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Survey Research

Explore essential concepts in survey research, including response set, sampling issues, question construction, psychometric scaling, and administration methods. Learn how to create unbiased surveys and collect accurate data for robust research outcomes.

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Survey Research

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  1. Survey Research Chapter 5 PSYC 3382 1

  2. Issues in Survey Research • Response set/style • Response acquiescence (yea-saying) • Response deviation (nay-saying) • Social desirability • Volunteer problem • Volunteers differ from non-volunteers • More intelligent, better educated, more cooperative PSYC 3382 2

  3. Survey Research (2) • Sampling issues • Random sample is expensive to collect • Stratified sample • Population is divided into smaller units and random sampling is done from the smaller units • Have the selected samples represent the population • 40% from California or 65% female or 22% Hispanic PSYC 3382 3

  4. Constructing Questions • Research Objectives • Attitudes and beliefs • Facts and demographics • Behaviors • Wording • Simplicity • Multiple component questions • Negative wording PSYC 3382 4

  5. Constructing Questions (2) • Answer format • Open-ended versus forced choice • Answer options • Format • End points • Symmetry • Age/mental ability/physical ability/experience PSYC 3382 5

  6. Psychometric Scaling • Guttman Scales (Cumulative Scales) • Coefficient of reproducibility • Ratio of number of appropriate responses to total number of responses • % of responses that are completely cumulative • Guttman said .90 was minimal acceptable level • Likert Scales (Summated Rating Scales) • Reverse scoring • Coefficient of correlation • Do the questions match the overall score? PSYC 3382 6

  7. Psychometric Scaling (2) • Other scales • Error choice method • Semantic differential • Bogardus Social Distance Scale • Self report method • Rely on participant to provide data • Benefit: ease • Cost: not a direct test PSYC 3382 7

  8. Administration • Personal administration • Mail surveys • Response rate • Internet surveys • Other technologies PSYC 3382 8

  9. Interviews • Interviewer bias • Face-to-face • Telephone • Focus groups PSYC 3382 9

  10. Age • Cross-sectional method • Take a large sample of various ages and test them at the same time • Longitudinal method • Follow same participants over a period of time • Time-lag design • Subjects of a particular age are tested at different time periods • Cross-sequential design • Test several different age groups at different times PSYC 3382 10

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