Survey Chapter 9: Scales

Data Processing

• Data processors collect and analyze data to produce results with minimal errors.
• Efficient data processing requires data that can be easily processed.

Survey Research

• Survey research involves collecting data through questionnaires or interviews.
• Key goals of survey research include:
  • Drawing comparisons between groups or populations
  • Gaining feedback
  • Identifying important attitudes, beliefs, and opinions
  • Describing a population

Types of Scales

• Two common types of scales used in survey research:
  • Likert Scales
  • Semantic Differential Scales

Likert Scales

• Most frequently used scale in research
• Ordinal measure of attitudes
• Typically includes 4-7 response options
• Contributed to research in many fields
• Criticisms of Likert Scales are often myths

Semantic Differential Scales

• Uses adjectives to measure attitudes
• Typically includes 7-11 points between two adjectives
• Considered an objective, reliable, and valid measure

Survey Design

• Two types of survey designs:
  • Longitudinal
  • Cross-sectional

Data Collection Methods

• Four methods of data collection:
  • Group administration of questionnaires
  • Postal or email surveys
  • Telephone surveys
  • Face-to-face surveys

Defining a Survey

• A quantitative research approach that involves selecting samples of respondents and administering questionnaires or conducting interviews to collect information.
• Key characteristics:
  • Sampling from a population
• Common goals:
  • To describe a population

This quiz covers the two types of scales used in survey design, including Likert Scales and Semantic Differential Scales. Understand the concepts and principles of survey research.