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SURVEY RESEARCH
Data Collection Design
Data collection designs can be classified by how primary data is gathered through observation or
communication. Observation is a way to collect data by watching events or noting physical characteristics in
their natural settings. Observations can be overt (subjects know they are being observed) or covert (do not
know they are being watched) (Duke University, 2024). Communication involves surveying people via
questionnaires or interviews. Students often mistakenly view communication as the only suitable method, but
it should complement observation.

Several factors influence the communication approach (Schindler, 2022):

• Investigative questions. Communication is versatile, covering behaviors, opinions, attitudes,
intentions, expectations, motivations, and knowledge. It's useful for information that observation
can't provide, especially about poorly documented past events.
• Sample participant characteristics. Participants must be able to articulate their ideas and experiences.
• Decision-making speed. Communication is faster than observation.
• Cost. Some communication methods require low budget allocation per participant.

Surveys collect information through structured interviews, sometimes with a human interviewer and
sometimes without. Questions are carefully crafted, sequenced, and asked the same way to each participant,
aiming to gather comparable data to identify similarities and differences among participants and groups.
Survey results can be generalized to larger populations when combined with statistical probability sampling.
Once a survey is chosen as the appropriate data collection method, various means can be used to gather
information from individuals (Schindler, 2022).

The three (3) main types of survey methods are as follows:

Methods Description Advantages Disadvantages
Self- It is a highly structured interview • Allows contact with • There is no probing
Administered designed to be completed without otherwise for an explanation.
Survey an interviewer, which is commonly inaccessible • Response rates are
encountered in everyday life. participants (i.e., low in some modes.
Examples include service evaluations CEOs). • It cannot be extended
at hotels, restaurants, car • Incentives may be or complex.
dealerships, and transportation used to increase the
providers, where short response rate.
questionnaires are provided in • It is often the lowest-
convenient locations or with cost option.
products.
Phone With the high level of phone service • Costs are lower than • The response rate is
Survey penetration, access to participants a personal interview. lower than a personal
through low-cost, efficient means • Allows expanded interview.
has made phone interviewing a geographic coverage. • Costs are higher if
viable alternative for researchers. interviewing a
geographically
dispersed sample.

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Methods Description Advantages Disadvantages

• Uses fewer, more • The interview length
highly skilled must be limited.
interviewers.
Survey via It is a quantitative study using an • The interviewer can • High costs.
Personal individual depth interview (IDI) pre-screen • Need for highly
Interview between a trained interviewer and a participants to ensure trained interviewers.
single participant, taking anywhere they fit the • Longer time frame for
from 20 minutes to an hour or more. population profile. field data collection.
This structured interview uses a • Allows cooperation
measurement instrument like a from participants.
questionnaire, which specifies the • Special visual aids
questions and their order. A unique and scoring devices
quality that separates it from the can be used.
self-administered survey is the
interviewer's flexibility to probe the
participant for clarification by asking
prepared follow-up questions.
Table 1. Comparison of Survey Methods.
Retrieved from Business Research Methods (14th ed.), 2022, p. 207.

The most effective form of survey conducted for feasibility studies is using survey questionnaires completed
with personal interviews with the target respondents. The individual interview allows researchers to probe for
further information that the questionnaires cannot capture.

Error in Survey Research (Schindler, 2022)

Two (2) significant sources of error in communication research involve interviewers and participants.
Researchers cannot help a business decision-maker answer a research question if they (1) select or craft
inappropriate questions, (2) ask them in an inappropriate order, or (3) use inappropriate transitions and
instructions to elicit information.

Interviewer Error
Interviewer control significantly impacts data quality, with several potential sources of error:
1. Sampling Error. Failure to secure full participant cooperation can lead to biased samples.
2. Data-entry Error. Inaccurate recording of answers due to summarization or insufficient space results in
incomplete data.
3. Inconsistent Execution. Variations in interview procedures reduce precision and increase error.
4. Inappropriate Environment. Poor training, motivation, or setting leads to biased or inaccurate
responses.
5. Falsification. Interviewers may cheat by falsifying answers or entire interviews, especially under poor
supervision.
6. Inappropriate Influencing. Interviewers may distort results through suggestions, tone, body language,
or other non-verbal cues.

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7. Physical Presence Bias. The interviewer's age, authority, or perceived social distance can subtly
influence participant responses.

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Participant Error

Participants must meet three (3) broad conditions to have a successful survey:
• Possess the information being targeted by the investigative questions.
• Understand their role in the survey as the provider of accurate information.
• Have adequate motivation to cooperate.

Thus, participants cause error in two (2) ways:

1. Participation-Based Errors. Potential participants often have reservations about being interviewed,
which must be addressed. They may distrust the interviewer's intentions, find the topic too sensitive,
fear embarrassment or inadequacy, or worry the questioning will be little them. Past experiences with
disguised sales pitches or fundraising efforts masquerading as research surveys can also undermine their
willingness to cooperate. In personal and phone interviews, participants' reactions are often influenced
more by their feelings about the interviewer than by the content of the questions.

2. Response-Based Errors. Response error occurs in two (2) stages: when participants provide incorrect
answers or when they give incomplete answers. Participants can also cause mistakes by unconsciously
or consciously misrepresenting their behaviors, attitudes, preferences, motivations, or intentions,
leading to response bias. This bias can stem from participants modifying their responses to be socially
acceptable, maintaining their reputation with the interviewer (social desirability bias), or appearing
rational and consistent with previous answers. A significant cause of response bias is acquiescence bias,
where participants tend to agree with questions. It may result from lower cognitive skills, language
difficulties, or perceived anonymity. Researchers can exacerbate this bias by the speed of questioning
and the placement of questions in an interview, with faster questions and later placement increasing
the tendency to agree.

Outsourcing Survey Tasks

Organizations encountering new and emerging challenges must decide between two (2) options: investing in-
house resources in market research, which can hinder organizational efficiency, or partnering with an
outsourced market research provider for fast, cost-effective insights that maintain team productivity
(Outsource Consultants, 2024).

Outside research firms offer several advantages over in-house teams, such as centralized-location
interviewing, computer-assisted phone facilities, and a professionally trained staff experienced with similar
management problems. Data processing and statistical analysis capabilities are essential for survey research,
with some vendors offering specialized software for interviewing and data tabulation (Schindler, 2022).

The following are some types of research that organizations can outsource (Zirtual, 2020):

Market Research
Entrepreneurs always strive to enhance their businesses by launching new products and services. The most
challenging phase in this process is brainstorming for ideas. Although less daunting, conducting market
research for each idea is nevertheless time-consuming. Thorough market research helps determine the
viability of an idea. When dealing with multiple ideas, this research can span weeks. If an idea proves promising
for further development, the time invested in research becomes justified. However, it often requires

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evaluating numerous ideas before discovering a standout concept. It is where outsourcing becomes
invaluable. By outsourcing market research to a virtual assistant or team, entrepreneurs can avoid investing
time in ideas with limited potential. The assistant can analyze statistics, review literature, and gather essential
data while the entrepreneur focuses on other critical tasks.

Competitive Research
Executives often base crucial decisions on their competitors' actions, ranging from marketing and customer
retention tactics to pricing models and emerging technologies. Competitive research plays a pivotal role in
shaping the company's financial performance. Some executives find competitive research daunting, assuming
it requires hiring industry specialists to track competitors and analyze the market landscape. However, the
process can be streamlined and cost-effective, leveraging the wealth of data available online. Competitive
research is an ongoing endeavor that may not yield immediate insights. Spending excessive time on it can
detract from pressing tasks, potentially impacting the company's profitability. A virtual assistant can establish
a structured approach for competitive analysis, gather insights on key competitors, and highlight areas where
competitors may be faltering, aiding in strategic adjustments to your offerings.

Technology Research
In the fast-paced world of evolving technologies, staying competitive demands thorough research. CEOs
prioritize leveraging the latest innovations to enhance company operations. Yet, not all technologies align with
every business. Some may be too advanced or costly. Sorting through these options can be tedious and time-
consuming. Outsourcing initial technology research to an assistant ensures you stay informed about essential
developments without missing out. This approach provides comprehensive insights whenever a relevant
technology emerges, streamlining your decision-making process. Virtual assistants also assist in identifying
and evaluating essential tools, such as billing software or antivirus programs, saving significant time and effort.

Evaluation of Survey Research

The survey's primary strength as a data collection method lies in its versatility and applicability across all
business disciplines. It can efficiently gather abstract information by questioning people, with a few well-
chosen questions often yielding data that would be much more labor-intensive to obtain through other
methods. Using mobile phones, mail, computers, email, or the Internet, surveys can cover a wider geographic
area at a fraction of the cost and time compared to other approaches. Probability sample surveys can produce
generalizable results for larger populations (Schindler, 2022).

However, surveys also come with numerous potential sources of error that can undermine the validity of the
results if researchers do not implement a robust error-reduction strategy. A significant concern for businesses
is that without efforts to make the survey process more engaging, more participants may opt out of this
essential research each year.

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Evaluating survey results involves several steps to ensure the data collected is reliable, valid, and actionable.
Here's a structured overview of evaluating survey results (it shall be further discussed in the subsequent
topics):
1. Review Survey Design and Methodology
• Question Design. Ensure questions were clear, unbiased, and aligned with the survey's objectives.
• Sampling Method. Confirm the sample was representative of the target population.
• Response Rate. Evaluate the response rate and consider if non-response bias might affect the
results.

2. Data Cleaning and Preparation

• Check for Incomplete Responses. Identify and handle incomplete surveys appropriately.
• Outlier Detection. Detect and assess outliers to determine if they should be included or excluded.
• Consistency Check. Ensure consistency in responses, especially for similar or related questions.

3. Cross-tabulation and Segmentation

• Segment Analysis. Break down responses by key demographics or other segmentation criteria.
• Cross-tabulation. Examine the relationship between different variables or questions.

4. Comparative Analysis
• Benchmarking. Compare results against industry standards or previous surveys.
• Trend Analysis. Identify trends over time if historical data is available.

5. Inferential Statistics
• Hypothesis Testing. Conduct statistical tests (i.e., t-tests, chi-square tests) to determine if observed
differences are statistically significant. This topic will be explained further in the subsequent
discussion.
• Regression Analysis. Explore relationships between variables and identify predictors of critical
outcomes.

6. Qualitative Analysis
• Open-ended Responses: Analyze qualitative data for themes, patterns, and insights.
• Sentiment Analysis: Evaluate the sentiment behind open-ended responses if applicable.

7. Error and Bias Assessment

• Response Bias. Identify and address any biases in the responses, such as social desirability bias or
acquiescence bias.
• Measurement Error. Evaluate the reliability and validity of the survey instruments.

8. Report Findings
• Summary of Key Findings. Highlight the most important results and insights.
• Data Visualization. Use charts, graphs, and tables to present data clearly and effectively.
• Actionable Recommendations. Provide clear, actionable recommendations based on the survey
findings.

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References:
Duke University. (2024). Qualitative Research: Observation.
https://guides.library.duke.edu/c.php?g=289813&p=1934020
Outsource Consultants. (2024). Outsource Market Research & Surveys. https://www.outsource-
consultants.com/outsourced-services/outsource-market-research-surveys/
Schindler, P. (2022). Business Research Methods (14th ed.). McGraw Hill.
Zirtual. (2020). 10 Research Tasks You Can Outsource. https://www.zirtual.com/blog/10-research-tasks-you-
can-outsource/

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