Survey Research (1) WHY CONDUCT SURVEYS? CONSTRUCTING QUESTIONS RESPONSES TO QUESTIONS FINALIZING THE QUESTIONNAIRE ADMINISTERING SURVEYS 1

Survey Research (2) SURVEY DESIGNS TO STUDY CHANGE SAMPLING SAMPLING TECHINQUES EVALUATIING SAMPLES REASONS FOR USING CONVENIENCE SAMPLES 2

Survey Research Why do it? – People like to tell you about themselves – Discover relationships among variables – Complement experimental research Multi-methods needed – Caution: “Response set” 3

Constructing Questions Define objectives – Attitudes and beliefs – Facts and Demographics – Behaviors (self report) 4

Questions Question wording – Simplicity – Double-barreled – Loaded – Negative Wording “Yea-saying” acquiescent “nay-saying” 5

Responses to Qs (p127) Closed v. Open-ended Number of responses Rating scales Graphic rating scale Semantic differential scale Nonverbal scale for children (and adults) Labeling response alternatives (Likert) 6

Finalizing the Questionnaire (p131) Formatting – Don’t change scales – Positive v. negative wording – Sequence (interesting ones first) Refining questions (pilot test them) – Ask about them 7

Administering Surveys Questionnaires – Personal Admin to grps or individuals – Mail surveys – Internet surveys – Other technologies Cell phones? Pagers? – Snow balling 8

Administering Surverys Interviews – Face to face – Telephone – Focus group interviews 9

Survey Designs to Study Change Panel study Anonymity v. confidentiality – When do you need an ID? 10

Sampling (p136) Confidence intervals (certainty) – Sampling error – Marge N. O’vera See Cozby: – calculate confidence interval – Calculate sample size needed (p137) 11

Sampling Techniques Probability sampling (for representativeness) – Simple random sampling – Stratified random sampling Subgrouping (must be relenvant) – Cluster sampling Non-probability sampling 12

Sampling Nonprobability (not representative) – Haphazard sampling convenience – Purposive sampling to fit criteria Possible bias – Quota Sampling Reflect numerical composition of subgroups – Non-random (like stratified) – Possible bias 13

Evaluating Samples Sampling Frame – Actual population surveyed Response Rate – % of sample completing survey Reasons to use convenience samples – Convenient Biased?14 – Poll Playboy to ask about porn? – TV News polls 14