6. Tree Diagram of Total Survey Error
Total
error
Random sampling
error
Systematic
error (bias)
7. Random Sampling Error
• A statistical fluctuation that occurs because
of change variation in the elements selected
for the sample
8. Systematic Error
• Systematic error results from some
imperfect aspect of the research design or
from a mistake in the execution of the
research
9. Tree Diagram of Total Survey Error
Systematic
error (bias)
Administrative
error
Respondent
error
10. 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
11. Tree Diagram of Total Survey Error
Respondent
error
Nonresponse
error
Response
bias
12. Respondent Error
• A classification of sample bias resulting
from some respondent action or inaction
• Nonresponse bias
• Response bias
13. Nonresponse Error
• Nonrespondents - people who refuse to
cooperate
• Not-at-homes
• Self-selection bias
• Over-represents extreme positions
• Under-represents indifference
14. Tree Diagram of Total Survey Error
Response
bias
Deliberate
falsification
Unconscious
misrepresentation
15. Response Bias
• A bias that occurs when respondents
tend to answer questions with a certain
slant that consciously or unconsciously
misrepresents the truth
16. Tree Diagram of Total Survey Error
Acquiescence bias
Extremity bias
Interviewer bias
Auspices bias
Social desirability bias
17. Acquiescence Bias
• A category of response bias that results
because some individuals tend to agree with
all questions or to concur with a particular
position.
18. Extremity Bias
• A category of response bias that results
because response styles vary from person to
person; some individuals tend to use
extremes when responding to questions.
19. Interviewer Bias
• A response bias that occurs because the
presence of the interviewer influences
answers.
20. Auspices Bias
• Bias in the responses of subjects caused by
the respondents being influenced by the
organization conducting the study.
21. Social Desirability Bias
• Bias in responses caused by respondents’
desire, either conscious or unconscious, to
gain prestige or appear in a different social
role.
22. Tree Diagram of Total Survey Error
Systematic
error (bias)
Administrative
error
Respondent
error
23. Administrative Error
• Improper administration of the research task
• Blunders
• Confusion
• Neglect
• Omission
24. Tree Diagram of Total Survey Error
Data processing error
Sample selection error
Interviewer error
Interviewer cheating
25. Administrative Error
• Interviewer cheating - filling in fake
answers or falsifying interviewers
• Data processing error - incorrect data entry,
computer programming, or other procedural
errors during the analysis stage.
• Sample selection error -improper sample
design or sampling procedure execution.
• Interviewer error - field mistakes
26. M E T H O D
O F
C O M M U N I C A T I O N
S T R U C T U R E D
A N D D I S Q U I S E D
Q U E S T I O N S
T E M P O R A L
C L A S S I F I C A T I O N S
C L A S S I F Y I N G
S U R V E Y
R E S E A R C H
M E T H O D S
28. Cross-Sectional Study
• A study in which various segments of a
population are sampled
• Data are collected at a single moment in
time.
29. Longitudinal Study
• A survey of respondents at different times,
thus allowing analysis of changes over time.
• Tracking study - compare trends and
identify changes
– consumer satisfaction
30. Consumer Panel
• A longitudinal survey of the same sample of
individuals or households to record (in a
diary) their attitudes, behavior, or
purchasing habits over time.
31. Total Quality Management and
Customer Satisfaction Surveys
• Total quality management - A business
philosophy that emphasizes market-driven
quality as a top organizational priority.
33. Commitment and Exploration
Stage
• Management makes a commitment to total
quality assurance
• Business researchers explore external
customers’ needs and problems.
• Business researchers explore internal
customers’ needs, beliefs, and motivations.
34. Benchmarking Stage
• Research establishes quantitative measures
as benchmarks or points of comparison
• Overall satisfaction and quality ratings of
specific attributes
• Employees actual performance and
perceptions
35. Initial Quality Improvement Stage
• Tracking wave 1 measures trends
• Establishes a quality improvement process
within the organization.
• Translate quality issues into the internal
vocabulary of the organization.
• Establish performance standards and
expectations for improvement.
36. Continuous Quality Improvement
• Consists of many consecutive waves with
the same purpose—to improve over the
previous period.
• Quality improvement management
continues.
37. Determinants of the Quality of
Goods
• Performance
• Features
• Conformance with specifications
• Reliability
• Durability
• Serviceability
• Aesthetic design
38. Determinants of Service Quality
• Access
• Communication
• Competence
• Courtesy
• Reliability
• Credibility
