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Chapter 9

Chapter 9. Survey Research. Chapter Outline. Topics Appropriate to Survey Research Guidelines for Asking Questions Questionnaire Construction Self-administered Questionnaires Interview Surveys. Chapter Outline. Telephone Surveys New Technologies and Survey Research

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Chapter 9

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  1. Chapter 9 Survey Research

  2. Chapter Outline • Topics Appropriate to Survey Research • Guidelines for Asking Questions • Questionnaire Construction • Self-administered Questionnaires • Interview Surveys

  3. Chapter Outline • Telephone Surveys • New Technologies and Survey Research • Comparison of the Different Survey Methods • Strengths and Weaknesses of Survey Research • Secondary Analysis

  4. Topics Appropriate to Survey Research • Descriptive • Exploratory • Explanatory

  5. Guidelines for Asking Questions • Choose appropriate question forms. • Make items clear. • Avoid double-barreled questions. • Respondents must be competent to answer.

  6. Guidelines for Asking Questions • Respondents must be willing to answer. • Questions should be relevant. • Short items are best. • Avoid negative items. • Avoid biased items and terms.

  7. Guidelines for Questionnaire Construction • One question per line. • Use contingency questions when necessary. • Format matrix questions so they are easily answered. • Be aware of issues with ordering items. • Include instructions for the questionnaire. • Pretest all or part of the questionnaire.

  8. Acceptable Response Rates • 50% - adequate for analysis and reporting • 60% - good • 70% - very good

  9. Guidelines for Survey Interviewing • Dress in a similar manner to the people who will be interviewed. • Study and become familiar with the questionnaire. • Follow question wording exactly. • Record responses exactly. • Probe for responses when necessary.

  10. Training for Interviewers • Discussion of general guidelines and procedures. • Specify how to handle difficult or confusing situations. • Conduct demonstration interviews. • Conduct “real” interviews.

  11. Telephone Surveys Advantages: • Money and time. • Control over data collection. Disadvantages: • Surveys that are really ad campaigns. • Answering machines.

  12. New Technologies and Survey Research • CAPI - computer assisted personal interviewing. • CASI - computer assisted self interviewing. • CSAQ - computerized self-administered questionnaires. • TDE - touchtone data entry. • VR - voice recognition.

  13. Strengths of Survey Research • Useful in describing the characteristics of a large population. • Make large samples feasible. • Flexible - many questions can be asked on a given topic.

  14. Weaknesses of Survey Research • Can seldom deal with the context of social life. • Inflexible in some ways. • Subject to artificiality. • Weak on validity.

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