Survey Que Research

Chapter 8
Survey Research
PowerPointpresentationtoaccompanyResearchDesignExplained6thedition;
2007MarkMitchell&JaninaJolley
Overview
Questions to ask before doing survey

research
The advantages and disadvantages of
different survey instruments
Planning your survey
Administering your survey
Analyzing your data
PowerPointpresentationtoaccompanyResearchDesignExplained,
6thedition;2007MarkMitchell&JaninaJolley
Questions to Ask Before

Doing Survey Research
Do you have a clear hypothesis?

Do your questions focus on that
hypothesis?
Will participants answers provide accurate
answers to your questions?
To whom will your results apply?
Advantages and
Disadvantages of Survey
Easy
way
to
get
a
lot
of
information
Research:Conclusions
However, that information:
Will not have internal validity

May not have construct validity because of self-report
problems
May not have external validity because of poor
sampling or because of nonresponse bias
May not answer research question because survey
questions werent focused on hypotheses
The Advantages and

Disadvantages of Different
Survey Instruments
Written Instruments *
Interviews*
Written Instruments
Self-administered questionnaires
Cheap, easy to distribute to large sample--but nonresponse bias is
big problem
Anonymous which may promote honest responses
Investigator-administered questionnaires
Higher response rates
May hurt sense of anonymity and thus decrease honesty of
responses
Note: A highly refined version of the investigatoradministered questionnaire is the psychological test*
Interviews
May be worth added expense if

It increases response rate
Need ability to clarify questions, follow up on
responses
May not be worth added expense if construct

validity is harmed by
Interviewer bias
Participant trying to impress interviewer
Telephone interviews may be ideal solution*
Planning a Survey
Deciding on a research question

Choosing the format of your questions*
Choosing the format of your interview--if you
use an interview*
Editing your questions*
Sequencing your questions*
Refining your survey instrument*
Choosing a sampling strategy*
Choosing the Format of Your

Questions
Fixed alternative
Yes/No
Reliable
Not powerful
Likert
Open-ended
May not be properly answered
May be difficult to score
Choosing the Format of Your

Interview
Unstructured
Interviewer bias is a serious problem
Data may not be hard to analyze
Semi-structured
Follow-up questions allowed
Probably best for pilot studies
Structured
Standardized, reducing interviewer bias
Editing Questions: Nine

Mistakes to Avoid
1. Avoid leading
questions
2. Avoid questions that
invite the social
desirability bias
3. Avoid doublebarreled questions
4. Avoid long questions
5. Avoid negations
6. Avoid irrelevant
questions
7. Avoid poorly worded
response options
8. Avoid big words
9. Avoid ambiguous
words & phrases
Sequencing Questions
To boost response rate, put innocuous

questions first, personal questions last
To avoid wasting time, qualify early
To increase accuracy, keep similar
questions together
To boost response rate, put demographic
questions last
Putting the Final Touches on

Your Survey Instrument
Professional appearance
Proof reading
Pilot testing
Practice coding responses--may lead to
refining questionnaire so that it is easier to
code responses
Choosing a Sampling Strategy
Random sampling
Proportionate stratified random sampling
Convenience sampling
Quota sampling
Conclusions
Only random sampling will be representative
Nonresponse bias may ruin your sample
Administering the Survey
Informed consent
Clear instructions
Debriefing
Confidentiality
Analyzing Survey Data
Summarizing data
Inferential statistics
Summarizing Data
Interval or ratio data

Mean
Correlation coefficients
Tables of means
Nominal data
Frequencies, percentages
Phi coefficient
Tables of frequencies
Using Inferential Statistics
Interval or ratio data

Looking at relationships between pairs of variables
If have two groups, could use t-test between means

If not, should use test to see whether the correlation between
two variables was significant
Be aware that if you do numerous statistical tests, you may be
setting yourself up for a Type 1 error
To look at more than two variables at once, you can do
ANOVA
Multivariate analysis of variance, multiple regression, factor
analysis, and other sophisticated tests
Using Inferential Statistics
Nominal data
Chi-Square test
Be aware that if you do numerous statistical
tests, you may be setting yourself up for Type
1 errors
Concluding Remarks
Survey research is the most used research

method
Survey research is the most misused
research method
You know how to use rather than abuse
survey research
The End

Survey Que Research

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Chapter 8

Questions to ask before doing survey

Questions to Ask Before

Do you have a clear hypothesis?

Will not have internal validity

The Advantages and

May be worth added expense if

May not be worth added expense if construct

Telephone interviews may be ideal solution*

Deciding on a research question

Choosing the Format of Your

Choosing the Format of Your

Editing Questions: Nine

To boost response rate, put innocuous

Putting the Final Touches on

Choosing a Sampling Strategy

Administering the Survey

Analyzing Survey Data

Interval or ratio data

Using Inferential Statistics

Interval or ratio data

If have two groups, could use t-test between means

To look at more than two variables at once, you can do

Using Inferential Statistics

Survey research is the most used research

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