M6 - Survey design Flashcards

1
Q

Survey design problem

A

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

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2
Q

Survey design elements needed

Where to put them?

A
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

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3
Q

Steps in a survey project

A
  1. research question & conversation
  2. pop/sample: who will we actually survey on?
    –> the right tone/ customize language
  3. first draft & feedback from
    People not in the survey
    –> length? Sense of questions?
  4. pilot test with people from actual sample
    –> is it clear?
  5. actual survey
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4
Q

Concept

A

Abstractions communicated through words or other signs that refer to properties among phenomena

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5
Q

Conceptualization

A

Process to specify what exactly is meant by particular terms

Eg: attitued toward risk, leadership style

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6
Q

Variables

A

Characteristics of units, taking on diff values, categories, or attributes for diff observations

Eg: age, color

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7
Q

Types of variables

A
Dichotomous
Discrete
Continuous
Manifest
Latent
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8
Q

Dichotomous

A

Only 2 possible values

True/ not true

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9
Q

Discrete

A

A few possible values

AG/ gmbh/ uh

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10
Q

Continuous

A

Any value within a certain interval

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11
Q

Manifest

A

Directly observable

Traffic light color

An observable variable (manifest) is an indicator

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12
Q

Latent

A

Not directly observable

An intent to do sth

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13
Q

Indicator

What

Should be

A

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

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14
Q

Qualitative scales

A

Nominal (gender, name)

Ordinal (grade in an exam)

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15
Q

Quantitative scale

A

Interval (temp in degree)
Ratio
Absolute

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16
Q

Rating scales

A

Likert scale

Guttman scale

Respondent chooses the level that best represents his/her opinion

17
Q

Likert scale

Measures the ….. of ….. to a given ……

Disadv:

A

Measures the degree of agreement on a statement
1-5

Disadv:
Potential bias to the middle

18
Q

Guttman scale

Is a …. of ….. statements
A person who agrees to statement …, should also agree to statement … and ….

A

s a list of escalating statements

A person who agrees to statement 3, should also agree to statement 1 and 2

19
Q

Semantic differential

Measures …. to …. words or statements on a … point scale with …. anchored in ….. adjectives

A

Semantic differential

Measures REACTIONS to STIMULUS measures words or statements on a 7 point scale with ENDPOINTS anchored in OPPOSITE adjectives

20
Q

What is a scale?

Synonym - inventory

A

A number of questions/items that measure a construct

Scale like likert/guttman etc

A scale may habe suv-scales/dimensions

21
Q

Whats KAI?

3 dimensions

A

Kirton-Adaption-Innovation Index

Measures how innovative one is

3dim:
How much individuals like to work with new ideas
How much individuals focus on being efficient
How much individuals confrom tu rules and authority

22
Q

Reliability

What

Types of reliabiliyt

A

How well am i measuring what i want to measure?

Types: 
Test-retest rel.
Parallel test rel.
Split half rel.
Inter-rate rel.
Internal consistency
23
Q

Types of reliability

TR
PT
Sh
IR
IC
A

Test-retest - same test at 2T
Parallel test - corr. Bet. Similar tests at 2T
Split-half: randomly divide sample in half
Inter-rate: for coding; agreement bet. coders
Internal consistency: corr. Bet. Items

24
Q

How to increase validity?

A

Use existing scales
Pilot studies
Good questions
Multiple measurements

25
Where to find existing scales?
Research fields Books Hint 1 - apply minor tweak Hint 2: use existing scale
26
Formulating surv y questions 10 rules
1. avoid ambiguous wording 2. avoid words or expressions the respondent may not know 3. dont cover more than 1 content with 1 quest. Item 4. avoid negative instructions 5. avoid overly short / long sentences 6. aboid complex questions 7. avoid abbreviations 8. aboid suggestive questions 9. aboid moral obligation/ social desirability 10. provide the full range of response options
27
Social desirability
Tendency to give answers of which the respondant thinks they are socially desirable or approved, rather than accurate and honest Eg: are you sexist?
28
Acquiescence
Tendency to prefer positive over negative answers Reduce throigh clear and unambigiuous questions
29
Closed questions Questions phrased ... Answer options are .... Open end questions are a ......... No ..... desired Not ...... defined
Closed questions Questions phrased PRECISELY Answer options are DEFINED --> easier to analyse Open end questions are a FREE TEXT FIELD No PRIMING desired Not PRECISELY defined --> contain more info
30
Survey tools Adv Disadv What to keep in mind?
+ customizable online programs - manual entering as source of error - data has to be processed to certain format for statistical software When designing think about coding too!
31
Adv swlf-administered questionnaire
``` Cheaper Smaller number of skilled analyzers needed Fast analysis Large no. Of participants possible Anonymity & privacy ```
32
Disadv self administered questionnaire
``` Stop mid-way Skip answers Go through without answering No clarification possible Low response rate Might represent the most extremes of the pop. ```
33
Adv researcher administered questionnaire
Fewer misunderstanding, incomplete responses Greater control over the environment Clarification possible Higher response rate
34
Disadv researcher adm. quest.
Expensive Large number of skilled staff Limited numbers Long time for admin. & analysis