1. Survey Research Soc 102

2. © 2012 Pearson Education, Inc. All rights reserved. Behavior Attitudes/beliefs/opinions Expectations Self-classification Knowledge 2 When to Use a Survey

3. © 2012 Pearson Education, Inc. All rights reserved. 3 The Logic of Survey Research What Is a Survey? –Measures of variables, usually all respondents answer the same questions Conducting a Survey –Interview schedule –Questionnaire (self-administered)

4. © 2012 Pearson Education, Inc. All rights reserved. Figure 7.1: Steps in the Process of Survey Research 4

5. © 2012 Pearson Education, Inc. All rights reserved. 8 Table 7.1: Summary of Survey Question Writing Pitfalls

6. © 2012 Pearson Education, Inc. All rights reserved. 9 Table 7.2: Threatening Questions and Sensitive Issues

7. © 2012 Pearson Education, Inc. All rights reserved. 13 Constructing the Questionnaire Questionnaire Design Issues –Length of Survey or Questionnaire –Question Order or Sequence –Agree/Disagree, Rankings, or Ratings Open versus Closed Questions –Open and closed-ended questions –Nonattitudes and the Middle Positions

8. © 2012 Pearson Education, Inc. All rights reserved. 16 Mail/self-administered questionnaire –Advantages –Disadvantages Web surveys –Advantages –Disadvantages Types of Surveys