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Research Designs & Methods

2. Survey Research. Research Designs & Methods. Research design : the strategy and overall framework of the research. Example: A survey design. Research method: how the data is collected. Example: A questionnaire. © onlineclassroom.tv 2007. 2. Survey Research.

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Research Designs & Methods

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  1. 2. Survey Research Research Designs & Methods • Research design: the strategy and overall framework of the research. Example: A survey design. • Research method: how the data is collected. Example: A questionnaire. © onlineclassroom.tv 2007

  2. 2. Survey Research A survey involves collecting a large amount of data from a wide variety of people. Design involves: Defining concepts (tools sociologists use to describe the social world) – e.g. social class. Operationalising concepts (finding ways of measuring key concepts): eg. classifying occupations as indicators of class. Collecting data using most suitable research method. © onlineclassroom.tv 2007

  3. 2. Survey Research Questionnaire Methods Questionnaire: A set of pre-planned standardised questions that can be distributed by hand or post. General design principles: • Keep questions clear and simple. • Keep questions as short as possible. • Avoid questions that are open to different interpretations. © onlineclassroom.tv 2007

  4. 2. Survey Research Correlations Survey research enables us to document correlations in a precise and measurable way. Correlation: a measure of the degree to which two variables are related. For example: • Variables = socio-economic background and educational success. • Possible correlation: Students from poorer socio-economic backgrounds tend to have lower educational motivation. © onlineclassroom.tv 2007

  5. 2. Survey Research Types of Question Closed: Respondent picks answer from list of possibilities. For example: “Do you like coffee?”: “Getting good grades at A-Level is important to me”: Or is asked to provide short piece of information: E.g. “What is your father’s occupation?” Open: Respondent answers in their own words: e.g. What do you like about your school / college? © onlineclassroom.tv 2007

  6. 2. Survey Research Advantages • Coding and Quantification: The use of pre-coded questions makes it easier to quantify data. • Ease of Completion: A closed questionnaire is relatively quick and easy to complete. • Anonymity: may improve validity of collected data (can avoid interview / interviewer effects). • Sampling: Contact and question large numbers of people quickly, easily and efficiently. • Reliability: Easy to standardise - everyone answers the same questions. © onlineclassroom.tv 2007

  7. 2. Survey Research Limitations • Validity: Difficult to examine complex issues and opinions in depth and detail. • Lacks flexibility: cannot ask follow-up questions or ask for clarification. • The Meaning problem: the same word can mean different things to different respondents. • Response Rate for postal questionnaires may be very low. © onlineclassroom.tv 2007

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