1. Survey Research
Explain why social desirability is a problem in asking questions.
Explain why the order in which questions are asked is important.
Explain why it is important to pretest a questionnaire.
List some strengths and weaknesses of survey design.

2. Introduction to Survey Research

3. Survey Research is About Asking Questions About…
Behaviors
Opinions/Attitudes
Facts
Beliefs
There are lots of ways to ask these questions
Telephones
Interviews
Mail
Internet

4. Why Do A Survey? Interested in Individuals
Interested in Aggregation of Views
Interested in Recent & Current Events
Interested in Big Groups

5. Surveys may be used for descriptive, explanatory, and exploratory purposes. They are typically used in studies that have the individual as the unit of analysis.
Although the method may be used for other units of analysis, some individual persons must serve as respondents or informants.

6. Survey research is probably the best method available to the social researcher who is interested in collecting original data for describing a population too large to observe directly.
Careful probability sampling provides a group of respondents whose characteristics may taken to reflect those of the larger population
Carefully constructed standardized questionnaires provide data in the same form from all respondents

7. Six steps in Survey Research
Research Design
Select Sample
Construct Questions
Ask Questions
Analyze Data
Report Results

8. Response Rate
Response Rate is the percentage of surveys that are returned.
Overall response rate is one guide to the representativeness of the sample respondents.
A high response rate indicates there is a less chance of significant response bias than a low response rate.
A low response rate is a danger signal, because the non respondents are likely to differ from the respondents in ways other than just their willingness to participate in the survey.

9. Acceptable Response Rates
According to Babbie,
a response rate of 50% is adequate for analysis and reporting
a response rate of 60% is good
a response rate of 70% is very good

10. Non-attitudes Many Assume Survey Research is Like Archeology
Assumes Pre-Existing “Treasure”
With the Right Tools You Can Find It
Often This Is A Perfectly Good Model
Do People Always Have Attitudes or Opinions?

11. Dealing with non-attitudes
Consumers: Be Wary of Opinion Polls About Very Complex Issues
Screen Respondents: Does the Person Know Anything About the Issue?
Create a "Mushiness Index“
Offer a Middle Position
Offer a "Don't Know" Option

12. Strengths of Survey Research
Only Way to Probe Opinion of a Very Large Group
A Very Flexible Tool:
Medical, Educational, Political, Business, etc.
Facilitates Hypothesis Testing
Encourages Standardization and Systematic Comparison

13. Weaknesses of Survey Research
Standardization Comes at a Price
Surveys Often Don’t Get at “Why”
Respondents Might Not Have An Opinion
Respondents May Not Actively Engage
Respondents May Lie