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Chapter 9. Survey Research Chapter 9. Survey Research
- Survey research method is the most frequently used
Survey research method is the most frequently used mode of gathering data in the social sciences. mode of gathering data in the social sciences.
- Topics covered in this chapter
Topics covered in this chapter
- Topics appropriate to survey research
Topics appropriate to survey research
- Guidelines for asking questions
Guidelines for asking questions
- Questionnaire construction
Questionnaire construction
- Types of survey research
Types of survey research
- Strengths and weaknesses of survey research methods
Strengths and weaknesses of survey research methods
- Secondary analysis
Secondary analysis
What are the topics appropriate to What are the topics appropriate to survey research methods? survey research methods?
- Surveys can be used in descriptive, exploratory
Surveys can be used in descriptive, exploratory
- r explanatory research
- r explanatory research
- With most surveys, individuals are the units of
With most surveys, individuals are the units of analysis analysis
- Surveys are the best when the question is about
Surveys are the best when the question is about attitudes and orientations in a large population attitudes and orientations in a large population
What are the guidelines for asking What are the guidelines for asking questions? questions?
- Open
Open-
- ended vs. closed
ended vs. closed-
- ended questions
ended questions
- Open
Open-
- ended
ended -
- respondents are asked to provide their own answer to the
respondents are asked to provide their own answer to the
- question. (Similar to essay questions in our exams)
- question. (Similar to essay questions in our exams)
- Adv.: flexible, all responses can be represented.
Adv.: flexible, all responses can be represented.
- Disadv
Disadv.: difficult to process for computer analysis. Some respondents .: difficult to process for computer analysis. Some respondents may may give irrelevant answers. give irrelevant answers.
- Closed
Closed-
- ended
ended -
- respondents are asked to select a answer from a list
respondents are asked to select a answer from a list provided by the researchers. (Similar to multiple choice questio provided by the researchers. (Similar to multiple choice questions in ns in
- ur exams)
- ur exams)
- Adv.: provide uniformity of response, and easy to process for co
Adv.: provide uniformity of response, and easy to process for computer mputer analysis analysis
- Disadv
Disadv.: relies heavily on researcher's structure of responses. .: relies heavily on researcher's structure of responses.
- Make items clear
Make items clear
- Don't assume persons who answer the questions have the same
Don't assume persons who answer the questions have the same knowledge as you have on your research topic. Explain questions knowledge as you have on your research topic. Explain questions and and the background clearly. the background clearly.
- Example: GPA: 0
Example: GPA: 0-
- 4 vs. 0
4 vs. 0-
- 5 scales.
5 scales.
What are the guidelines for asking What are the guidelines for asking questions? questions? -
- Continued
Continued
- Avoid double
Avoid double-
- barreled questions
barreled questions
- Avoid putting many statements in one question and seek for one a
Avoid putting many statements in one question and seek for one answer. The
- nswer. The
respondent may agree with one statement but disagree with the ot respondent may agree with one statement but disagree with the other part. her part.
- Example: “Research methods class is interesting, therefore, mor
Example: “Research methods class is interesting, therefore, more sessions e sessions should be offered every semester.” Some students may agree with should be offered every semester.” Some students may agree with the second the second part because they are required to take the class so they want mo part because they are required to take the class so they want more sessions. But re sessions. But they may disagree with the first part. they may disagree with the first part.
- Respondents must be competent to answer
Respondents must be competent to answer
- You need to make sure that the respondents are able to answer yo
You need to make sure that the respondents are able to answer your questions ur questions reliably. reliably.
- Example: asking that they were doing on at noon on Jan. 21, 1984
Example: asking that they were doing on at noon on Jan. 21, 1984; asking a ; asking a person who has only raised one child about how she dealt with te person who has only raised one child about how she dealt with teenage rivalry. enage rivalry.
- Respondents must be willing to answer
Respondents must be willing to answer
- Sensitive issues may require the researchers to convince the res
Sensitive issues may require the researchers to convince the respondents of pondents of anonymity. anonymity.
What are the guidelines for asking What are the guidelines for asking questions? questions? -
- Continued
Continued
- Short items are the best
Short items are the best
- Respondents are often unwilling to spend too much time reading l
Respondents are often unwilling to spend too much time reading long
- ng
questions. questions.
- Avoid negative items
Avoid negative items
- Negative questions can easily lead to misinterpretation.
Negative questions can easily lead to misinterpretation.
- Example: “Do you feel that criminals should be prohibited from t
Example: “Do you feel that criminals should be prohibited from teaching in eaching in public universities?” The word “prohibited” may cause confusion public universities?” The word “prohibited” may cause confusion. A . A respondent may think criminals should not teach in public univer respondent may think criminals should not teach in public universities by sities by answering “no”. But the way the question is structured, a “no” a answering “no”. But the way the question is structured, a “no” answer would nswer would mean the opposite. mean the opposite.
- Avoid biased items and terms
Avoid biased items and terms
- The meaning of someone's response to a question depends in large
The meaning of someone's response to a question depends in large part on the part on the wording of the question. Questions that encourage respondents to wording of the question. Questions that encourage respondents to answer in a answer in a particular way are biased. particular way are biased.
- Example: “Don't you agree with the Supreme Court decision that..
Example: “Don't you agree with the Supreme Court decision that...?” The way .?” The way the question is phrased makes it difficult for a respondent to s the question is phrased makes it difficult for a respondent to say “no”. ay “no”.
What are the key elements to What are the key elements to questionnaire construction? questionnaire construction?
- A questionnaire should be spread out and uncluttered.
A questionnaire should be spread out and uncluttered.
- Use contingency questions when necessary.
Use contingency questions when necessary.
- Contingency questions are those that will only be answered by so
Contingency questions are those that will only be answered by some me respondents, depending on their answered to a previous question. respondents, depending on their answered to a previous question.
- Format matrix questions so they are easily answered.
Format matrix questions so they are easily answered.
- Example:
Example: Likert Likert scale type of questions scale type of questions – – several questions have the several questions have the same set of answer categories. same set of answer categories.
- Be aware of issues with ordering items.
Be aware of issues with ordering items.
- Earlier questions may have impact on respondents’ answers to lat
Earlier questions may have impact on respondents’ answers to later er
- questions. Researchers need to be sensitive to this issue.
- questions. Researchers need to be sensitive to this issue.
- Include instructions for the questionnaire.
Include instructions for the questionnaire.
- Short instructions help respondents make sense of the questionna
Short instructions help respondents make sense of the questionnaire. ire.
- Pretest all or part of the questionnaire.
Pretest all or part of the questionnaire.
- Ask friends and colleagues to fill out the questionnaire. Errors
Ask friends and colleagues to fill out the questionnaire. Errors are best are best found using this method. found using this method.