Podcast
Questions and Answers
What are the similarities between quantitative and qualitative research?
What are the similarities between quantitative and qualitative research?
The theory of survey research is that we can find as much information as we need from a sample, instead of studying the entire population.
The theory of survey research is that we can find as much information as we need from a sample, instead of studying the entire population.
True
When is survey research an appropriate method?
When is survey research an appropriate method?
What is the main idea of the "hourglass logic" applied to survey research?
What is the main idea of the "hourglass logic" applied to survey research?
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What are the five common survey approaches?
What are the five common survey approaches?
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What are the factors to consider when choosing among five types of survey?
What are the factors to consider when choosing among five types of survey?
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Web surveys are always a good choice, as they are easy and cheap.
Web surveys are always a good choice, as they are easy and cheap.
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What are some examples of recruitment methods for web surveys?
What are some examples of recruitment methods for web surveys?
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Consumer panels are good for smaller geographic areas.
Consumer panels are good for smaller geographic areas.
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What are the strengths of survey research?
What are the strengths of survey research?
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What are the limitations of survey research?
What are the limitations of survey research?
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Study Notes
Survey Research I
- Survey research is an investigation that studies samples of large and small populations, taken from larger populations
- The theory behind surveys is that a sample can give as much information as studying the entire population
- Survey research is appropriate when information about a lot of people is needed instead of studying a few individuals deeply
- Surveys can be used in studies ranging from political science to social psychology and journalism, etc
- Public polls are a type of survey
- Surveys have built in checks for reliability and validity
- Qualitative and quantitative methods are both involved in a survey
- Qualitative and quantitative research are both used to describe the world as it exists
- Both use traditions of answering questions/solving problems
- Both acknowledge individuals have bias which needs to be accounted for
- Both create data based in both qual and quan thinking
- All qual data can be coded quantitatively
- All quantitative data is based on qualitative judgment
- Both use induction and deduction
Common Survey Approaches
- Face-to-face (personal interviews)
- Telephone (largely replaced by cell phones)
- Group administration
- Online
Choosing Among Survey Types
- Important to choose the best method for the research question, budget and population
- Mixed-mode surveys are helpful when multiple approaches are needed
Web Surveys
- Web surveys are available in many sizes and purposes
- Low cost and ease of use are attractive
- Response rates are also often very low, especially without incentives
- Portions of the US population don't have access to the internet (25-30 percent)
- Recruitment through email lists, social media or consumer panels
Consumer Panels/Sampling Company
- These are panels for representative samples (non-probability quota sampling)
- This is not good for smaller areas
- Examples include Dynata, Qualtrics or Amazon Mechanical Turk
- Note reservations about using Mechanical Turk
Strengths of Survey Research
- Wide scope for information about large populations
- If a probability sample is used, it can be generalized to the population
- Economically sound (low cost per 1000)
- Realistic and non-obtrusive
- Can be done on your own time
Limitations of Survey Research
- No real depth -- limited to survey questions
- Extensive data, but not in-depth explanation
- Time-consuming, especially at the outset
- Developing questionnaires
- Training interviewers
- Recruitment, follow-ups
Problems/Prospects for Survey Research
- Total Survey Error (TSE) framework:
- Frame: biased or incomplete sampling frame (sampling error)
- Nonresponse: Low response raises sampling error
- Measurement: respondent does not interpret survey as intended
- Specification: Poor statement of what is being measured
- Processing: Problems with data entry and tabulation
Improving Survey Reliability and Validity
- Measurement errors: Reducing social desirability bias & issues with questionnaire construction
- Sampling errors: Reporting in probability sampling, non-probability sampling, reducing self-selection bias and increasing response rates
Reporting for Probability and Nonprobability Samples
- Probability: Disclose researcher/funding, exact wording, full description of population, sample design, sample size, type of survey, data collection, response rate, reporting, confidence levels and confidence intervals
- Nonprobability: Disclose researcher/funding, exact wording, sample design, quota sample, sample size, type of survey, data collection, response rate, reporting, confidence levels and confidence intervals
Reducing Social Desirability Bias
- Social desirability bias is the tendency to portray oneself as a socially acceptable
- Survey instructions should include a more permissive frame of reference
- Method changes (ie experiment, Q-sort, content analysis) can help
Issues in Questionnaire Construction
- Incomplete wording
- Poorly defined terms
- Multiple questions/double barreled questions
- Prestige biased questions
- Biased or loaded terms
- Leading questions
- Over demanding recall questions
- Questions that cannot be answered
- Double-negative terms
Getting the Truth in Surveys
- Top 10 Guidelines for surveys include making statements clear, short and focused on the research objective, avoiding double-barreled questions and bias words, avoiding leading questions, not asking too detailed questions and avoiding embarrassing questions
Take-home Assignment
- Read and think about the differences and similarities of provided surveys
- Explain differences/similarities in question constructions, length, order of questions
- Use of open or closed ended questions
- Describe the population the surveys try to measure
- Indicate the intent of researchers based on survey questions
- Critically analyse survey introductions and instructions, self-administration possible issues with survey questions
Next Week
- Read Salkind, Chap 6 and Nardi (Chaps. 3-4), and the Millar and Dillman Article on improving Web and Mixed Mode Surveys
- Assignment due will include proposal intro/outline
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