Week 6 - Surveys and Observations

Question 1

What are the four formats for questioning? define the easy 2

Answer 1

Open-ended - allow people to answer however they like
Forced-choice - people give their opinion by picking the best of two or more options
Likert scale
Semantic differential

Question 2

Define likert scale, and define semantic differential?

Answer 2

Likert - scale contains more than one item and each response value is labelled with specific terms
Semantic differential - rate a target object using a numeric scale that is anchored with adjectives

Question 3

What are leading questions?

Answer 3

wording leads people to a particular response

Question 4

What are double barreled questions?

Answer 4

Asks two questions in one - poor construct validity: people may respond to the first half, second half, or both

Question 5

What are negatively worded questions?

Answer 5

Makes question complicated, reduces the construct validity

Question 6

What is the importance of question order? how can you control this effect?

Answer 6

Earlier questions can change the way respondents understand and answer the later questions

Preparing different versions of a survey, with questions in different sequences

Question 7

What are some shortcuts people use when going through surveys? give a brief description

Hint: 3

Answer 7

Response sets - adopting a consistent way of responding to a set of questions (weakens construct validity)
Acquiescence - saying “yes” or “strongly agree” to all questions
Fence sitting - answering in the middle of the scale (playing safe)

Question 8

How can u control for three shortcuts?

Answer 8

Response set and acquiescence - reverse worded questions, change wording to mean the opposite
Fence sitting - take away the neutral point

Question 9

Define observational research, what is it the basis for?

Answer 9

when a researcher Researcher watches ppl or animals and systematically records how they behave or what they are doing
Basis for frequency claims

Question 10

Define observer bias and observer effect?

Answer 10

1. when observers expectations influence interpretation

2. when observers inadvertently change the behavior of those they are observing (ex: clever hans)

Question 11

How can you prevent observer bias/effect?

Answer 11

Masked design - observers are unaware of the purpose of the study and the conditions to which participants have been assigned

Question 12

Define reactivity? what are the three solutions for this problem?

Answer 12

Change in behavior when study participants know someone is watching
Sol 1 - blend in, unobtrusive observations, make self less noticeable
Sol 2 - wait it out, let the situation get used to the observers presence
Sol 3 - measure the behaviors results, unobtrusive data; measure the traces a particular behavior leaves behind