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Psychology > chp.9 > Flashcards

chp.9 Flashcards

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1
Q

what is a survey?

A

information collected during a structured interview

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2
Q

what is a key point about data from surveys?

A

comparable across all cases

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3
Q

a good survey enables you to:

A

tune out noise - zero in on opinions and comments that are directly applicable to most pressing questions

validate trends and shifts in preference that you may have suspected but weren’t certain about.

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4
Q

what does this show

A

GRIT trends in survey research

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5
Q

name the 3 survey approaches

A

Self- Administered

Telephone Survey

Personal Interview

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6
Q

name the 3 survey response terms

A

noncontact rate
refusal rate
incidence rate

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7
Q

what is noncontact rate?

why would a contact be unreachable (clue: BAND)

A

ratio of potential but unreached contacts to all potential contacts.

unreachable due to:

busy signal
answering machine or voicemail
no answer
disconnects

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8
Q

what is refusal rate?

A

ratio of contacted participants who decline the interview to all potential
contacts.

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9
Q

what is incidence rate?

A

ratio of contacted people who qualify for the survey to all contacts.

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10
Q

describe nature of Self-Administered Survey

A

Highly structured, completed without an interviewer

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11
Q

describe delivery of Self-Administered Survey

A

Mail

Mobile service provider

CASIs – Computer Assisted Self-Interviews

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12
Q

how are participants targeted for Self-Administered Survey

A

post-purchase or self-selecting

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13
Q

why are Self-Administered Surveys highly used?

A

due to digital divide

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14
Q

traits of a Self-Administered Survey

(clue: St. Cmp)

A

Survey groups more accessible
Time constraints (5 min max)
Cheap
Minimal info obtained
Perceived as being more anonymous

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15
Q

what are the options for Web-based Surveys

A

Fee-based services
Software programs

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16
Q

fee based services

A

researcher is guided through questionnaire design and then the supplier’s staff

generates the questionnaire HTML code, hosts the survey at their server, and provides

data consolidation and reports.

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17
Q

software programs

A

Surveymonkey.com and Perseus are examples of fee-based services.

allow easy programming and deployment

Need server to support data collection efforts

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18
Q

what’s one way to design a questionnaire?

A

Total Method Design

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19
Q

good things about TMD

(clue: SPEEC)

A

Survey information via advance notification

Personalized communication

Easy to read

Encourage response

Clear directions

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20
Q

benefits of a telephone survey

(clue: HEL)

A

High level of phone service penetration

efficient

low-cost

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21
Q

where are telephone calls conducted?

A

from call centers or from interviewers’ homes.

22
Q

how is data collected from telephone surveys?

A

Immediate entry of the responses into a data file by means of terminals, personal computers, or
voice data entry

23
Q

2 types of telephone survey

A

Computer-assisted telephone interviewing (CATI)

Computer-administered telephone survey

24
Q

Computer-assisted telephone interviewing (CATI): where and how is information collected?

A

Facility w/ isolated interviewing areas, and interviewer has a personal computer that is
networked to the phone system and central data processing unit.

25
Q

CATI: how does interviewer know what to do?

A

A software program prompts the interviewer with introductory statements, qualifying
questions, and pre-coded questionnaire items.

26
Q

CATI: what management system does it work by?

A

CATI works with a phone number management system to select numbers, dial the sample,
and enter responses.

27
Q

Computer-administered telephone survey - what makes it different to CATI?

A

Questions are voice-synthesized - no human interviewer.

28
Q

Computer-administered telephone survey: what 3 modes exist

A

touch-tone data entry, voice recognition, and automatic speech recognition.

29
Q

how does a Computer-administered telephone survey work? (4 steps)

A

computer calls number
conducts interview
places data into a file for later tabulation
terminates the contact.

30
Q

telephone survey: 7 disadvantages

clue: HELLHIL

A

High costs when geographically dispersed

Early termination

Limited interview length

Lower response rate

High distraction environment

Inaccessible populations

Limited complexity

31
Q

2 types of personal interview surveys

A

Prescheduled & Intercept

32
Q

prescheduled (personal interview survey): describe and give 1 con

A

Computer-assisted personal interviewing (CAPI)

Uses computer-sequenced questions capable of employing visualization techniques.

Can be costly.

33
Q

Intercept (personal interview survey):

A

Targets participants in centralized locations such as retail malls.

34
Q

discuss costs associated with intercept (personal interview survey)

A

Reduce costs associated with the need for several interviewers, training, and travel.

The cost effectiveness is offset when representative sampling is crucial to the study’s outcome.

35
Q

advantages of personal interview survey

clue: CHIVIRI

A

C A P I

Higher cooperation rates

Interviewer can probe, explain

Visual aids possible

Illiterate participants

Random dialing

Interviewers can prescreen

36
Q

disadvantages of personal interview survey

clue: HHHTRIL

A

High costs

Highly trained interviewers

Home access

Time-consuming

Random dialing

Interviewer bias

Labor intensive

37
Q

3 major sources of error in
communication research

clue: MIP

A

Measurement questions and survey
instruments

Interviewers

Participants

38
Q

Researchers/Interviewers cannot help a business decision maker answer a research question if
they…

clue: inappropriate!

A

select or craft inappropriate questions

ask them in inappropriate order

use inappropriate transitions and instructions to elicit information

39
Q

Interviewer error is error that results from interviewer influence of the participant. It can be
caused by several actions such as:

A

failure to secure full participant cooperation

failure to record answers accurately and completely

failure to consistently execute interview procedures

failure to establish appropriate interview environment

falsification of answers

inappropriate influencing behavior

physical presence bias

40
Q

2 ways that participants cause error

A

whether they respond (willingness)

how they respond (Truthfulness).

41
Q

Nonresponse error

A

when the participants differ in some systematic way from the
responses of nonparticipants

42
Q

Response error

A

when the participant fails to give a correct or complete answer

43
Q

Response bias

A

responding in such a way as to unconsciously or consciously misrepresent
their actual behavior, attitudes, preferences, motivations, or intentions.

44
Q

social desirability bias

A

responding in a socially acceptable way

45
Q

Three factors influence participation: The participant must…

A

believe that the experience will be pleasant and satisfying.

believe that answering the survey is worthwhile.

dismiss any mental reservations about participation.

46
Q

5 Ethical Issues with Surveys

A

Deception, confidentiality, quality, safety, privacy

47
Q

California Consumer Privacy Act (CCPA): participants have a…

A

right to know
right to delete
right to opt-out

48
Q

ethical issue: what’s Personally Identifiable Information (PII)

A

any information that if de-anonymized could identify a participant and thus violate their privacy.

49
Q

2 types of PII

A

Non-sensitive
(available through public records: name, gender, address, phone number, and email address)

Sensitive
(could cause harm if the data is revealed: biometrics, unique identifiers, and medical and financial data)

50
Q

what is this and who uses it

A

informed consent part of introduction to interview, by the Indiana University Center for Survey Research

51
Q

who offers an ethical issue solution?

A

IRB – Institutional Review Board

(Regulates research on human participants, and Institutions have their own IRB process and make sure all research complies with the
guidelines)

Psychology (20 decks)

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