文档介绍：【行业精品资料】
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Survey Research
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Survey Research - Overview
Definition: research that uses a questionnaire to gather facts, opinions, and attitudes.
By far, it is the most popular form of market research.
Why is Survey Research Popular?
70,000,000 interviewed each year.
It helps answer the questions of why, how, and who.
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Error in Survey Research
When assessing the quality of the information obtained in a survey, the accuracy of the information must be evaluated (that is to recognize that the findings may be subject to error).
Error is the difference between what values you obtain from the survey, and what the true values are.
It is important to keep in mind that even in a perfectly executed survey, there is error.
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Types of Error in Survey Research
Systematic Error
Total Error
Random Sampling Error
Random Sampling Error – Unavoidable, it is the difference between the sample value and the population value.
Systematic error (bias) – Error that results from mistakes in research design or execution.
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Description of Systematic Error
Systematic Error
Measurement Error
Sample Design Error
Measurement Error – The error that results from the difference between the information sought and the information obtained.
Sample Design Error – The error that results from flaws in sample design or sampling procedures.
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Types of Sample Design Error
Sampling Frame Error
Definition of Sampling Frame: The list of population elements that the sample is drawn from.
Examples of Sampling Frames:
Telephone books
Real estate records
Voter registration lists
Sampling Frame Error (defined) – Error resulting from urate or plete sample frame
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Graphic Illustration of Sampling Frame Error
Total Households in Portage County
Households in Portage County listed in telephone book
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Types of Sample Design Error (continued)
Population Specification Error
Error that occurs becaus