1、Chapter 9 Survey ResearchChapter OutlineIntroductionTopics Appropriate to Survey ResearchGuidelines for Asking QuestionsQuestionnaire ConstructionSelf-administered QuestionnairesInterview SurveysChapter OutlineTelephone SurveysNew Technologies and Survey ResearchComparison of the Different Survey Me
2、thodsStrengths and Weaknesses of Survey ResearchSecondary AnalysisTopics Appropriate to Survey ResearchDescriptiveExploratoryExplanatoryRespondentPerson who provides data for analysis by responding to a survey questionnaire.Questionnaire Instrument designed to elicit information that will be useful
3、for analysis.When is survey research the best method available?A.when collecting original dataB.when describing a population too large to observe directlyC.when measuring attitudesD.all of these choicesQuestionAnswer:DSurvey research is the best method available when collecting original data,when de
4、scribing a population too large to observe directly and when measuring attitudes.Types of QuestionsOpen-ended questionsRespondent is asked to provide his or her own answer to the question.Closed-ended questionsRespondent is asked to select an answer from among a list provided by the researcher.Quest
5、ions_ questions have a respondent select an answer from among a list provided.A.open-endedB.pretestC.experimentalD.closed-endedAnswer:D Closed-ended questions have a respondent select an answer from among a list provided.Guidelines for Asking QuestionsChoose appropriate question forms.Make items cle
6、ar.Avoid double-barreled questions.Respondents must be competent to answer.Guidelines for Asking QuestionsRespondents must be willing to answer.Questions should be relevant.Short items are best.Avoid negative items.Avoid biased items and terms.Guidelines for Questionnaire ConstructionOne question pe
7、r line.Use contingency questions when necessary.Format matrix questions so they are easily answered.Guidelines for Questionnaire ConstructionBe aware of issues with ordering items.Include instructions for the questionnaire.Pretest all or part of the questionnaire.QuestionAs a general rule,a question
8、naire should be:A.spread outB.unclutteredC.relevantD.all of these choicesAnswer:DAs a general rule,a questionnaire should be spread out,uncluttered and relevant.BiasRefers to any property of questions that encourages respondents to answer in a particular way.WordingKenneth Rasinski analyzed the resu
9、lts of General Social Survey studies of attitudes toward government spending.He found the way programs were identified impacted their support.WordingMore SupportLess SupportAssistance to the poorWelfareHalting rising crime rateLaw enforcementDealing with drug addictionDrug rehabilitationImproving co
10、nditions of blacksAssistance to blacksProtecting social securitySocial securityCircling the AnswerContingency QuestionSurvey question intended only for some respondents,determined by their response to some other questions.Contingency Question FormatContingency TableQuestions to SkipMatrix Question F
11、ormatResponse RateNumber of people participating in a survey divided by the number selected in the sample.InterviewA data-collection encounter in which one person(an interviewer)asks questions of another(a respondent).ProbeA request for elaboration.Acceptable Response Rates50%-adequate for analysis
12、and reporting60%-good70%-very goodQuestionRead the following item and then answer the question that follows:The main cause of highway accidents is speeding by truckers.Dont you agree that the use of radar detectors by truckers should be made illegal?A.yesB.not sureC.noQuestionWhat is the major weakn
13、ess with the previous question?A.It is socially desirable.B.It is too long.C.It is biased.D.It is double-barreled.E.It is not clear.Answer:CThe major weakness with the following question is that it is biased.The main cause of highway accidents is speeding by truckers.Dont you agree that the use of r
14、adar detectors by truckers should be made illegal?Guidelines for Survey InterviewingDress in a similar manner to the people who will be interviewed.Study and become familiar with the questionnaire.Follow question wording exactly.Record responses exactly.Probe for responses when necessary.Training fo
15、r InterviewersDiscussion of general guidelines and procedures.Specify how to handle difficult or confusing situations.Conduct demonstration interviews.Conduct“real”interviews.Telephone SurveysAdvantages:Money and time.Control over data collection.Disadvantages:Surveys that are really ad campaigns.An
16、swering machines.New Technologies and Survey ResearchCAPI-computer assisted personal interviewing.CASI-computer assisted self interviewing.CSAQ -computerized self-administered questionnaires.TDE -touchtone data entry.VR -voice recognition.QuestionWhich of these are among the many advantages that und
17、erlie the growing popularity of telephone surveys?A.moneyB.timeC.convenienceD.all of these choicesE.none of these choicesAnswer:DMoney,time and convenience are among the many advantages that underlie the growing popularity of telephone surveys.Strengths of Survey ResearchUseful in describing the cha
18、racteristics of a large population.Make large samples feasible.Flexible-many questions can be asked on a given topic.Weaknesses of Survey ResearchCan seldom deal with the context of social life.Inflexible in some ways.Subject to artificiality.Weak on validity.Secondary AnalysisA form of research in
19、which the data collected and processed by one researcher are reanalyzedoften for a different purposeby another.This is especially appropriate in the case of survey data.Data archives are repositories or libraries for the storage and distribution of data for secondary analysis.Quick Quiz1.A_ is an in
20、strument specifically designed to elicit information that will be useful for analysis.A.questionnaireB.statementC.queryD.none of these choicesAnswer:AA questionnaire is an instrument specifically designed to elicit information that will be useful for analysis.2.A _is a survey question intended for o
21、nly some respondents,determined by their responses to some other question.A.snowball questionB.contingency questionC.purposive questionD.regressive questionAnswer:BA contingency question is a survey question intended for only some respondents,determined by their responses to some other question.3.Wh
22、ich is not an advantage of survey research?A.increased validityB.increased reliabilityC.increased generalizabilityD.increased flexibility in analysisE.feasibility of larger samplesAnswer:AIncreased validity is not an advantage of survey research.4.The major problem with secondary analysis pertains to A.theory.B.hypotheses.C.validity.D.sampling.E.empirical generalization.Answer:CThe major problem with secondary analysis pertains to validity.
