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Chapter 9 - Survey Research, Decisions when constructing and…
Chapter 9 - Survey Research
Survey Research
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research method involving the use of standardized questionnaires or
interviews to collect data about people and their preferences, thoughts, and behaviours in a
systematic manner
Strengths
excellent vehicle for measuring a wide variety of unobservable data
ideally suited for remotely collecting data about a population that is too large to observe directly
unobtrusive nature
and the ability to respond at one’s convenience
Questionnaire surveys: consisting of a set
of questions (items) intended to capture responses from respondents in a standardized manner. Questions may be unstructured or structured
self-administered postal
non response bias
group-administered
online administered
sampling bias
Structured
Dichotomous response
Nominal response
Ordinal response
Interval-level response
Continuous response
Unstructured
Question sequencing
non-threatening questions
Never start with an open ended question
follow a chronological order
Ask about one topic at a time.
Interview surveys: conducted
by trained interviewers using the same research protocol as questionnaire surveys
face to face
social desirability bias
focus groups
telephone interview
sampling bias
Role of Inteviewer
Prepare for the interview
Locate and enlist the co-operation of respondents
Motivate respondents
Clarify any confusion or concerns: I
Observe quality of response:
Conducting Interview
Probing Techniques
The silent probe
Overt encouragement:
Ask for elaboration:
Reflection
Biases
Non-response
Sampling bias
Social desirability bias
Recall bias
Common method bias
Decisions when constructing and administrating surveys
Response Formats