Chapter 6 - Surveys and observations

Question 1

What do people have to do in surveys?

Answer 1

In which people have to rate a product

Question 2

What do people have to do in polls?

Answer 2

When people are asked for their opinion

Question 3

Likert scale

Answer 3

A method where respondents choose form scale answers (very much agree - very much disagree)

Question 4

Semantics differential format

Answer 4

A score (eg: 1 to 10) is asked

Question 5

Steering questions

Answer 5

These questions ‘guide’ the respondent’s answer

Such as: you like college too right?

Question 6

Double barrelled questions

Answer 6

One question containing two questions such as: what do you think of crowds and loud noises?

Question 7

Negatively formulated questions

Answer 7

A question contains words like ‘not’. it is difficult for the respondents to understand how to answer this

Eg: Do you prefer not to go to parties?

Question 8

Acquiescence

Answer 8

Agreeing on everything

No distinction is made between items

You can add questions as a solution that have to be completed in reverse

Question 9

Fence sitting

Answer 9

Always fill in neutral in the middle

As a solution, you can choose an even number of answers, because this one has no midpoint

Another solution is to use a forced choice questionnaire

Question 10

Faking food

Answer 10

People pretend to be better than they really are

Question 11

Faking bad

Answer 11

People make themselves look worse than they actually are

To avoid this, the researcher can confirm that the answers are anonymous

Question 12

Response set/non differentiation

Answer 12

People start drawing patterns when giving answers

Question 13

Report more than someone can know

Answer 13

People tend to always answer even if they don’t know something

Question 14

Flashbulb memories

Answer 14

Are memories of certain events that have a very big impact

For example, people often remember where they were during the attack on 9/11.

Question 15

Observational research

Answer 15

A researcher looks at the behaviour or actions of people or animals and records them systematically

Question 16

Change blindness

Answer 16

When the observer does not notice a major change

Question 17

Observer effect

Answer 17

The expectations of the observer influence the behaviour of the participants, who will then behave in accordance with these expectations

This may be because the observer unconsciously gives certain signals in the case of desirable or undesirable behaviour

Question 18

Observer bias

Answer 18

Expectations influence what we see

Participants may also confirm the observer’s expectations

Question 19

Reactivity

Answer 19

When people change their behaviours because they know someone is watching them

Question 20

How can you solve reactivity?

Answer 20

Blend in - use a one mirror or sit in the back

Wait it out - let participants get used to you

Measure the result of the behaviour

Question 21

How to reduce observer bias and observer effect?

Answer 21

Create code books so that the observers record reliable answers

Using multiple observers

Masked (blind) design

Question 22

Masked (blind) design

Answer 22

The observers are then unaware of the actual purpose of the study and the group to which the participants are assigned