Chapter 6 - Surveys and observations Flashcards
What do people have to do in surveys?
In which people have to rate a product
What do people have to do in polls?
When people are asked for their opinion
Likert scale
A method where respondents choose form scale answers (very much agree - very much disagree)
Semantics differential format
A score (eg: 1 to 10) is asked
Steering questions
These questions ‘guide’ the respondent’s answer
Such as: you like college too right?
Double barrelled questions
One question containing two questions such as: what do you think of crowds and loud noises?
Negatively formulated questions
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?
Acquiescence
Agreeing on everything
No distinction is made between items
You can add questions as a solution that have to be completed in reverse
Fence sitting
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
Faking food
People pretend to be better than they really are
Faking bad
People make themselves look worse than they actually are
To avoid this, the researcher can confirm that the answers are anonymous
Response set/non differentiation
People start drawing patterns when giving answers
Report more than someone can know
People tend to always answer even if they don’t know something
Flashbulb memories
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.
Observational research
A researcher looks at the behaviour or actions of people or animals and records them systematically
Change blindness
When the observer does not notice a major change
Observer effect
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
Observer bias
Expectations influence what we see
Participants may also confirm the observer’s expectations
Reactivity
When people change their behaviours because they know someone is watching them
How can you solve reactivity?
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
How to reduce observer bias and observer effect?
Create code books so that the observers record reliable answers
Using multiple observers
Masked (blind) design
Masked (blind) design
The observers are then unaware of the actual purpose of the study and the group to which the participants are assigned
