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14 Cards in this Set
- Front
- Back
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What is the purpose of surveys? (3) |
They use modern sampling procedures to allow a small number of people to represent a much larger population Shed light on what ordinary people think, say & do Help us understand why people behave the way they do |
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What are the stages of survey research? (5) |
1. Develop a clear idea of what we want to find out 2. Develop a theory or explanation 3. Write a question to try and measure our explanation 4. Conduct a survey to collect evidence 5. Use this evidence to corroborate or falsify our theory |
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What are the most important things to consider when doing surveys? (3) |
1. Ensure our sample is representative of the population 2. Ensure the questionnaire design is valid and reliable 3. Carry out fieldwork properly |
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What is the sampling frame (2) |
After defining the population, a sampling frame is required to select the sample It's a list of all the units in the population e.g. Electoral Register |
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Drawing a sample from our frame? (2) |
The best method is random probability - everyone has the same chance of being picked If the sample is over 1000 people than reliable generalisations can be made about the target population |
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Response rates - what is the average and how to maximise them? |
The average is 65% for social science surveys A non response can introduce bias, so to maximize response rates you can: Post advance letters Do face-to-face interviews Repeat visits on different days at different times Payment (Roho & freddo bars) |
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What other methods of sampling are there? Are they all as good as probability? (4) |
Non-probability sample: Quota Purposive Snowballing Volunteer Internet Surveys Telephone Surveys Although frequently used, they are not as reliable as probability as they can easily introduce error or bias at selection |
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What are the issues with recall? (2, Belli) |
Questions about past behaviour; sometimes respondents can't remember these. e.g. respondents struggling to remember who they voted for may presume the winner Belli 1999 Source monitoring error: respondents can generally remember an activity but not specific parts |
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What time frame should questionnaires take? |
7 days for relatively common activities 12 months for uncommon activities |
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What are the common errors in question wording comprehension? (4) |
Asking a general question when a more specific one is needed - doesn't provide the respondent the necessary frame of reference Double-barrelled questions: asking 2 questions in one Faulty presupposition question: when the question assumes something that isn't necessarily true Unfamiliar terms & vague wording |
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What can be done to ensure respondents understand the question? |
1. Pre-testing the questions in a pilot study 2. Define terms carefully & avoid unfamiliar language 3. Ask a filter question to channel respondents to different questions. e.g. Did you vote in the general election? followed by Who For? |
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What is social desirability bias? (2) |
Respondents over report socially desirable behaviour; may withhold embarrassing info about themselves e.g. racism Particularly prevalent in interviews |
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What can be done to reduce social desirability bias? (3, Sudman & Bradburn) |
Sudman & Bradburn 1982: writing questions so that respondents have a pre-written excuse for socially undesirable behaviour Reduces the sensitivity of the question Embedding a sensitive question among unsensitive ones may also make it seem less threatening |
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What is the question order effect? WHat can be done to fix it? (3) |
The context or order in which a question is asked effects the answers given to it e.g. when respondents try to stay consistent by answering one question to fit in with the previous Schuman & Presser 1996: communist & american reporter first. You can leave gaps in between answers to try and reduce contamination |
