Outline 1.Definition 2.Three major characteristics 3.When and why to use surveys 4.Two distinct forms of survey research 5.Advantages of survey research 6.How to create a survey

Surveys - Definition A survey is a procedure for systematically collecting information about attitudes, preferences, knowledge, or behavior by asking people questions.

Three major characteristics Survey research has 3 major characteristics: Procedure Analysis Interpretation

Three major characteristics Procedure Survey research involves asking people questions using a formal procedure

Three major characteristics Analysis Survey research uses a quantitative method requiring standardized information as input The formal procedure produces standardized information

Three major characteristics Interpretation Survey research generalizes results from a sample to the population it was drawn from

When to Use Surveys When you want information about a population, but you cannot measure the whole population. Measuring the whole population is usually impossible Doing so is also usually unnecessary

2 distinct forms of survey research Exploratory Used in new research areas where little theory has developed “descriptive”

2 distinct forms of survey research Explanatory Looking for evidence of cause-effect relations among variables “If C causes D, then C and D should be correlated.”

Advantages of survey approach Surveys are: Cheap Relative to measuring whole population

Advantages of survey approach Surveys are: Practical Can be done in a short time Can be done over phone or through mail or internet

Advantages of survey approach Surveys are: Accurate Results true of population within a small margin of error

Margin of Error A range of values True population value is likely to be in this range. If range is large, survey results are not useful Size of range depends upon sample size and confidence level chosen for estimating population value.

Value obtained from sample Margin of error = range of values which contains population value %

How to create a survey Research questions Design Survey questions Sampling procedure Administration procedure Analyzing the results

Research question Start with a behavioral theory. Use it to generate research questions. Specify type of information that will (or won’t) meet your scientific objectives

Research question Be as specific as possible Think about interpretation In reports, you won’t discuss the actual questions on your survey instrument – you’ll discuss some theoretical construct What is it?

Design Longitudinal Same samples measured at different times Potential problem with loss of subjects Do differences across time reflect change in society or change specific to subjects?

Design Cross-sectional One or more samples measured at one time If groups differ, it’s difficult to say why E.g., compare 20 year olds to 50 year olds – do results differ because of age or because of cohort effect?

Design Successive independent samples Different samples at different times Samples supposed to be drawn from same population – but that may be arguable if interval is long This design cannot measure change in individuals

Survey questions If a survey exists that does the job, use it Otherwise… Write a first draft

Survey questions If a survey exists that does the job, use it Otherwise… Write a first draft Get feedback and revise draft

Survey questions If a survey exists that does the job, use it Otherwise… Write a first draft Get feedback and revise draft Pretest your questionnaire

Survey questions If a survey exists that does the job, use it Otherwise… Write a first draft Get feedback and revise draft Pretest your questionnaire Edit questions

Survey questions If a survey exists that does the job, use it Otherwise… Write a first draft Get feedback and revise draft Pretest your questionnaire Edit questions Formalize procedures

Survey questions Avoid bias “Do you believe in killing unborn babies?” “Should women be forced to bear unwanted children?”

Question from an ABC poll Schiavo suffered brain damage and has been on life support for 15 years. Doctors say she has no consciousness and her condition is irreversible. Her husband and her parents disagree about whether she would have wanted to be kept alive. Florida courts have sided with the husband and her feeding tube was removed on Friday. What's your opinion on this case - do you support or oppose the decision to remove Schiavo's feeding tube?

A Gallup Poll question the same week As you may know, on Friday the feeding tube keeping Terri Schiavo alive was removed. Based on what you have heard or read about the case, do you think that the feeding tube should or should not have been removed?

Fox News poll 18 days earlier Terri Schiavo has been in a so-called 'persistent vegetative state' since Terri's husband says his wife would rather die than be kept alive artificially and wants her feeding tube removed. Terri's parents believe she could still recover and want the feeding tube to remain. If you were Terri's guardian, what would you do? Would you remove the feeding tube or would you keep the feeding tube inserted?

Issues Does requiring tube feeding mean the same as being on life- support? What does the public understand from the term life-support? Does the term bias the result?

Issues Were results influenced by fact ABC poll was conducted in one evening? "Surveys conducted on one evening, or even over two days, have more sampling biases -- due to non- response and non- availability -- than surveys which are in the field for three, four or five days.“ National Council on Public Polls (NCPP)

Issues Were results influenced by whether the person involved was referred to as “Schiavo” or “Terri”?

Survey questions Be careful about social desirability Think about question sequence Use filter questions

Survey questions Don’t write two questions as one What would “No” mean in answer to this question: Do you support the Administration’s decisions to increase class sizes and start classes earlier in the day?

Survey questions Do the people you’re surveying have the information required to answer your questions? Check to see before you ask your questions

Survey questions “Are you familiar with the Liberal Party’s platform for this election?” before “In your view, will the Liberal Party’s platform produce positive or negative effects on the economy?”

Survey questions Is the meaning of your question clear? If you refer to “young people” do you mean 9 year olds? 25 year olds?

Survey questions Is the meaning of your question clear? “Which newspaper do you read?” Does this mean everyday? Sometimes? What if the respondent reads more than one?

Survey questions Is the meaning of your question clear? Be clear about the time frame of the behavior you are asking about E.g., CFQ asks about frequency of mental slips over the last six months

Sampling procedure Major task: to select a representative sample Representative sample – shares distribution of relevant characteristics with population

Sampling procedure Some technical terms you need to know Population Sampling frame Sample Element

Population Sampling frame Sample Element

Types of sampling procedure Non-probability sampling Elements vary in probability of being chosen Those probabilities are not known Accidental samples Purposive samples

Types of sampling procedure Non-probability sampling Probability sampling Researcher knows the probability of inclusion for each element in population. Simple random sampling Stratified random sampling

Administration procedures Phone Cheap & fast But who is home? Verbal instructions and response alternatives may be hard to remember

Administration procedures Phone Face-to-face Expensive But maximal control Interviewer can see whether respondent understands question Respondent may work harder

Administration procedures Phone Face-to-face Mail Inexpensive Significant problem with response bias

Analyze the Results Select a data analysis procedure before you collect data. Correlations Path analysis Factor analysis