Survey Research in Accounting - Gary Monroe
Zikmund, Babin, Carr and Griffin, Business Research Methods, 8th edition, Chapter 9: Survey Research: An Overview
Zikmund, Babin, Carr and Griffin, Business Research Methods, 8th edition, Chapter 10: Survey Research: Communicating with Respondents
Cooper and Schindler, Business Research Methods, 8th edition, Chapter 8 Measurement
Cooper and Schindler, Business Research Methods, 8th edition, Chapter 9 Measurement Scales
Salkind, Exploring Research, Chapter 6 Methods of Measuring Behavior
Zikmund, Babin, Carr and Griffin, Business Research Methods, 8th edition, Chapter 15: Questionnaire Design
Hurtt, R.K., 2010. Development of a scale to measure professional scepticism. Auditing: A Journal of Practice & Theory 29 (1): 149–171.
View the following websites on preparing and conducting surveys.
Assignment (to be completed before class):
1. Critique the following survey to be used for evaluating a professor.
Professor Evaluation Form
1. Overall, how would you rate this professor?
__ Good __ Fair __ Poor
2. Does this professor
a. Have good class delivery? _____
b. Know the subject? _____
c. Have a positive attitude toward the subject? _____
d. Grade fairly? _____
e. Have a sense of humor? _____
f. Use audiovisuals, case examples, or other class room aids? _____
g. Return exams promptly? _____
3. What is the professor’s strongest point? _______
4. What is the professor’s weakest point?________
5. What kind of class does the professor teach? ______
6. Is this course required? _______
7. Would you take another course from this professor? ______
2. Design a short survey for an accounting research question of your choice and bring it to class. Start with developing a research question and hypotheses. The questionnaire you design should be well constructed and formatted. It should be no more than 2 pages. If you are, in part, relying on questions and response scales developed by prior researchers, you must clearly state this and bring a copy of their instrument.
You will also need to:
· state the research question you are addressing.
· state the group of people you will be sampling, and briefly explain why you consider them an appropriate group to address your research question.
· identify the variables of interest (including control variables, if any) and indicate which questions in your questionnaire are used to measure these variables.
· discuss any issues pertinent to the design of your questionnaire. (i.e., if you have included or done something for a reason, clearly state this and explain why you considered it necessary).
· link the survey questions to your research question, theory and hypotheses.
3. For each of the following situations, decide whether you would use a personal interview, telephone survey, or self-administered questionnaire. Give your reasons.
(i) A survey of the residents of a new subdivision on why they happened to select that area in which to live. You also wish to secure some information about what they like and do not like about life in the subdivision.
(ii) A survey of 58 wholesale grocery companies scattered over the eastern United States, on their personnel management policies for warehouse personnel.
(iii) A study of financial officers of the Fortune 500 corporations to learn their predictions for the economic outlook in their industries in the next year.