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41 Cards in this Set
- Front
- Back
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Usually refers to studies that are somewhat to totally subjective, but nevertheless in-depth, using a probing, open-ended, response format or reflects an ethnomethodological orientation
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Qualitative Research
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Systematic collection of information from respondents through the use of questionnaires; quantitative
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Survey Research
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A type of survey that collects in quantitative form basic opinions or facts about a specified population or sample; also known as a public opinion poll; describes the current situation
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Descriptive Survey Research
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Statistical survey research; explains why the situation exists; uses advanced statistical analysis; ex. relationship between attitude toward a candidate and intent to vote for the candidate
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Analytical Survey Research
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4 Types of Survey Methods
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Mail
Telephone In-Person Internet |
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General stages of this kind of survey method:
sampling --> questionnaire (concise and clear) --> cover letter (response rates) --> package --> mailing --> return rates (under 40%) --> follow-up mailing (2 weeks after) --> data analysis |
Mail Surveys
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Advantages of Mail Surveys (4)
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1. No interview bias
2. Anonymity 3. Low cost 4. Wide geographic area |
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Disadvantages of Mail Surveys (4)
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1. No way of clearing up misunderstandings
2. Possibility of wrong respondents 3. Slow data collection 4. Low response rate (5%-40%) |
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General stages of this kind of survey method:
sampling --> questionnaire --> interviewer instruction --> interviewer training --> calling --> callbacks (up to three 30-min interval) --> data analysis |
Telephone Surveys
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Advantages of Telephone Surveys (4)
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1. Interviewers are able to clarify misunderstandings
2. Interviewers are able to ask detailed questions 3. Reasonable cost (no mailing cost or household visit cost) 4. Fast data collection |
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Disadvantages of Telephone Surveys (4)
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1. No privacy: unable to ask sensitive questions
2. Suspicion (telemarketing) 3. Unable to use visual aid 4. Incomplete sampling frame (telephone directory) |
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Type of Personal Interview:
Recruiting respondents on the spot (e.g mall) |
Intercept Interview
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Type of Personal Interview:
Predetermined; initially contacted individuals for arrangements |
Pre-Recruited Interview
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General Steps for this kind of survey method:
Sampling --> questionnaire --> interview instruction --> interview training --> data collection (labor and cost intensive) --> returning to households (labor and cost intensive) --> data analysis |
Personal Interview
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Advantages of Personal Interview (3)
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1. Flexibility: able to ask in-depth and detail questions
2. Rapport-building: able to answer sensitive questions 3. Supplemented by observation (e.g. facial expressions and gestures) |
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Disadvantages of Personal Interview (4)
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1. Physical characteristics of the interviewer, nonverbal behavior, comments etc.
2. Untruthful answers 3. Time 4. Cost |
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Advantages of Internet Surveys (2)
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1. No geographic limitations
2. Low cost |
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Disadvantages of Internet Surveys (1)
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1. No way of knowing who answered
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Cheapest Survey Method
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Online survey
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Most expensive survey method
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Personal interview
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Fastest survey method for data collection
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Online survey
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Slowest survey method for data collection
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Mail survey
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Survey method with greatest control over respondents
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Personal interview
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Survey methods with least control over respondents (2)
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Mail and online surveys
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Advantages of Personal Interview (3)
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1. Flexibility: able to ask in-depth and detail questions
2. Rapport-building: able to answer sensitive questions 3. Supplemented by observation (e.g. facial expressions and gestures) |
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Disadvantages of Personal Interview (4)
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1. Physical characteristics of the interviewer, nonverbal behavior, comments etc.
2. Untruthful answers 3. Time 4. Cost |
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Advantages of Internet Surveys (2)
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1. No geographic limitations
2. Low cost |
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Disadvantages of Internet Surveys (1)
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1. No way of knowing who answered
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Survey method with greatest response completeness
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Personal interview (pre-recruited)
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Survey methods with least response completeness (2)
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Online/mail surveys
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Respondents' tendency to provide socially-desirable answers to interviewers
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Prestige Bias
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Survey methods with greatest prestige (interviewee) bias
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Mail/online surveys
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Survey methods with least prestige (interviewee) bias
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Personal interview
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How to calculate response rate
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total number of respondents who PARTICIPATED in a survey divided by total number of respondents in the sample
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How to calculate completion rate
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total number of respondents who COMPLETED in the survey divided by total number of respondents in the sample
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How to calculate non-response
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total number of people in a sample who FAILED TO PARTICIPATE in the survey
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A significant lack of responses from a particular group; lack of representativeness
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Non-response Error
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General Guidelines for Question Wording (8)
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1. Make questions clear and short (specific and succinct)
2. Do not ask for highly detailed information 3. Avoid leading questions 4. Avoid biased wording 5. Avoid negative wording 6. Avoid double-barreled questions 7. Avoid potentially embarrassing questions 8. Remember the purpose of the research |
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Kind of wording to avoid:
Encouraging respondents to answer in a particular way |
Leading question
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Kind of wording to avoid:
A kind of question that whichever way you answer, the result is the same |
Double-bind question
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Kind of wording to avoid:
A question that attempts to measure two things at the same time; a source of measurement error |
Double-barreled question
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