What are the topics appropriate to What are the topics appropriate to Chapter 9. Survey Research Chapter 9. Survey Research survey research methods? survey research methods? � Survey research method is the most frequently used Survey research method is the most frequently used � Surveys can be used in descriptive, exploratory Surveys can be used in descriptive, exploratory � � mode of gathering data in the social sciences. mode of gathering data in the social sciences. or explanatory research or explanatory research � Topics covered in this chapter Topics covered in this chapter � � With most surveys, individuals are the units of With most surveys, individuals are the units of � � Topics appropriate to survey research Topics appropriate to survey research � analysis analysis � Guidelines for asking questions Guidelines for asking questions � � Surveys are the best when the question is about Surveys are the best when the question is about � � Questionnaire construction Questionnaire construction � attitudes and orientations in a large population attitudes and orientations in a large population � Types of survey research Types of survey research � � Strengths and weaknesses of survey research methods Strengths and weaknesses of survey research methods � � Secondary analysis Secondary analysis � What are the guidelines for asking What are the guidelines for asking What are the guidelines for asking What are the guidelines for asking questions? questions? - - Continued Continued questions? questions? � Open Open- -ended vs. closed ended vs. closed- -ended questions ended questions � Avoid double- -barreled questions barreled questions � � Avoid double � Open Open- -ended ended - - respondents are asked to provide their own answer to the respondents are asked to provide their own answer to the � � Avoid putting many statements in one question and seek for one answer. The Avoid putting many statements in one question and seek for one a nswer. The � question. (Similar to essay questions in our exams) question. (Similar to essay questions in our exams) respondent may agree with one statement but disagree with the other part. respondent may agree with one statement but disagree with the ot her part. � Adv.: flexible, all responses can be represented. Adv.: flexible, all responses can be represented. � � Example: “Research methods class is interesting, therefore, more sessions Example: “Research methods class is interesting, therefore, mor e sessions � � Disadv Disadv.: difficult to process for computer analysis. Some respondents .: difficult to process for computer analysis. Some respondents may may should be offered every semester.” Some students may agree with should be offered every semester.” Some students may agree with the second the second � give irrelevant answers. part because they are required to take the class so they want mo part because they are required to take the class so they want more sessions. But re sessions. But give irrelevant answers. they may disagree with the first part. they may disagree with the first part. � Closed Closed- -ended ended - - respondents are asked to select a answer from a list respondents are asked to select a answer from a list � Respondents must be competent to answer provided by the researchers. (Similar to multiple choice questions in provided by the researchers. (Similar to multiple choice questio ns in � � Respondents must be competent to answer our exams) our exams) � You need to make sure that the respondents are able to answer yo You need to make sure that the respondents are able to answer your questions ur questions � reliably. reliably. � Adv.: provide uniformity of response, and easy to process for co Adv.: provide uniformity of response, and easy to process for computer mputer � analysis analysis � Example: asking that they were doing on at noon on Jan. 21, 1984; asking a Example: asking that they were doing on at noon on Jan. 21, 1984 ; asking a � person who has only raised one child about how she dealt with te person who has only raised one child about how she dealt with teenage rivalry. enage rivalry. � Disadv Disadv.: relies heavily on researcher's structure of responses. .: relies heavily on researcher's structure of responses. � Respondents must be willing to answer Respondents must be willing to answer � � � Make items clear Make items clear � Sensitive issues may require the researchers to convince the res Sensitive issues may require the researchers to convince the respondents of pondents of � � � Don't assume persons who answer the questions have the same Don't assume persons who answer the questions have the same � anonymity. anonymity. knowledge as you have on your research topic. Explain questions and knowledge as you have on your research topic. Explain questions and the background clearly. the background clearly. � Example: GPA: 0 Example: GPA: 0- -4 vs. 0 4 vs. 0- -5 scales. 5 scales. � What are the guidelines for asking What are the guidelines for asking What are the key elements to What are the key elements to questions? - questions? - Continued Continued questionnaire construction? questionnaire construction? Short items are the best Short items are the best � A questionnaire should be spread out and uncluttered. A questionnaire should be spread out and uncluttered. � � � Respondents are often unwilling to spend too much time reading l Respondents are often unwilling to spend too much time reading long ong � � � Use contingency questions when necessary. Use contingency questions when necessary. � questions. questions. � Contingency questions are those that will only be answered by so Contingency questions are those that will only be answered by some me � Avoid negative items � � Avoid negative items respondents, depending on their answered to a previous question. respondents, depending on their answered to a previous question. � � Negative questions can easily lead to misinterpretation. Negative questions can easily lead to misinterpretation. � Format matrix questions so they are easily answered. Format matrix questions so they are easily answered. � Example: “Do you feel that criminals should be prohibited from teaching in Example: “Do you feel that criminals should be prohibited from t eaching in � � public universities?” The word “prohibited” may cause confusion. A public universities?” The word “prohibited” may cause confusion . A � Example: Example: Likert Likert scale type of questions scale type of questions – – several questions have the several questions have the � respondent may think criminals should not teach in public univer respondent may think criminals should not teach in public universities by sities by same set of answer categories. same set of answer categories. answering “no”. But the way the question is structured, a “no” a answering “no”. But the way the question is structured, a “no” answer would nswer would � Be aware of issues with ordering items. Be aware of issues with ordering items. mean the opposite. mean the opposite. � Avoid biased items and terms � � Avoid biased items and terms � Earlier questions may have impact on respondents’ answers to lat Earlier questions may have impact on respondents’ answers to later er � questions. Researchers need to be sensitive to this issue. questions. Researchers need to be sensitive to this issue. � � The meaning of someone's response to a question depends in large part on the The meaning of someone's response to a question depends in large part on the wording of the question. Questions that encourage respondents to wording of the question. Questions that encourage respondents to answer in a answer in a � Include instructions for the questionnaire. Include instructions for the questionnaire. � particular way are biased. particular way are biased. � Short instructions help respondents make sense of the questionna Short instructions help respondents make sense of the questionnaire. ire. � Example: “Don't you agree with the Supreme Court decision that...?” The way Example: “Don't you agree with the Supreme Court decision that.. .?” The way � � the question is phrased makes it difficult for a respondent to s the question is phrased makes it difficult for a respondent to say “no”. ay “no”. � Pretest all or part of the questionnaire. Pretest all or part of the questionnaire. � � Ask friends and colleagues to fill out the questionnaire. Errors Ask friends and colleagues to fill out the questionnaire. Errors are best are best � found using this method. found using this method. 1
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