Non-Experimental Designs: Surveys Psych 231: Research Methods in Psychology

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Non-Experimental designs Sometimes you just can’t (or don’t want to) perform a fully controlled experiment Because of the issue of interest Limited resources (not enough subjects, observations are too costly, etc.). There are other kinds of designs that may be used Surveys Correlational studies Quasi-Experiments Developmental designs Small-N designs This does NOT imply that they are bad designs Just remember the advantages and disadvantages of each Non-Experimental designs

Non-Experimental designs Sometimes you just can’t (or don’t want to) perform a fully controlled experiment Because of the issue of interest Limited resources (not enough subjects, observations are too costly, etc.). There are other kinds of designs that may be used Surveys Correlational studies Quasi-Experiments Developmental designs Small-N designs This does NOT imply that they are bad designs Just remember the advantages and disadvantages of each Non-Experimental designs

Surveys What are they? Why conduct them? Questionnaires and interviews that ask people to provide information about themselves Why conduct them? Best way to collect some kinds of information: Descriptive, behavioral, and preferential e.g., demographic information, recreational behavior, personal preferences, and attitudes To compliment experimental work Good/common first step, can collect a lot of data about a lot of variables Do not have to directly observe behaviors http://www.people-press.org/ A good resource: Check out the Methodology Pages Surveys

Surveys Advantages One can investigate internal events e.g., attitudes & opinions Can generalize about an entire population based on relatively small samples of individuals Large amounts of data can be collected quickly with relatively little cost (effort, time, etc.) But they’re often not as “cheap” as you may think Surveys

Surveys Disadvantages Correlational: causal claims shouldn’t be made Often used for descriptive and predictive research questions Note: surveys are sometimes used as part of an experimental design, which may allow testing of causal claims Non-response bias Why doesn’t everybody respond? Does response rate interact with variables of interest? Self-reports may not be truthful Response set - tendency to respond from a particular perspective Social desirability bias (e.g., how a “moral” person would answer) Large data sets are sometimes difficult to analyze Surveys

11 Stages of survey research Stage 1) Identify the focus of the study and select your research method What are the objectives of the research? Is a survey method the best approach? What kind of survey should be used? Group administration Mail surveys Internet surveys Telephone surveys Face-to-face interviews Focus group interviews 11 Stages of survey research

11 Stages of survey research Stage 2) Determining the research schedule and budget Stage 3) Establishing an information base Find out what’s been done, what’s known E.g., Find other related surveys Stage 4) Identify the sampling frame The actual population that the sample is drawn from (as opposed to the ideal population) Think of it as operationalizing the conceptual level population Be aware of potential coverage error – when the sampling doesn’t lead to a good representativeness 11 Stages of survey research

11 Stages of survey research Stage 5) Determining the sample method and sampling size Review Probability and Non-Probability methods Voluntary response method Importance of sample size 11 Stages of survey research

Voluntary response methods A kind of convenience sampling methods commonly used Should leftover Halloween candy be given out to students who get an A on the exam? Call 123-NONO if you think NO Call 123-4YES if you think YES Problem: Typically only individuals with strong opinions respond, so the results are often extremely biased (A coverage error issue? Non-response issue?) Daily show clip (5:30 mins) Voluntary response methods

Importance of sample size Sampling error - how is the sample different from the population? Often focus on this part But this part is important too Confidence intervals An estimate of the mean or percentage of the population, based on the sample data “John Doe has 55% of the vote, with a margin of error ± 3%” Margin of error (that “± 3%” part) The larger your sample size, the smaller your margin of error will be. Which would you be more likely to believe “We asked 10 people …” “We asked 1000 people …” Importance of sample size

Importance of sample size Sampling error - how is the sample different from the population? Response rate What proportion of the sample actually responded to the survey? Hidden costs here - what can you do to increase response rates Non-response error (bias) Is there something special about the data that you’re missing (From the people who didn’t respond)? Importance of sample size

11 Stages of survey research Stage 6) Designing the survey instrument Question construction: How the questions are written is very important Clearly identify the research objectives Do your questions really target those research objectives (think Internal and External Validity)? Take care wording of the questions Keep it simple, don’t ask two things at once, avoid loaded or biased questions, etc. How should questions be answered (question type)? 11 Stages of survey research

Good and poor questions Was the FDC negligent by ignoring the warnings about Vioxx during testing and approving it for sale? Yes No Unsure Do you favor eliminating the wasteful excess in the public school budget? If the FDC knew that Vioxx caused serious side effects during testing, what should it have done? Ban it from ever being sold Require more testing before approving it Unsure Do you favor reducing the public school budget? Yes No Problem: emotionally charged words Good and poor questions

Good and poor questions Should senior citizens be given more money for recreation centers and food assistance programs? Yes No Unsure Should senior citizens be given more money for recreation centers? Yes No Unsure Should senior citizens be given more money for food assistance programs? Problem: asks two different questions Good and poor questions

Good and poor questions Are you against same sex marriage and in favor of a constitutional amendment to ban it? Yes No Unsure What is your view on same sex marriage? I think marriage is a matter of personal choice I’m against it but don’t want a constitutional amendment I want a constitutional amendment banning it Problem: Biased in more than one direction Problem: Asks two questions Good and poor questions

Survey Questions Question types Open-ended (fill in the blank, short answer) Can get a lot of information, but Coding is time intensive and potentially ambiguous Close-ended (pick best answer, pick all that apply) Easier to code Same response alternatives for everyone Take care with your labels Decide what kind of scale Decide number/label of response alternatives What is the best thing about ISU? What is the best thing about ISU? (choose one) 1. Location 2. Academics 3. Dorm food 4. People who sell things between Milner and the Bone Survey Questions

Survey Questions: Close-ended Decide what kind of rating scales Rating: e.g., Likert scale PSY 231 is an important course in the major. 1 2 3 4 5 Strongly Agree Neutral Disagree Strongly Agree Disagree Semantic differential: Rate how you feel about PSY 231 on these dimensions Important _____: _____: _____: _____: _____: Unimportant Boring _____: _____: _____: _____: _____: Interesting Nonverbal scale for children: Point to the face that shows how you feel about the toy. Survey Questions: Close-ended

Survey Questions: Close-ended Decide number/label of response alternatives Use odd number (mid point and equal # of responses above and below the mid point) Questions should be uni-dimensional (each concerned with only one thing) Labels should be clear Survey Questions: Close-ended

11 Stages of survey research Stage 7) Pre-testing the survey instrument Fix what doesn’t seem to be working Stage 8) Selecting and training interviewers For telephone and in-person surveys Need to avoid interviewer bias Stage 9) Implementing the survey Stage 10) Coding and entering the data Stage 11) Analyzing the data and preparing a final report 11 Stages of survey research