Submit Search
Upload
SEO-Optimized Guide to Survey Sampling Methods
•
3 likes
•
504 views
AI-enhanced title
David Geddes
Follow
Presented at the Institute for Public Relations Measurement Summit 2011
Read less
Read more
Marketing
Business
Technology
Report
Share
Report
Share
1 of 36
Download now
Download to read offline
Recommended
Institute for public relations summit on measurement class measurement 201
Institute for public relations summit on measurement class measurement 201
David Geddes
Internet Pilot Paper2
Internet Pilot Paper2
Kathryn Ashton
5. Survey Solutions Presentation
5. Survey Solutions Presentation
Pew Research Center
Answers to ESOMAR 28 Questions (IMAS Panel 2019)
Answers to ESOMAR 28 Questions (IMAS Panel 2019)
IMAS International
Opinionpanel General company presentation
Opinionpanel General company presentation
YouthSight
Online survey
Online survey
Rajamani5373
Open Research into Open Education: The Role of Mapping and Curation
Open Research into Open Education: The Role of Mapping and Curation
Robert Farrow
26questions buying online samples
26questions buying online samples
internetstats
Recommended
Institute for public relations summit on measurement class measurement 201
Institute for public relations summit on measurement class measurement 201
David Geddes
Internet Pilot Paper2
Internet Pilot Paper2
Kathryn Ashton
5. Survey Solutions Presentation
5. Survey Solutions Presentation
Pew Research Center
Answers to ESOMAR 28 Questions (IMAS Panel 2019)
Answers to ESOMAR 28 Questions (IMAS Panel 2019)
IMAS International
Opinionpanel General company presentation
Opinionpanel General company presentation
YouthSight
Online survey
Online survey
Rajamani5373
Open Research into Open Education: The Role of Mapping and Curation
Open Research into Open Education: The Role of Mapping and Curation
Robert Farrow
26questions buying online samples
26questions buying online samples
internetstats
Bmgt 311 chapter_7
Bmgt 311 chapter_7
Chris Lovett
网络调查方法研究 -我们该往哪里走
网络调查方法研究 -我们该往哪里走
oldtaotao
Question 1
Question 1
Ezhilarasan Elumalai
34. Market Research
34. Market Research
NBHS
Developing media literacy indicators for Europe
Developing media literacy indicators for Europe
Monica Bulger
User-Centered Design of Learning Spaces on a Diverse, Urban, Commuter Campus.
User-Centered Design of Learning Spaces on a Diverse, Urban, Commuter Campus.
Brown-Sica Margaret
Bmgt 311 chapter_7
Bmgt 311 chapter_7
Chris Lovett
Web Panels in Official Statistics
Web Panels in Official Statistics
Jelke Bethlehem
Basic ideas in sampling 01.10.2022.pdf
Basic ideas in sampling 01.10.2022.pdf
BimsaraWijayarathne2
7027203.ppt
7027203.ppt
Praveen Kumar
Sampling in Market Research
Sampling in Market Research
Pawandeep Singh Maniktala
Maxfield_8e_PPT_Ch09 Survey Research.pptx
Maxfield_8e_PPT_Ch09 Survey Research.pptx
MarcCollazo1
Maxfield_8e_PPT_Ch09.pptx
Maxfield_8e_PPT_Ch09.pptx
MarcCollazo1
Bridget Hopwood & Amanda Attwood
Bridget Hopwood & Amanda Attwood
MRS
Survey and Sample Size Calculation in Epidemiological Studies.pptx
Survey and Sample Size Calculation in Epidemiological Studies.pptx
Muhammad Sayyam Akram
global marketing research - cap 5
global marketing research - cap 5
Ali Karim
Chapter 9 (Business Research Methodology-Survey Research) .ppt
Chapter 9 (Business Research Methodology-Survey Research) .ppt
sshahriar2001
Research: The Beginning and the End
Research: The Beginning and the End
Albers Communications Group
Module-7-Descriptive Research-survey.pdf
Module-7-Descriptive Research-survey.pdf
Vikramjit Singh
Chapter 9Survey Research1© 2018 Cengage Lea
Chapter 9Survey Research1© 2018 Cengage Lea
JinElias52
Surveys That Work: using questionnaires to gather useful data, Seattle 2010
Surveys That Work: using questionnaires to gather useful data, Seattle 2010
Caroline Jarrett
Ch09 Survey Research
Ch09 Survey Research
yxl007
More Related Content
What's hot
Bmgt 311 chapter_7
Bmgt 311 chapter_7
Chris Lovett
网络调查方法研究 -我们该往哪里走
网络调查方法研究 -我们该往哪里走
oldtaotao
Question 1
Question 1
Ezhilarasan Elumalai
34. Market Research
34. Market Research
NBHS
Developing media literacy indicators for Europe
Developing media literacy indicators for Europe
Monica Bulger
User-Centered Design of Learning Spaces on a Diverse, Urban, Commuter Campus.
User-Centered Design of Learning Spaces on a Diverse, Urban, Commuter Campus.
Brown-Sica Margaret
Bmgt 311 chapter_7
Bmgt 311 chapter_7
Chris Lovett
Web Panels in Official Statistics
Web Panels in Official Statistics
Jelke Bethlehem
What's hot
(8)
Bmgt 311 chapter_7
Bmgt 311 chapter_7
网络调查方法研究 -我们该往哪里走
网络调查方法研究 -我们该往哪里走
Question 1
Question 1
34. Market Research
34. Market Research
Developing media literacy indicators for Europe
Developing media literacy indicators for Europe
User-Centered Design of Learning Spaces on a Diverse, Urban, Commuter Campus.
User-Centered Design of Learning Spaces on a Diverse, Urban, Commuter Campus.
Bmgt 311 chapter_7
Bmgt 311 chapter_7
Web Panels in Official Statistics
Web Panels in Official Statistics
Similar to SEO-Optimized Guide to Survey Sampling Methods
Basic ideas in sampling 01.10.2022.pdf
Basic ideas in sampling 01.10.2022.pdf
BimsaraWijayarathne2
7027203.ppt
7027203.ppt
Praveen Kumar
Sampling in Market Research
Sampling in Market Research
Pawandeep Singh Maniktala
Maxfield_8e_PPT_Ch09 Survey Research.pptx
Maxfield_8e_PPT_Ch09 Survey Research.pptx
MarcCollazo1
Maxfield_8e_PPT_Ch09.pptx
Maxfield_8e_PPT_Ch09.pptx
MarcCollazo1
Bridget Hopwood & Amanda Attwood
Bridget Hopwood & Amanda Attwood
MRS
Survey and Sample Size Calculation in Epidemiological Studies.pptx
Survey and Sample Size Calculation in Epidemiological Studies.pptx
Muhammad Sayyam Akram
global marketing research - cap 5
global marketing research - cap 5
Ali Karim
Chapter 9 (Business Research Methodology-Survey Research) .ppt
Chapter 9 (Business Research Methodology-Survey Research) .ppt
sshahriar2001
Research: The Beginning and the End
Research: The Beginning and the End
Albers Communications Group
Module-7-Descriptive Research-survey.pdf
Module-7-Descriptive Research-survey.pdf
Vikramjit Singh
Chapter 9Survey Research1© 2018 Cengage Lea
Chapter 9Survey Research1© 2018 Cengage Lea
JinElias52
Surveys That Work: using questionnaires to gather useful data, Seattle 2010
Surveys That Work: using questionnaires to gather useful data, Seattle 2010
Caroline Jarrett
Ch09 Survey Research
Ch09 Survey Research
yxl007
Survey
Survey
Vikramjit Singh
Introduction to Survey Data Quality
Introduction to Survey Data Quality
University of Southampton
Ch07 maxfield pp ts
Ch07 maxfield pp ts
Brian Beachum
Total Survey Error & Institutional Research: A case study of the University E...
Total Survey Error & Institutional Research: A case study of the University E...
Sonia Whiteley
Chapter 10: Gathering and Using Information: Marketing Research and Market In...
Chapter 10: Gathering and Using Information: Marketing Research and Market In...
tjamisonedu
Afroeye Research - ESOMAR 28 QUESTIONS
Afroeye Research - ESOMAR 28 QUESTIONS
AfroeyeResearch
Similar to SEO-Optimized Guide to Survey Sampling Methods
(20)
Basic ideas in sampling 01.10.2022.pdf
Basic ideas in sampling 01.10.2022.pdf
7027203.ppt
7027203.ppt
Sampling in Market Research
Sampling in Market Research
Maxfield_8e_PPT_Ch09 Survey Research.pptx
Maxfield_8e_PPT_Ch09 Survey Research.pptx
Maxfield_8e_PPT_Ch09.pptx
Maxfield_8e_PPT_Ch09.pptx
Bridget Hopwood & Amanda Attwood
Bridget Hopwood & Amanda Attwood
Survey and Sample Size Calculation in Epidemiological Studies.pptx
Survey and Sample Size Calculation in Epidemiological Studies.pptx
global marketing research - cap 5
global marketing research - cap 5
Chapter 9 (Business Research Methodology-Survey Research) .ppt
Chapter 9 (Business Research Methodology-Survey Research) .ppt
Research: The Beginning and the End
Research: The Beginning and the End
Module-7-Descriptive Research-survey.pdf
Module-7-Descriptive Research-survey.pdf
Chapter 9Survey Research1© 2018 Cengage Lea
Chapter 9Survey Research1© 2018 Cengage Lea
Surveys That Work: using questionnaires to gather useful data, Seattle 2010
Surveys That Work: using questionnaires to gather useful data, Seattle 2010
Ch09 Survey Research
Ch09 Survey Research
Survey
Survey
Introduction to Survey Data Quality
Introduction to Survey Data Quality
Ch07 maxfield pp ts
Ch07 maxfield pp ts
Total Survey Error & Institutional Research: A case study of the University E...
Total Survey Error & Institutional Research: A case study of the University E...
Chapter 10: Gathering and Using Information: Marketing Research and Market In...
Chapter 10: Gathering and Using Information: Marketing Research and Market In...
Afroeye Research - ESOMAR 28 QUESTIONS
Afroeye Research - ESOMAR 28 QUESTIONS
More from David Geddes
Country branding workshop part 3 1
Country branding workshop part 3 1
David Geddes
Branding the American Animal Hospital Association (AAHA)
Branding the American Animal Hospital Association (AAHA)
David Geddes
Toyota recall crisis: predicting corporate reputation from the news media
Toyota recall crisis: predicting corporate reputation from the news media
David Geddes
Wal-Mart corporate brand reputation
Wal-Mart corporate brand reputation
David Geddes
Advances in public relations measurement
Advances in public relations measurement
David Geddes
Strategy that Matters: Measurement beyond the Clip Report for Colleges and Un...
Strategy that Matters: Measurement beyond the Clip Report for Colleges and Un...
David Geddes
More from David Geddes
(6)
Country branding workshop part 3 1
Country branding workshop part 3 1
Branding the American Animal Hospital Association (AAHA)
Branding the American Animal Hospital Association (AAHA)
Toyota recall crisis: predicting corporate reputation from the news media
Toyota recall crisis: predicting corporate reputation from the news media
Wal-Mart corporate brand reputation
Wal-Mart corporate brand reputation
Advances in public relations measurement
Advances in public relations measurement
Strategy that Matters: Measurement beyond the Clip Report for Colleges and Un...
Strategy that Matters: Measurement beyond the Clip Report for Colleges and Un...
Recently uploaded
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
What is Google Search Console and What is it provide?
What is Google Search Console and What is it provide?
riteshhsociall
Cash payment girl 9257726604 Hand ✋ to Hand over girl
Cash payment girl 9257726604 Hand ✋ to Hand over girl
Call girl Jaipur
Labour Day Celebrating Workers and Their Contributions.pptx
Labour Day Celebrating Workers and Their Contributions.pptx
elizabethella096
The+State+of+Careers+In+Retention+Marketing-2.pdf
The+State+of+Careers+In+Retention+Marketing-2.pdf
Social Samosa
BUY GMAIL ACCOUNTS PVA USA IP INDIAN IP GMAIL
BUY GMAIL ACCOUNTS PVA USA IP INDIAN IP GMAIL
DIGISHIFT INDIA +918368319550
BDSM⚡Call Girls in Sector 39 Noida Escorts Escorts >༒8448380779 Escort Service
BDSM⚡Call Girls in Sector 39 Noida Escorts Escorts >༒8448380779 Escort Service
Delhi Call girls
Enjoy Night⚡Call Girls Dlf City Phase 4 Gurgaon >༒8448380779 Escort Service
Enjoy Night⚡Call Girls Dlf City Phase 4 Gurgaon >༒8448380779 Escort Service
Delhi Call girls
Social media, ppt. Features, characteristics
Social media, ppt. Features, characteristics
wasim792942
How to utilize calculated properties in your HubSpot setups
How to utilize calculated properties in your HubSpot setups
ssuser4571da
personal branding kit for music business
personal branding kit for music business
brjohnson6
No Cookies No Problem - Steve Krull, Be Found Online
No Cookies No Problem - Steve Krull, Be Found Online
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The Future of Brands on LinkedIn - Alison Kaltman
The Future of Brands on LinkedIn - Alison Kaltman
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The Science of Landing Page Messaging.pdf
The Science of Landing Page Messaging.pdf
VWO
Brighton SEO April 2024 - The Good, the Bad & the Ugly of SEO Success
Brighton SEO April 2024 - The Good, the Bad & the Ugly of SEO Success
Varn
Unraveling the Mystery of The Circleville Letters.pptx
Unraveling the Mystery of The Circleville Letters.pptx
elizabethella096
Unraveling the Mystery of the Hinterkaifeck Murders.pptx
Unraveling the Mystery of the Hinterkaifeck Murders.pptx
elizabethella096
BLOOM_April2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_April2024. Balmer Lawrie Online Monthly Bulletin
BalmerLawrie
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Search Engine Journal
Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15
Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15
SearchNorwich
Recently uploaded
(20)
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
What is Google Search Console and What is it provide?
What is Google Search Console and What is it provide?
Cash payment girl 9257726604 Hand ✋ to Hand over girl
Cash payment girl 9257726604 Hand ✋ to Hand over girl
Labour Day Celebrating Workers and Their Contributions.pptx
Labour Day Celebrating Workers and Their Contributions.pptx
The+State+of+Careers+In+Retention+Marketing-2.pdf
The+State+of+Careers+In+Retention+Marketing-2.pdf
BUY GMAIL ACCOUNTS PVA USA IP INDIAN IP GMAIL
BUY GMAIL ACCOUNTS PVA USA IP INDIAN IP GMAIL
BDSM⚡Call Girls in Sector 39 Noida Escorts Escorts >༒8448380779 Escort Service
BDSM⚡Call Girls in Sector 39 Noida Escorts Escorts >༒8448380779 Escort Service
Enjoy Night⚡Call Girls Dlf City Phase 4 Gurgaon >༒8448380779 Escort Service
Enjoy Night⚡Call Girls Dlf City Phase 4 Gurgaon >༒8448380779 Escort Service
Social media, ppt. Features, characteristics
Social media, ppt. Features, characteristics
How to utilize calculated properties in your HubSpot setups
How to utilize calculated properties in your HubSpot setups
personal branding kit for music business
personal branding kit for music business
No Cookies No Problem - Steve Krull, Be Found Online
No Cookies No Problem - Steve Krull, Be Found Online
The Future of Brands on LinkedIn - Alison Kaltman
The Future of Brands on LinkedIn - Alison Kaltman
The Science of Landing Page Messaging.pdf
The Science of Landing Page Messaging.pdf
Brighton SEO April 2024 - The Good, the Bad & the Ugly of SEO Success
Brighton SEO April 2024 - The Good, the Bad & the Ugly of SEO Success
Unraveling the Mystery of The Circleville Letters.pptx
Unraveling the Mystery of The Circleville Letters.pptx
Unraveling the Mystery of the Hinterkaifeck Murders.pptx
Unraveling the Mystery of the Hinterkaifeck Murders.pptx
BLOOM_April2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_April2024. Balmer Lawrie Online Monthly Bulletin
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15
Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15
SEO-Optimized Guide to Survey Sampling Methods
1.
Copyright © 2010
by The Institute for Public Relations 1
2.
• Smart consumer •
Quantitative survey methods 1. Telephone 2. Web 3. Mail and multi-modal 4. Face-to-face • Sampling • Case studies • Questions … as they come Copyright © 2010 by The Institute for Public Relations 2 2
3.
American Association for
Public Opinion Research web site (www.aapor.org) Copyright © 2010 by The Institute for Public Relations 3
4.
What are your
business and comms objectives? What do you want to explore, discover, test, or document? What do you know already? Who are the right people to talk with? What are appropriate data collection methods? Copyright © 2010 by The Institute for Public Relations 4
5.
• Types – Random
digit dial (RDD) – List from sample provider or panel – Company or client list (customers, employees, industry analysts, donors, partners, etc.) • Uses and advantages • Limitations and weaknesses Copyright © 2010 by The Institute for Public Relations 5 5
6.
Cell phone only
households – Same or different? – What to do? – Ethical and legislative issues – A trend to follow Copyright © 2010 by The Institute for Public Relations 6
7.
• Non-response bias -.74% -1.5% Copyright ©
2010 by The Institute for Public Relations 7
8.
• Standard Survey:
36% response rate – Calling done over five days – Selected respondent from people at home at time of call (no random selection) – Five call-backs, one call-back to refusals • Rigorous Survey: 60.6% response rate – – – – – Eight-week calling period Random selection of respondent from list Pre-notification letters with $2 incentive Multiple attempts (including letters to refusals) Multiple call-backs Source: Scott Keeter et al, Consequences of Reducing Nonresponse in a National Telephone Survey, Public Opinion2010 by The Institute for Public Relations Quarterly 64:125-148 (2000) Copyright © 8
9.
• Oversampling – Example:
Attitudes to location-based apps – Example: National survey on water conservation • Weighting – Example: Ethnicity or Age – Example: Survey with oversampling Copyright © 2010 by The Institute for Public Relations 9
10.
• • • • National random sample
of 1,000 households Offered by all major research firms Fast Low cost – Cost per question (phone vs. omnibus) – Demographics included – Costing parameters • • • • • Targeted audiences Low cost alternatives Deliverables Applications Limitations Copyright © 2010 by The Institute for Public Relations 10
11.
• Advantages and
uses • Limitations – See AAPOR site Copyright © 2010 by The Institute for Public Relations 11
12.
• Don Dillman
et al, Internet, Mail, and Mixed-Mode Surveys: The Tailored Design Method, (Wiley, 2008) • TDM method: 1. 2. 3. 4. 5. 6. • Respondent-friendly questionnaire Personalized correspondence Token financial incentive ($1 or $2 prepaid) Up to five phone contacts Mail survey with stamped return envelopes Phone again Other ways to improve response rates Copyright © 2010 by The Institute for Public Relations 12
13.
– Examine different
sampling techniques – Strengths and shortcomings – Cases and examples – Tools to make decisions in practice – Not a comprehensive textbook treatment Copyright © 2010 by The Institute for Public Relations 13
14.
• Formal definition
of our targets – Example: Caregivers of Type II diabetes patients • Generalize or project? – Example: Poll of Kansas City voters about rental car tax • Understand and minimize sampling error – How far off might our result be if we interviewed another group of individuals? • Make tradeoffs – Budget, time, other factors given objectives Copyright © 2010 by The Institute for Public Relations 14
15.
• Probability sampling –
“Sampling is the science of systematically drawing a valid group of objects from a population reliably.” (Stacks, p. 150) • Non-probability sampling (informal definition) – Process of systematically drawing a group of objects from a population sufficient to meet information needs. (Adapted from Stacks) Copyright © 2010 by The Institute for Public Relations 15
16.
• Universe – General
concept of who or what will be sampled • Population – People or units to be sampled, formally defined and described • Sampling frame – List of all people to be surveyed – Example: List of all 90,000 registered veterinarians under age 65 Copyright © 2010 by The Institute for Public Relations 16
17.
• Sample – Actual
people chosen for inclusion in the research – Example: Selection of 10,000 veterinarians from the list • Completed sample – People who actually responded to the survey – Example: 3,000 veterinarians completed the survey Copyright © 2010 by The Institute for Public Relations 17
18.
• Sampling error –
Issue: Potential error or uncertainty as a result of not sampling from all members of sampling frame – How far off might we be if we interviewed a different 500 people? • Coverage error – Issue: The sampling frame does not contain all members of a population or contains a biased list – Example: People without landlines in a telephone poll – Example: People with invalid e-mail addresses in membership list Copyright © 2010 by The Institute for Public Relations 18
19.
• Measurement error –
Error when respondents misunderstand or incorrectly respond to questions • Nonresponse error – Respondents unlike non-respondents Copyright © 2010 by The Institute for Public Relations 19
20.
• Understanding and
reducing coverage error – Does the sampling frame (list) contain everyone in the population? – Does the list contain people who are not in the sampling frame? – How is the list maintained and updated? – Does the list contain other information that can be used to improve sampling? Copyright © 2010 by The Institute for Public Relations 20
21.
1. Census 2. Probability sample 3. Nonprobability sample Copyright
© 2010 by The Institute for Public Relations 21
22.
• Interview or
measure all members of a population – Example: Wal-Mart annual employee survey • No error due to sampling!!! – Other types of error • Rare in practice • Is it worth the effort? Copyright © 2010 by The Institute for Public Relations 22
23.
• Every individual
in a population has an equal chance of being chosen – In theory – In practice • Allows generalization or projection to the population • Known sampling error parameters • What other sources of error? • How much to invest, given objectives? Copyright © 2010 by The Institute for Public Relations 23
24.
Key types of
probability sampling • Simple random sampling • Systematic sampling • Stratified random sampling • Cluster sampling Copyright © 2010 by The Institute for Public Relations 24
25.
• Interview or
measure without access to every individual in a population – Examples • Situations where it is difficult to fully specify the population or sampling frame – Examples • Cannot generalize – How far off might our result be if we interviewed another group of individuals? • Key: Understand limitations … justify choice Copyright © 2010 by The Institute for Public Relations 25
26.
• Convenience sampling –
Selecting based on availability – Example: Hospital survey of nurses leaving a shift • Quota sampling – Selecting based on availability but weight based on predetermined characteristics – Example: Mall intercept sampling Copyright © 2010 by The Institute for Public Relations 26
27.
• Purposive sampling –
Selecting participants based on knowledge of the population and focus or objectives of the research – Example: Survey of most influential journalists covering the air transport industry • Volunteer sampling – Select based on agreement to participate • Snowball sampling – Selecting participants based on recommendations of other participants Copyright © 2010 by The Institute for Public Relations 27
28.
• Key questions: –
How much might our results differ had we interviewed another 100 American voters? – How much more would we learn, given our objectives, had we interviewed another 100 customers? – More technically, how much sampling and measurement error can we tolerate? • To reduce sampling error and measurement error, you must increase sample size Copyright © 2010 by The Institute for Public Relations 28
29.
• “Normal” curve –
Mean, standard deviation, we can calculate confidence intervals – See an interactive demo at 68% 95% 99% http://geographyfieldwork.com/StandardDeviation1.htm – Sample size calculators on Web • National Statistical Service http:// www.nss.gov.au/nss/home.NSF/pages/ Sample+Size+Calculator+Description? OpenDocument Copyright © 2010 by The Institute for Public Relations 29
30.
– Sample size
of 385 is necessary for a confidence level of plus or minus 5 percentage points at the 95% confidence level. – Is this the biggest source of error? Copyright © 2010 by The Institute for Public Relations 30
31.
• National random
digit dialing completing surveys with 1,000 adults • Conducted Friday through Sunday • Balanced post-survey to census figures for age, gender, HHI, ethnicity (results only differ slightly) • Evaluation • Universe and population • Sampling frame • Sample and completed sample • Sources of error or bias • Final assessment – when is this appropriate? Copyright © 2010 by The Institute for Public Relations 31
32.
– National online
panel survey with 1,000 adults – Balanced post-survey to census figures for age, gender, HHI, ethnicity (results only differ slightly) – Evaluation • Universe and population • Sampling frame • Sample and completed sample • Sources of error or bias • Final assessment Copyright © 2010 by The Institute for Public Relations 32
33.
– Four divisions –
Management vs. non-management – Results by age, gender, tenure at company – Which survey methods? – Develop a sampling plan: • Universe and population • Sampling frame • Sample and completed sample • Sources of error or bias • Final assessment Copyright © 2010 by The Institute for Public Relations 33
34.
– American Veterinary
Medicine Association • 90,000 veterinarians under age 65 • 50,000 valid email addresses • Goal: Low-cost survey – Evaluation • Which methods? • Universe and population • Sampling frame • Sample and completed sample • Sources of error or bias • Can we work around the limits? • Final assessment and recommendation Copyright © 2010 by The Institute for Public Relations 34
35.
– Client: Financial
services company – Respondents: List of 1,000 journalists who cover personal finance, the economy, and lifestyle. – Which survey methods? – Evaluation • Universe and population • Sampling frame • Sample and completed sample • Sources of error or bias • Final assessment and recommendation Copyright © 2010 by The Institute for Public Relations 35
36.
Public relations research •
Don W. Stacks and David Michaelson. 2010. A Practitioner's Guide to Public Relations Research, Measurement and Evaluation. Businessexpert Press. • Don W. Stacks. 2002. Primer of Public Relations Research. New York: Guilford Press. Market research (leading business school texts) • Gilbert A. Churchill and Dawn Iacobucci. 2004. Marketing Research: Methodological Foundations. Mason, OH: South-Western Cengage Learning. • Naresh K. Malhotra. 2007. Marketing Research: An Applied Orientation. Upper Saddle River, NJ: Prentice Hall. Copyright © 2010 by The Institute for Public Relations 36
Download now