1. Copyright ©2011 by Pearson Education, Inc. All rights reserved. Survey Research Social Research Methods MAN-10 Erlan Bakiev, Ph. D

2. Copyright ©2011 by Pearson Education, Inc. All rights reserved. Types of Research Questions Behavior Attitudes/beliefs/opinions Characteristics Expectations Self-Classifications Knowledge

3. Copyright ©2011 by Pearson Education, Inc. All rights reserved. History of Survey Research Census Social Survey Movement Modern quantitative survey research – Statistical sampling techniques – Creation of scales/indexes – Applied surveys – Modeled after the physical sciences World War II Survey research centers Commercial polling

4. Copyright ©2011 by Pearson Education, Inc. All rights reserved. Survey Design Logic Steps in Conducting a Survey

5. Copyright ©2011 by Pearson Education, Inc. All rights reserved. Constructing a Good Questionnaire Principles of Good Question Writing Avoid – Jargon/slang/abbreviations – Ambiguity/confusion/vague – Emotional language Prestige bias – Double-barreled questions – Leading questions

6. Copyright ©2011 by Pearson Education, Inc. All rights reserved. Avoid – Beyond respondents’ knowledge – False premises – Distant future intentions – Double negatives – Overlapping/unbalanced response categories Constructing a Good Questionnaire Principles of Good Question Writing

7. Copyright ©2011 by Pearson Education, Inc. All rights reserved. Sensitive topics – Create comfort/trust – Use enhanced phrasing – Establish a desensitizing context – Use anonymous questioning methods CASAI CAPI RRT Social desirability bias Constructing a Good Questionnaire Getting Honest Answers

8. Copyright ©2011 by Pearson Education, Inc. All rights reserved. Constructing a Good Questionnaire Getting Honest Answers Knowledge questions Sleeper question Contingency questions Partially open question

9. Copyright ©2011 by Pearson Education, Inc. All rights reserved. Constructing a Good Questionnaire Open vs. Closed Questions

10. Copyright ©2011 by Pearson Education, Inc. All rights reserved. Constructing a Good Questionnaire Open vs. Closed Questions

11. Copyright ©2011 by Pearson Education, Inc. All rights reserved. Constructing a Good Questionnaire Open vs. Closed Questions

12. Copyright ©2011 by Pearson Education, Inc. All rights reserved. Constructing a Good Questionnaire Open vs. Closed Questions

13. Copyright ©2011 by Pearson Education, Inc. All rights reserved. Constructing a Good Questionnaire Valid Responses – Swayed opinion – False positive – False negative Neutral positions – Satisficing

14. Copyright ©2011 by Pearson Education, Inc. All rights reserved. Constructing a Good Questionnaire Valid Responses Floaters – Standard-format question – Quasi-filter question – Full-filter question Recency effect Selective refusals

15. Copyright ©2011 by Pearson Education, Inc. All rights reserved. Constructing a Good Questionnaire Valid Responses Agree/disagree, rankings or ratings

16. Copyright ©2011 by Pearson Education, Inc. All rights reserved. Constructing a Good Questionnaire Valid Responses Wording issues – Wording effects

17. Copyright ©2011 by Pearson Education, Inc. All rights reserved. Constructing a Good Questionnaire Questionnaire Design Issues Length of questionnaire Question order/sequence – Organization – Order effects – Context effects Funnel sequence

18. Copyright ©2011 by Pearson Education, Inc. All rights reserved. Constructing a Good Questionnaire Questionnaire Design Issues Format/layout – Matrix question

19. Copyright ©2011 by Pearson Education, Inc. All rights reserved. Conducting a Good Survey Questionnaire Design Issues Nonresponse – Nonlocation – Noncontact – Ineligible – Refusal to participate – Incomplete participation

20. Copyright ©2011 by Pearson Education, Inc. All rights reserved. Conducting a Good Survey Mail Response Rate Address to specific individual Dated cover letter/stationery – Request cooperation – Guarantee confidentiality – Explain purpose – Provide researcher contact information Include postage-paid, addressed return envelope Easy to follow questionnaire Send follow-up reminders Avoid conducting study during busy holidays Back page for general comments Advertise legitimate sponsors (university, gov’t agency, etc.) Monetary incentive ($1-$2)

21. Copyright ©2011 by Pearson Education, Inc. All rights reserved. Types of Surveys Mail/Self-Administered Telephone Face-to-face Internet/Web

22. Copyright ©2011 by Pearson Education, Inc. All rights reserved.

23. Copyright ©2011 by Pearson Education, Inc. All rights reserved. Interviewing Ordinary conversation vs. structured interview

24. Copyright ©2011 by Pearson Education, Inc. All rights reserved. Interviewing Probing

25. Copyright ©2011 by Pearson Education, Inc. All rights reserved. Interviewing Naïve assumption model

26. Copyright ©2011 by Pearson Education, Inc. All rights reserved. Interviewing Interviewer bias