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Summary Survey Research

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  • Course
  • Survey methodology
  • Institution
  • Tilburg University (UVT)

You can message/email me to get the summary for 4 euros. The summary includes all info from the slides/transparencies up until session 8 so far. notes from Pieters, and the thumbs up. Everything will be updated this week.

Last document update: 6 year ago

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Document information

  • November 28, 2018
  • December 11, 2018
  • 115
  • 2018/2019
  • Summary

Subjects

  • survey
  • survey research
  • survey methodology
  • pieters
  • rik pieters
  • marketing management

Written for

  • Tilburg University (UVT)
  • Marketing Management
  • Survey methodology
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Survey Research
Notes from the lecture:

- “neutral” is an unacceptable word in attitudinal or behavioral surveys! It doesn’t clarify
whether the respondent didn’t know what to answer or didn’t care about the whole
question. It is also a safe option. “don’t know” is also not a good answer in these kind of
questions. How can you ‘not know’ if you’re satisfied? However, when asking knowledge
based questions, “don’t know” is a good answer  “What is the capital of Spain?”
- The size of a sample does not say anything about the validity or reliability of a survey
- When there are 50 people in the population, is 42 respondents too much? It is a good
representation, however, you do not need so many! The formula to calculate the right
number will be explained in the second session.

Session 1 – Survey Validity Model
Survey 
A systematic method to gather information about the properties of a sample of entities in order to
make quantitative inferences about the properties of the population to which the entities belong,
predominantly by asking questions to the entities.
– to survey = super videre = to look over
– Survey versus Census
– Self-report data versus other data

Survey methodology 
Goal: Maximizing the validity of the inferences from surveys by minimizing the sources of error in
survey research.

Three functions of survey research:
1. Knowledge  To predict and understand human behavior, its determinants and
consequences, and test theories about this for academic or professional purposes.
2. Influence  Decision makers on need, urgency, success via report or media, and public on
topic via media.
3. Entertainment



Media Public




Survey



A History of Survey Research (pre 1930)
Layer 1: pre-scientific
Social problems
Mix of non-standardized questions and other data, such as observations
No systematic sampling or “census”
Face-to-face data collection

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Eline van de Ven – Survey Research 2018-2019

,Response = finding
Charles Booth  “Life and Labour of the People of London” (1889-1903)

Layer 2: scientific
Systematic view of man in the street or customer
Standardized questions
Systematic sampling
Multiple methods
Dr. Gallup  1st Market research director of Ad Agency (Y&R), 1930-1935. Gallup Organization




History in the Netherlands:
January 1899 by “Royal Decision” the Central Bureau of Statistics (CBS) was established. Director C.A.
Verrijn Stuart. In 1903-1904 the CBS had 40 employees. It focused, among others, on demographic,
social, economic, crime, judicial statistics.
 NIPO, Nederlands Instituut voor Publieks Onderzoek
 Established 1945, by Jan Stapel and Wim de Jonge
 Jan Stapel († 2003):
Co-founder of ESOMAR (1948), Gallup International
Developer of the “Stapel” scale




2
Eline van de Ven – Survey Research 2018-2019

,Layer 3: multidisciplinary science
Social and cognitive psychology
o Participation in surveys, psychology of survey response
Computer science
o Electronic data collection, web and database design, programming
Statistics
o Sampling, probability, scale development

Future:
– Business
Increasing importance of personnel satisfaction, creativity and loyalty, implementation of
management and accounting practices.
Increasing importance of customer insight for marketing strategy development and evaluation
o SERVQUAL, Satisfaction research, brand equity, customer relationship, ICS,
cross-cultural preferences, attitudes
Reversing marketing channels
– Public policy
Accountability of public policy


Three goals of survey methodology:
1. Measurement: Responses measure the properties
2. Representation: Respondents represents the population
3. Analysis: Results identify the properties and their relationships in the population




3
Eline van de Ven – Survey Research 2018-2019

,The left part of this model is the measurement / questionnaire part
The right part of this model is the representation / sample part
The analysis is shown by the observed survey measures.

Measurement
Properties  Characteristics and relationships in the population
- P: Reading habits and age

Conceptual model  Constructs (latent variable) and their relationships
- CM: book versus magazine versus internet reading activity, at home and at work, and on-
route differs by age

Instrument  Form in which overt variable is assessed
- M: “Have you read a book in the past six months?”

Response  Response provided
- R: Yes or no

Edited Response
- ER: “perhaps” is not valid”

2. Representation
Population  Set of units under study
- P: All adult Fins

Sampling frame  Set of eligible units to survey
- SF: Finnish phone nr directory

Sample  Set of units to survey
- S: 1000 Fins with phone nr.

Respondents  Set of successfully surveyed units
- R: 120 Fins interviewed

Adjusted respondents  Final set of respondents for analysis
- AR: 118 Fins remaining in sample




4
Eline van de Ven – Survey Research 2018-2019

,Total survey validity




The goal of the model
Maximizing the validity of reported survey findings by minimizing sources of error in survey
methodology.

I) Conceptualization error: when constructs do not map on the properties
i. Research question: e.g. do consumers during an economic crisis spend more on small indulgences
and if so, why?
ii. Model and prediction: e.g. yes, stress due to the economic crisis activates desires for small
rewards. Or: yes, uncertainty about future income activates tendency to postpone large
purchases, which is compensated by spending more on small indulgences.

5
Eline van de Ven – Survey Research 2018-2019

, II) Operationalization error: systematic departure from the constructs
i. Construct = e.g. emotional intelligence (EI) of consumers
ii. Measure = invalid measure of e.i, e.g. bad scale


 Financial literacy
 Construct: “A combination of awareness, knowledge, skill, attitude and behavior necessary to
make sound financial decisions and ultimately achieve individual financial wellbeing.” (OECD
INFE)
 Brief measure:
 Three items
 Used world-wide




 Importance:
 Increasing responsibility for financial situation shifted to consumers (savings,
pensions, mortgages)




III) Coverage error: sampling frame does not capture the population

6
Eline van de Ven – Survey Research 2018-2019

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