Surveys are a common research technique that involve collecting information from a sample of individuals using questionnaires. There are several types of surveys, including personal interviews, telephone interviews, and mail/internet surveys. Each method has advantages and disadvantages related to costs, speed of data collection, sample representation, and the ability to ask certain types of questions. Surveys provide a quick and inexpensive way to gather information about populations when properly conducted.

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RESEARCH INRESEARCH IN
INFORMATION SYSTEMSINFORMATION SYSTEMS
MANAGEMENTMANAGEMENT
(IMS 603)(IMS 603)
Topic 5:Topic 5:
Survey MethodsSurvey Methods

2. DEFINITION OF SURVEYDEFINITION OF SURVEY
A research technique in which informationA research technique in which information
gathered from a sample of people by usegathered from a sample of people by use
of a questionnaire;of a questionnaire;
A method of data collection based onA method of data collection based on
communication with a respective samplecommunication with a respective sample
of individuals.of individuals.
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3. PRIMARY DATAPRIMARY DATA
Data gathered and assembled specificallyData gathered and assembled specifically
for the research project at hand.for the research project at hand.
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4. SURVEY OBJECTIVESSURVEY OBJECTIVES
Attempt to describe what is happening orAttempt to describe what is happening or
to learn the reasons for a particularto learn the reasons for a particular
business activity.business activity.
Most survey isMost survey is descriptivedescriptive..
To identify characteristics of a particularTo identify characteristics of a particular
group, measure attitudes, performance,group, measure attitudes, performance,
satisfaction and describe behavioralsatisfaction and describe behavioral
patterns.patterns.
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5. ADVANTAGES OF SURVEYSADVANTAGES OF SURVEYS
Surveys provide quick, inexpensive,Surveys provide quick, inexpensive,
efficient and accurate means of assessingefficient and accurate means of assessing
information about the population.information about the population.
Quite flexible when properly conducted.Quite flexible when properly conducted.
Quite scientific and accurate.Quite scientific and accurate.
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TYPES OF PRIMARY DATATYPES OF PRIMARY DATA
COLLECTION METHODCOLLECTION METHOD
Data Collection Method
Passive Active
Disguised/
Undisguised
Structured/
Unstructured
Human/
Mechanical
Disguised/
Undisguised
Structured/
Unstructured
•Personal
•Telephone
•Mail
•Mechanical

7. SURVEYS RESEARCHSURVEYS RESEARCH
METHODSMETHODS
Surveys may be classified according to theSurveys may be classified according to the
method of communication, the degree ofmethod of communication, the degree of
structure and amount of disguise in astructure and amount of disguise in a
questionnaire, and the time frame in whichquestionnaire, and the time frame in which
the data are collected.the data are collected.
Three methods of data collection modesThree methods of data collection modes
are:are:
Personal interviewsPersonal interviews
Telephone interviewsTelephone interviews
Mail and Internet surveys
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1. Personal Interviews1. Personal Interviews
A personal interview (i.e. face-to-face) is aA personal interview (i.e. face-to-face) is a
two-way conversation initiated by antwo-way conversation initiated by an
interviewer to obtain information from ainterviewer to obtain information from a
respondent.respondent.
The interviewer generally controls theThe interviewer generally controls the
topics and patterns of discussion.topics and patterns of discussion.

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1. Personal Interviews (cont.)1. Personal Interviews (cont.)
Major concerns:Major concerns:

Non-responseNon-response

Response errorsResponse errors
Non-responseNon-response

Call-back, prior introduction, specific timesCall-back, prior introduction, specific times
Response BiasResponse Bias

Interview variations (situations, interviewer)Interview variations (situations, interviewer)

Question structuring & sequence (protocol)Question structuring & sequence (protocol)

Method of administration (socially accepted)Method of administration (socially accepted)

Respondent error (intentional and unintentional)Respondent error (intentional and unintentional)

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1. Personal Interviews (cont.)1. Personal Interviews (cont.)
IntroductionIntroduction

Establishes rapportEstablishes rapport
Gather DataGather Data

Probing (brief assertion of understanding,Probing (brief assertion of understanding,
expectant pause, repeating the question,expectant pause, repeating the question,
repeating the answer, neutral comment,repeating the answer, neutral comment,
question clarification)question clarification)
Recording the InterviewRecording the Interview

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1. Personal Interviews (cont.)1. Personal Interviews (cont.)
IntroductionIntroduction

Establishes rapportEstablishes rapport
Gather DataGather Data

Probing (brief assertion of understanding,Probing (brief assertion of understanding,
expectant pause, repeating the question,expectant pause, repeating the question,
repeating the answer, neutral comment,repeating the answer, neutral comment,
question clarification)question clarification)
Recording the InterviewRecording the Interview

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1. Personal Interviews (cont.)1. Personal Interviews (cont.)
Two types of personal interviews:Two types of personal interviews:
• Door-to-doorDoor-to-door
Personal interview conducted at the respondent’sPersonal interview conducted at the respondent’s
home or place of business -> cost higher.home or place of business -> cost higher.
• Mail-intercept interviewMail-intercept interview
A personal interview conducted in a shopping mallA personal interview conducted in a shopping mall
or other high-traffic area.or other high-traffic area.
 Interviewers generally will intercept shoppers atInterviewers generally will intercept shoppers at
the central point within or at an entrance to the mall.the central point within or at an entrance to the mall.
 Cost lower as no travelling expenses is required toCost lower as no travelling expenses is required to
the respondents home.the respondents home.

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2. Telephone Interviews2. Telephone Interviews
• Contacting respondents by telephone to gatherContacting respondents by telephone to gather
responses to survey questions.responses to survey questions.
• Computer assisted telephone interviewers enterComputer assisted telephone interviewers enter
responses directly into computers.responses directly into computers.
• People are more willing to cooperate throughPeople are more willing to cooperate through
telephone interviews compared to personaltelephone interviews compared to personal
interview.interview.
• Telephone surveys can provide representativeTelephone surveys can provide representative
samples of the general population.samples of the general population.

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2. Telephone Interviews (cont.)2. Telephone Interviews (cont.)
Two types of telephone interviews:Two types of telephone interviews:
• Central Location InterviewingCentral Location Interviewing
Telephone interviews conducted from a centralTelephone interviews conducted from a central
location; it allows effective supervision andlocation; it allows effective supervision and
control of the quality of interviewing.control of the quality of interviewing.
• Computer-Assisted Telephone InterviewingComputer-Assisted Telephone Interviewing
(CATI)(CATI)
A type of telephone interview in which theA type of telephone interview in which the
interviewer reads question from a computerinterviewer reads question from a computer
screen and enters the respondent’s answerscreen and enters the respondent’s answer
directly into a computer.directly into a computer.

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2. Telephone Interviews (cont.)2. Telephone Interviews (cont.)
Advantages:Advantages:
• Speed of data collectionSpeed of data collection..
Data can be collected overnight rather thanData can be collected overnight rather than
requiring several weeks for data collection byrequiring several weeks for data collection by
email or personal interview.email or personal interview.
• Cost of telephone interviews is relativelyCost of telephone interviews is relatively
inexpensiveinexpensive as compared to personal interviews.as compared to personal interviews.
Travel time and the cost of travel are eliminated.Travel time and the cost of travel are eliminated.
• Absence of face-to-face contactAbsence of face-to-face contact..

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2. Telephone Interviews (cont.)2. Telephone Interviews (cont.)
Disadvantages:Disadvantages:
• Samples may not be representative of theSamples may not be representative of the
population.population.
When the group of interest consists of the
general population, there are practical difficulties
in obtaining a representative sample based on
listings in the telephone directory.
• Lack of Visual Medium.Lack of Visual Medium.
Research that requires visual material cannot beResearch that requires visual material cannot be
conducted by phone. Certain attitude scales andconducted by phone. Certain attitude scales and
measuring instruments cannot be used easilymeasuring instruments cannot be used easily
because a graphic scale is needed.because a graphic scale is needed.

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2. Telephone Interviews (cont.)2. Telephone Interviews (cont.)
Disadvantages:Disadvantages:
• Limited Duration.Limited Duration.
Length of the interview is limited. Respondents
who feel they have spent too much time in the
interview will simply hang up. Refusal to
cooperate with interviewers is directly related to
interview length.
A good rule of thumb is to plan telephone
interviews to be approximately 10 minutes long.

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3. Mail and Internet Surveys3. Mail and Internet Surveys
A self-administered questionnaire sent through the
mail to respondents.
Advantages:Advantages:
•Geographic convenienceGeographic convenience
It can reach a geographically dispersed
sample simultaneously, at a relatively low cost.
•Respondent convenienceRespondent convenience
Questionnaire can be filled at respondent’s
own time and pace.
•Interviewer’s absenceInterviewer’s absence
Field interviewer is not required.

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3. Mail and Internet Surveys3. Mail and Internet Surveys
Advantages:Advantages:
•Standardized questionsStandardized questions
Mail questionnaires are highly standardized
and the questions are quite structured.
•Length of mail questionnaireLength of mail questionnaire
Rule of thumb for mail questionnaire should
not be more than six pages. This is to encourage
more response.

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3. Mail and Internet Surveys3. Mail and Internet Surveys
Disadvantages:Disadvantages:
•Low response rate in some modes.
•No interviewers intervention available for probing
or explanation.
•Cannot be long or complex.
•Accurate mailing list needed.

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SELF-ADMINISTEREDSELF-ADMINISTERED
SURVEYSURVEY
TypeType

Intercept StudyIntercept Study

Mail surveyMail survey
DisadvantagesDisadvantages

Large non-response errorLarge non-response error

Superficial dataSuperficial data
Improving Response RateImproving Response Rate

Reduced length; survey sponsorship, return envelope,Reduced length; survey sponsorship, return envelope,
return postage, personalization, anonymity, size colorreturn postage, personalization, anonymity, size color
and reproduction, deadline dates, cover lettersand reproduction, deadline dates, cover letters

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Factors Determining the ChoiceFactors Determining the Choice
of a Particular Survey Methodof a Particular Survey Method
a)a) Flexibility of data collectionFlexibility of data collection
Refers to the ability to use different types of question
formats, to personalize the questionnaire, explain
difficult questions or scales, etc.
b)b) Diversity of questionsDiversity of questions
Refer to the different types of questions which are
appropriate for the mode of data collection. Personal
and telephone interviews offer a good diversity
questions.
c)c) Use of physical stimuliUse of physical stimuli
Refers to the ability to use products, commercials or
other stimuli during the data collection.

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Factors Determining the ChoiceFactors Determining the Choice
of a Particular Survey Methodof a Particular Survey Method
d)d) Sample controlSample control
Refers to the ability of the survey mode to reach the
units specified in the sample effectively and efficiently.
In-home personal interview offer the best sample
control.
e)e) Control of the data collection environmentControl of the data collection environment
Refer to the degree of control the researcher has over
the environment in which the respondent answers the
questions.
f)f) Quantity of dataQuantity of data
Refer to the amount of data which can be collected. In-
home personal interviews can produce a large amount
of data.

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Factors Determining the ChoiceFactors Determining the Choice
of a Particular Survey Methodof a Particular Survey Method
g)g) Response rateResponse rate
Refer to the percentage of individuals approached who
actually complete the questionnaire. Personal in-home
interviewers yield the highest response rate.
h)h) Perceived anonymityPerceived anonymity
Refers to the respondents’ perceptions that their
identities are not known to the researcher or
interviewer. Mail surveys has the highest perceived
anonymity followed by telephone interviews.
i)i) Sensitive informationSensitive information
Mail surveys are very good at obtaining sensitive
information.

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Factors Determining the ChoiceFactors Determining the Choice
of a Particular Survey Methodof a Particular Survey Method
j)j) Potential interviewer biasPotential interviewer bias
Refer to the likelihood of an interviewer biasing the
results. In-home personal interviews have a high degree
of susceptibility to interviewer bias.
k)k) SpeedSpeed
Refer to how quickly the sample size may be obtained.
Telephone interviews is the fastest ways of obtaining
information.
l)l) CostCost
Personal interview tends to be most expensive.

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Data Analysis – The StagesData Analysis – The Stages
InterpretationInterpretation
PreanalyticalPreanalytical
•Data Editing
•Variable Development
•Data Coding
•Error Check
Data AnalysisData Analysis
•Feel for Data
•Goodness of Measures
•Inferential: Testing & Relationships

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Data Analysis - TypesData Analysis - Types
Number of VariablesNumber of Variables
Univariate; Bivariate; MultivariateUnivariate; Bivariate; Multivariate
Level of MeasurementsLevel of Measurements
Nominal, Ordinal, Interval & RatioNominal, Ordinal, Interval & Ratio
Purpose of StudyPurpose of Study
Exploratory; Test of Differences;Exploratory; Test of Differences;
Establishing RelationshipsEstablishing Relationships

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The Right Technique?The Right Technique?
Number of VariablesNumber of Variables
Univariate; Bivariate; MultivariateUnivariate; Bivariate; Multivariate
Level of MeasurementsLevel of Measurements
Parametric and Non-parametricParametric and Non-parametric
Research QuestionResearch Question
Concern for Central Tendency;Concern for Central Tendency;
Comparing groups; RelationshipsComparing groups; Relationships

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The Right Technique?The Right Technique?
What is the purpose of the analysis?What is the purpose of the analysis?
What is the level of measurement?What is the level of measurement?
How many variables are involved?How many variables are involved?

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Descriptive AnalysisDescriptive Analysis
TechniquesTechniques
Frequencies Distribution - if 1 ordinal orFrequencies Distribution - if 1 ordinal or
nominal variable,nominal variable,
Cross-tabulation - if 2 ordinal or nominalCross-tabulation - if 2 ordinal or nominal
variablesvariables
Means - if 1 interval or ratio level variableMeans - if 1 interval or ratio level variable
Means of subgroups - if 1 interval or ratioMeans of subgroups - if 1 interval or ratio
level variable by subgroupslevel variable by subgroups
PurposePurpose:: To describe the distribution of theTo describe the distribution of the
variables of interestvariables of interest

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Test of DifferencesTest of Differences
TechniquesTechniques depends ondepends on
Levels of Measurement of the VariableLevels of Measurement of the Variable
Number of GroupsNumber of Groups
Independence of the GroupsIndependence of the Groups
PurposePurpose:: To evaluate the differencesTo evaluate the differences
between 2 or more groups with respect to abetween 2 or more groups with respect to a
variable of interestvariable of interest

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Test of DifferencesTest of Differences
More than 2
group?
Are they
independent
?
Are they
independent
?
Nominal: χ2-
test
Ordinal:
Mann-Whitney
Continuous: t-
test
Yes
Nominal:
McNemar
Ordinal: Wilcoxon
Signed Rank
Continuous:-
Paired t-test
No
No Yes
Nominal: χ2
test
Ordinal: Kruskal-
Wallis ANOVA
Continuous: 1-way
ANOVA
Nominal: χ2
- test
Ordinal: Friedman
2-way ANOVA
Continuous:
Factorial 2-way
ANOVA

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RelationshipRelationship
TechniquesTechniques depends ondepends on
Whether or not there exist dependentWhether or not there exist dependent
variable(s)variable(s)
Number of dependent and independentNumber of dependent and independent
variablesvariables
Levels of Measurement of the VariableLevels of Measurement of the Variable
PurposePurpose:: To establish relationshipTo establish relationship
between variablesbetween variables

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Dependence RelationshipsDependence Relationships
How many
dependent
variables?
Scale of
Dependent
Multiple
Regression
ANOVA Discriminant
Analysis
Canonical
Correlation
Scale of
Independe
nt
Scale of
Dependent
Scale of
Independen
t
Multivariate
ANOVA
More than 1
One
Conjoint
Analysis
Scale of
independen
t
Interval
Nominal
Interval Nominal
Scale of
Independe
nt
Interval Nominal
Interval

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Contents of a Research ProposalContents of a Research Proposal
Data preparationData preparation
A brief description of research methodologyA brief description of research methodology
Data collectionData collection
Data analysis and interpretationData analysis and interpretation
Research reportingResearch reporting
A statement of the research problemA statement of the research problem

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Final WordsFinal Words
Good Luck in Your
Research and Remember
the Good Research begins
with an Inquisitive Mind