Module 8: Survey Methods

Question 1

Types of survey questions

Answer 1

• Open-ended
• Closed-ended
• Partially open-ended
• Rating scale

Question 2

Open-ended questions

Answer 2

Questions for which participants formulate their own responses. The length of the answer can be controlled by the researcher by the amount of open space left.
o Pro: Allow for more variety in answers.
o Con: Are difficult to analyze, because data need to be coded or reduced in some manner.

Question 3

Closed-ended questions

Answer 3

Questions for which participants choose from a limited number of alternatives. When writing closed-ended questions, researchers must make sure that the alternatives provided include all possible answers.
o Pro: Easy to analyze.
o Con: Limit the range of responses from the participants.

Question 4

Partially open-ended questions

Answer 4

Closed-ended questions with an open-ended “Other” option. If none of the alternatives provided is appropriate, the respondent can mark Other and write a short explanation.

Question 5

Rating scale

Answer 5

A numerical scale on which survey respondents indicate the direction and strength of their response.
o Pro: easy to convert the data to an ordinal or interval scale of measurement and proceed with statistical analysis.

E.g. Likert rating scale

Question 6

Likert rating scale

Answer 6

A type of numerical rating scale developed by Rensis Likert in 1932. Uses statements rather than questions. For a neutral option, you always pick an odd number of choices. The middle one will then be the neutral option. However, if you want to force respondents to lean in one direction, you should use an even number

Question 7

Misleading type of questions

Answer 7

• Loaded question
• Leading question
• Double-barreled question

Question 8

Loaded question

Answer 8

A question that includes non-neutral or emotionally laden terms. “Do you believe radical extremists should be allowed to burn the American flag?” The phrase radical extremists load the question emotionally, conveying the opinion of the person who wrote the question.

Question 9

Leading question

Answer 9

A question that sways the respondent to answer in a desired manner. “Most people agree that conserving energy is important do you agree?” The phrase Most people agree encourages the respondent to agree also.

Question 10

Double-barreled question

Answer 10

A question that asks more than one thing. Double-barreled questions often include the word ‘and’ or ‘or’. For example, the following question is double-barreled: “Do you find using a cell phone to be convenient and time-saving?” This question should be divided into two separate items

Question 11

Response bias

Answer 11

the tendency to consistently give the same answer to almost all of the items on a survey

How to minimize: word the questions so that a positive (or negative) response to every question would be unlikely

Question 12

Criteria of arranging the questions

Answer 12

• Put related questions in subsets
• Place sensitive questions at the end
• Ask questions about events in the order they occurred
• Place demographic questions at the end

(Placing things at the end will prevent you from receiving no data at all when they decide to skip it)

Question 13

4 types of ways to administer a survey

Answer 13

• Mail survey
• Telephone survey
• Personal interviews
• Total design method

Question 14

Mail survey

Answer 14

A written survey that is self-administered

Pro:

• less sampling bias, since everyone can receive it
• eliminates interviewer bias
• Collect more sensitive data
• Less expensive
• More complete, because participants take as much time as they need

Con:

• No researcher available to answer questions
• Low return rate (25-30%), follow-up (50%)

Question 15

Interviewer bias

Answer 15

the tendency for the person asking the questions to bias or influence the participants’ answers

Question 16

Telephone survey

Answer 16

A survey in which the questions are read to participants over the telephone. A technique known as random-digit dialing (RDD), made it possible to reach all households, even those that were unlisted

Pro:

• less sampling bias (95% has phone)
• Respondents can ask clarification
• Researchers can ask follow-up questions

Con:

• People more willing to say “no”
• Houses have more than one phone (problematic for representative sample)
• More mobile phones nowadays
• Time consuming
• Costly
• Interviewer bias
• More socially desirable answers

Question 17

Personal interviews

Answer 17

A survey in which the questions are asked face to face. This type of survey taking is very rare and difficult to achieve

Pro:

• Facial or bodily expressions are also recorded
• Participants devote more time
• Respondents can ask for clarification

Con:

• Interviewer bias
• Socially desirable answers
• Time and expense
• Lack of anonymity (participants may not feel comfortable answering)
• Decreased response rate, people are hesitant to open door for stranger

Question 18

Socially desirable answers

Answer 18

Response that is given because participants believe it is deemed appropriate by society rather than because it truly reflects their own views or behaviors

Question 19

Total design method

Answer 19

 The recommended approach nowadays is multimodal, with a combination of mail, email/web-based, and telephone and uses multiple follow-up procedures

Pro: response rate 75-85%

Question 20

Sampling techniques

Answer 20

• Probability sampling
  
  • Random sample
  • Stratified sampling
  • Cluster sampling
• Nonprobability sampling
  
  • Convenience sampling
  • Quota sampling

Question 21

Probability sampling

Answer 21

each member of the population has an equal likelihood of being selected to be part of the sample.

• Random sample
  
  • Stratified sampling
  • Cluster sampling

Question 22

Random sampling

Answer 22

Random sampling is achieved through random selection, a method of generating a random sample in which each member of the population is equally likely to be chosen as part of the sample

Question 23

Stratified sampling

Answer 23

A sampling technique designed to ensure that subgroups or strata are fairly represented. If the population consists of 70% women and 30% men, then we need to ensure that the sample is similarly proportioned.

Question 24

Cluster sampling

Answer 24

a sampling technique in which clusters of participants that represent the population are used. This type is used when the population is too large for random sampling. As the name implies, cluster sampling involves using participants who are already part of a group, or cluster

E.g. if you were interested in surveying students at a large university where it might not be possible to use true random sampling, you might sample from classes that are required of all students at the university such as English composition.

Question 25

Nonprobability sampling

Answer 25

a sampling technique in which the individual members of the population do not have an equal likelihood of being selected to be a member of the sample. Nonprobability sampling is typically used because it tends to be less expensive and generating samples is easier. Consists of:

• Convenience sampling
• Quota sampling

Question 26

Convenience sampling (haphazard sampling)

Answer 26

involves getting participants wherever you can find them and normally wherever is convenient.

Question 27

Quota sampling

Answer 27

involves ensuring that the sample is like the population on certain characteristics. However, even though we try to ensure similarity with the population on certain characteristics, we do not sample from the population randomly. We simply take participants wherever we find them, through whatever means is convenient.

Question 28

Contingency question format (routing)

Answer 28

letting them answer a question and having a back-up question when they have answered it in a specific way

Question 29

Questions to skip (routing)

Answer 29

If the participant has answered in a specific way they will receive information on which questions to answer next or maybe skip certain questions

Question 30

Matrix question format

Answer 30

Give multiple questions with the same answers possible (something like a Likert scale)