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Chapter 17

Chapter 17. Introduction to Survey Research. Surveys – why a survey?. Surveys are conducted to describe the characteristics of a population. Examples of characteristics Demographic Political Social issues Education issues Marketing/Advertising

honoria-merritt
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Chapter 17

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  1. Chapter 17 Introduction to Survey Research

  2. Surveys – why a survey? • Surveys are conducted to describe the characteristics of a population. Examples of characteristics Demographic Political Social issues Education issues Marketing/Advertising Associations between variables are often sought (e.g. correlational studies).

  3. Cross-sectional Collected at one point in time From members of the population across one (or more) given characteristic (e.g. age, race, grade level) Obviously, since one point in time, one sample is needed Longitudinal Collected at more than one point in time from the same population Not necessarily the same sample – might be, might not be Major types of surveys

  4. Longitudinal studies Collecting data (surveying) at more than one point in time Trend , Panel, Cohort Differ along the dimensions of sampling from the population and the exact nature of that population. The Target Population remains the same. Trend – Members of the population change – new sample from the population taken at each different point in time Cohort – members of the population do NOT change - new sample taken at each different point in time Panel – Population may or may not change – the same exact sample is used at each point in time

  5. Steps to conducting a survey • Define or Identify the problem – • Articulate the purpose. What is the research question? (What are 4 char of a good RQ?) • Purpose or research questions can be further developed into objectives. Articulate each objective. (Book calls this “hierarchical set of RQ’s) • Identify your target population • Is it clear? Can the members be easily identified, delineated? Accessible? • Select a mode of data collection • Mail? Phone? Mall clipboard? Interview? Direct administration to a group? • Prepare the questionnaire • Collect the data • Compile, then Analyze, then Interpret.

  6. Mode of Data Collection • Direct Administration to a group • Simplest, easiest, highest return rate, typically done in colleges • Mail Surveys • Relatively cheap, time consuming, low-return rate • Use incentives to increase rates • Telephone surveys • Relatively expensive, intensive-short time duration, effective & efficient techniques, training, phone bank needed • Cell phones starting to make a negative impact • Interviews • Time consuming, more in-depth responses, training, costly (labor)

  7. Direct Admin Telephone Mail Interview Comparative cost Lowest Same Same High Facilities needed? Yes No No Yes Require training of questioner? Yes Yes No Yes Data collection time Shortest Short Longer Longest Response rate Very high Good Poorest Very high Group administration possible? Yes No No Yes Allow for random sampling? Possibly Yes Yes Yes Require literate sample? Yes No Yes No Permit follow-up questions? No Yes No Yes Encourage response to sensitive topics? Somewhat Somewhat Best Weak Standardization of responses Easy Somewhat Easy Hardest Advantages and Disadvantages of Survey Data-Collection Methods

  8. Example of an Ideal vs. an Actual Telephone Sample for a Specific Question

  9. Enhances consistency of response across respondents. Easier and faster to tabulate. More popular with respondents. Allows more freedom of response. Easier to construct. Permits follow-up by interviewer. Advantages and Disadvantages of Closed-Ended vs. Open-Ended Questions Advantages Close - ended Open- ended Disadvantages Open- ended Close - ended • Responses tend to be inconsistent in length and content across respondents. • Both questions and responses subject to misinterpretation. • Harder to tabulate and synthesize. • May limit breadth of responses. • Takes more time to construct. • Requires more questions to cover the research topic.

  10. Non-respondents • Question to answer: Are the respondents different than the non-respondents. • You hope not. • How do you know? • Know the important characteristics of the population • Collect data about these important characteristics • Compare the data from the respondents to the population • If the characteristics of respondents = population: Good! • If the characteristics of respondents differ from the population : Bad

  11. Some basics about conducting a mail survey • Use an incentive • Use 2-3 mailings • For anonymity, use coding • Cover letter (contains informed consent)

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