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Chapter Seven

Chapter Seven. Survey Research. Why Conduct Survey Research. Employs questionnaires and interviews asking people to provide information about their attitudes, beliefs, demographics (age, gender, income, marital status), and past or intended future behavior.

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Chapter Seven

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  1. Chapter Seven Survey Research

  2. Why Conduct Survey Research • Employs questionnaires and interviews asking people to provide information about their attitudes, beliefs, demographics (age, gender, income, marital status), and past or intended future behavior. • Method used to study relationships among variables and ways that attitudes and behavior change over time. • Survey research can also help complement experimental research findings. • Survey research is conducted on a given sample or population.

  3. Sampling from a Population Population: larger group about whom we wish to obtain information • E.g., high school teachers in California, readers of the National Review, students at UT Austin, truck owners. • In most cases studying the entire population would be impossible. • Select a sample from the population which we can then test. • With proper sampling, whatever results you find with your sample can be applied to the population as a whole.

  4. Confidence Intervals • Confidence interval the interval within which your true/population score lies. • This interval gives you information about the likely amount of error in your findings. • When using a sample population, the obtained score is not the true score of the population. • sample value your best estimate of the population value

  5. Sample Size • Larger sample sizes reduce the size of the confidence interval thereby reducing the amount of sampling error . • Determined by using a mathematical formula that takes into account the size of the confidence interval and population of interest. • Homogeneous vs. Heterogeneous Populations.

  6. Sampling Techniques • Probability sampling each member of the population has a specifiable probability of being chosen. • Nonprobability sampling we don’t know the probability of any particular member of the population being chosen

  7. Probability Sampling • Simple random sampling every member of the population has an equal chance of being selected. • Stratified random sampling used when it is important to ensure that subgroups within a population are adequately represented in the sample . • Cluster sampling rather than randomly sampling from a list of individuals, the researcher can identify “clusters” of individuals and then sample from these clusters

  8. Non-Probability Sampling • Haphazard sampling you select a sample any way that is convenient. • Advantage: it is easy to do • Disadvantage: it might not be a representative sample of the population, and the survey results might be biased

  9. Sources of Bias in a Sample • Sampling frame • Response rate

  10. Constructing the Questionaire • Defining the Research Objectives • Three types of Survey Questions • Content Items • Factual Items • Behavior Items

  11. Question Wording • Simplicity • Double-barreled questions • Loaded questions • Negative wording • Yea-saying and Nay-saying

  12. Response to Questions • Closed vs. Open ended questions • Number of Response Alternatives • Rating Scales • Semantic Differential Scale • Non-verbal scale

  13. Finalizing & Administering • Formatting Questionnaire • Refining Questions • Forms • Ways of Administration: Survey vs. Interview

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