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49 Cards in this Set
- Front
- Back
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Genotypic Sources of Refusal
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These pertain to why survey respondents refuse to participate on account of their inherent characteristics such as age, sex, occupation, and so on.
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Phenotypic Sources of Refusal
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These pertain to why survey respondents refuse to participate on account of the characteristics of the data collection procedure such as which questions are asked, how they are asked, length of interview, and so on.
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Aided Recall
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A questioning approach that attempts to stimulate a respondent's memory with clues about an object of interest.
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Averaging
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A memory error whereby something is reported as more like the usual, the expected, or the norm.
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Omission
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A memory error where a respondent leaves out an event or some aspect of it.
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Response Bias
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The tendency of respondents to distort their answers systematically for a variety of reasons, such as social desirability and prestige seeking.
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Personal Interview Advantages
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Can arouse and keep interest
Can build rapport Ask complex questions with the help of visual and other aids Clarify misunderstandings High degree of flexibility Probe for more complete answers Good for neutral questions Do not need an explicit or current list of households or individuals |
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Personal Interview Limitations
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Bias of Interviewer
Response Bias-emberassing questions Time requirements Cost per completed interview is high Trained staff of interviewers geographically near the sample required |
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Telephone Interviewing Advantages
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More interviews can be done in given time
under supervision, at own hours More hours of day are productive Repeated call backs at lower cost Less sample bias due to non response Lower cost per completed interview |
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Telephone Interviewing Limitations
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Inability to employ visual aids
Interviewer must rely solely on verbal cues Can't be longer than 5-10 minutes A capable interviewer is essential Sample Bias - no phone or unlisted |
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Mail Surveys Advantages
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Lower Cost
Better results, including a shorter response time Reliable answers as no inhibiting intermediary Survey answered at respondents' discretion |
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Alternatives to Mail Surveys
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Mail Panels
Fax Surveys Web Surveys |
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Trends in Survey Research
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Computer-Assisted Personal Interviewing
Competer-Assisted Self-Interviewing Fully Automated Self-Interviewing Computer-Assisted Telephone Interviewing (CATI) Computer Discs by Mail Electronic Mail Surve-E-mail Computer-generated Fax Survey |
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Drop-Off Questionnaire Advantages
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Interviewer can explain the study, answer questions, and designate a response
Response rates tend to be like those of personal interview studies There is more opportunity to give thoughtful answers and consult records |
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Drop-Off Questionnaire Disadvantages
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Costs about as much as personal interviews
A field staff is required |
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Purchase Intercept Technique (PIT)
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A consumer survey technique for collecting data through personal interviews by in-store observation of purchase behaviors and then interception of consumers in the shopping environment to determine the reasons behind that behavior.
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Omnibus Survey
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A regularly scheduled erosional interview survey comprised of questions from several separate firms.
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Random-Digit Dialing
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Non-directory procedure for selecting all 10 telephone number digits at random.
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Plus-One Dialing
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Consists of selecting a random sample of telephone numbers from one or more telephone directories, then adding the constant "1" to the last four digits of each number selected.
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Call Report
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A form that has telephone numbers to be called and columns for interviewers to document their telephoning attempts.
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Mail Survey
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The mailing of questionnaires and their return by mail by the designated respondents.
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Mail Panel
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A representative national sample of people who have agreed to participate in a limited number of mail surveys each year.
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LockBox Approach
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The delivery by mail of a small, locked metal box containing a questionnaire and other interviewing exhibits.
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Drop-Off Approach
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THe hand delivery of a questionnaire to sampling points
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Unaided-Recall
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A questioning approach in which the respondent is asked to remember an object of interest without the assistance of clues from the researcher.
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Aided-Recall
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A questioning approach that attempts to stimulate a respondent's memory with clues about an object of interest.
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Intention/Action Component
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The part of an attitude that represents the person's expectations of the future behavior toward the object, person, or event.
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Measurement
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The assignment of numbers by rules to objects in order to reflect quantities of properties.
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Scaling
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Process of creating a continuum on which objects are located according to the amount of the measured characteristic they possess.
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Nominal Scale
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A measurement that assigns only an identification or label to an object or set of objects.
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Ratio Scale
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A measurement that has a true or meaningful zero point, allowing for the specification of absolute magnitudes of objects.
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Ordinal Scale
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A measurement that assigns only a rank order (that is, "less than or greater than") to a set of objectives.
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Interval Scales
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A scale with the property that units have the same width throughout the scale (for example, thermometer).
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Comparative Scale
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A type of scale with some form of explicit or implicit comparison build into the scale.
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Rank-Order Scale
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A scale in which the respondent is required to order a set of objects with regard to a common criterion.
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Constant-Sum Scale
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A scale in which the respondent must allocate a fixed number of points among several objects to reflect the relative preference for each object.
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Issues in Designing Single-Item Scales
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Number of Scale Categories
Types of poles used in the scale Strength of the anchors Labeling of the categories Balance of the scale |
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Continuous-Rating Scale
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Respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.
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Multiple-Item Scales
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Scales used in social research to measure abstract constructs.
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Consensus/Face Validity
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Invoked when the argument is made that the measurement so self-evidently represents the various aspects of the phenomenon the there can be little quarrel with it.
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Criterion/Empirical Validity
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The validity of a measurement instrument as determined by empirical evidence that correlates the measurement instrument with other "Criterion" variables.
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Concurrent Validity
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Criterion validity that is established by correlating the measurement score with the criterion variable, both measured at the same time.
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Convergent Validity
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The ability of a measurement instrument to correlate or "converge" with other supposed measure of the same variable or construct; the opposite of discriminant validity.
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Discriminant Validity
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The ability of a measurement instrument not to correlate with supposed measures of other variables or contracts; the opposite of convergent validity.
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Construct Validity
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The ability of a measurement instrument to measure a concept or "construct"; construct validity is generally demonstrated by showing both convergent and discriminant validity.
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Reliability
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The random error component of a measurement instrument.
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Close-Ended Questions
(Structured) |
A question accompanied by the presentation of responses to be considered by the respondent.
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Open-Ended Questions
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A question with either no classification of responses or precoded classification of responses.
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Pretest
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The presentation of a questionnaire in a pilot study to a representative sample of the respondent population in order to discover any problems with the questionnaire prior to full-scale use.
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