Question

Whether or not to continue a Mardi Gras Parade through downtown San Luis Obispo, California, is a hotly debated topic. The parade is popular with students and many residents, but some celebrations have led to complaints and a call to eliminate the parade. The local newspaper conducted online and telephone surveys of its readers and was surprised by the results. The online survey received more than 400 responses, with more than \(60 \%\) favoring continuing the parade, while the telephone response line received more than 120 calls, with more than \(90 \%\) favoring banning the parade (San Luis Obispo Tribune, March 3,2004 ). What factors may have contributed to these very different results?

Short answer

Factors that could have contributed to the different results may include the demographics of the respondents (younger respondents are likely more tech-savvy and favoring the parade, while older respondents might prefer telephone calls and are potentially less likely to favour the parade), differing convenience between completing an online survey and responding to a phone survey, language and content of the question in each survey, and the public sentiment during the time the survey was conducted.

Step-by-step solution

Understand the Survey Mechanism

In this step, it's necessary to understand that the survey was conducted via two different methods: an online survey and a telephone survey. The online survey had over 400 responses, where over \(60 \%\) of the respondents were in favor of continuing the parade. The telephone survey had over 120 calls, where over \(90 \%\) favored banning the parade.

Identify Possible Factors

In this step, consider factors that might have led to these different results. The types of factors might include: the demographics of the respondents (age, gender, location, etc.), the objective nature and convenience of the method of survey used (online vs phone). For instance, younger populations might be more likely to respond to an online survey and are also potentially more likely to favour the continuation of the parade. Alternatively, older populations might be more comfortable responding to telephone surveys, and they may be more likely to favour banning the parade.

Summarize All Possible Factors

In this step, summarize all the factors that are identified. This could include demographics of respondents, method of survey, accessibility and convenience of each survey method, content, wording, and timing of the question and public sentiment at the time of the survey.

Key concepts

Demographic Factors in Survey

Understanding demographic factors is crucial when interpreting survey results. These factors include age, gender, income, education, and location. For instance, a survey might receive different responses from different age groups, as seen in the Mardi Gras Parade survey example.

Diverse demographic groups have varying preferences, lifestyles, and availability, influencing how they respond to surveys. Younger individuals may have been more likely to participate in the online survey because they are typically more tech-savvy and possibly more in favor of events like parades. In contrast, older respondents might prefer traditional communication methods like telephone and could have differing views based on their lifestyle or past experiences.

It's also important to consider the cultural influence on demographics. Celebrations such as Mardi Gras may be viewed differently depending on cultural backgrounds, which could affect survey responses. Therefore, taking a holistic view of the participants' demographics provides better insights into survey data and assists in making informed decisions or conclusions based on the results.

Survey Response Bias

Survey response bias occurs when the results are skewed due to non-random factors affecting respondents' answers. This bias can manifest in many ways, including social desirability bias, selection bias, and nonresponse bias.

Considering the Mardi Gras Parade survey, social desirability bias could influence more conservative outcomes over the phone, as respondents might be reluctant to admit support for a controversial event. Selection bias may appear due to the method of invitation or survey distribution, which can attract a certain type of respondent—perhaps the online survey was more accessible to parade supporters.

Survey response biases can substantially impact conclusions. To mitigate such biases, clear, neutral wording of questions is essential, as is selecting a representative sample of the population. When analyzing results, awareness of potential biases helps provide a more accurate interpretation of public opinion.

Data Collection Methods

The methodology behind data collection significantly affects survey outcomes. There are various data collection methods, including online surveys, telephone interviews, face-to-face interviews, and mailed questionnaires.

Each method has its own set of advantages and drawbacks. Online surveys, for example, are cost-effective and can quickly reach a large audience, but they may not represent populations with limited internet access. Telephone surveys often result in higher engagement and can clarify respondents' queries in real-time but may suffer from low response rates due to the inconvenience of unsolicited calls.

In the case of the Mardi Gras Parade survey, the online method might have been more appealing to tech-savvy individuals or students, contributing to a higher response rate from that demographic. On the other hand, the telephone method might have attracted an older or less tech-inclined demographic. Combining different data collection methods can improve representativeness and reliability of survey results.