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Survey Research

Survey Research. Chapter 5. Issues in Survey Research. Response set/style Response acquiescence (yea-saying) Response deviation (nay-saying) Social desirability Volunteer problem Volunteers differ from non-volunteers More intelligent, better educated, more cooperative.

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Survey Research

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  1. Survey Research Chapter 5 PSYC 3382 1

  2. Issues in Survey Research • Response set/style • Response acquiescence (yea-saying) • Response deviation (nay-saying) • Social desirability • Volunteer problem • Volunteers differ from non-volunteers • More intelligent, better educated, more cooperative PSYC 3382 2

  3. Survey Research (2) • Sampling issues • Random sample is expensive to collect • Stratified sample • Population is divided into smaller units and random sampling is done from the smaller units • Have the selected samples represent the population • 40% from California or 65% female or 22% Hispanic PSYC 3382 3

  4. Constructing Questions • Research Objectives • Attitudes and beliefs • Facts and demographics • Behaviors • Wording • Simplicity • Multiple component questions • Negative wording PSYC 3382 4

  5. Constructing Questions (2) • Answer format • Open-ended versus forced choice • Answer options • Format • End points • Symmetry • Age/mental ability/physical ability/experience PSYC 3382 5

  6. Psychometric Scaling • Guttman Scales (Cumulative Scales) • Coefficient of reproducibility • Ratio of number of appropriate responses to total number of responses • % of responses that are completely cumulative • Guttman said .90 was minimal acceptable level • Likert Scales (Summated Rating Scales) • Reverse scoring • Coefficient of correlation • Do the questions match the overall score? PSYC 3382 6

  7. Psychometric Scaling (2) • Other scales • Error choice method • Semantic differential • Bogardus Social Distance Scale • Self report method • Rely on participant to provide data • Benefit: ease • Cost: not a direct test PSYC 3382 7

  8. Administration • Personal administration • Mail surveys • Response rate • Internet surveys • Other technologies PSYC 3382 8

  9. Interviews • Interviewer bias • Face-to-face • Telephone • Focus groups PSYC 3382 9

  10. Age • Cross-sectional method • Take a large sample of various ages and test them at the same time • Longitudinal method • Follow same participants over a period of time • Time-lag design • Subjects of a particular age are tested at different time periods • Cross-sequential design • Test several different age groups at different times PSYC 3382 10

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