Business Research Methodology & Quantitative Statistics

GRC 605-Business Research Methodology & Quantitative Statistics – Case Study 3

Abstract

In the study of this week, I further explored the survey and measurement methodology. It added lots of benefit on our customer study and I can apply it on next customer survey.

In this paper, I have selected “Error in Communication Research” in Chapter 10 – Survey and “Respond Type” in Chapter 12 – Measurement Scales for discussion.

Chapter 6 – “Error in Communication Research” on Interviewer and Participant

In our company, we conducted interview on our customer satisfaction and opinion. Head office will send out a set of questionnaire to the regional office and assist customers to complete it. No clear research instruction is given on the purpose and related control. Thus many faults were made during the process. The most serious part is identified as interviewer and participant error.

Interviewer Error

We do not have specialized personnel to handle the questionnaire. Client Project Manager (CPM) was sent to present and supervise the operation.

First of all, due to the position of the CPM, they are tended to insert bias to the whole process. They may pick participant who they think that favorable answer will be given. It is very close to what we described as cheating.

During the interview process, CPM is accompanying the participant so another physical presence bias is presented. In some cases, our customer who might not understand English well need translation help from CPM gives opportunity of inappropriately influencing behavior.

In addition, the working environment of our customer is the “back of house area” of Casino. It is not easy to book a comfortable conference room for this purpose.

Participant Error

On the other hand, there are also some errors noted on the participant side. We required the top-level person in the Casino to respond to the questionnaire. However, the top guys such as CEO, CIO or IT Director might not be...