ASKING PEOPLE ABOUT THEMSELVES: SURVEY RESEARCH

Transcription

1 ASKING PEOPLE ABOUT THEMSELVES: SURVEY RESEARCH

2 Cmpare the tw ways t administer surveys: written questinnaire and ral interviews Define interviewer bias Describe a panel study Distinguish between prbability and nnprbability sampling techniques

3 Describe simple randm sampling stratified randm sampling, and cluster sampling Describe haphazard sampling, purpsive sampling, and quta sampling Describe the ways that samples are evaluated fr ptential bias, including sampling frame and respnse rate

4 Prvides a methdlgy fr asking peple t tell abut themselves T study relatinships between / amng variables T study hw attitudes and behavirs change ver time Prvides useful infrmatin fr making public plicy decisins Imprtant cmplement t experimental research findings

5 Defining the Research Objectives Attitudes and beliefs Likert scale? Facts and demgraphics Cding scheme! Behavirs Frequency? Duratin?

6 Questin Wrding Ptential prblems that stem frm difficulty understanding the questin: Unfamiliar technical terminlgy!! Vague r imprecise terms!! Ungrammatical sentence structure!! Phrasing that verlads wrking memry!! Embedding the questin with misleading infrmatin Did yur mther, father, full-blded sisters, full-blded brthers, daughters, r sns ever have a heart attack r mycardial infarctin?

7 Imprtant cnsideratins when writing questins: Ensure simplicity Avid: Duble-barreled questins Shuld AND? [Separate int tw questins!] Laded questins D yu supprt the aggressive military campaign in? Negative wrding [e.g., duble negatives] Yea-saying and nay-saying Reverse cded questins

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9 Clsed- Versus Open-Ended Questins Number f Respnse Alternatives Rating Scales Graphic rating scale Semantic differential scale Nnverbal scales fr children Labeling Respnse Alternatives

10 Frmatting the Questinnaire Shuld appear attractive and prfessinal Neatly typed and free frm errrs Use pint scales cnsistently Refining Questins Prfread questins with thers

11 Questinnaires Persnal administratin t grups r individuals Mail surveys Internet surveys Other technlgies Cmputerized experience-sampling

12 Interviews Face-t-face interviews Telephne interviews Fcus grup interviews Prblem: Interviewer bias

13 Questins Are the Same Each Time Surveyed Tracks Changes Over Time Panel Study Tw wave Three wave Lnger?

14 Cnfidence Intervals Level f cnfidence that the true ppulatin value lies within an interval f the btained sample Sampling errr r margin f errr Sample Size A larger sample size reduces the size f the cnfidence interval Must cnsider the cst / benefit f increasing sample size

15 Cluster sampling All f the clusters in a ppulatin are identified and a certain number f these clusters are selected randmly; everyne in the selected clusters wuld then be recruited t participate in the study. Stratified sampling Strata, usually levels f a nminal variable, are identified, and then a randm sample f the same size is taken frm each stratum

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18 Nnprbability Sampling unknwn prbability f any member being chsen Haphazard sampling cnvenience sampling Purpsive sampling sample meets predetermined criterin Quta sampling sample reflects the numerical cmpsitin f varius subgrups in the ppulatin

19 Representative f the ppulatin Sampling Frame - Actual ppulatin frm which the sample is drawn Respnse Rate - Percentage f respndents wh cmplete - Attritin and Mrtality in lngitudinal studies Reasns fr Using Cnvenience Samples - Less cstly in terms f time and mney Cncerns - May nt be generalizable

20 1. Establish the gals f the prject - What yu want t learn 2. Determine yur sample - Whm yu will interview 3. Chse interviewing methdlgy - Hw yu will interview 4. Create yur questinnaire - What yu will ask 5. Pre-test the questinnaire, if practical 6. Cnduct interviews and enter data - Ask the questins 7. Analyze the data - Prduce the reprts

21 Survey Research Center (ISR): Gallup Plls: Rper Center: Census Bureau: Nielsen Media Research: Czby website: