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Survey Research ( 調查研究 ). Social Research Methods 2217 & 6501 Fall, 2006. Part I: The Overview of Survey Research. Research questions appropriate for a survey a brief history of survey research the logic of survey research. Survey:.
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Survey Research (調查研究) Social Research Methods 2217 & 6501 Fall, 2006
Part I: The Overview of Survey Research Research questions appropriate for a survey a brief history of survey research the logic of survey research
Survey: the most widely used data-gathering technique in the social sciences and in related fields “easy” to conduct surveys? No! Good surveys require thought and effort [調查研究在社會科學研究中很普遍,也常被誤認為很容易進行,其實好的調查需要深思與努力。]
Research Questions Appropriate for a Survey • Self-reported belief or behaviors • Behavior (行為) • Attitudes/beliefs/opinions (態度/信念/意見) • Characteristics (特徵) • Expectations (期待) • Self-classification (自我歸類) • Knowledge (知識) • Be careful about “why” questions • If ask respondents’ subjective understanding, “why” questions are appropriate
A History of Survey Research • Can be traced back to the census (人口普查) • Several reasons to explain the popularity of survey research (post-1950 growth) • Computers • Organizations (at universities) • Data storage • Funding • Methodology: substantial research efforts applied
The Logic of Survey Research • The survey: sample many respondents who answer the same questions • Test multiple hypotheses and infer temporal order • Correlational (關聯性的研究): use control variables to approximate the causality test
Steps in Conducting a Survey: • Develop an instrument (a survey questionnaire or interview schedule) • Conceptualization and operationalization →write clear and complete questions • How to record and organize data for analysis • To collect data • Coding and entering data • Analyze the data & report the result
Conducting a survey: Survey research: complex and expensive requires coordination between many people and steps requires organization and accurate record keeping [調查研究可能是非常複雜且昂貴,需要多人配合,步驟也很多,調查的行政工作非常需要組織及正確的記錄。]
Part II. Constructing the Questionnaire principles of good question writing aiding respondent recall getting honest answers open vs. closed questions wording issues questionnaire design issues
Principles of good question writing • A good questionnaire forms an integrated whole. • Have an introduction & nice flow • Two key principles: • Avoid confusion (避免混淆) • Keep the respondent’s perspective in mind (從受訪者的觀點來思考) • Question writing: an art & a science • Takes skills, practice, patience, and creativity
Ten things to avoid when writing survey questions: • Avoid jargon, slang, and abbreviations (避免用術語、俚語、縮寫) • Avoid ambiguity, confusion, and vagueness (避免語意模糊、混淆、不確定的字詞) • Avoid the use of indefinite words or response categories • Avoid emotional language and prestige bias (避免情緒性的字詞或專家偏差) • Use neutral language
Ten things to avoid when writing survey questions: • Avoid double-barreled questions (避免一題兩問) • A double-barreled question: two or more questions joins together • Avoid leading questions (避免引導式問句) • Do not lead the respondent to choose one response over another by its wording
Ten things to avoid when writing survey questions: • Avoid asking questions that are beyond respondents’ capabilities (避免讓受訪者無法回答) • Phrase questions in the terms in which respondents think • Be very clear in asking questions • Avoid false premises (避免錯誤前提) • Avoid asking about distant future intentions (避免詢問未來的意圖)
Ten things to avoid when writing survey questions: • Avoid double negatives (避免雙重否定) • Double negatives: confusing • Avoid overlapping or unbalanced response categories (避免重覆或偏重某些答案類別) • Response categories should be mutually exclusive, exhaustive, and balanced
Aiding Respondent Recall (幫助受訪者回憶) • Recalling events accurately takes time and effort. (Our memory is not that trustworthy!) • The problems of telescoping • Need to customize questions and interpret results cautiously. • Provide aids to respondents: • Specific instructions • Extra thinking time • Provide fixed time or location references • Situational framing • Decomposition • Landmark anchoring
Getting Honest Answers: Sensitive Topics (較敏感的議題) • Respondents may be reluctant to answer questions on sensitive topics.
Getting Honest Answers: Sensitive Topics (較敏感的議題) • Respondents may be reluctant to answer questions on sensitive topics. • Use different techniques to get honest answers: • Establish a comfortable setting before asking • Use “enhanced” phasing of questions • Provide contextual background information • Ask more serious actions first • Self-administered questionnaire or web-based survey • Randomized response technique (RRT)
Getting Honest Answers: Social Desirability Bias (社會期許偏差) • Social desirability bias: respondents tend to overstate an attitude or behavior (社會認可的壓力讓受訪者高估某些回應) • Why? Respondents want to make their reports conform to social norms. • Phrase questions to give respondents “face-saving” alternatives.
Getting Honest Answers: Knowledge Questions (知識性的問題) • Knowledge questions may be threatening. • Many people have inaccurate factual knowledge. • Researchers can improve by: • Phrase questions carefully • Use a sleeper question (運用測謊題) • Check for more details
Getting Honest Answers: Contingency Questions (條件式問項) • A contingency question: to avoid asking questions that are irrelevant for a respondent (目的: 避免問和受訪者無關的問題) • A two- (or more) part question: the first questions are screen or skip questions
Open versus Closed Questions (開放式 vs. 封閉式問項) • Open-ended questions: unstructured, free response vs. Closed-ended questions: structured, fixed response • Each has advantages and disadvantages (see Box 10.5, p. 287)
Open versus Closed Questions (開放式 vs. 封閉式問項) • Open-ended questions: unstructured, free response vs. Closed-ended questions: structured, fixed response • Each has advantages and disadvantages (see Box 10.5, p. 287) • Large-scale surveys used more closed-ended questions because they are easier and quicker to answer. • We can mix open-ended and closed-ended questions, and use partially open questions. • Be careful about responses for closed-ended questions.
Neutral Positions: should provide a “no opinion” choice? • Reasons for and against a neutral or middle position • Three kinds of questions: standard-format, quasi-filter, and full-filter questions (標準形式、半過濾式、全過濾式問題) • Floaters (猶疑者): respondents “float” from giving a response to not knowing • Also consider recency effect (晚近效應) • Either offer a middle position or make respondents to choose a position and then ask about their choices. • Selective refusals for sensitive issues
Agree/Disagree, Rankings or Ratings (排序或評分)? • Questions or statements (問題或陳述)? Rate or rank-order items? • Questions about values often show little differentiation → “rank-then-rate” procedure • Better to rank items than rating (排序可能較容易區分答案選項的重要性) • Be careful about visual presentation and answer categories