Please enable JavaScript.

Coggle requires JavaScript to display documents.

Chapter 9 - Coggle Diagram

- - - - Surveys are an excellent vehicle for measuring a wide variety of unobservable data, such as people's preference.
        
        Survey research is also ideally suited
        for remotely collecting data about a population that is too large to observe directly.
        
        Due to their unobtrusive nature and the ability to respond at one's
        convenience, questionnaire surveys are preferred by some respondents.
        
        Interviews
        may be the only way of reaching certain population groups such as the homeless or illegal immigrants for which there is no sampling frame available.
        
        Large sample surveys may allow detection of small effects even while analyzing multiple variables, and depending on the
        survey design, may also allow comparative analysis of population subgroups
        
        Survey research is economical in terms of researcher time,
        effort and cost than most other methods such as experimental research and case research.
- - - - A second type of survey is group-administered questionnaire. A sample of respondents is brought together at a common place and time, and each respondent is asked to complete the survey questionnaire while in that room.
        
        A more recent type of questionnaire survey is an online or web survey.
        
        Response formats.
        
        Dichotomous response, where respondents are asked to select one of two possible
        choices, such as true/false, yes/no, or agree/disagree.
        
        Nominal response, where respondents are presented with more than two unordered
        options, such as What is your industry of employment: manufacturing / consumer
        services / retail / education / healthcare / tourism & hospitality / other.
        
        Ordinal response, where respondents have more than two ordered options, such as:
        what is your highest level of education: high school / college degree / graduate studies.
        
        Interval-level response, where respondents are presented with a 5-point or 7-point
        Likert scale, semantic differential scale, or Guttman scale.
        
        Continuous response, where respondents enter a continuous (ratio-scaled) value with a
        meaningful zero point, such as their age or tenure in a firm.
- - - - A variation of the personal interview is a group interview, also called focus group.
        
        A third type of interview survey is telephone interviews.
- - - - Advance notification
      - Relevance of content
      - Respondent-friendly questionnaire
      - Endorsement
      - Follow-up requests
      - Interviewer training
      - Incentives
      - Non-monetary incentives
      - Confidentiality and privacy
- - - - Common method bias. Common method bias refers to the amount of spurious
        covariance shared between independent and dependent variables that are measured at the
        same point in time, such as in a cross-sectional survey, using the same instrument, such as a
        questionnaire.