Expe_4 Surveys And Interviews

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A way of obtaining information about people's opinions, attitudes, preferences and behaviors simply by asking.

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Survey Research

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Allow gathering data about experiences, feelings, thoughts in motives that are hard to observe directly and are useful for collecting data on sensitive topics because of anonymity

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Survey

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Most common survey techniques

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• written questionnaires

• face to face interview

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Also called structured questions

- limited answer

Example: do you smoke?

On a scale from 1 to 10, how much do you like classical music?

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Closed Questions

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Also called unlimited answer

Example, why do you prefer taking to the train to flt? What are your feelings about animal rights?

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Open-ended Question

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Two or more

- different ideas in the same questions

Example: do you like strawberries and cream?

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Double- Bareled (compound)

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Coding behavior using systematic observational techniques. It evaluates and categorize the content of each answer.

- by a system for quantifying responses to open -ended question by categorising them according to objective rules or guidelines

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Content analysis

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Need to contain to measure a response.

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Level of measurement

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Four level of measurement

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Nominal, ordinal, interval ratio

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Simplest level of measurement. It groups items together into categories that can be named (nominal comes from the Latin word for "name". also called the lowest level of measurement because it does not provide magnitude.

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Nominal scale

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The rank ordering of response items.

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Ordinal scale

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Measures magnitude or quantitative sizes using measures with equal intervals between the values with no O points

Ex: Fahrenheit and centigrade of response items.

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Interval scale

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The highest level of measurement. It has equal intervals between all values and a true zero point

Example: height and weight and time

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Ratio scale

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Traits, attitudes and preferences, dimensions.

Examples: introversion vs. extroversion, and individual can relate relatively high, low or somewhere in the middle

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Continuous Dimensions

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The question should have these characteristics

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1. Relevant to the central topic

2. Easy to answer

3. Interesting

4. Answerable by most respondents

5. Close format

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Tendencies to respond to questions or test items in specific ways, regardless of the content.

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Responses styles

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Different response styles

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Comes whenever questions require scientific knowledge about facts or issues.

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Willingness to answer

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The tendency to choose an option because of it's location. When in doubt about answers to multiple choice questions, some people always select a response in a certain position, such as answer c.

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Position preferance

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The plain meaning of the words that actually appear on the page

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Manifest content

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Apt to agree with a question regardless of it's manifest content (this is also called response acquiescence)

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Yea-sayers

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Tend to disagree no matter what they are asked (also known as response deviation)

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Nay-sayers

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Occur when the content of the questions preceding a particular questions influences how some respondents answer that question

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Context effects

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Questions unrelated to either of the related questions.

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Buffer items

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The "hidden" meaning behind the question.

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Latent content

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A picture we want to create of ourselves. A tendency to answer questions based on their latent content to create a particular impression of ourselves

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Response set

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Include a polite and professional cover letter (and a stamped, self-addressed envelope ( also, include incentives and track mail returns to report

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Mail survey

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The use of internet for conducting survey has drawbacks since it could happen that one participant may answer multiple times.

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Computer and Internet Surveys

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The most widely used method for conducting survey research. survey techniques; random digit dialing. This has problems such as unresponsive phone numbers and difficulty in generalizing conclusions.

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Telephone suveys

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The best way to gather high -quality survey data

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Interview

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Principle for successful interview

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• rapport (IE, winning the interviewer trust)

• avoiding judgemental statements

• knowing how to keep the interview flowing

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The same questions are asked in precisely the same way each time.

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Structural interview

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Free-flowing

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Unstructured interview

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Small groups of people with similar characteristics (e.g all women, all university, students, all working-class people) who are brought together by a facilitator, who guides the group in discussion of specific issues.

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Focus group

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The extent to which the survey is consistent and repeatable.

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Reliability

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Three qualities of reliable survey

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• responses to similar questions in the survey should be consistent.

• the survey should generate very similar responses across different survey-givers.

• a survey should generate similar responses if given to the same person more than once.

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Refers to the extent to which a survey measures the intended topic.

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Validity

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Deciding who the subjects will be and then selecting them.

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Sampling

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Consists of all people, animals or objects with atleast one common characteristics.

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Population

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A group subset of the population of interest

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Sample of subjects

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How closely the sample mirrors the larger population precisely, how closely the sample responses we observe and measure reflect those we would obtain if we could sample the entire population.

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Representativeness

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Two general sampling approaches

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• Probability sampling

• Non-robability sampling

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Refers to the study of the likelihood of events

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Probability

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The preferred means of selecting research subjects. It is selecting subjects so that the odds of their being in the study are known or can be calculated

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Probability sampling

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A table of numbers generated by a computer so that every number has an equal chance of being selected for each position in the table

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Random number table

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Any member of the population has an equal opportunity to be selected. A common assumption of the statistical test used most often to analyze data.

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Random Selection

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Four types of probability samples

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• simple random sample

• systematic random sample

• stratified random sample

• cluster sample

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The most basic form of probability sampling. A portion of the whole population in an unbiased way.

Ex. 100 students (population) = 1/100 probability

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Simple random sample

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All population members is known and can be listed unbiasedly, a researcher may select every nth person from the population.

Ex: 100 students (population) 10 students (sample) = 100/10=10

as.n select every 10th person from the unbiased list.

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Systematic random sampling

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Is used when 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.

Ex: school is made up 10% teachers and 90% students, sample of 100 people from school, randomly select 10 teachers 10 % in 90 students 90%.

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Stratified random sampling

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Used when the population of interest is very large. Participants are randomly selected, but whole groups are selected rather than individuals.

Ex: 3 million population, select cluster like zip code area, school distinct, cities, or countries

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Cluster sampling

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The subjects are not chosen at random

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Non-probability sampling

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Four non-probability samples

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• quota

• convenience

• purposive

• snowball sampling

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Select sample through predetermined quotas to reflect the populations make up.

Example: a reporter is sent to a university to interview 40 students, half male, half female because the students body is roughly half-men, half women oo

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Quota sampling

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Obtained by using any groups who happen to be available considered a weak form of sampling because the researcher exercises no control over the samples representatives.

Ex: a church choir, a psychology class, a bowling league, or supermarket check out line

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Convenience sampling

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Non random samples are selected because of the individual reflect a specific purpose of the study.

Ex: the purpose of the study was to measure the success of a new training program for employees of those departments as your purposive sample to compare.

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Purposive sample

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Used predominantly for sampling very small, uncommon or unique populations when researchers do not know who the population members are or how to contact them. The researcher locates people who fit the criteria or ask these people to lead them to additional individuals.

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Snowball sampling

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Include gender, age, and other important demographic characteristics (educational level, racial and ethnic heritage, socioeconomic status, etc.) if they could be significant in interpreting the results.

Ex. The subjects were 60 undergraduates, 30 men and 30 women at the university of Oregon who responded to an ad in the college newspaper

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Reporting samples