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Survey Research

Social Research Methods MAN-10 Erlan Bakiev, Ph. D. Survey Research. Types of Research Questions. Behavior Attitudes/beliefs/opinions Characteristics Expectations Self-Classifications Knowledge. History of Survey Research. Census Social Survey Movement

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Survey Research

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  1. Social Research Methods MAN-10 Erlan Bakiev, Ph. D Survey Research

  2. Types of Research Questions • Behavior • Attitudes/beliefs/opinions • Characteristics • Expectations • Self-Classifications • Knowledge

  3. History of Survey Research • Census • Social Survey Movement • Modern quantitative survey research • Statistical sampling techniques • Creation of scales/indexes • Applied surveys • Modeled after the physical sciences • World War II • Survey research centers • Commercial polling

  4. Survey Design LogicSteps in Conducting a Survey

  5. Constructing a Good QuestionnairePrinciples of Good Question Writing • Avoid • Jargon/slang/abbreviations • Ambiguity/confusion/vague • Emotional language • Prestige bias • Double-barreled questions • Leading questions

  6. Constructing a Good QuestionnairePrinciples of Good Question Writing • Avoid • Beyond respondents’ knowledge • False premises • Distant future intentions • Double negatives • Overlapping/unbalanced response categories

  7. Constructing a Good QuestionnaireGetting Honest Answers • Sensitive topics • Create comfort/trust • Use enhanced phrasing • Establish a desensitizing context • Use anonymous questioning methods • CASAI • CAPI • RRT • Social desirability bias

  8. Constructing a Good QuestionnaireGetting Honest Answers Contingency questions Partially open question • Knowledge questions • Sleeper question

  9. Constructing a Good QuestionnaireOpen vs. Closed Questions

  10. Constructing a Good QuestionnaireOpen vs. Closed Questions

  11. Constructing a Good QuestionnaireOpen vs. Closed Questions

  12. Constructing a Good QuestionnaireOpen vs. Closed Questions

  13. Constructing a Good QuestionnaireValid Responses • Swayed opinion • False positive • False negative • Neutral positions • Satisficing

  14. Constructing a Good QuestionnaireValid Responses • Floaters • Standard-format question • Quasi-filter question • Full-filter question • Recency effect • Selective refusals

  15. Constructing a Good QuestionnaireValid Responses • Agree/disagree, rankings or ratings

  16. Constructing a Good QuestionnaireValid Responses • Wording issues • Wording effects

  17. Constructing a Good QuestionnaireQuestionnaire Design Issues • Length of questionnaire • Question order/sequence • Organization • Order effects • Context effects • Funnel sequence

  18. Constructing a Good QuestionnaireQuestionnaire Design Issues • Format/layout • Matrix question

  19. Conducting a Good SurveyQuestionnaire Design Issues • Nonresponse • Nonlocation • Noncontact • Ineligible • Refusal to participate • Incomplete participation

  20. Conducting a Good Survey Mail Response Rate • Address to specific individual • Dated cover letter/stationery • Request cooperation • Guarantee confidentiality • Explain purpose • Provide researcher contact information • Include postage-paid, addressed return envelope • Easy to follow questionnaire • Send follow-up reminders • Avoid conducting study during busy holidays • Back page for general comments • Advertise legitimate sponsors (university, gov’t agency, etc.) • Monetary incentive ($1-$2)

  21. Types of Surveys • Mail/Self-Administered • Telephone • Face-to-face • Internet/Web

  22. InterviewingOrdinary conversation vs. structured interview

  23. InterviewingProbing

  24. InterviewingNaïve assumption model

  25. InterviewingInterviewer bias

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