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Survey Research:
use of standardized questionnaires or interviews to…
Survey Research:
use of standardized questionnaires or interviews to collect data about people and their preferences, thoughts, and behaviors
Strengths
- Great at measuring a variety of unobservable data
(people's preferences
- Able to remotely collect data for a large population to observe directly
- Preferred by respondents
- Maybe only way to reach a certain population (homeless or illegal immigrants)
- Can detect small effects while analyzing multiple variables (could allow for comparative analysis)
- Convenient for researcher's time, efforts, or costs
Question sequencing-questions that flow logically from one to the next for best results.
Easy non0threatening question to be easily recalled
Never start with open-ended questions
Ask about one topic at a time
Use filter or contingency questions as needed
Questionnaire Surveys
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Self-administered mail surveys-questionnaire mailed to a large group of people that can choose to complete the survey at their convenience & return it in postage-paid envelopes
group-administered-having a group of respondents in a common place and time to complete a survey while in that common place
Online/web-recently developed surveys given over the internet using interactive forms; they're inexpensive to administer, and can be returned by email.
Response Formats:
1.Dichotomous-respondents choose 2 answer choices
2.Nominal-respondents choose more than 2 unordered choices
3.Ordinal-respondents have 2 ordered choices
- Continuous-respondents answer fill-in-the blank questions
- Interval-level response-respondents are presented w/a 5 or 7 point Likert scale, semantic differential scale, or Gutman scale
Content & Wording of Survey Questions to Consider:
- Clear & understandable
- Is it worded in a negative manner
- Is there Ambiguity
- Omit biased or value-laden words
- Is it double-barreled(multiple answers)
- Is the question too general, too detailed, presumptuous, or imaginary
- Do respondents have the information needed to answer the question correctly
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Interview Surveys
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Role of interviewer-
Be prepared for interview
Locate & enlist the cooperation of respondents
Motivate respondents
Clarify any confusion or concerns
*Observe quality of response
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Telephone interviews-interviewers contact potential respondents over the phone at random from a directory and ask a standard set of survey questions
Non-response: low responses (15-20% in mail surveys), results have lack of generalizability
Social desirability-avoid negative opinions or embarrassing comments about themselves, employers, family, or friends
Telephone interviews-interviewers contact potential respondents over the phone at random from a directory and ask a standard set of survey questions
Recall-Dealing with events that happened in the distant past, respondents may not adequately remembers their own motivation or behaviors
Telephone interviews-interviewers contact potential respondents over the phone at random from a directory and ask a standard set of survey questions
Common method-when the covariance is shared between independent & dependent variables are measured at the same point in time