M6 - Survey design Flashcards
Survey design problem
You cannot talk
–> must be clear; no clarification possible
–> build trust ; ask for sensitive info
–> common-method bias
People tend to tick the answer again
Survey design elements needed
Where to put them?
Welcome - set the tone Legitimation - importance Motivation - prices Story - goal Trust - sensitive info asked
Where:
invitation letter / survey cover sheet
Instructions on page 1 of the survey
Actual questionnaire
Steps in a survey project
- research question & conversation
- pop/sample: who will we actually survey on?
–> the right tone/ customize language - first draft & feedback from
People not in the survey
–> length? Sense of questions? - pilot test with people from actual sample
–> is it clear? - actual survey
Concept
Abstractions communicated through words or other signs that refer to properties among phenomena
Conceptualization
Process to specify what exactly is meant by particular terms
Eg: attitued toward risk, leadership style
Variables
Characteristics of units, taking on diff values, categories, or attributes for diff observations
Eg: age, color
Types of variables
Dichotomous Discrete Continuous Manifest Latent
Dichotomous
Only 2 possible values
True/ not true
Discrete
A few possible values
AG/ gmbh/ uh
Continuous
Any value within a certain interval
Manifest
Directly observable
Traffic light color
An observable variable (manifest) is an indicator
Latent
Not directly observable
An intent to do sth
Indicator
What
Should be
A rule of correspondance that links a theoretical concept to observable facts
If a variable is directly observable (manifest), the variable is an indicator
Should be:
Unambiguous, understandable, precisely defined
Include all relevant aspects
Appeal to the respondents
Qualitative scales
Nominal (gender, name)
Ordinal (grade in an exam)
Quantitative scale
Interval (temp in degree)
Ratio
Absolute