Survey Research.ppt

文档介绍：Exploring Marketing ResearchWilliam G. Zikmund
Chapter 8:
Survey Research
Surveys
Surveys ask respondents for information using verbal or written questioning
Respondents
Respondents are a representative sample of people
Gathering Information via Surveys
Quick
Inexpensive
Efficient
Accurate
Flexible
Problems
Poor Design
Improper Execution
Total
error
Systematic
error (bias)
Random sampling
error
Tree Diagram of Total Survey Error
Random Sampling Error
A statistical fluctuation that occurs because of change 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
Systematic
error (bias)
Administrative
error
Respondent
error
Tree Diagram of Total Survey Error
Sample 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 parameter