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SURVEY RESEARCH - Coggle Diagram

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        Dichotomous response, where respondents are asked to select one of two possible choices, such as true/false, yes/no, or agree/disagree. An example of such a question is: Do you think that the death penalty is justified under some circumstances (circle one): yes / no.
        
        􏱨 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. Each of these scale types were discussed in a previous chapter.
        
        􏱨 Continuous response, where respondents enter a continuous (ratio-scaled) value with a meaningful zero point, such as their age or tenure in a firm. These responses generally tend to be of the fill-in-the blanks type.
      - Response Formats- Structured or Unstructured
- - - - Role of interviewer. The interviewer has a complex and multi-faceted role in the interview process, which includes the following tasks:
        
        Prepare for the interview: Since the interviewer is in the forefront of the data collection effort, the quality of data collected depends heavily on how well the interviewer is trained to do the job. The interviewer must be trained in the interview process and the survey method, and also be familiar with the purpose of the study, how responses will be stored and used, and sources of interviewer bias. He/she should also rehearse and time the interview prior to the formal study.
        
        Locate and enlist the cooperation of respondents: Particularly in personal, in-home schedule sometimes at undesirable times such as during weekends. They should also be like a salesperson, selling the idea of participating in the study.
        
        Motivate respondents: Respondents often feed off the motivation of the interviewer. If 􏲕 provide useful or informative responses either. The interviewer must demonstrate enthusiasm about the study, communicate the importance of the research to
        
        Clarify any confusion or concerns: Interviewers must be able to think on their feet and satisfaction. Additionally, they should ask probing questions as necessary even if such questions are not in the script.
        
        􏱨 Observe quality of response: The interviewer is in the best position to judge the quality of information collected, and may supplement responses obtained using personal observations of gestures or body language as appropriate.
      - A third type of interview survey is telephone interviews. In this technique, interviewers contact potential respondents over the phone, typically based on a random selection of people from a telephone directory, to ask a standard set of survey questions. A more recent and technologically advanced approach is computer-assisted telephone interviewing (CATI), increasing being used by academic, government, and commercial survey researchers, where the interviewer is a telephone operator, who is guided through the interview process by a computer program displaying instructions and questions to be asked on a computer screen. The system also selects respondents randomly using a random digit dialing technique, and records responses using voice capture technology. Once respondents are on the phone, higher response rates can be obtained. This technique is not ideal for rural areas where telephone density is low, and also cannot be used for communicating non-audio information such as graphics or product demonstrations.
- - - - Social desirability bias. Many respondents tend to avoid negative opinions or embarrassing comments about themselves, their employers, family, or friends. With negative questions such as do you think that your project team is dysfunctional, is there a lot of office politics in your workplace, or have you ever illegally downloaded music files from the Internet, the researcher may not get truthful responses. This tendency among respondents to spin the truth in order to portray themselves in a sociably desired manner is called the sociable desirability bias
        
        Recall bias. Responses to survey questions often depend on subjects motivation memory, and ability to respond. Particularly when dealing with events that happened in the distant past, respondents may not adequately remember their own motivations or behaviors or perhaps their memory of such events may have evolved with time and no longer retrievable.
        
        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. In such cases, the phenomenon under investigation may not be adequately separated from measurement artifacts.