Lesson 4 Flashcards
allows us to gather data about experiences, feelings, thoughts and motives that are hard to
observe and allow us to gather large amount of data efficiently.
Survey
is defined as the process of conducting research using surveys
Survey Research
Survey research methods can be derived on the basis of two critical factors:
Survey research tool and time
involved for conducting research.
advantages of the survey approach?
*efficiently collect large amounts of data.
*Anonymous surveys can increase the accuracy
*allow us to draw inferences about the causes
the most important limitation of the survey approach?
does not allow us to test hypotheses about causal relationships cause we can’t manipulate independent variable and control extraneous v
*survey research is one of the most popular survey research methods
*responses gathered are highly accurate
*less cost
*response rates are lower
compared to the other mediums.
Online Survey
*research conducted over phone can be useful in collecting data from a larger section of the
target population
*money invested high
*time required will be higher.
Phone Survey
*a complicated problem to solve,
*response rate highest
*extremely expensive.
Face to face
- same group over a continuum of time (years decade)
Longitudinal
*not same group, but same time interval
Cross-Sectional
Processes in implementing survey research
1.Decide survey questions:
2.Finalize a target audience:
3.Send out surveys via decided mediums:
4.Analyze survey results:
Questions that need to be on your mind while
designing a survey are:
1.plan to utilize the collected survey data?
2.type of decisions you plan to take on
3.Understand respondent behavior to get solutions
Present a medium for discussion:
Strategy for never-ending improvements:
answered by limited numbers of alternatives.
Closed questions (structured questions)
solicit information about opinions and feelings.
Open-ended questions (open questions)
*coding behaviors using systematic observational techniques.
*to categories that are created from the data
Content Analysis
three concerns when constructing questions?
1.simple and unambiguous, and avoid double negatives.
2.Avoid double-barreled (compound) questions
3.Use exhaustive response choices.
the kind of scale used to measure responses.
level of measurement
measurement scales are four in number:
nominal scale, ordinal scale, interval scale, and ratio scale.
refers to the assignment of numbers to the values of each variable in a data set.
Identity (Label)
They are usually represented on the scale in ascending or descending order.
Magnitude (Meaningful Order)
means that the scale has a standardized order.
Equal intervals (Measurable differences)
that there is an existence of zero on the scale,
Absolute zero (True Zero Starting Point)
simplest level of measurement, lowest level
of measurement and used for identification
purposes.
Nominal Scale
rank ordering of response items., ascending or descending order, median and mode and sounds similar to ‘Order’,
Ordinal Scale
measures magnitude or quantitative size using measures with equal intervals between values and Mean, median, or mode
Interval Scale
highest level of measurement which has equal intervals between all values and a true zero point. and data is quantitative in nature
Ratio Scale
are tendencies to respond questions or test items in specific ways, regardless of the content.
Response Style
People differ in their willingness to
answer questions they are unsure about.
Willingness to answer
questions are multiple-choice, response can influence the selection of answers.
Position of preference
plain meaning of the words printed on the page.
Manifest Content
is answering questions positively regardless of their content,
yea-saying
is answering questions negatively regardless of their content,
nay-saying
are changes in question interpretation due to their position within a survey. This problem
is especially likely when two questions are related and not separated by buffer items
Context effects
is defined as the resultant data that is collected from a sample of respondents that took a survey.
Survey data
refers to a questionnaire that has been designed specifically to be completed by a respondent without intervention of the researchers
(SAQ) Self-Administered Questionnaires (SAQ)
researchers can use to answer questions
from a sample of the population.
Mail survey
surveys that sample respondents via the Internet, gather data from respondents via the Internet, or both.
Internet Survey
most cost-effective and can reach the maximum number of people in comparison to the other mediums.
Online survey
*the most widely used method for conducting survey research.
*much lesser investment
Telephone survey*
*conducted in conjunction with a landline survey to improve coverage.
*the costs are substantially higher than for a traditional landline or telephone survey.
Cellphone survey
best ways to gather high quality survey data is to conduct face to face interviews, but in terms
of timed and money, this is the most
expensive method for collecting survey
data.
Interviews
type of interview in which the researcher asks a set of premeditated questions in order to gather information about the research subjects. It is also known as a standardized interview or a researcher-administered interview,
Structured interview
are used to collect information with regards to the quantity or numerical value of the research subjects. It outlines events, behaviors, procedures, and guidelines for conducting the interview and recording the information collected to serve as the research
Unstructured interview
is another face-to-face technique used less often for collecting data about a particular topic.
Focus group
typically interactive group settings, held in a neutral place where your customers can
feel comfortable telling you what they really think and are facilitated by a trained moderator.
Focus group
is the extent to which the survey is consistent and repeatable.
Reliability
the extent to which the
survey actually measures the intended topic.
Validity
is a statistical procedure that is concerned with the
selection of the individual observation; it helps us to make statistical inferences about the population.
Sampling Technique
a technique of selecting individual
members
Sampling
is a sampling technique where a researcher sets a selection of a few criteria and chooses members of a population randomly.
Probability Sampling
There are four types of probability sampling techniques:
Simple random
Systematic sampling
stratifies sampling
cluster sampling
most basic form of probability sampling is the simple random sample, in which a portion of the whole population is selected in unbiased way.
Simple random
choose the sample members of
a population at regular intervals.
Systematic sampling
method in which the researcher divides
the population into smaller groups that don’t overlap but represent the entire population.
Stratified random sampling
researchers divide the entire population into
sections or clusters that represent a population. based on demographic profile like age, sex, location, etc.
Cluster sampling
Uses of probability sampling
Reduce Sample Bias:
Diverse Population:
Create an Accurate Sample:
Four types of non-probability sampling
Convenience sampling:
Purposive sampling:
Snowball sampling:
Quota sampling:
dependent on the ease of access to subjects such as surveying customers at a mall or
passers-by on a busy street.
Convenience sampling
are formed by the discretion of the researcher. Researchers purely consider the purpose of the study, along with the understanding of the target audience.
Purposive sampling
apply when the subjects are difficult to trace, example: surveys to gather
information about HIV Aids.
Snowball sampling
the selection of members in this sampling technique happens based on a pre-set standard. In this case, as a sample is formed based on specific attributes,
Quota sampling
Uses of non-probability sampling
Create a hypothesis:
Exploratory research:
Budget and time constraints:
