The Difficulty of Internet Surveys

MKT375-2, Fall16 Ann Connolly
29/09/2016 1
T H E
D I F F I C U L T Y
O F I N T E R N E T
S U R V E Y S :
R A N D O M S A M P L I N G & S Y S T E M A T I C E R R O R 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 Surveys
5.How these errors intertwine
with the Internet
6.How to Reduce these errors
7.Conclusion
L I S T O F C O N T E N T S
Tomáš Bubák© 2016
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I M P O R T A N C E O F S U R V E Y
A C C U R A C Y
(Zikmund, Babin, 2010 )
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N O T H I N G
I S
P E R F E C T
a2ua.com Ballerina 2016
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Total survey error=
Random Sampling Error +
Systematic Error
(Assael, Keon, 1982)
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Occurs because of the
selected variations in the
sample.
(Zikmund, Babin, 2010 , 308)
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R A N D O M S A M P L I N G
E R R O R

Population Selected Sample
(Renckly, 2016)
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Occurs because of the design of
the survey itself and overall
correctness of the execution.
(Zikmund, Babin, 2010 , 308)
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S Y S T E M A T I C
( N O N S A M P L I N G )
E R R O R S

Why do these errors happen?
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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.
R A N D O M S A M P L I N G
E R R O R S
S Y S T E M A T I C
E R R O R S

When some people of the sample do not respond.
When respondents respond inaccurately.
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N O N R E S P O N S E
E R R O R
R E S P O N S E
E R R O R

N E E D T O F O C U S O N
R E D U C I N G B O T H
29/09/2016 12

Research concluded that
random sampling error is minor
while Systematic Error is
a large contributor to total
errors
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T H E D I L E M M A
Select a large sample to minimize
random sampling error OR put
money and effort on smaller
samples to ensure better outcome
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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
29/09/2016 16

I N T E R N E T
S U R V E 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 R O R S I N T E R T W I N E
W I T H T H E I N T E R N E T
29/09/2016 19

Sample size can be easily increased
in Internet Surveys
T O R E D U C E R A N D O M
S A M P L I N G E R R O R
(Hoonakker, Carayon, 2009, 350)
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How to reduce Systematic
Errors in internet surveys?
29/09/2016 21

T A K E I N T O A C C O U N T T H E
D I F F E R E N T T I M E Z O N E S
(Zikmund, Babin, 2010 , 308) (Hoonakker, Carayon, 2009, 353-359)
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F I N D R E A S O N S F O R
N O N R E S P O N S E A N D
R E S P O N S E E R R O R S
(McDaniel, Gates, 1999) (Matzkin, 2007) 29/09/2016 23

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

C O N C L U S I O N
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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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T H A N K Y O U
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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
29/09/2016 29
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

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