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8/3/2019 16 Sampling Errors
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Business
Research Methods
Errors In Survey Research
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Surveys
Surveys ask respondents for information
using verbal or written questioning
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Total
error
Systematic
error (bias)
Random sampling
error
Tree Diagram of Total Survey Error
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Random Sampling Error
Even though a representative sample is
selected there is always a deviation between
true population value & sample value
A statistical fluctuation that occurs because
ofchance variation in the elements selected
for the sample.
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Systematic Error
Systematic error results from some
imperfect aspect of the research design or
from a mistake in the execution of the
research
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Systematic
error (bias)
Administrative
error
Respondent
error
Tree Diagram of Total Survey Error
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Respondent Error
Errors observed on respondents side
It is difficult to get respondents cooperation
in getting answers that contain correctinformation
Two common types of respondent errors are
- Non- Response Error- Response Bias
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Respondent
error
Nonresponse
error
Responsebias
Tree Diagram of Total Survey Error
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Non response Error
Nonrespondents - people who refuse tocooperate
--Not-at-homes
--Refusals due to fear or personal preference
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Response Bias
A bias that occurs when respondents
tend to answer questions with a certain
slant that consciously or unconsciously
misrepresents the truth
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Response
bias
Unconscious
misrepresentation
Deliberate
falsification
Tree Diagram of Total Survey Error
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Deliberate Falsification
People knowingly misrepresent or give false
answers when they are not certain about facts
- Providing information by recall- For assuming a safe situation
-To conceal personal information
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Unconscious Misrepresentation
People give wrong information due to ignorance
-Misunderstanding a question
-Prior inexperience to a subject
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Factors for Misrepresentation
Misrepresentation of answers either deliberately or
unconsciously could be due to a number of factors
Factors are results of various biases in the nature
of respondents
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Acquiescence bias
Extremity bias
Interviewer bias
Auspices bias
Social desirability bias
Types of Response Biases
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Acquiescence Bias
A category of response bias that results
because some individuals tend to agree with
all questions or to concur with a particularposition.
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Extremity Bias
A category of response bias that results
because response styles vary from person to
person; some individuals tend to useextremes when responding to questions
while some tend to give neutral answers
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Interviewer Bias
A response bias that occurs because thepresence of the interviewer influences
answers. Facial expression, age, gender,
tone, etc of the interviewer may play a role
in inducing interviewer
bias
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Auspices Bias
Bias in the responses of subjects caused by
the respondents being influenced by the
organization conducting the study.
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Social Desirability Bias Bias in responses caused by respondents
desire, either conscious or unconscious, to
gain prestige or appear in a different social
role. Information about educationalqualification or income might be overstated
to gain prestige
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Systematic
error (bias)
Administrative
error
Respondent
error
Tree Diagram of Total Survey Error
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Administrative Error
Improper administration of the research task
Caused due to sample design error or other
factors on personal front
Confusion
Neglect
Omission
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Data processing error
Sample selection error
Interviewer error
Interviewer cheating
Tree Diagram of Total Survey Error
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Administrative Error
Sample selection error -improper sample design or
sampling procedure execution.
Mall intercept interviewers selecting only neatly
dressed customers or only families with children
----Sample Frame error frame is list of population
units for sample selection. Error occurs if list does
not match with target population (Incomplete list)
---Population Specification Error- Population itself
defined incorrectly .To estimate market potential
for electronic cars selecting population of only
small car users
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Administrative Error
Interviewer cheating-filling in fake
answers or falsifying interviewers
Interviewer error - field mistakes committedby interviewer while administering
questionnaire or recording responses
Data processing error- incorrect data entry,computer programming, or other procedural
errors during the analysis stage.
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Tree Diagram of Total Survey Error
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Total
error
Systematic
error (bias)
Random sampling
error
Tree Diagram of Total Survey Error
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Systematic
error (bias)
Administrative
error
Respondent
error
Tree Diagram of Total Survey Error
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Respondent
error
Nonresponse
error
Responsebias
Tree Diagram of Total Survey Error
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Response
bias
Unconscious
misrepresentation
Deliberate
falsification
Tree Diagram of Total Survey Error
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Acquiescence bias
Extremity bias
Interviewer bias
Auspices bias
Social desirability bias
Types of Response Biases
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Systematic
error (bias)
Administrative
error
Respondent
error
Tree Diagram of Total Survey Error
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Data processing error
Sample selection error
Interviewer error
Interviewer cheating
Tree Diagram of Total Survey Error