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SURVEY RESEARCH

SURVEY RESEARCH. Uses questionnaires and interviews to ask people to provide information about themselves. Examples: Attitudes and beliefs? · Demographics? (age, gender, income, marital status, etc. · Past and intended future behaviors?. Why Conduct Surveys?.

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SURVEY RESEARCH

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  1. SURVEY RESEARCH Uses questionnaires and interviews to ask people to provide information about themselves. • Examples: • Attitudes and beliefs? • · Demographics? (age, gender, income, marital status, etc. • · Past and intended future behaviors?

  2. Why Conduct Surveys? • A common and important method of studying behavior. • Provide us with an approach for asking people to tell us about themselves. • Important way for researchers to study relationships among variables and ways that attitudes and behaviors change over time.

  3. Important as a compliment to experimental research findings. • In basic research, many important variables are most easily studied using questionnaires and interviews. Ex. Marital satisfaction, sexual behaviors,and attitudes.

  4. RESPONSE SET • Is a tendency to respond to all questions from a particular perspective rather than to provide answers that are directly related to the questions. • Thus, response sets can affect the usefulness of data obtained from self-reports.

  5. Social Desirability or “Faking Good” • Most common response set • Using this response set will allow “most people” to answer in a socially acceptable way

  6. It has been suggested that people are most likely to lie when they don’t trust the researcher.

  7. Here are some tips for the researcher to gain reasonably honest responses from participants: • Be open and honestly communicate the purposes and uses of your research. • Promise to provide feedback about the results. • Assure confidentiality.

  8. Constructing Questions Defining the Research Objectives • 3 types of survey questions: • Attitudes and Beliefs • Facts and Demographics • Behaviors

  9. Question Wording • Simplicity • Double-barreled questions • Loaded questions • Negative wording • “yea-saying” and “nay-saying”

  10. Responses to Questions • Closed vs. Open-Ended Questions • Number of Response Alternatives • Rating Scales 1. Graphic rating scale 2. Semantic differential scale • Labeling Response Alternatives

  11. Assembling the Questionnaire • Researchers agree that demographic items should NOT be presented first on the questionnaire • Instead, lead questions that have social importance • Questionnaires should have continuity 1. Items 2. Questions

  12. Place objectionable questions after less objectionable ones • Pay attention to the format of your questionnaire – “vertical flow” • Include short transition statement between groups of related questions to introduce the topic of the next group of questions

  13. Questions?

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