This document discusses different types of errors that can occur in survey research. It presents a tree diagram showing total survey error divided into random sampling error and non-sampling error. Non-sampling error, also called systematic error, results from flaws in research design, implementation, or data processing. It is further divided into respondent error and administrative error. Respondent error includes non-response error and response bias. Response bias can take the form of acquiescence bias, extremity bias, interviewer bias, auspices bias, and social desirability bias. Administrative error stems from mistakes made in tasks like data processing, sample selection, and interviewing.

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RESEARCH INRESEARCH IN
INFORMATION SYSTEMSINFORMATION SYSTEMS
MANAGEMENTMANAGEMENT
(IMS 603)(IMS 603)
Topic 6:Topic 6:
Errors in Survey researchErrors in Survey research

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Tree Diagram of Total Survey ErrorTree Diagram of Total Survey Error
TOTAL
ERROR
Non-
Sampling
error /
Systematic
error
Random
sampling
error
Respondent
error
Administrative
error
Non-response
error
Response
bias
Data processing
error
Sample
selection error
Interviewer
error
Interviewer
cheating
Deliberate
falsification
Unconscious
misrepresentation
Acquiescence
bias
Extremity
bias
Interviewer
bias
Auspices
bias
Social
desirability
bias

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RANDOM SAMPLING ERRORRANDOM SAMPLING ERROR
• Random sampling error occurs because of
change variation in the scientific selection of
sampling units.
• If there is a slight difference between the true
population value and the sample value, hence a
small random sampling error will occur.
• If there is too many unusual people or units
were included in the sample, hence a large
sampling error will occur.

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NON-SAMPLING ERRORNON-SAMPLING ERROR
• Also known as Systematic Error.
• Results from some imperfect aspect of the
research design or from a mistake in the
execution of the research.
• The errors comes from such sources as sample
bias, mistakes in recording responses, and non-
responses from persons not contacted or
refusing to participate.
• Divided into two, that is Respondent ErrorRespondent Error and
Administrative ErrorAdministrative Error.

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It is further divided into two, that is Non-ResponseNon-Response
ErrorError and Response ErrorResponse Error.
1.1. Non-Response ErrorNon-Response Error
The statistical difference between a survey
that includes only those who responded and a
survey that also includes those who failed to
respond.
A non-response occurs if someone is not at
home and a subsequent callback also finds the
subject not at home.
Respondent ErrorRespondent Error

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2.2. Response ErrorResponse Error
(Deliberate falsification and Unconscious
misrepresentation)
Error that occurs when respondents tend to
answer questions in a certain direction either
deliberately of unconsciously.
Examples of response bias are acquiescence
bias, extremely bias, interviewer bias, auspices
bias and social desirability.
Respondent Error (cont.)Respondent Error (cont.)

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2.2. Response ErrorResponse Error
a) Acquiescence biasa) Acquiescence bias
A category of response bias in which individuals have
a tendency to agree with all questions or to
indicate a positive connotation.
b)b) Extremity biasExtremity bias
A category of response bias that results from
response styles varying from person to person,
some individuals tend to use extremes when
responding to questions.
Respondent Error (cont.)Respondent Error (cont.)

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2.2. Response ErrorResponse Error
c) Interviewer biasc) Interviewer bias
Bias in the responses of subjects due to influence of
the interviewer.
d)d) Auspices biasAuspices bias
Bias in the responses of subjects caused by the
respondents being influenced by the organization
conducting the study.
Respondent Error (cont.)Respondent Error (cont.)

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2.2. Response ErrorResponse Error
e) Social desirability biase) Social desirability bias
Bias in the responses of subjects caused by
respondents’ desire either consciously or
unconsciously, to gain prestige or to appear in a
different social role.
Respondent Error (cont.)Respondent Error (cont.)

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An error caused by the improper administrative or
execution of a research task. The errors include:
a)a)Data Processing errorData Processing error
b)b)Sample Selection errorSample Selection error
c)c)Interviewer errorInterviewer error
d)d)Interviewer cheatingInterviewer cheating
Administrative ErrorAdministrative Error