7 Survey Research Flashcards
Term: Survey Research
Definition: Method to gather data using standardized tools like questionnaires or interviews.
Key Points: Used to understand attitudes, behaviors, opinions, etc. Can generate qualitative, quantitative, or mixed data.
Term: Purposes of Survey Research
Definition: Two main purposes: information gathering and theory testing/building.
Key Points: Helps explore, describe, explain, and predict phenomena. Essential for operationalizing abstract constructs.
Term: Types of Survey Administration
Definition: Self-administered (e.g., mail, online) or interview-administered (e.g., phone, face-to-face).
Key Points: Choice depends on target population, resources, and research goals. Self-administered for convenience, interview-administered for clarity.
Term: Developing Questionnaires
Definition: Process of designing questions for clarity and reliability.
Key Points: Avoid jargon, pilot test with a small group, and revise based on feedback. Keep it concise, readable, and provide appropriate response options.
Topic: Survey Design
Key Points: Clear instructions are essential for standardization and reliability. Sections can be organized by topic or question type. Start with easy and engaging questions, and use funneling or branching questions when appropriate.
Topic: Demographics
Key Points: Demographic information is typically gathered in a single section. Include only relevant questions and ensure response options are inclusive and sensitive to diverse populations.
Topic: Open Questions
Key Points: Open questions provide detailed, rich data but can be longer and difficult to analyze. Use them only when justified, ensure clarity and focus, and decide on the analysis strategy beforehand. They are more useful for descriptive and exploratory purposes.
Topic: Closed Questions
Key Points: Closed questions are quick to complete and easy to analyze but can oversimplify complex issues. Ensure questions are unambiguous, provide clear response options, and carefully consider the style of response options. They are more useful for explanatory and predictive purposes.
Topic: Writing Questions
Key Points: Avoid double-barreled questions that address two separate issues but allow only one response. They are confusing and make it impossible to determine the true intention of the respondent.
Topic: Ambiguity in Questions
Key Points: Avoid ambiguity in questions as they can be vague or over-generalized, leading to varied interpretations.
Topic: Negations in Questions
Key Points: Negations in questions introduce complexity and can be missed by respondents, resulting in non-response or misunderstanding. Present questions as positive statements to avoid confusion.
Topic: Neutral Questions
Key Points: Questions should be neutral, avoiding value-laden or leading language that may influence respondents. Emotive language should be avoided to maintain objectivity.
Topic: Jargon in Questions
Key Points: Avoid using technical terms that participants may not be familiar with to ensure clarity and understanding.
Topic: Response Bias
Key Points: Be aware of response bias, such as social desirability effects, where participants respond in a positively biased way. Manage this bias by including a lie scale or using both positively and negatively worded questions.
Topic: Rating Scales Overview
Key Points: Rating scales ask people to provide judgments on “how much” and are useful for measuring attitudes. They come in various formats, each with its own characteristics.
