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RESEARCH IN RESEARCH IN INFORMATION SYSTEMS INFORMATION SYSTEMS

MANAGEMENTMANAGEMENT(IMS 603)(IMS 603)

Topic 6:Topic 6:Errors in Survey researchErrors in Survey research

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Tree Diagram of Total Survey ErrorTree Diagram of Total Survey Error

TOTAL ERROR

Non-Sampling

error / Systematic

error

Random sampling

error

Respondent error

Administrative error

Non-response error

Response bias

Data processing error

Sample selection error

Interviewer error

Interviewer cheating

Deliberate falsification

Unconscious misrepresentation

Acquiescence bias

Extremity bias

Interviewer bias

Auspices bias

Social desirability

bias

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RANDOM SAMPLING ERRORRANDOM SAMPLING ERROR

• Random sampling error occurs because of change variation in the scientific selection of sampling units.

• If there is a slight difference between the true population value and the sample value, hence a small random sampling error will occur.

• If there is too many unusual people or units were included in the sample, hence a large sampling error will occur.

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NON-SAMPLING ERRORNON-SAMPLING ERROR

• Also known as Systematic Error.

• Results from some imperfect aspect of the research design or from a mistake in the execution of the research.

• The errors comes from such sources as sample bias, mistakes in recording responses, and non-responses from persons not contacted or refusing to participate.

• Divided into two, that is Respondent Error Respondent Error and Administrative ErrorAdministrative Error.

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It is further divided into two, that is Non-Response Non-Response ErrorError and Response ErrorResponse Error.

1.1. Non-Response Error Non-Response Error

The statistical difference between a survey that includes only those who responded and a survey that also includes those who failed to respond.

A non-response occurs if someone is not at home and a subsequent callback also finds the subject not at home.

Respondent ErrorRespondent Error

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2.2. Response ErrorResponse Error

(Deliberate falsification and Unconscious misrepresentation)

Error that occurs when respondents tend to answer questions in a certain direction either deliberately of unconsciously.

Examples of response bias are acquiescence bias, extremely bias, interviewer bias, auspices bias and social desirability.

Respondent Error (cont.)Respondent Error (cont.)

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2.2. Response ErrorResponse Error

a) Acquiescence biasa) Acquiescence bias

A category of response bias in which individuals have a tendency to agree with all questions or to indicate a positive connotation.

b)b) Extremity biasExtremity bias

A category of response bias that results from response styles varying from person to person, some individuals tend to use extremes when responding to questions.

Respondent Error (cont.)Respondent Error (cont.)

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2.2. Response ErrorResponse Error

c) Interviewer biasc) Interviewer bias

Bias in the responses of subjects due to influence of the interviewer.

d)d) Auspices biasAuspices bias

Bias in the responses of subjects caused by the respondents being influenced by the organization conducting the study.

Respondent Error (cont.)Respondent Error (cont.)

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2.2. Response ErrorResponse Error

e) Social desirability biase) Social desirability bias

Bias in the responses of subjects caused by respondents’ desire either consciously or unconsciously, to gain prestige or to appear in a different social role.

Respondent Error (cont.)Respondent Error (cont.)

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An error caused by the improper administrative or execution of a research task. The errors include:

a)a)Data Processing errorData Processing error

b)b)Sample Selection errorSample Selection error

c)c)Interviewer errorInterviewer error

d)d)Interviewer cheatingInterviewer cheating

Administrative ErrorAdministrative Error