Surveys & Interviews Flashcards
a useful way of obtaining information about people’s
opinions, attitudes, preferences, and behaviors simply by asking.
Survey
also called structured questions, that must be answered by one of a limited number of alternatives.
Closed questions
also called open questions; solicit information about opinions and feelings by asking the question in such a way that the person must respond with more than a yes, no, or 1-10 rating; can often be used to clarify or expand answers to closed questions.
Open-ended questions
For open questions, a system must be designed to evaluate and categorize the content of each behavior; responses are assigned to categories that are created from the data according to objective rules or guidelines.
Content analysis
it is the kind of scale used to measure a response
level of measurement
What are the 4 levels of measurement?
- Nominal
- Ordinal
- Interval
- Ratio
- Simplest level of measurement
- it classifies response items into two or more distinct categories on the basis of some common feature
- sometimes called the lowest level of measurement because it provides no information about magnitude.
Nominal scale
- a rank ordering of response items.
- The magnitude of each value is measured in the form of ranks.
- To quantify the magnitude of differences between survey responses, we must turn to higher levels of measurement
Ordinal scale
- measures magnitude or quantitative size using measures with equal intervals between the values.
- has no true zero point
Interval scale
- The highest level of measurement.
- It has equal intervals between all values and a true zero point.
Ratio scale
are tendencies to respond to questions or to test items in specific ways, regardless of content.
Response styles
- a face-to-face technique used less often for collecting data about a particular topic.
- usually small groups of people with similar characteristics who are brought together by an interviewer, called a facilitator
Focus groups
Focus groups are usually small groups of people with similar characteristics who are brought together by an interviewer, called a f_ _ _ _ _ _ _ _ _ r, who guides the group in a discussion of specific issues
Facilitator
The “goodness” of the survey itself is typically evaluated in two areas:
Reliability & Validity
the extent to which the survey is consistent and repeatable
Reliability
refers to the extent to which a survey actually measures the intended topic.
Validity
refers to the researchers deciding on who the subjects will be and then selecting them.
Sampling
consist of all people, animals, or objects that have at least one characteristic in common
Population
a group that is a subset of the population of interest.
sample of subjects
There are two general sampling approaches:
Probability sampling & Nonprobability sampling
refers to the study of the likelihood of events and is a quantitative discipline
Probability
involves selecting subjects in such a way that the odds of their being in the study are known or can be calculated
Probability sampling
A second condition of probability sampling is that the researcher must use an unbiased method for selecting subjects, such as flipping a coin, drawing a number out of a hat or using a table of random numbers.
Random selection
four types of probability samples:
- Simple
- Systematic
- Stratified
- Cluster
- a form of probability sampling in which a portion of the whole population is selected in an unbiased way.
- To obtain a simple random sample, all members of the population being studied must have an equal chance of being selected.
- Random sampling yields only an estimate of what is likely to be true.
Simple random sampling
a form of probability sampling in cases where all members of a population are known and can be listed in an unbiased way, a researcher may select nth person from the population
Systematic random sampling
- a form of probability sampling where the population is known to contain distinct subgroups.
- obtained by randomly sampling from people in each subgroup in the same proportions as they exist in the population
Stratified random sampling
a form of probability sampling in which the population of interest is very large, it is often too costly or impractical to randomly select subjects one by one.
Cluster sampling
a type of sampling approach in which the subjects are not chosen at random.
Nonprobability sampling
four common examples of nonprobability:
- Quota
- Convenience
- Purposive
- Snowball sampling
Researchers select samples through predetermined quotas that are intended to reflect makeup of the population.
Quota sampling
obtained by using any groups who happen to be available
Convenience sampling
a type of nonprobability sampling where a nonrandom samples are selected because the individuals reflect a specific purpose of the study
Purposive sampling
a type of nonprobability sampling where a researcher locates one or a few people who fit the sample criterion and asks these people to locate or lead them to additional individuals
Snowball sampling
