Index

Acquiescence bias, 13

Administrative error, 11

data processing error, 11

interviewer cheating, 12

interviewer error, 11

sample selection error, 11

Association–Identification–Measurement (A.I.M.), 55

Attitude measurement, 53–61

affective component, 53

behavioral component, 53

behavioral differential scales, 59

category rating scale, 56

cognitive component, 53

constant sum sorting scale, 55

continuum attitude rating scale, 56

graphic rating scales, 59

in paired comparisons, 54

numerical scales, 59

ranking, 53

rating, 54

semantic differential, 58

simple attitude rating scale, 56

sorting, 55

staple scales, 59

summated rating scale, 56

thurstone equal-appearing interval scale, 59

Auspices bias, 13

Behavioral differential scales, 59

Behavioral questions, 63

Bibliography, 156–157

Bipolar scale, 51

Category rating scale, 56

Census, 98

Central tendency, 129

Close-ended questions, 78

Cloud-based survey platforms, 40

culture amp, 40

google forms, 41

qualtrics, 40

question pro, 41

snap survey, 41

survey anyplace, 41

survey gizmo, 40–41

survey monkey, 40

Cluster sampling, 109

Completion rate, 22

Computer-assisted telephone interviewing (CATI), 29

Consensus panels, 70–71

Constant sum sorting scale, 55

Content analysis, 42

Continuum attitude rating scale, 56

Convenience sampling, 102

Correlation coefficient, 138

Counter-biasing statement, 82

Cross-sectional surveys, 4

Culture amp, 40

Data analysis, 125–138

making data usable, 128–132

central tendency, 129

frequency distributions, 128

mean, 129

measures of dispersion, 130–131

median, 130

proportion, 129

methodology, selecting, 133–138

Data processing error, 11

Deliberate falsification, 12

Dependent variable, 126

Descriptive statistics, 127

Determinant-choice question, 62

Deviation scores, 132

Dichotomous-alternative questions, 78

Digital technology, 24

Dillman, Don, 27

Dispersion, calculating, 131

deviation scores, 132

range, 131

Distribution, 128

Double bias, 15

Double-barreled question, 82

Embedding surveys on a website, 16

Errors in survey, 8–13. See also under online surveys

administrative error, 11. See also individual entry

random sampling error, 9, 11

respondent error, 11, 12–13

systematic errors, 11

total survey error, 9

Executive summary, 151

Extremity bias, 13

Face-to-face interviews. See Personal or face-to-face interviews

Federal Communication Commission (FCC), 30

Feedback, 22

Fixed list sampling, 15

Fixed-alternative question, 61

Focus groups, 70–71, 105

Frequency count, 134

Frequency distributions, 128

Frequency-determination question, 63

Funnel technique, 89

Geographic flexibility, 26

Google forms, 41

Graphic rating scale, 59, 62

Hispanic market analysis, 163–173

background and objectives, 164–165

conclusions and recommendations, 170

executive summary, 164

implications for Houston, TX market, 163–173

research methodology, 166–170

sampling plan and survey creation, 166–170

Homogeneity, 116

Independent variable, 126

Inferential statistics, 127

Infinity insurance case study, 2–18, 68, 122, 140–150

project flowchart, 5

Information-seeking tool, 16

Intercept sampling, 15

Interquartile range (IQR), 131

Interval scale, 48

Interviewer bias, 13

Interviewer cheating, 12

Interviewer error, 11

Item scaling, 47–65. See also Scales; Survey questions

attitude measurement, 53–61. See also individual entry

conceptual definitions, 52

operational definitions, 52

rules of measurement, 52

selecting measuring system, 52–61, 64–65

Judgment sampling, 103

Length of interview, 22

Likert scale, 48, 51

Loaded questions, 82

Longitudinal surveys, 4

Mail and self-administered questionnaires, 24–29

anonymity of respondent, 26

cost, 26

geographic flexibility, 26

increasing response rates to mail surveys, 27

interviewer’s absence, 26

length of mail questionnaire, 27

respondent convenience, 26

response rates, 27

standardized questions, 27

time commitment, 27

ways to increase, 28

cover letter, 28

follow-ups, 28

keying mail questionnaires, 28

monetary incentives, 28

preliminary notification, 28

self-administered questionnaires, 28

survey sponsorship, 28

Mean question, 121–123

Mean, 117

Measures of dispersion, 130

Median, 130

Mode, 130

Monadic rating scale, 65

Multiple-choice questions, 78

Multistage area sampling, 109

Nominal scale, 48

Nonprobability sampling, 101, 102–106

comparison, 111

convenience sampling, 102

focus groups, 105

judgment sampling, 103

quota sampling, 104

snowball sampling, 104

Nonresponse bias, 16–17

Nonresponse error, 12

Numerical scales, 59

Online surveys, 13–18

e-mail invite surveys, 15

embedding surveys on a website, 16

nonresponse bias, 16–17

pop-up survey, 16

sample validity, 14–16

sampling, 15

fixed list, 15

intercept, 15

spam, 17

special considerations, 13–18

stakeholder bias, 17

unsolicited mail filters, 17

unverified respondents, 18

Open-ended response questions, 61, 77

Optical magnetic recognition (OMR) scanning technology, 24

Order bias, 89

Ordinal scale, 48

Periodicity, 107

Personal or face-to-face interviews, 20–24

advantages, 22–24

anonymity of respondent, 23

completion rate, 22

door-to-door interviews, 23

feedback, 22

high participation, 23

length of interview, 22

probing complex answers, 22

props and visual aids, 22

disadvantages, 24

Pilot testing, 153

5-point scale, 50

7-point scale, 48

Population parameters, 127

Population, 98

Pop-up survey, 16

Primary sampling unit (PSU), 101

Probability sampling, 101, 107–110

appropriate sample design, 110

advance knowledge of the population, 110

degree of accuracy, 110

resources, 110

time, 110

cluster sampling, 109

comparison, 112

multistage area sampling, 109

proportional versus disproportional strata, 108–109

simple random sampling, 107

stratified sampling, 107

systematic sampling, 107

Probing complex answers, 22

Proportion, 117, 129

Props and visual aids, 22

Qualtrics, 40

Question pro, 41

Questionnaire design, 67–92. See also Survey objectives; Survey questions, guidelines

infinity auto insurance, administering a survey, 68–69

quality, 69–70

quota sampling, 104

Random digit dialing (RDD), 29

Randomness, 107

Random sampling error, 9, 11, 113

Range, 131

Ratio scales, 48

Representative sample, 8

Respondent error, 11, 12

nonresponse error, 12

response bias, 12. See also individual entry

Response bias, 12

acquiescence bias, 13

auspices bias, 13

deliberate falsification, 12

extremity bias, 13

interviewer bias, 13

social desirability bias, 13

unconscious misrepresentation, 12

Reverse scored items, 50

Sample, 98, 127

Sample selection error, 11

Sample statistics, 127

Sample survey, 4

Sampling, 93–123. See also Nonprobability sampling; Probability sampling

accurate and reliable results, 98

actual sampling units, selecting, 115–116

destruction of test units, 98

guidelines for, 114–123

hard-to-identify groups, 101

mean question, 121–123

minimizing response bias, 114–123

nonprobability versus sampling probability, 101

pilot situations, 102

pragmatic reasons for, 98

primary sampling unit (PSU), 101

random sampling error, 113

reducing error, 114–123

sample size, 116–121

accuracy, 116

confidence level, 117

homogeneity, 116

mean, 117

proportion, 117

sampling frame, 100

sampling unit, 100–101

secondary sampling units (SSU), 101

specific groups, 101–102

systematic (nonsampling) errors, 113–114

target population, defining, 99–100

tertiary sampling units (TSU), 101

Scales, 47

5-point scale, 50

7-point scale, 50

comparison, 60

interval scale, 48

Likert scale, 49, 51

nominal scale, 48

ordinal scale, 48

Ratio scales, 48

types of, 48

Secondary sampling units (SSU), 101

Self-selected opinion polls, 15

Semantic differential, 58

Simple attitude rating scale, 56

Simple random sampling, 107

Simple-dichotomy questions, 62, 78

Skew, 130

Snap survey, 41

Snowball sampling, 104

Social desirability bias, 13

Spam, 17

Split-ballot technique, 82

Stakeholder bias, 17

Standard deviation, 132

Standardized normal distribution, 132

Staple scales, 59, 63

Statistical significance, 138

Stratified sampling, 107

Summated rating scale, 56

Survey, 3

cross-sectional surveys, 4

design process, 5

distinguishing features, 3

longitudinal surveys, 4

questions, 3

sample survey, 4

types of, 4

Survey administration, 19–45. See also Mail and self-administered questionnaires; Personal or face-to-face interviews; Telephone questionnaires

initial considerations, 35–36

analyzing results, 35

data management, 35

exporting results, 35

number of questions/responses/surveys, 35

security/password protection, 35

support, 36

Survey anyplace, 41

Survey dashboard reporting, 42–45

Survey gizmo, 40–41

Survey landscape analysis, 39–42. See also Cloud-based survey platforms

text analysis software, 42

Survey monkey, 40

Survey objectives, 70–77

consensus panels, 70–71

designing questions, 75

focus groups, 70–71

guidelines, 77–92

identifying/measuring desired outcomes, 72–75

origin, 70–77

question objectives, 75–77

purposeful, 75

Survey questions, 61–64

behavioral questions, 63

determinant-choice question, 62

fixed-alternative question, 61

frequency-determination question, 63

graphic rating scale, 62

open-ended response question, 61

simple-dichotomy question, 62

staple scale, 63

types of, 61–64

Survey questions, guidelines, 77–92

best layout, 89

close-ended questions, 78

demographics, 87–88

general guidelines, 80–84

ambiguity, avoiding, 82

complexity, 81

double-barreled question, 82

leading and loaded questions, 81

loaded questions, 82

making assumptions, avoiding, 84

split-ballot technique, 82

multiple-choice, 78

open-ended response questions, 77

pretesting and revising, 89–92

question sequence, 88–89

single-dichotomy questions, 78

specific guidelines, 84

survey design checklist, 90–91

types of questions, 77–80

vital statistics, 87–88

Survey reporting, 140–162

appendices, 157–158

background and objectives, 152

bar graphs, 147–148

bibliography, 156–157

conclusions and recommendations, 155–156

cross-tabulate relevant pairs of questions, 155

diagrams, 145–146

Doughnut chart, 149

executive summary, 151

graphs, 145

overview of results, 154–155

recommendations for effective presentations, 159–160

reporting software for survey platforms, 160–162

research methodology, 152–154

table of contents, 151

tables, 141–144

title page, 151

useful hints and phrases for report, 158

word-cloud visualization, 149

Survey research, 1–18. See also Infinity Insurance Case Study

deliverables in each phase, 9

errors in, 8–13. See also individual entry

Survey software and application features, 36–39

anonymity, 37

automatic reminder e-mails, 37

branding, 36–37

collaboration/accessibility, 38–39

compatibility, 37

customized page, 39

dashboard, 37–38

distribution, 36

embedding media, 38

integration with other services, 39

language, 39

logic features, 38

piping, 38

pop-up/exit surveys, 38

response validation, 37

scheduling of e-mail campaigns, 37

survey templates, 36

survey/question library, management, 36

randomization, 36

text analysis, 38

trend analysis, 38

Systematic (nonsampling) errors, 11, 113–114

Systematic sampling, 107

Table of contents, 151

Tally, 134

Technological software, 32–34. See also Survey software and application features

considering aspects, 33–34

Telephone questionnaires, 29–32

computer-assisted telephone interviewing (CATI), 29

Telephone survey, 17

Tertiary sampling units (TSU), 101

Thurstone equal-appearing interval scale, 59

Title page, 151

Unconscious misrepresentation, 12

Unit, sampling, 100

Universe, 98

Unsolicited mail filters, 17

Unverified respondents, 18

Variable, 125

dependent, 126

independent, 126

Working population, 100