CW1_MKT375:2_Ann Connolly

MKT375-2, Fall16 Ann Connolly

29/09/2016 1

T HE D I FF I CU LT Y OF I NT E R NET S U RVE Y S :

RA N DOM S A M P L I N G & SY S TE M AT I C E R R OR S

1.Introduction: Importance of Surveys and their accuracy

2.Compare & Contrast Random Sampling Errors & Systematic Errors

3.Why do these errors happen?

4.Internet Surveys5.How these errors

intertwine with the Internet

6.How to Reduce these errors

7.Conclusion

L I S T O F C O N TE N T S


Tomáš Bubák© 2016 29/09/2016 2

IM P O RTAN C E O F SU RVE Y AC C U RACY


(Zikmund, Babin, 2010 ) 29/09/2016 3

NO T H IN G I S

P E RF E C T

a2ua.com Ballerina 2016 29/09/2016 4


Total survey error= Random Sampling Error

+ Systematic Error

(Assael, Keon, 1982) 29/09/2016 5


Occurs because of the selected variations in the

sample.

(Zikmund, Babin, 2010 , 308) 29/09/2016 6

RA ND O M S A M P L I NG ER R O R


Population Selected Sample

(Renckly, 2016) 29/09/2016 7


Occurs because of the design of the survey itself and overall correctness of the execution.

(Zikmund, Babin, 2010 , 308) 29/09/2016 8

S Y S T E MAT I C (NO NS A M P L I N G )

ER R O R S


Why do these errors happen?


29/09/2016 9

(Assael, Keon, 1982) 29/09/2016 10

The sample selected is not the “perfect”

portrayal of the tested

population

VS

More difficult to control.

Due to nonresponse &

response errors.

RA ND OM S A M PL I NG E R R OR S

S Y S T E M AT I C E R R OR S


When some people of the sample do not respond.

When respondents respond inaccurately.

(Assael, Keon, 1982) 29/09/2016 11


NON RESP ON SE ERRO R

RESP O NSE ERROR

NE E D T O F O CU S O N RE D U C I NG BO T H


Tomáš Bubák© 2016 29/09/2016 12

Research concluded that random sampling error is

minor while Systematic Error is a large

contributor to total errors

(Assael, Keon, 1982) 29/09/2016 13


T H E D I L E M M ASelect a large sample to

minimize random sampling error OR put money and effort on smaller samples to ensure

better outcome

(Assael, Keon, 1982) 29/09/2016 14


But given possible time constraints, it is difficult to concentrate on doing both.


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Therefore, the popular choice is to conduct Internet

Surveys


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I N TE RN E T SU RVE Y S

(Hoonakker, Carayon, 2009, 350) 29/09/2016 17


Yes, internet surveys improve response rate…

But, difficult to make accurate.

(Ziegenfuss, Beebe, Rey, Schleck, Locke, Talley, 2010) 29/09/2016 18


H O W E R RO RS INT E RT W INE W I T H T H E IN TE R NE T


29/09/2016 19

Sample size can be easily increased in Internet Surveys

TO RE D U CE RAN D O M S AM P L IN G E RRO R


(Hoonakker, Carayon, 2009, 350) 29/09/2016 20

How to reduce Systematic Errors in internet surveys?


29/09/2016 21

TAK E I NT O ACC O UN T TH E D I F F ER E NT T IM E Z O N E S


(Zikmund, Babin, 2010 , 308) (Hoonakker, Carayon, 2009, 353-359) 29/09/2016 22

F I ND RE ASO NS F O R NO NR E SP O NS E AN D RE SP O N SE E R RO RS

(McDaniel, Gates, 1999) (Matzkin, 2007) 29/09/2016 23

(McDaniel, Gates, 1999) 29/09/2016 24

C ON C LU S I O NMKT375-2, Fall16 Ann Connolly

29/09/2016 26

Random sampling errors cannot be avoided. They are caused by chance. To reduce it is to increase the sample size, which is made easily through

internet surveys.

Systematic errors have a large impact on the total error.

Although Internet surveys are the popular choice due to rapid response, it contains a possibility for

large amounts of errors.


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Possible ways to reduce non sampling errors on internet surveys:

Consider the time zones of who will be selected.

Find the reasons behind nonresponse and response

error. Extra thought must be put into

the design of the survey.Place incentives for

completion.Quality over quantity.


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References

Zikmund, W. G., & Babin, B. J. (2010). Essentials of Marketing Research (4th ed.). Mason, OH: South-Western/CENGAGE Learning.

McDaniel, C., & Gates, R. H. (1999). Contemporary Marketing Research. Cincinnati: South-Western College Pub.

Assael, H., & Keon, J. (1982). Nonsampling vs. Sampling Errors in Survey Research. Journal of Marketing, 46(2), 114-123. Retrieved from http://www.jstor.org.ezproxy.lib.cas.cz/stable/3203346

Groves, R., & Lyberg, L. (2010). TOTAL SURVEY ERROR: PAST, PRESENT, AND FUTURE. The Public Opinion Quarterly, 74(5), 849-879. Retrieved from http://www.jstor.org.ezproxy.lib.cas.cz/stable/40985408

Ziegenfuss, J., Beebe, T., Rey, E., Schleck, C., Locke, G., & Talley, N. (2010). Internet Option in a Mail Survey: More Harm Than Good? Epidemiology, 21(4), 585-586. Retrieved from http://www.jstor.org.ezproxy.lib.cas.cz/stable/25680593

Renckly, T. R. Sampling Error. Retrieved September 20, 2016, from http://spectrum.troy.edu/renckly/smpl-r.htm


Hoonakker, P., & Carayon, P. (2009). Questionnaire Survey Nonresponse: A Comparison of Postal Mail and Internet Surveys. International Journal of Human-Computer Interaction, 25(5), 348-373. doi:10.1080/10447310902864951

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Matzkin, R. (2007). Nonparametric Survey Response Errors. International Economic Review, 48(4), 1411-1427. Retrieved from http://www.jstor.org.ezproxy.lib.cas.cz/stable/4542018

http://www.jstor.org.ezproxy.lib.cas.cz/stable/40985408


http://spectrum.troy.edu/renckly/smpl-r.htm


CW1_MKT375:2_Ann Connolly

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