Week 7 - Survey Research

Question 1

describe the meaning of survey research, including when and how it is used in psychology

Answer 1

Used to assess attitudes, activities, opinions or beliefs.

Includes:
Interviews
Questionnaires
Mail questionnaires
Group administered questionnaires
Electronic surveys

Advantages: inexpensive, instant access
Disadvantages: privacy and anonymity not guaranteed, sample may not represent population.

Question 2

explain the 12 principles of constructing survey instruments.

Answer 2

1- items must fully address hypothesis
2- clear concise, audience appropriate
3- short simple questions
4- no loaded or leading questions
5- no double barrelled questions (asks about 2 things in 1)
6- no double negatives
7- choose closed or open ended questions
8- include  exclusive  (do not overlap) exhaustive categories (includes all possible responses)
9- for closed-ended response:
    binary forced (choose 1 of a pair)
    rankings 
    checklists (check all that apply)
    binary forced choice options (reduce response set)
10- Use multiple items to measure complex constructs
11- Easy to use
12- Pilot test questionnaire