research essay

MBA (INTERNATIONAL MARKETING)

ASB 4415 Management Research

Supervisor: Dr. Siew Ngung Chia

Submitted by: Akshay Binaykiya

NRIC/FIN No.: G1656200P

Batch: MIMD51607A

Assignment: Survey Research Methods

Research involves searching for information on a topic; it could be exploratory to find new insights; descriptive for understanding a particular situation, or diagnostic to understand the happening of different events (Copper, 2004).It is a process of arriving at dependable solutions to problems by a planned and systematic collection of data (Schindler, 2004).

Research methodology is the art of studying that how a research is done scientifically and logically by adopting various steps. It aims to explain and analyze methods and to throw lights on their limitations and resources

There are mainly two types of research methods

Quantitative methods-the purpose of quantitative studies is to project the findings onto the larger population through an objective process (cresswell, 2002). Conclusions are then derived from data collected and measures of statistical analysis (Thorne & Gisen, 2002)

Qualitative methods-qualitative research is characterized by the collection and study of textual data such as surveys, interviews, focus group, conversational analysis, etc. (Olds, et al., 2005) and by its emphasis on the context within which the study occurs. It is concerned with finding the answers to questions which begins with why? how? in what way?

Under qualitative research methodology, we will focus on survey research methods and will compare the methods under that

A survey is a systematic way of ‘‘gathering information about the characteristics, actions, or opinions of a large group, referred to as a population’’ (Tanur, 1982) . It is a useful way to collect information about a range of topics. The most survey needs a sample population to study their characteristics. Data is gathered either through oral or written questioning. Data collection through surveys includes persuasion of respondents and then on some level social interaction between the respondents and the research interviewer. Surveys are used in all areas of life, for example, business, politics, education, media, agriculture etc .

Surveys are done to provide someone with information for research, to explain the situations, to study the attitudes and behaviors and habits of a target population, to study characteristics . It is a very useful tool for decision making. Surveys provide a quick, inexpensive and accurate results when conducted properly

Phone surveys- A phone survey is one of the survey methods used in the collection of data either from the general population or from a specific target population. For this purpose, a phone is used to collect data from the public. The use of this method has become common in the recent years. By eliminating travel, this method reduces interview costs. Reduction in costs is followed by a good quality response as the interviewers gives responses from their comfort zones like homes or offices (Hochstim, 1962).

The advantages of phone surveys are that researchers can benefit by conducting a phone survey as now a days the number of people using phone has increased significantly. People who don’t have access to the internet can still become respondents through their phones. Now a days the phone interviews are conducted on computer controlled telephone interviewing so it is easy to process data as its done automatically by computers. Respondents don’t need to travel to give interviews it saves their money when compared to other methods. This method provides the highest level of anonymity who wish to hold their suggestions private without revealing identity. The main disadvantages of phone surveys are that many people use call screening to avoid unnecessary calls that they are not expecting. Many busy people accept calls only from their business or family members. Most of the respondents ignore the interviews due to lack of time.

‘Web or online surveys’ are conducted online in form of some questionnaire that the target audience can complete over the internet. Web surveys are cheaper than other survey methods especially if the list of the target population is available. If the list is not accessible, then an online panel may be required. An online panel is a group of people who have been recruited by companies or organizations to take online surveys. They share their details with companies that then sends them the surveys via internet and for that they are usually paid for every survey taken.

The advantages of web surveys are that it provides an ease of data gathering, it is a low-cost method if compared with other methods. The answers of surveys are stored in an online database operated by computer so its easy to handle the data. Web surveys have highest level of convenience as the respondents can choose their own time and place which is convenient for them. The disadvantages of web surveys are not everybody uses the internet, some people have limited or no web literacy on how to take web based surveys (Dillman, 2000). Some surveys with open ended questions may require interviewers which is not possible in web surveys. Some people may take the survey just because of the incentive so there can be a survey fraud (Sincero, 2012). The ways to overcome disadvantages are that only those people who have knowledge on how to use the internet should take the surveys. More and more people should use the internet to participate in surveys and proper checking should be done if the survey is take by genuine respondents and not by fake ones

‘Mail survey’ is a method in which respondents complete the survey questionnaire and return them via mail. This survey is short, simple and does not require interviewer’s presence. This method is acceptable because generally most of the people have their own permanent address at which they receive the mail. Mails can be sent to the target audience if their address is known. It is a cost effective method if compared to phone surveys. People can reply to the surveys within the given time frame.

The ‘advantages’ of mail surveys are quite a few such as, it is a convenient method as respondents can take the survey at their desired place and at the time which is convenient for them. It is very easy to obtain address. This method is good if large quantity of information needs to be collected. The main ‘disadvantages’ of mail surveys are low response rates as people lack interest in replying via mail. People who have problems with language are less likely to reply. It takes much more time to conduct a mail survey as compared to web or phone survey. Mail surveys are not used for complex issues as a majority of people do not reply or they skip some questions. There are several opinions to overcome the disadvantages and these are, the questionnaire should be simple and should have easy language. There should be a-follow up mail after three-four days to remind the respondents. There can be a friendly, warm accompany letter in an appreciative language attached with it. There can be some lucky draw aid coupon attached with the mail so that respondents will take it seriously.

‘Face to face survey’ is done when the respondents are present physically in front of the interviewers. People are asked to give responses immediately within the given time frame. The interviewers are experts in respective fields which gather data and finalizes the result.

It is also called as personal interview survey.

The ‘advantages’ of face to face surveys are that they have high response rates as people are more likely to readily answer live questions by seeing, touching and feeling the product. The respondents are more likely to give longer description orally than in written as longer interviews are tolerable up to some extent. The interviewers can observe the behavior of respondents which can help in better market research (Sincero, 2012). The main disadvantages of face to face surveys are that it’s a very expensive method, especially if the interviews are spread across a large geographic area. Its very time consuming if there are more number of respondents. The door to door surveys are very cumbersome and takes a lot of time. The main points to overcome disadvantages are that there should be some arrangements for the respondents who are coming from far locations. There should be some gifts or financial aid for those who take part in the surveys

What type of survey is needed in a situation depends on a variety of factors. If the questions are very personal, then a mail or online survey might work better than phone or face to face. Not everyone has access to the internet, therefore internet survey might not be appropriate for a certain group of population. Lastly, it depends on time also, if there is a time frame then phone survey is preferred as mail and face to face will take too much time.

Which survey is the best and accurate? Now we will see the comparison between online and face to face methods with the support of literature

To approach at some judgment multiple parallel surveys were conducted in the UK comparing an online panel survey HARRIS INTERACTIVE with face to face CAPI omnibus survey MORI. In MORI the samples were stratified by region, sex, work status, age and in HARRIS interactive, the samples were stratified by age, gender, and region. Several questions were listed on both surveys such as the voting intention of people, socio-political involvement, knowledge or awareness of attitudes towards cholesterol, views on immigration, access to usage of technology. Question wordings were kept same for both the surveys and three samples were taken first, unweighted second-demographic weighted and third-demographic and propensity weighted

First, the survey of voting intention of people was conducted. It was found that in comparison to unweighted face to face and online data shows that online respondents are more likely to vote liberal democrats or conservatives as liberal democrats are more politically active (Baker, et al., 2003) (Kellner, 2004)as online panels achieve samples that are more active and educated and they would vote for conservative because there is no interviewer present.

When demographic weighting was done, the gap between online and face to face survey was reduced. But when propensity score weights were done then the gap was very less, Face to face survey had very little effect as compared to online data and they became almost similar.

Conclusion-propensity score reduced the gap between online and face to face and before that online was dominating

The Second survey of socio-political activism was done. First, unweighted online and face to face data were compared. Online respondents were more likely to have presented their views to a local councilor than face to face respondents because online respondents tend to be more politically active as compared to face to face. When weighting was applied there were significant differences between them so it suggested that this is one of the factors where both can be less successfully matched. Propensity score weighting had minimum additional impact in contrast to voting intention (Terhanian & Bremer, 2001)

the total bias of online studies

The Third survey of attitudes towards immigration. In this survey several questions were asked regarding attitude towards UK immigration. Online respondents were more inclined towards the neutral point which means neither agree nor disagree. The explanation of this could be that there were no interviewers to inspire the respondents to answer the question also the people would have taken less interest. The other explanation could be actually the neither option was more logical as people think Britain as a multicultural society.

Conclusion – face to face surveys may result in artificial opinions as compared to online which have logical opinion

The fourth survey was regarding knowledge of attitude towards cholesterol was conducted. This was based on the thinking of people towards cholesterol. A high number of online respondents suggested that cholesterol is a type of fats that circulates in blood. It’s a serious answer as they would have answered incorrect, so it can be seen that people who answer online give correct answers as compared to face to face respondents. Online respondents are more likely to give correct answers if the question are knowledge-based may be because they have internet access. To overcome this problem, internet access was given to some of the face to face respondents and then they were interviewed. It was found that they tend to give more accurate answers as compared to those without internet access.

Conclusion- it can be concluded that online respondents are more likely to give correct answers to knowledge based questions because internet users tend to be more knowledgeable as compared to those without internet access.

The fifth survey was regarding the usage of technology. The respondents were asked about the use of technological gadgets and services such as internet, MMS, SMS, mobile phones etc. the response was online respondents have more access to technology than face to face respondents. This question is inappropriate to ask on online panels as those who have internet and doing online surveys are already accessing many of these things and there would be one sided response (Taylor, 2000).

Conclusion- it can be concluded that if the sample is not correct then the results of surveys can be totally different.

Conclusion

From all the cases it can be derived that online surveys are more appropriate when the survey is about knowledge based and view point oriented. However, face to face respondents are more inclined towards social attraction. Online responses are logical in the case of immigration and cholesterol and illogical in case of use of technology. The use of demographic weight and propensity score weight results in almost equal percentage in responses, so the sample should be big enough to conduct the survey. Despite of having limitations, online surveys are gaining popularity because face to face surveys are expensive and takes so much time. People can respond to surveys at their own ease and can respond in their time frame. Now a days the number of people using the internet is increasing day by day so the sample size will increase. Face to face surveys are time-consuming, and the presence of interviewer is required. So it can be concluded that online surveys are more preferred than face to face surveys under certain conditions. A proper framework is required to conduct a survey

References

Copper, 2004. Business research methods.

Schindler, 2004. Business Research Methods.

cresswell, 2002. quantitative,qualitative and mixed research methods in engineering methods. Journal of Engineering Education, 98(1), pp. 53-66.

Thorne & Gisen, 2002. quantitative,qualitative and mixed methods in engineering methods. journal of engineering education.

Olds, B.M., B.M.Moskal & R.L.Miller, 2005. quantitative,qualitative and mixed methods in engineering methods. journal of engineering education .

Tanur, J., 1982. Advances in Methods for Large-Scale Surveys and Experiments. Survey Research Methodology in Management Information Systems:An Assessment.

Hochstim, J., 1962. Comparison of Three Information Gathering Strategies in a Population Study of Sociomedical Variables," Proceedings of the Social Statistics Section,. New Uses of Telephone Methods in Survey Research, 154(9).

Dillman, D., 2000. Mail and Internet Surveys.The Tailored Design Method. International Journal of Market Research, 50(1).

Dillman, D., 2000. Mail and Internet Surveys. The Tailored Design Method.

Sincero, S. M., 2012. online surveys. [Online] Available at: https://explorable.com/online-surveys

Sincero, S. M., 2012. personal interview survey. [Online] Available at: https://explorable.com/personal-interview-survey

Baker, K., Curtice & J&Sparrow, 2003. Internet Poll Trial: Research Report.

Kellner, P., 2004. Can online polls produce accurate findings?. International Journal of Market Research, 46(1).

Terhanian, G. & Bremer, J., 2001. Reducing error associated with non-probability sampling with propensity scores. Paper presented at the 2001 Joint Statistical Meetings.

Taylor, H., 2000. Does internet research work?. International Journal of Market Research, 42(1), pp. 51-63.

Justify right margin

What is the purpose of this? No link to discussion before and after.

Discussion was on research methodology. How did it transit to survey?

Wrong format. We have already spent lots of time in class to discuss references. Please amend according to discussion for this error and all other errors in essay.

All statements of fact need referencing. This has been discussed many times in class. Please do amendment accordingly to class discussion.

Why no page numbering? Already mentioned many times in class

No link. How discussion manage to transit to this?

Ineffective. Need to provide good summary

Wrong format