copyright ©2011 by pearson education, inc. all rights reserved. survey research social research...
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Copyright ©2011 by Pearson Education, Inc. All rights reserved. History of Survey Research Census Social Survey Movement Modern quantitative survey research – Statistical sampling techniques – Creation of scales/indexes – Applied surveys – Modeled after the physical sciences World War II Survey research centers Commercial pollingTRANSCRIPT
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Copyright ©2011 by Pearson Education, Inc.All rights reserved.
Survey Research
Social Research MethodsMAN-10
Erlan Bakiev, Ph. D
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Copyright ©2011 by Pearson Education, Inc.All rights reserved.
Types of Research Questions
• Behavior• Attitudes/beliefs/opinions• Characteristics• Expectations• Self-Classifications• Knowledge
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Copyright ©2011 by Pearson Education, Inc.All rights reserved.
History of Survey Research
• Census• Social Survey Movement• Modern quantitative survey research
– Statistical sampling techniques– Creation of scales/indexes– Applied surveys– Modeled after the physical sciences
• World War II • Survey research centers• Commercial polling
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Survey Design LogicSteps in Conducting a Survey
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Constructing a Good QuestionnairePrinciples of Good Question Writing
• Avoid– Jargon/slang/abbreviations– Ambiguity/confusion/
vague– Emotional language
• Prestige bias
– Double-barreled questions– Leading questions
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• Avoid– Beyond respondents’
knowledge– False premises– Distant future intentions– Double negatives– Overlapping/unbalanced
response categories
Constructing a Good Questionnaire
Principles of Good Question Writing
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• Sensitive topics– Create comfort/trust– Use enhanced phrasing– Establish a desensitizing context– Use anonymous questioning methods
• CASAI• CAPI• RRT
• Social desirability bias
Constructing a Good Questionnaire
Getting Honest Answers
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Constructing a Good QuestionnaireGetting Honest Answers
• Knowledge questions• Sleeper question
• Contingency questions• Partially open question
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Constructing a Good QuestionnaireOpen vs. Closed Questions
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Constructing a Good QuestionnaireOpen vs. Closed Questions
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Constructing a Good QuestionnaireOpen vs. Closed Questions
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Constructing a Good QuestionnaireOpen vs. Closed Questions
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Constructing a Good QuestionnaireValid Responses
– Swayed opinion– False positive– False negative
• Neutral positions– Satisficing
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Constructing a Good QuestionnaireValid Responses
• Floaters– Standard-format question– Quasi-filter question– Full-filter question• Recency effect
• Selective refusals
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Constructing a Good QuestionnaireValid Responses
• Agree/disagree, rankings or ratings
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Constructing a Good QuestionnaireValid Responses
• Wording issues– Wording effects
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Constructing a Good QuestionnaireQuestionnaire Design Issues
• Length of questionnaire
• Question order/sequence– Organization– Order effects– Context effects
• Funnel sequence
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Constructing a Good QuestionnaireQuestionnaire Design Issues
• Format/layout– Matrix question
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Conducting a Good SurveyQuestionnaire Design Issues
• Nonresponse– Nonlocation– Noncontact– Ineligible– Refusal to participate– Incomplete participation
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Conducting a Good Survey Mail Response Rate
• Address to specific individual• Dated cover letter/stationery
– Request cooperation– Guarantee confidentiality– Explain purpose– Provide researcher contact information
• Include postage-paid, addressed return envelope• Easy to follow questionnaire• Send follow-up reminders• Avoid conducting study during busy holidays• Back page for general comments• Advertise legitimate sponsors (university, gov’t
agency, etc.)• Monetary incentive ($1-$2)
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Types of Surveys
• Mail/Self-Administered
• Telephone
• Face-to-face
• Internet/Web
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InterviewingOrdinary conversation vs. structured interview
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InterviewingProbing
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InterviewingNaïve assumption model
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InterviewingInterviewer bias