ASKING PEOPLE ABOUT THEMSELVES: SURVEY RESEARCH

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Compare the two ways to administer surveys: written questionnaire and oral interviews

Define interviewer bias Describe a panel study Distinguish between probability and

nonprobability sampling techniques

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Describe simple random sampling stratified random sampling, and cluster sampling

Describe haphazard sampling, purposive sampling, and quota sampling

Describe the ways that samples are evaluated for potential bias, including sampling frame and response rate

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Provides a methodology for asking people to tell about themselves

To study relationships between / among variables To study how attitudes and behaviors change over time

Provides useful information for making public policy decisions

Important complement to experimental research findings

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Defining the Research Objectives Attitudes and beliefs Facts and demographics Behaviors Must keep it simple to avoid confusion

Avoid jargon and technical terms when possible If needed, provide a brief description of the background

for more complex questions

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Question Wording Potential problems that stem from difficulty

understanding the question: Unfamiliar technical terminology Vague or imprecise terms Ungrammatical sentence structure Phrasing that overloads working memory Embedding the question with misleading information

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Important considerations when writing questions: Ensure simplicity Avoid:

Double-barreled questions Loaded questions Negative wording Yea-saying and nay-saying

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Closed- Versus Open-Ended Questions Number of Response Alternatives Rating Scales

Graphic rating scale Semantic differential scale Nonverbal scales for children

Labeling Response Alternatives

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Formatting the Questionnaire Should appear attractive and professional Neatly typed and free from errors Use point scales consistently

Refining Questions Proof questions with others

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Questionnaires Personal administration to groups or individuals Mail surveys Internet surveys Other technologies

“Computerized experience-sampling”

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Interviews Face-to-face interviews Telephone interviews Focus group interviews Problem: Interviewer bias

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Questions Are the Same Each Time Surveyed Tracks Changes Over Time

Repeated surveys of incoming freshman at university Effects of sexual situations on TV Teen pregnancy rates

Panel Study The same respondents are studied over time Helps to study the relationships between two or more

variables over time

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Confidence Intervals Level of confidence that the true population value

lies within an interval of the obtained sample Sampling error or margin of error

Sample Size A larger sample size reduces the size of the

confidence interval Must consider the cost / benefit of increasing

sample size

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Two basic techniques for sampling Probability Sampling

Simple random sampling Every member of the population has an equal probability of

being selected

Stratified random sampling Population divided into subgroups (strata) and random

samples taken from each strata

Cluster sampling – identify clusters and sample from three clusters

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© 2012 The McGraw-Hill Companies, Inc.

Nonprobability Sampling—unknown probability of any member being chosen

Haphazard sampling – convenience sampling Purposive sampling – sample meets predetermined

criterion Quota sampling – sample reflects the numerical

composition of various subgroups in the population

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Representative of the population Sampling Frame

- Actual population from which the sample is drawn Response Rate

- Percentage of respondents who complete Reasons for Using Convenience Samples

- Less costly in terms of time and money Concerns

- May not be generalizable

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