1. Chapter 4
Survey Research

2. The Survey
Frequently used method of measurement in applied social research
Questionnaires and interviews
Issues involved include:
Content
Wording of questions
Response format
Question placement

3. Constructing the Survey
Question wording is crucial for respondent understanding
Response format is how you collect the answer from the respondent
Questions should address the content you are trying to “get at”
Types of questions include structured and unstructured

4. Types of Questions Structured questions
Dichotomous Response Format
e.g., “yes” or “no”
e.g., male” or “female”
Questions based on level of measurement
e.g., rank order of preferences
e.g., degree of satisfaction (1–5)
Filter or contingency questions
First question determines qualification or necessary experience to answer next question
e.g., “If no, skip to question 4”

5. Question Content Is the question necessary?
Are several questions needed to avoid double-barreled questions?
Do respondents have needed information?
Does the question need to be more specific or more general?
Is the question biased or loaded?
Will the respondent answer truthfully?
e.g., questions regarding age, income, contributions to charity are sensitive

6. Response Format Structured Response Formats Fill-in-the-blank
Check the answer
Circle the answer
Unstructured Response Formats
Written text
e.g., “tell me more about your experience with…”

7. Question Wording Can the question be misunderstood?
What assumptions does the question make?
Is the time frame specified?
How personal is the wording?
Is the wording too direct?
Other issues
e.g., wording should not be objectionable, loaded, or slanted

8. Question Placement
Answer to one question may be influenced by prior questions
A question may come too early or late to arouse interest
A question may not receive sufficient attention because of surrounding questions
Guidelines for question sequencing

9. Interviews May include both structured and unstructured questions
Interviewer becomes a “part of” the instrument
Implications for measurement reliability and validity
Role of the interviewer
Training of the interviewer

10. Conducting the Interview
Opening remarks and gaining entry
Asking the questions
Obtaining adequate responses
Recording the responses
Concluding the interview

11. Types of Surveys Questionnaires Interviews Mailed Group-administered
Household drop-off
, web
Interviews
Personal interview
Focus group
Telephone interview

12. Selecting the Survey Method
Population issues
Accessible? Literate? English or other language?
Sampling issues
Response rates may be problematic
Question issues
Content issues
Bias issues
Can social desirability be avoided?
Administrative issues