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Chapters 9 and 10 - Coggle Diagram
Chapters 9 and 10
Chapter 9:
Survey Research
Survey Research involves the use of standardized questionnaires or interviews to collect data about people and their preferences, thoughts and behaviors in a systematic manner
Can be used for descriptive,
exploratory, or explanatory
research
excellent vehicle for measuring a
wide variety of unobservable data
Suited for remotely collecting data about a
population that is too large to observe directly
due to unobservable nature and the ability to respond at one's convince, questionnaire surveys are preferred by some respondents
Questionnaire Survey
research instrument consisting of a
set of questions intended to capture
responses form respondents in a standardized time
Self Administered postal surveys:
same questionnaire is posted to a large number of people, and willing respondents can complete the survey at tier connivence and return it in pre-paid envelopes
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 while in that room
Response Formats:
-Dichotomous Response
-Nominal Response
-Ordinal response
-Interval-Level Response
-Continuous response
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Question Content and Wording:
-Is the question clear and understandable
-Is the question worded in a negative manner
-is the question ambiguous
-Does the question have biased or value-laden words?
-Is the question double-barrelled?
-Is the question too general?
-Is the question too detailed?
-Is the question presumptuous?
-Is the question imaginary?
-Do respondents have the information needed to correctly answer the question?
Question Sequencing:
Should flow and be logical
Interview Survey:
More face to face and personal
Face-to-Face interview
interviewer works directly with the respondent to ask questions and record their answers
Focus Group:
Small group respondents are interviewed together in a common space
Telephone Interview
Interview done over the phone with a random group of people
Bias in Survey research
Non-response Bias-low response rate
Sampling Bias:Inaccurate representation in sample group
Social Desirability Bias-Trying to avoid negative comments so answers are inaccurate
Recall Bias: Answers based on motivation and ability to remember
Common Method Bias
Chapter 10: Experimental Research
Internal Validity: link cause and effect through treatment manipulation
Experimental design: random Assignment
Quasi-experimental design: non-random assignment
Basic Concepts
Treatment and Control Groups
treatment group is given multiple stimulus while the control is not given stimulus
Treatment Manipulation
control the cause in the cause and effect relationship
Random Selection and Assignment:
Process of randomly drawing a sample from a population or a sampling frame
Threats to internal validity:
-History Threat
-Maturation Threat
-Testing Threat
-Instrumental Threat
-Morality Threat
-Regression Threat