal personal information

Unconscious Misrepresentation
People give wrong information due to ignorance -Misunderstanding a question -Prior inexperience to a subject

Factors for Misrepresentation

Misrepresentation of answers either deliberately or unconsciously could be due to a number of factors Factors are results of various biases in the nature of respondents

Types of Response Biases

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 while some tend to give neutral answers

Interviewer Bias
A response bias that occurs because the presence of the interviewer influences answers. Facial expression, age, gender, tone, etc of the interviewer may play a role in inducing interviewer bias

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. Information about educational qualification or income might be overstated to gain prestige

Tree Diagram of Total Survey Error

Administrative error

Systematic error (bias) Respondent error

Administrative Error
Improper administration of the research task Caused due to sample design error or other factors on personal front
Confusion Neglect Omission

Tree Diagram of Total Survey Error

Data processing error Sample selection error Interviewer error Interviewer cheating

Administrative Error
Sample selection error -improper sample design or sampling procedure execution. Mall intercept interviewers selecting only neatly dressed customers or only families with children ----Sample Frame error frame is list of population units for sample selection. Error occurs if list does not match with target population (Incomplete list) ---Population Specification Error- Population itself defined incorrectly .To estimate market potential for electronic cars selecting population of only small car users

Administrative Error
Interviewer cheating - filling in fake answers or falsifying interviewers Interviewer error - field mistakes committed by interviewer while administering questionnaire or recording responses Data processing error - incorrect data entry, computer programming, or other procedural errors during the analysis stage.

Tree Diagram of Total Survey Error

Tree Diagram of Total Survey Error

Random sampling error Total error

Systematic error (bias)

Tree Diagram of Total Survey Error

Administrative error

Systematic error (bias) Respondent error

Tree Diagram of Total Survey Error

Nonresponse error Respondent error Response bias

Tree Diagram of Total Survey Error

Deliberate falsification Response bias Unconscious misrepresentation

Types of Response Biases

Acquiescence bias Extremity bias Interviewer bias Auspices bias

Social desirability bias

Tree Diagram of Total Survey Error

Administrative error

Systematic error (bias) Respondent error

Tree Diagram of Total Survey Error

Data processing error Sample selection error Interviewer error Interviewer cheating